As their 30-year anniversary approached, the Just for Kids (JFK) Foundation was looking to refresh the way they engaged with the community while staying relevant to their patrons. They turned to Suite 203 to connect with a new audience while continuing to foster their long-standing relationships with current volunteers and donors.
JFK is a Montreal-based charitable organization with the mission of purchasing life-saving medical equipment for the Montreal Children’s Hospital. Since inception, the non-profit has raised over $11M, mainly through hosting special events. While funds raised continued to grow year after year, there was a lack of new, dedicated volunteers interested in spearheading events for the organization and younger families adopting JFK as their charity of choice.
We investigated why this lapse in younger volunteers and supporters existed and how JFK could capture the hearts (and wallets) of this important target market. We audited all branding and communication materials and conducted interviews and focus groups. Our analysis identified the barriers preventing this demographic from volunteering and donating to JFK.
As a result, a multi-tiered strategy was implemented: