Non-profit marketing often has more challenges than for-profit companies. But the team at the American Red Cross was wonderfully open about allowing us to explore truly unique directions to address their current challenge: encouraging specific donor types to donate more often.
In this campaign, we were asked to look for ways to encourage O-negative donors (the universally accepted blood type). Previously, the route taken was simply to explain to this audience why their blood was more important. Our challenge was to make them feel it, not just understand.
Our first concept focused on the rarity of the donor’s blood. Given that O-negative donors are only 9% of the entire U.S. population and less than 10% of those eligible actually donate, the ones that do are considered extremely special. We wanted to remind them of how amazing they are and how much more powerful they could be with more donations per year.