Ad_special project

Role

Communications Strategist | Project Manager | Copywriter | CMO
Challenge

Ahead of September 1st, many charitable foundations run the “Children Instead of Flowers” campaign. The media and search landscape is highly competitive, making it difficult for the Perspektivy Foundation to stand out in search results, as top pages are dominated by foundations with larger advertising budgets and more prominent names.
Key question: How can the foundation differentiate itself?
Solution
- Developed a communication strategy based on emotional storytelling and social proof, highlighting real stories of children benefiting from donations.
- Created compelling copy for digital ads and email campaigns, motivating action through tangible results.
- Optimized the landing page for donors and schools, implementing a simple donation funnel.
- Coordinated with Action Agency to launch the campaign across digital and offline channels, ensuring an integrated approach.
Results
- Landing page engagement tripled compared to the previous year.
- Visitor traffic and number of visits quadrupled.
- Average donation per school increased significantly, improving campaign efficiency and enabling the foundation to raise more funds for its programs.
Business impact
- The campaign became a flagship example of a successful digital approach in charitable initiatives, strengthening participant trust and engagement.
- The developed strategy and communication materials laid the foundation for scaling the campaign in subsequent years.
Links

Case story_Sostav.ru