Sick Kids Foundation - Reddit

Client: Sick Kids Foundation

SickKids Foundation needed to drive donations during a historically low-giving period while meaningfully engaging digitally native audiences increasingly resistant to traditional charity advertising. In its 150th anniversary year, the brand also needed to sustain momentum without over-relying on milestone messaging and reduce dependence on Meta as performance on that channel had consistently declined.

Grounded in the insight that people are most motivated by authentic, peer-led moments online, the team elevated Reddit from a test channel to a core social platform. When a spontaneous cultural moment unfolded during the 2025 World Series, as fans and MLB players rallied behind a pitcher whose daughter was ill, SickKids responded in real time with a Reddit-first strategy built around participation, community challenge, and birthday-themed prompts tied to its “one more birthday” platform. The shift delivered immediate impact: 300 donations generated $18K in one week, followed by 900 more donations totaling $60K the next. Overall, the strategy exceeded planned social fundraising revenue by 28%, proving the power of community-driven activation.