One Voice to End Duchenne
Overall campaign concept
The Project
At the heart of Parent Project Muscular Dystrophy’s fight are the stories of boys living with Duchenne. But in the past, the boys have rarely been heard from directly in the materials most organizations produce. Big Duck developed the “One Voice to End Duchenne” concept to put the voices of the Duchenne community -- especially its young men -- front and center, and used it to engage donors through a variety of channels.
We partnered with Fotobabble, which allows users to create talking ecards, and created a One Voice campaign site that urged supporters to spread the word about Duchenne. A One Voice to End Duchenne video encouraged supporters to watch and share via YouTube. At the same time that supporters saw the video and a series of email appeals, a unique direct mail piece arrived in the mail. Through the campaign, we set a goal of raising $100,000 by December 31st. In response, two families offered matching gifts to help us reach that goal.
The Results
Parent Project Muscular Dystrophy’s supporters raised more than 150% of the fundraising goal from online gifts alone. With direct mail included, the campaign raised over $400,000 at a cost of eleven cents per dollar raised—a year-end return higher than any other in the organization’s history.
