B A R R I E R S

+ Low awareness of JAJF + Competing in a crowded category + Lack of urgency around emotional

support for families dealing with cancer

C H A L L E N G E

Create an emotional connection to the mission of JAJF to raise awareness and drive donations.

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Young parents were the target for the “Share the WOW!” model. So, we spoke with them to understand what prevents them from donating.

I like the idea of donating, but we’ve got to be smart about time and money these days. I’d rather take my kids to volunteer so we can make our own memories together.

“

”—Aria, 35, mother of 2*

Knowing young parents have a lot on their plate already, we identified a higher value target with fewer barriers to donation.

E N G A G E D C O U P L E S

We’ll target newly engaged couples who are preparing for the big day.

* Agency qualitative research

T A R G E T

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W H Y E N G A G E D C O U P L E S ?

Donating a portion of wedding registries to charity is already a growing trend amongst modern engaged couples. By reaching them when they are actively setting up their registries, we can gain access to a network already organized around collective fundraising. Meanwhile, the deadline of a wedding date instills urgency to donate.

S T R A T E G Y Celebrate the moment individuals become family.

of engaged couples create wedding registries*91% $19B spent on wedding

gifts annually** 75% increase in charitable donations via registries in past 5 years***

C O N S U M E R I N S I G H T

A wedding marks the moment two people become one.

* American Express, Spending and Saving Tracker, 2016 ** The Knot Real Weddings Survey, 2016

*** I Do Foundation, 2016

C O M P A N Y I N S I G H T

JAJF provides a moment for a family to reflect on what holds them together.

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B I G I D E A

B E C O M I N G W E #BecomingWe

A campaign encouraging engaged couples to register their weddings toward JAJF.

A wedding marks the moment a family comes together. #BecomingWe makes this moment more meaningful by connecting two families—those that Share the WOW! and those that receive it.

The wedding sets the tone and defines how we want our marriage to start off. We wanted our wedding to reflect the life we hope to lead as a married couple.

“”

—Nishkaam & Poonam, explaining why they chose to donate their registry.*

* “The Pay-It-Forward Wedding,” New York Times, 2017#M-103-073

M E D I A A P P R O A C H

B A R R I E R S There’s low awareness of JAJF. Donating to charity as a wedding gift is a relatively new concept.

Once the wedding is over fundraising ends.

R O L E O F C O M M S

Inspire emotional connection to JAJF mission by establishing #BecomingWe message.

Make it frictionless for couples to add JAJF to their registry.

Encourage donor couples to share their #BecomingWe story.

M E D I A T O U C H P O I N T S

+ Custom content + Influencers + Targeted digital video

+ Charitable registries + Retail registries + Social ads

+ Thank You cards + Social sharing + Email newsletters

RAISE AWARENESS

DRIVE DONATION

INSPIRE NEW

COUPLES

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RAISE AWARENESS

C U S T O M C O N T E N T

Amplify the #BecomingWe message through content partnerships with key wedding publications.

T A R G E T E D D I G I T A L V I D E O

Target pre-roll video to users that have Google-searched terms that indicate they are planning their wedding.

I N F L U E N C E R S

Leverage bridal influencers to share their #BecomingWe story and encourage their followers to commit to the mission.

We’ll create an emotional connection to the campaign as couples begin the process of planning their wedding. Digital video targeted to them while they’re in the planning mindset will ensure we’re telling the JAJF story across key awareness-driving channels.

E S T A B L I S H # B E C O M I N G W E M E S S A G E

When “Becoming We” Means More Than Just “I Do”By Erin Celletti Published July 25, 2018

New bride Alicia tells us why she’ssharing her day with a JAJF family dealing with late stage cancer: “I still remember the first time my husband and I felt like a WE. Sharing that moment with another family helped me experience that moment all over again.” What’s your story? #BecomingWe

http://www.brides.com/registry/when-becoming-we-means-more-than-just-i-do

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DRIVE DONATION

C HA R I T A B L E R E G I S T R I E S

Prominently feature JAJF on registry sites dedicated to charitable donation, while aggregating donors under #BecomingWe.

R E T A I L R E G I S T R I E S

Feature JAJF on traditional registries that donate a percentage of purchased items to selected organizations to serve guests who prefer to purchase physical gifts.

S O C I A L A D S

Keep #BecomingWe top-of-mind by showing up on platforms where couples are ideating around their wedding.

