SCOUTS CANADA · NATIONAL FUNDRAISING
SCOUTPOPCORN.
From an at-riskprogram to $700K.
$200K → $700K
ANNUAL REVENUE
250%
REVENUE GROWTH
170 → 430
PARTICIPATING SCOUT GROUPS
153%
PARTICIPATION GROWTH
01 / THE CHALLENGE
A national fundraiserat a crossroads.
Scout Popcorn generated approximately $200K in revenue with only 170 participating Scout Groups the previous year and was at risk of being discontinued. The challenge was not simply to sell more popcorn — it was to rebuild participation and give families, Groups and supporters stronger reasons to participate.
02 / THE STRATEGY
Rebuildthe journey.
A new national marketing and engagement strategy combined audience segmentation, targeted email drip campaigns, lifecycle communications, incentive strategy, prize-tier restructuring and national campaign execution.
03 / EMAIL + CRM
The right message.The right moment.
Targeted email journeys were developed for parents, Scout Groups and supporters. Communications were segmented and timed throughout the fundraising campaign.
04 / INCENTIVES
Give people somethingworth working toward.
The incentive and prize strategy was reworked around targeted prize tiers and rewards participants actually cared about.
Result
From survivalto growth.
$200K → $700K
PREVIOUS → ACHIEVED
250%
REVENUE GROWTH
170 → 430
GROUPS BEFORE → AFTER
153%
PARTICIPATION GROWTH
Result
Beatingthe target.
$400K → $700K
TARGET → ACHIEVED
+ $300K
ABOVE TARGET
240 → 430
GROUPS TARGET → ACHIEVED
+ 190
ABOVE TARGET
Capabilities