Sick Kids: One million strong

In 2020, Canadian children's hospital the Sick Kids Foundation was in the fifth year of a six year fund-raising campaign for a new hospital; it focused on the milestone of one million unique donors to drive monthly and one-time donations, and build brand health.

Campaign details

Brand: SickKids FoundationBrand owner: SickKids FoundationEntrant company: Cossette, TorontoMarket: CanadaSector: Charities & voluntary organisationsMedia channels: Email marketing, Integrated, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

The campaign aimed to help SickKids raise $1.3bn in six years, the largest healthcare fundraising initiative in Canadian history.

Four years of incredible success had created a challenge; the prospective donor pool was diminishing, and Covid created a difficult fundraising environment.

This case demonstrates...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands