KH Cares: Giving Back to Help Move Colorado Forward
Culture and Community: KH Cares and Charitable Initiatives
Dream House Raffle
Boys and Girls Clubs of Metro Denver is positively shaping the future for youth and families in our community. To help raise awareness and funding for their organization, they hold their annual Dream House Raffle. But with so many competitors— like the Children’s Hospital Mighty Millions Raffle, which runs at the same time— BGCMD is struggling to break through the clutter and generate excitement and engagement around their raffle.
For a Dream House Raffle participant, the only thing that feels as good as being able to help the children of their community is winning awesome prizes in the process. Our campaign played with this balance of motivations, reminding viewers that regardless of whether or not they win a prize (which, with a 1/20 chance at winning, they very well could!), they are contributing to the children in their community and helping to fund the wonderful BGCMD programs. When you play the Dream House Raffle, everybody wins!
The 2018 raffle was a huge success due to the strategic media recommendations made prior to launch.
We allocated budget to build frequency using channels with the highest recall and preference based on previous survey results.
We got in front of the competition by running the majority of our media prior to our Early Bird #1 deadline with a goal of 65% of tickets sold by this date.
The team utilized visual media to tell the story in the Denver DMA.
Our media team was able to purchase a media buy around the 2018 Winter Olympics to ensure people who were watching, saw our spot.
We exceed our Early Bird #1 raffle goal by 5%, and the 2018 drawing overall exceeded last year’s by over 20%; making it the most successful in years.