Kidney Success Campaign

The Opportunity
The National Kidney Foundation of Arizona (NKF AZ) looked to Defero to recharge their brand and increase awareness. With a hefty donations goal, NKF AZ wanted to expand their donation base to a new and younger audience while educating the general public on what kidney disease is and how it affects those suffering from it.

The Approach
Defero developed a “Kidney Success” campaign, removing kidney “Failure” and replacing with “Success!” wherever possible. Moving away from the historical messaging which targeted those suffering and their loved ones, Defero crafted new creative and copy to educate those unaware of kidney disease and prompt them to become cognizant of the disease. The campaign encouraged readers to “Donate to Success” through a strategic combination of direct mail, email marketing, print ads and billboard placements.

Integrating the “Kidney Success” campaign digitally, Defero restructured NFK AZ’s social media and web presence with the new messaging, contests and giveaways that increased public engagement, and knowledge-sharing. This allowed NKF AZ to efficiently interact with a record number of their audience.

The Results
These efforts were successful in expanding the NKF AZ donation base to a new and younger audience. The NKF AZ’s digital fan base grew to over 400 fans after four months. Donations surpassed the NKF AZ Annual Appeal goal and the campaign garnered the AZ affiliate much attention among the affiliates across the country. The campaign was so successful the Kidney Foundation in New York asked if “Kidney Success” was trademarked in hopes of repeating NKF AZ’s victory.