UNICEF Canada Calendar

Every year, the UNICEF Canada wall calendar gets sent out to all donors to the organization, be they one-time or monthly donors. It’s a successful initiative that brings in a substantial amount of funds for the organization.

Traditionally, the calendar had always featured stock illustration by children that weren’t associated with UNICEF. It was a style that had proved popular in forms of bringing in revenue, but wasn’t ownable from a brand perspective. A more brand-compliant piece was sought, but one that wouldn’t alienate the current donor base that potentially saw brand equity in the current style from year to year.

We tested two styles of calendar against each other in the same market. One utilized the traditional stock illustration style; the other employed engaging photography of children that had become characteristic of UNICEF.

The result was greater fundraising from the photographic piece; largely from the same response rate, but a higher donation amount for each gift. Value perception in the photographic version was higher, and subsequent years now see the photographic style of the calendar being used consistently. Fundraising from the piece continues to be very significant year to year.