While couples are actively wedding planning, we’ll keep #BecomingWe top-of-mind across multiple touchpoints. Knowing there are a number of registry options out there, we’ll ensure JAJF is present no matter which they choose.

M A K E I T F R I C T I O N L E S S T O S U P P O R T J A J F

W E ‘ R E G E T T I N G M A R R I E D

G I V E T O A R E G I S T R Y

UPCOMING WEDDINGS #BecomingWe

A wedding marks the moment that two families come together. Use JAJF’s Wedding Registry to celebrate the memories that define a family and ensure that JAJF’s work to

support families dealing with late-stage cancer continues.

J A J F W E D D I N G R E G I S T R Y

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INSPIRE NEW

COUPLES

T H A N K Y O U C A R D S

Partner with card companies (print/digital) to share the #BecomingWe story along with thank you messages to guests.

S O C I A L S H A R I N G

Encourage use of #BecomingWe as couples share their wedding memories on social.

E - M A I L N E W S L E T T E R S

Continue engaging donors through email updates on the families they’ve supported.

minted.

Support for JAJF doesn’t end once the wedding is over. We’ll keep the #BecomingWe conversation going to expand the movement.

H E L P N E W L Y W E D S S H A R E T H E I R # B E C O M I N G W E S T O R Y

http://www.paperlesspost.com/thank-you-cards/JAJF

Thank you for celebrating our big day with us—and for donating to JAJF!

We’re thrilled that we made our donation goal. Thank you for supporting us and

this cause that we cherish. —Devon & Asha

#BecomingWe floral stationaryin partnership with JAJF

PURCHASE

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U S E R J O U R N E Y

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D O N A T I O N P O T E N T I A L

W H Y I T W O R K S

+ Elevates JAJF by inspiring an emotional connection at a key moment for our target audience.

+ Provides an easy and accessible way to donate. + Generates earned media through #BecomingWe. + Gives our cause a halo effect with a built-in

secondary audience (wedding guests). + Increases amount donated per target by leveraging

crowd-sourced fundraising to surpass 2016 goals.

$3MM Raised within the first year Even if we only reach 1% of couples and only one guest per registry donates.

Number of couples that create wedding registries each year.*

**CDC, Marriage and Divorce statistics, 2015 ***Tendr, Wedding Season Report, 2016

Bride-to-be sees #BecomingWe on her favorite bridal influencer’s Instagram.

Average amount each guest spends on a wedding gift.**

1.9MM

$160

They choose a registry and add JAJF as the charity they want to support.

During and after the wedding, they share photos on social using #BecomingWe.

As she and her partner decide where to register, they see #BecomingWe featured on the sites they’re considering.

Their newly engaged friends see the hashtag and remember to add JAJF to their registry.

#BecomingWe

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Engaged couples that support JAJF catalyze the next phase of donation by inspiring the next couple.

F L O W C H A R T M E A S U R E M E N T

P E A K W E D D I N G S E A S O N

J U L A U G S E P T O C T N O V D E C $

C O N T E N T 0.500 MM

I N F L U E N C E R S 0.750 MM

D I G I T A L V I D E O 1.000 MM

S O C I A L A D S 0.700 MM

B R A N D L I F T S T U D Y 0.050 MM

T O T A L : 3.000 MM*

B A R T E R D E A L S + P R P L A C E M E N T S

R E G I S T R Y P A R T N E R S H I P S

C A R D C O . P A R T N E R S H I P S

S O C I A L S H A R I N G

E - M A I L

T R A C K I N G A W A R E N E S S

+ Custom content engagements + Social engagements with influencer posts + Video views and site visits + Brand lift study

T R A C K I N G D O N A T I O N S

+ Incremental donations by registry platform + Number of registries linking to JAJF

T R A C K I N G # B E C O M I N G W E

+ Social listening for #BecomingWe and surrounding conversation

+ Earned PR impressions from #BecomingWeRAISE

AWARENESS

DRIVE DONATION

INSPIRE NEW

COUPLES

M E D I A O P T I M I Z A T I O N S

+ On target reach + Mid-flight optimization based on awareness

findings + Prioritize high-value couples (those raising the

most money within their registries)* “All costs based on pre-negotiated rates with vendors/publishers

We’ll launch during peak wedding season for maximum impact.

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