Driving Volunteer Engagement Through Digital Innovation
The Challenge
Register to Ring® was new to the Division. The goal was to develop a comprehensive digital strategy to significantly increase volunteer participation in the program.
The Solution
We implemented a multi-faceted digital campaign alongside the Register to Ring launch:
- Platform Diversification: Leveraging a diverse range of platforms like TikTok, email marketing, text messaging, Spotify and OTT/CTV advertising allowed the campaign to reach a wider audience with targeted messaging.
- Compelling Content: Engaging visuals and informative content on these platforms raised awareness about the program and its impact.
- Clear Calls to Action: Strong calls to action on all platforms encouraged viewers and listeners to directly sign up to be bell ringers.
- Mobile-Friendly Design: Recognizing the growing trend of mobile usage, the campaign ensured a seamless sign-up process through mobile devices, contributing to 39% of sign-ups coming from mobile platforms.
The Results
- 247% Increase in Volunteers: Compared to the previous season, the Division witnessed a significant surge in total volunteers signing up to ring bells.
- 47% Increase in Volunteer Hours: The campaign not only attracted more volunteers but also encouraged them to dedicate more time, demonstrating a deeper commitment to the cause.
- Mobile-Driven Engagement: Nearly 40% of sign-ups came through mobile devices, highlighting the effectiveness of the mobile-friendly approach.