New York Cares
New York Cares is the New York’s largest volunteer management organization, running volunteer programs for 1,300 nonprofits, city agencies, and public schools. Qriously was tapped to help increase the number of monetary and coat donations during the annual New York Cares Coat Drive.
By asking mobile app users “Do You Have A Coat You’d Donate To The Needy?,” and offering as possible answers “Yes,” “Tell me more,” and “Can donate $,” Qriously found over 51,000 people who offered one of those answers. When they answered, they were shown a banner ad for NY Cares.
On average, 28.7% of consumers exposed to NY Cares creative went on to click the banner at least once. Brand study results showed an absolute increase in intent to donate of Δ9.9 (relative increase or lift of 49.2%) compared to a statistically similar control population.
“This winter was colder than usual, so we wanted to find as many prospective donors as possible. Qriously helped us find them. By sending the message to interested donors only, Qriously moved a number of people to donate their coats. That would have helped during any winter, of course — but during this cold one, it helped even more.”
Marketing and Communications Director, New York Cares