A Billion + Change Email

Client

Points of Light is a global, nonprofit organization dedicated to volunteer service. Its mission is to inspire, equip and mobilize people to take action that changes the world.

Challenge

Points of Light wanted to inspire companies to encourage their employees to participate in a Super Service Challenge, sponsored by the Brees Dream Foundation. Participants had a chance to win $1 million for their favorite cause. This email was part of a larger B2B campaign, called A Billion + Change, which had a goal of inspiring companies to donate $2 billion worth of pro bono services to communities.

Solution

I created a headline for this email that led with the major benefit of having a chance to win $1 million for a cause. The tone is excited, energetic, and promotional. The copy is fun to read and easy to skim, with the steps for participating bulleted out. I also suggested that the reader could forward the email to their team to spread the word, with the goal of achieving a multiplier effect.

As part of a broader marketing campaign, this email sparked enthusiasm for volunteer service and helped the Billion + Change campaign meet and exceed its goal of inspiring 500+ companies to donate more than $2B worth of pro bono to communities.