LEXI BALL

In a perfect world, we could all help everyone. But with our limited time and resources, we can’t. We have to pick. With thousands of charities doing incredible work, how do you do that?

 

Non-profits often talk about themselves. For Be The Match, we chose to talk about what’s in it for donors—the unmatched experience of saving a life and all the huge emotions that come with it. The result was our Dear Donor campaign, which leveraged a core moment where bone marrow transplant recipients write letters to the donors who saved their life.

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The campaign not only elicited a few tears, it also won Hawkeye's Best Storytelling Campaign of the Year.