Hjärt- Lungfonden
Revolutionary Swish Ad for Charitable Organizations
Background
Hjärt- Lungfonden collects and distributes funds for selected heart and lung research to provide people with a longer and healthier life. Execute Media was commissioned by Hjärt- Lungfonden to develop a concept to take fundraising to a new level.
Digital marketing for charitable organizations requires a new approach to increase engagement and convert attention into concrete donations.
Our mission was clear - maximize the number of new donors. We identified a challenge: to reduce the barrier to donate and create direct interaction with the target audience. Our vision was to create a smooth and fast opportunity for people to take action. We did this by integrating Swish functionality directly into a digital ad.
In partnership with Bonnier, which provided content in the form of native articles, we developed a Swish ad that could be placed in relevant context directly within native articles on platforms such as Expressen. The hypothesis was that when the target audience reads about how research has contributed to saving lives and hears stories of people who have survived thanks to donations, the inclination to swish a donation directly to Hjärt- Lungfonden would increase.
The Swish ad also includes information about context (such as article, media) so that all interactions, and payments, can be tracked for different diseases and contexts.
Innovative elements contributing to improving digital marketing
The goal was to make donations easy and immediate. By designing and producing a Swish ad that allows users to swish money directly from the ad, we created a completely new form of interactive marketing for charitable organizations.
All payments require high security and traceability without intruding on personal privacy. In an advertising environment, this can be challenging because it can be executed on a variety of platforms and websites. For this purpose, we developed a Payment Gateway that handles communication with the ad and serves as a bridge to Swish via third-party API (Hjärt- Lungfonden’s). Through this, we could track the entire user journey from interaction to Swish payment.
As a technical provider to Swish, we have a supplier certificate linked to the Payment Gateway, enabling us to connect new charitable organizations in no time without compromising security. For organizations with their own Swish implementation, or other payment methods, we can easily connect these to the Payment Gateway.
The outcome
Clear effects
Through smart design and contextual placement, three very strong and credible brands, Bonnier News (via Expressen, DN), Hjärt- Lungfonden, and Swish, were intertwined. This lowered the threshold for Swedish people to dare to make a simple and quick transaction to the charitable organization.
This resulted in a significant increase in fundraising for the Heart-Lung Foundation.
Higher conversion rates
The Swish ad has proven to be an outstanding technological solution that not only engages but also converts - a staggering 10 times better!
Our innovation, the Swish ad, represents a successful combination of creativity and technology - aiming to make the world a bit better. An effective method for increasing donations to charitable organizations.