#OneDayOnePurpose Day of Giving Campaign

Franklin University came to Stinghouse to help them create and promote their Franklin University #OneDayOnePurpose Day of Giving. What was unique about their approach is the fact that they asked their students for their ideas on initiatives they wanted to be funded as opposed to the university’s own priorities. The students requested better resources that promoted and encouraged mental health and wellness. As a new client, Stinghouse’s challenge was to create a campaign in a short turnaround time that would be effective for the client’s American audience without a long standing Day of Giving tradition.

In an effort to increase awareness and generate philanthropic support for Franklin University, the team at Stinghouse chose the strategic approach of using Franklin’s brand attributes of confidence, curiosity and connection as a way to connect Franklin’s audience with a mental health initiative. After having conducted research into the positive outcomes of mental health initiatives, we were able to create a social and email campaign that focuses on the strengths of proactive mental health treatment. Typically, mental health advertisements feature depressed, anxious, or stressed individuals. Stinghouse’s approach reflected mental health marketing in a recognizable way by using a black-and-white treatment on the creative assets, but centered the content and copy around the idea of good mental health being empowering through their own brand attributes. Confidence- Mental health is confidence in your mental and emotional well being. Curiosity- Mental health is the curiosity to explore your options. Connection- Mental health is human connection. The black-and-white treatment also served to differentiate this effort from the university’s typically bright and beautiful imagery of Switzerland, allowing the audience to focus on the issue rather than the picturesque location of the school. Furthermore, Stinghouse researched the positive mental health rewards of philanthropy as a way to connect the mental health initiative to potential donors and further motivate giving. By giving, you also improve your mental health.

Outperformed Previous Give Day Campaigns: When compared to the performance of other campaigns of similar length and budget, this effort doubled the amount of dollars raised compared to the previous year.