The MDRT Annual Meeting is a gathering of some of the most influential financial advisors in the industry. At the meeting, the charitable arm of MDRT selects one charity to highlight and raise money to support.
The GKTW village holds a ceremony in which each child writes their name upon a gold star. This star is then hung on the ceiling along side the stars of all of the other children that have come through this non-profit resort. We then leveraged this star motif throughout the campaign as a way to connect with the unique charity.
In 2017, the MDRT Foundation selected Give Kids The World as their charity of choice. GKTW is an organization that provides a once in a lifetime experience for children with life-threatening medical conditions. Through our initial strategic discussions, we discovered that highlighting the individual stories of the children would serve as the ideal way to resonate with attendees and encourage donations.
In the end, the Foundation surpassed their fundraising goal by raising over $350,000 from more than 1,800 donors at the meeting - it was their most successful appeal to date.
A postcard was sent out to MDRT members offering a preview of the yearâ€™s Annual Meeting charity and inspiring them to make a donation to change the lives of the children that visit the resort.
Working closely with the marketing team, we designed a booth that encapsulated the charityâ€™s story and allowed staff members to gathered donations from attendees.