Stream Raiser 2020 (Starlight Children's Foundation)

In 2020 we developed a new and innovative fundraising challenge, that invites content creators to stream their passion, and encourage their supporters to donate to Starlight. The Streaming for Starlight Campaign won Most Innovative Fundraising Campaign in the FIA State awards 2020.

A brand new campaign, and with no similar examples to build from,this was an exciting opportunity to create a wide variety of content styles from scratch, while exploring and developing a new tone of voice. I developed content that was designed to inspire, inform, engage, and convert. 

The first step was to create an elevator pitch that would quickly communicate what this new campaign was all about.

I developed the Key Messaging document, that everyone working on the campaign would be referring to, ensuring consistent campaign messaging across all channels.

I worked with the PR team to build Media Release, following the template while customising for the unique campaign messaging.

A Media Asset pack was created and used to empower corporate partners to support the challenge, this pack included a variety of media from posters, sample email and social copy and creative, videos and radio, Starlight story content, etc. View sample copy that I wrote for partners to spread the word about the campaign within their own channels. 

A new partner had come on board with donated radio time, so I wrote 15- and 30-second Radio Scripts.

Once streamers were signed up, we used a variety of engagement pieces, such as emails, to encourage and support fundraisers on their fundraising journey. For example:

1. Just checking in, how's Stream Raiser going? 
2. You're invited to the live event!

The Stream Raiser Live Event was an exciting opportunity to bring all Stream Raiser and Starlight supporters together to enjoy a unique online entertainment event, where Starlight celebrity ambassadors joined in to entertain viewers. In preparation for this event I created a Community Management document, so team members who were moderating conversations in each of the channels that the livestream was being aired on, could respond quickly to questions, and we were all providing consistent answers. 

In addition, during the live event itself, I would identify opportunities within the conversation to encourage donations and support, and quickly share these snips of copy in the group chat so my colleagues could use these in their channels. These interactions were met positive engagement from viewers.