Mailchimp’s purpose is to empower the underdog, from small-businesses to small world-changers. In the not-for-profit world small, local, organizations are often restricted and deprived of the freedoms to invest, innovate, and help the communities they know best. In 2021 Mailchimp set out to change a broken philanthropy model because when you restrict do-gooders, you restrict the good they do too.

We’re flipping the script and betting on small. It’s what we’ve always done in our approach to businesses, and it works in philanthropy too. But it’s a complicated situation, so let’s explain it using an organic, stream of consciousness delivery accompanied by the Mailchimp style of animation. It's a mesmerizing romp through ideas that are just crazy enough to work, and we’re excited to share the results.

CHALLENGE:

A broken philanthropy system. 75% of the 1.5 million not-for-profits in the US operate on a budget of less than $1 million a year but the vast majority of giving goes to well known large organizations. When support is given it often comes with restrictions on how that money should be spent, severely limiting the impact organizations can have.

OBJECTIVES:

1. Lead to real change in the way philanthropy supports small change makers

2. Increase awareness of Mailchimp's efforts and ultimately grow brand love among partners, employees, customers and prospects

3. Raise Mailchimp’s thought-leadership in the space

AUDIENCES:

1. The ‘philanthropy world' and ‘educated elite’ that revel in the status quo:

donors, corporate leaders, opinion leaders, and nonprofits

2. The ‘general public' that doesn’t know about the issue and Mailchimp’s

APPROACH:

Showcase Mailchimp's success in supporting small local organizations and inspire others to join in.

The initiative and integrated campaign launched January 1st, 2021 with an animated 60 sec & 30 sec film (Hulu, Youtube, etc.), paid & organic social media posts on Facebook/Instagram, Pinterest & Youtube and a website which provided detailed case studies and a playbook on how to adopt and implement Mailchimp's corporate citizenship model. The campaign launch was supported by a $750K digital media buy targeting specific audiences as defined by our strategy.