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B.E.D. (Because Every Kid Deserves one)
Source: SO08 Silver Anvil Award
Product Code: 6BW-0904D12
Organization/Author/Firm: Pathfinders, Golden Chic Events / Serve
Industry: Associations - Nonprofits
Specialization(s): Special Events - Observances more than 7 days / Special Events - Observances
Format: Campaign Case Study (Silver Anvil)
Summary
2009 Silver Anvil Award Winner – Events And Observances – More Than Seven Days – Associations / Nonprofit Organizations
Tonight, over 400 kids in Milwaukee won’t have a bed to sleep in. So, Serve Marketing partnered with Pathfinders youth homeless shelter to change that. The solution was B.E.D. (because every kid deserves one) – a fundraiser whereby guests bought beds (not tables), dined outdoors (not in a hall), and bid on underwriting for ads (not silently for golf). B.E.D. was the stepping stone for a later campaign that brought awareness and funding to new heights. How high? Over 25 million ad and earned media impressions resulted in nearly $400,000 in annual donations and a 21% increase in new donors.
