Learn how CMN uses storytelling, and Gust, to drive global awareness for children's hospitals.
Since 1983, Children's Miracle Network (CMN) has been raising awareness for over 170 children's hospitals around the world. In North America alone, 1-in-10 children are treated by a CMN hospital every year. It is often believed that these children's hospitals operate for a profit; however, this is simply not true. In order to provide world-class care to their nearly 32-million yearly patients, children's hospitals rely on donations from CMN to subsidize the high cost of care. In addition to raising funds through various programs, CMN places an extreme focus on sharing the importance of supporting children's hospitals.
CMN enlisted Gust to help promote the following key corporate strategies: (a) Innovation - Innovate to increase value to stakeholders by creating and testing new ideas; (b) Awareness - Generate awareness to position local children's hospitals as critical charitable organizations in need of philanthropic support; (c) Community - Acquire new donors and advocates for member hospitals; and (d) Operational - apply a new funding approach for new initiatives, evaluate and explore long-term solutions to funding growth, test and explore ways to create and fund a national media campaign.
CMN joined Gust's Managed Awareness Program. Gust would intially support CMN in raising awareness for its annual Children's Hospitals Week. Gust would be leveraged for 3 primary campaigns throughout the week: (1) Instagram Distribution - raise awareness for children's hospitals by distributing content thoughtfully crafted by CMN's creative team. Gust would target family-friendly viral communities, with a 5-day educational burst campaign. (2) Drive Donations - Gust would assist in acquiring new donors by leveraging premium inventory with cross-over Facebook reach. (3) Promote Live Event - CMN hosts a yearly Facebook LIVE fundraising event. Gust would support this event using story inventory, with a swipe up capabilities, to drive real-time traffic and viewers to the digital event.
(1) Gust successfully distributed CMN's story across family-friendly viral communities on Instagram. The 5-day educational campaign earned 17,365,007 impressions, created millions of re-targeting opportunities, grew CMN owned-media (Instagram followers), and increased website visits/online donations. (2) Gust leveraged premium inventory to drive traffic (3,000,000 impressions) to a Facebook Fundraiser setup for CMN. The campagin produced a positive ROI earning $31,000 in directly attributable donations. (3) Real-time viewers on the CMN Live-A-Thon jumped over 600% within 20-minutes of Gust's network sharing story content that was specifically crafted to promote the event. The success of the initial campaign has resulted in an ongoing relationship between CMN + Gust.
"We were really happy with the results and look forward to working together year around on key campaigns."