Although Lumos have a very well known founder, J.K. Rowling, their supporter group was small and they relied on prize draws, using Harry Potter merchandise, to raise funds for their cause. These didn't increase their supporter database and their cause was still not known to many.
We created multiple social media campaigns, using no media budget, to recruit thousands of new supporters to Lumos. The new and existing supporters were then stewarded and taught how Lumos helps close down money-making orphanages across the world and provide support for children and their families, so they can stay together in loving homes. This would then allow Lumos to gain ongoing support and donations from these people.
Phase one: The pin badge
Lumos were given the opportunity to sell pin badges with a design of Newt Scamander's wand (the protagonist from the Fantastic Beast franchise for non-Wizarding World fans).
Although we had no media spend, we were able to reach out to Lumos' influencer database, and I created a tool kit which aided our audience reach.
J.K. Rowling followed our guidance through the toolkit I produced, and tweeted about the pin, reaching thousands.
We also reached out to actors involved in the Harry Potter and Fantastic Beasts franchise to galvanise their support...
Lumos were then given the opportunity to sell the pin badges at the Wand Exhibition - an installation set up in front of St Pauls Cathedral. I created a toolkit which gave instructions to the vendors on how to sell the badge. The vendors wore robes from the Harry Potter films, to aid the immersive feel.
With no media budget we still reached thousands of people and sold badges around the world to raise money for Lumos.
36,146 badges sold
1,313 shares and 5,441 likes across social channels
14% Opt-in rate
Editing the Opt-in capture fields was out of our control due to the badge vendor being a separate business, but we were still keen to build Lumos' database further, so with 3 weeks to go before the end of the year we came up with a plan...
Phase TWO: The HOLIDAY GIVEAWAY
We decided to create an offer-led campaign. This maximised Lumos' prize-draw method, but with a strategy that would reach wider audiences and recruit new supporters using an incentive for email data capture.
Alongside our digital team I created a content plan for the Holiday Giveaway, where Wizarding World prizes were up for grabs over the last few weeks of December.
I designed and advised on the landing pages for these draws, including the data capture fields. It was emphasised that if the viewer signed up to receive emails from Lumos, they would hear more about future prizes. They also were given the incentive that they would be informed about the prize before the public.
We worked on an email journey that would inform both new and existing supporters.
There was a considerable spike in organic donations on the day of the prize draws, specifically from people receiving the Thank you for entering emails. The average daily donation rose from $308 to $3,161.
We also included soft asks in the announcement emails for the 2nd and 3rd prize draw with success.
41,555 new email subscribers
64% Opt-in rate (compared to the pin badge Opt-in of 14%)
$52,156 raised across both campaigns with no media spend
fun final fact
The post with the most engagement (266,000 organic) was of a woman proposing to another woman during the Wand Exhibition 💖 However it lost Lumos 4,000 Instagram followers. My opinion is that those followers certainly aren't a loss.