Challenges
Strategy & Execution
01.
In-Market Experiential Fundraising
- Level Up USA brought St. Jude’s mission directly into communities through:
- Pop-up booths in high-traffic areas
- Branded setups featuring patient stories and hospital impact
- Trained ambassadors facilitating real-time conversations
- This created a human, approachable experience rather than a distant nonprofit appeal.
02.
Emotional Storytelling Approach
- The campaign centered on real patient journeys:
- Stories of children treated at St. Jude and their families
- Clear messaging: families never receive a bill for treatment
- Visual content showing hope, recovery, and impact
- This approach made the cause tangible and deeply personal.
03.
Performance Tracking & Optimization
- Daily tracking of engagement, conversations, and conversions
- Market-level performance comparisons
- Ongoing training to improve ambassador messaging and effectiveness
Results
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