A Better Birthday’s primary objective originated from a sibling tradition from a Kansan native, Morgan Johnson. Johnson, a Senior Account Executive at local marketing firm Trozzolo Communications and her siblings routinely requested family and friends to donate to a charity instead of receiving a material gift. WBC approached Johnson to create a unique Web site and integrated marketing plan that allowed users to donate to hundreds of charities directly on abetterbirthday.org.
Objectives:
- To take a family tradition and make it nationally known and used via sponsorships and a unique Web site developed for donations. Success of the Web site is measured by amount of monthly donations and sponsorship proposal responses.
Goals:
- Web site developing Goal: To create an easy way for people to research and donate to charities at a nation-wide level.
- Message Goal: To promote nonmaterial ways to give a birthday gift.
- Web site design Goal: To promote the message and charities more than
The plan included:
- An indepth search engine that allowed users to find charities by topic, alphabetical and by name.
- A unique donation option that allows users to donate to hundreds of charities without being redirected to an external site.
- The option to receive an automatic email Thank-You “card” or to receive the Thank-You card via mail was also included.
- A sponsorship plan was created to gain local or national sponsors to host the Web site and for mailing expenses.
- Press releases and a partner proposal was created to gain internal links and promotions.
After Web site was completed, WBC is waiting for the official 501(c)(3) paperwork to start promotions.
A shout-out to people who helped with this project include:
Web site design: Created by Sara Griewing, Hallmark Cards designer
Web site development: E-commerce developed by Dustin Kessler, Staples Promotional Products developer
