Special Olympics Canada

A smart mix of digital and direct grows monthly donors.

After relying heavily on corporate sponsorships since their founding, Special Olympics Canada knew it was time to pursue individual donors. They partnered with ST to create their very first individual giving direct response program.

To help Special Olympics raise more money so that more Canadians with intellectual disabilities would experience the transformative power of sports for years to come, we needed to focus on the long-term. As such, the new direct response fundraising program needed to have a strong monthly donor focus.

A winning strategy.

ST implemented a monthly donor acquisition campaign, which paired social media lead generation with direct to monthly conversion through the telephone. This innovative campaign model allowed us to elevate the organization’s brand awareness online and target high quality leads.

Our high touch strategy — which included personalized conversations via telemarketing — led to strong monthly conversion. Highly scalable, this campaign is currently being rolled out by Special Olympics Canada.

ST has been a great partner, designing a strategic plan and leading this project from stakeholder discovery sessions to execution. I’m impressed with their passion, insight and experience. I know we can count on ST to assist us in building a “best in class” individual giving program which will help us accomplish our mission of enriching the lives of Canadians with an intellectual disability through sport.
– Paul Klein, Director, Individual & Community Giving

ST Services Provided

Brand Insights
& Data Analytics

  • Individual donor program feasibility study
  • Analysis of past appeals & communications
  • Discovery workshop
  • Competitive analysis


  • Scenario generation to optimize return on investment across channels
  • Donor journey maps by supporter type and channel

Creative & Execution

  • Social media lead generation
  • Telemarketing
  • Direct mail
  • Stewardship
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