The challenge was to develop a campaign to support the workplace donation rallies and fundraising efforts of the United Way for 2014. The campaign objective was to get individuals to donate a portion of their paycheck to United Way. I solved the problem by creating a campaign strategy that puts the existing or prospective donor at the center. The messaging demonstrates the most compelling benefit we can offer; the profound self-satisfaction and personal reward that comes with helping others get the critical services they need when they need them. The messaging reminds the prospective donor that everyone, including their neighbors or even someone close to them, will have an hour of need. And when that hour comes, it will be their finest hour, because they donate to the United Way.
