Measuring the Impact
Challenge & Objective
KW Cares tasked RipplEffect to develop a compassionate approach to communicating grant recipients’ personal stories to KW associates, to inform and inspire them about grant assistance available. These narratives are of a very sensitive nature — dealing with personal loss, debilitating injuries, and grave illness — and further had to communicate clearly and drive conversions. The creation of these personal narratives was one component of a ground-up website rebuild and rebranding effort.
1. Built a back-end Web architecture that could easily sync donations into KW Cares’ CRM, enabling their website to grow their email database for the very first time.
2. In addition to the all-new website, we launched an updated KW Cares brand look (an evolution not a revolution), and logo refresh.
3. Through data analysis and data-led marketing, we developed the strategy for an extensive, real-life video series focusing on grant recipients entitled, “Family Helping Family.” The series of short video vignettes shows grant recipients recounting their personal stories of hardship, assistance, and recovery. To drive awareness of the video series, we deployed a “There’s a Grant for That” campaign, in which we capture the realities of grant recipients recovering from cancer, stroke, and other dire setbacks, and how KW Cares grants to ease their burden. This approach brings home the stark realities faced by grant recipients, rather than portraying a Pollyanna vision of the subject matter. The level of engagement the campaign generated validated this frank storytelling.