American Friends of ALYN Hospital: Wheels of Love USA
Charity Bike Ride Recruitment
This multi-platform campaign for the American Friends of ALYN Hospital was designed to recruit riders and sponsors for their first-ever U.S. charity bike ride. ALYN is a world-class hospital in Israel dedicated to the rehabilitation of permanently and temporarily disabled children.
The client runs a well-known, annual ride in Israel — Wheels of Love — and felt strongly that the U.S. event should keep the same name. But after conducting interviews with past and potential riders, we determined that the branding would be more effective if it focused on the main value the riders and hospital have in common — “doing good” is a top priority for them.
As a result, “Because doing good is how we roll” became the lead message in all of the marketing, and the identity by which the ride was known.
The outcomes confirmed our thinking: the client not only surpassed their rider registration goal by 64%, but fundraising also exceeded expectations by 21%. On social media, the integrated ad campaign, along with organic posts, reached 157,000 people over 3 months, and garnered 843 landing page views, 1,098 post engagements, and 1,612 link clicks to the registration page.
We are very proud of the work, which in addition to the social media marketing, also included an email campaign and a number of digital and print communications. And we’re grateful to our tremendously talented partner, writer Jean Waterman.
Feels great to help children who need it most!
“Having a professional strategic marketing plan made a huge difference. Our survey, which was sent out the morning after the ride, showed that 93% of the riders were very satisfied with our communication. Beth Singer Design’s team became our partners, our friends, and our biggest supporters. This is a relationship to be preserved, and from which we will reap benefits, for years to come.”
— Maayan Aviv, Executive Director, American Friends of ALYN Hospital
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