KNO 5036 CaseStudy.Hemophilia
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Arizona Hemophilia Association
How to draw a large crowd to a fundraiser event.
backgr oun d
• The Arizona Hemophilia Association (AHA) is a volunteer-based non-profit that works
to improve the quality of life of those affected by bleeding disorders.
• For over 40 years, AHA is the only agency in the state of Arizona that provides pro-
grams and services to people affected by bleeding disorders.
ch al l en ges
• Finding contestants, attendees and sponsors for the Salsa Challenge
• Building awareness for a cause many don’t understand
• Appealing to philanthropists to consider an AHA donation
sol uti on s
• Create a comprehensive media strategy by targeting millennials, buying media early
to get more GRPs and encouraging “value added” by giving full value to added value
• Create a presence that will inform Arizonans about Hemophilia through public rela-
tions, creative, digital and radio
• Develop on-site promotions through KOOL-FM, KMLE-FM, and KZON-FM
• Launch a public relations and social media campaign to help achieve visibility goals
locally and beyond
resul ts
• Raised over $140,000 during the event, nearly double from the previous year
• Facebook ad campaign reached 167,530 people, and 202,931 impressions
generated by the ads
• The Patrón Margarita Mix-Off achieved the most money ever raised (over $17,000)
• Achieved a Guinness Book of World Record with 7,308 lbs of salsa made.
Previous record was 7,000 lbs.
• Increased event attendance from 20,000 (2014) to 60,000 (2015)
The 31st Annual My Nana’s Best Tasting Salsa Challenge was a huge success. For the
first time, the Salsa Challenge was a two-day event, quite a big undertaking. With the help
of sponsors, volunteers, committee and dedicated staff, we raised over $140,000, almost
double what we raised last year.