Despite being one of the oldest, most trusted, respected, and successful organizations working to prevent gun violence and illegal gun purchases, the Brady Campaign has faced growing competition in advocacy recruitment, earned media, and donations from newer gun violence prevention organizations with aggressive engagement strategies.
RAD Campaign developed a comprehensive digital marketing and engagement plan to kick off the historic anniversary of the Million Mom March.
We also developed rapid response fundraising campaigns, including crowdfunding in response to mass shootings and for year-end fundraising.
Our Strategy
- Assess the Brady Campaign's website, microsites, advocacy and fundraising landing pages to provide recommendations for increasing conversions.
- Develop strategies to build a ladder of engagement with constituents.
- Audit the Brady Campaign's social media properties and ROI.
- Develop an organization-wide digital strategy and campaign positioning the organization as the "go to" source on the web for independent research and analysis, policy development, and citizen advocacy to achieve practical gun violence prevention solutions.
- Implement the #ENOUGH crowdfunding campaign with celebrities ranging from Rosanne Cash to screenwriter and director Adam McKay.
- Create and implement robust year-end fundraising plans and calendar.
Highlights & Impact
RAD Campaign’s plan aimed to generate actions and donations through capitalizing on celebrity involvement, influencers, and paid media focused on shutting down bad apple gun dealers, and to finish the job by expanding Brady background checks to stop criminals and other dangerous people from getting guns in America. RAD helped the Brady Campaign beat their online fundraising goals by 75%.
