The 2016 Canadian Red Cross digital holiday campaign embodied some of our most cutting-edge digital marketing work. And we were rewarded with positive results - a more than 200% increase in December digital revenue.

Each year we break this critical campaign down to determine what’s working and what isn’t. This approach culminated in a ground-breaking collaboration with a team of professors from Harvard Business School to test pseudo-set framing (PSF) on our audience to determine the impact such framing can have on revenue and conversion rates. We saw a 600% increase in those who complete a the maximum donation (a complete $200 Survival Kit). The results, published in the Journal of Experimental Psychology: General, could have applications across multiple fundraising channels. Our 2017 campaign evolves our understanding of how PSF works and we will go through both years of learnings to maximize use of the behavioural insight.

Learning Outcomes:

1. Optimizing your holiday campaign - Testing and Testing and More Testing
2. Insights and practical learning from the CRC’s 2016 & 2015 holiday campaigns
3. Incorporating academic and marketing industry research and insights into your campaigns.

Emily Chan

Manager of Digital Design and Creative Strategy

Canadian Red Cross

Emily Chan is the Designer and Creative Strategist on the Canadian Red Cross Digital and Creative Solutions team. She joined the Canadian Red Cross in 2015 with a background in design, advertising and marketing. She develops and leads the creative strategy and design of campaigns for the Digital Solutions team and client teams.

Colin Smith

Manager of Digital Writing and Content Strategy

Canadian Red Cross

Colin Smith is the Digital Writer and Content Strategist on the Canadian Red Cross Digital and Creative Solutions team. He joined the Canadian Red Cross in 2014 with a previous background in journalism and marketing. His writing and strategies support multiple digital marketing channels, including Email, SEM and SEO, Content Marketing, User Experience and Conversion Rate Optimization (CRO).

Doug Wayne

Director Digital and Creative Solutions

Canadian Red Cross

Doug Wayne leads the digital marketing, web development and creative services departments at the Canadian Red Cross.  He joined the Canadian Red Cross in 2012 and has spent the last 6+ years building up the digital and creative strategy programs for both donor and commercial audiences.