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Live L.A., Give L.A. 2016
By the third year, we were just hitting our stride with the Live L.A., Give L.A. campaign. We had some trial and error on the first two years but had ironed out a lot of the kinks. We wanted to capitalize on the brand equity we had built in previous years to increase donations. A new digital strategy and employing some direct response TV tactics had an impact on our intake for the 2 months that the campaign was live. Drew Barrymore graciously donated her time and celebrity channels to increase donations as well.
$2.2 million in the months of November and December of 2016 was an increase of 16% year-over-year.
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