The YMCA
How do you get people to donate to The Y’s early education program?
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Show them how far a great education can take you
In 2016, The Y asked us to raise awareness for their early education programs, which help achieve equity in education for kids across the country. But with the election on everyone’s minds, Twitter feeds, and televisions, it was a tough year to break through. So, we leveraged the moment to create something everyone was craving: a presidential candidate who wasn’t all talk. Because she couldn’t talk. Yet.
Zoe won hearts and minds
Zoe’s campaign video launched during a rowdy and incoherent Republican presidential debate, giving viewers an alternative they could get behind. A donation to Zoe was a donation to the Y. Hundreds of local Y’s became Zoe campaign headquarters, with volunteers spreading the word and putting on grassroots events.
And the endorsements rolled in…
Zoe’s campaign website outlined how The Y helps make kids’ lives better on political issues from education to healthcare to the economy.
One of the most effective political campaigns of 2016
Zoe’s campaign film got more than 6 million views and the Y’s number of national donations doubled from the year before.
And as part of Zoe’s campaign, hundreds of Y’s across the country offered free child care on election day.
Watch the case study here >>
