Cause: The Spruce Foundation is a leading young professional, volunteer based organization that provides grant funding and strategic leadership to at-risk youth organizations in Philadelphia. In preparation for the 2012 Five Year Anniversary Gala, HMC was engaged to develop a strategy to increase ticket sales, partner engagement, and donations by employing game mechanics to drive activity.
Effect: HMC recommended a Mad Men themed gala to ride on the momentum of the concurrent season premiere. Host Committees were created with friendly challenges and incentives to drive ticket sales and attract more millennial attendees. Teams were monitored and activity was driven through a web based leaderboard and ticket engine. Additionally, HMC designed the “Viewer’s Choice Award”, an on site, real time voting grant that incentivized partners to purchase tickets and enhanced the quality of the event experience. As a result, The Spruce Foundation increased fundraising by over 300% from the previous year, as the event sold out with over 375 millennial donors in attendance and over 20 partner organizations competing for the Viewer’s Choice Award.Google+