Staying Alive Foundation

Client: MTV

Staying Alive Foundation

We found that the most generous donors are successful, entrepreneurial figures. What motivates them as entrepreneurs also motivates them in their charitable activities.

Challenge

Since 2005, MTV’s Staying Alive Foundation has made it their mission to ‘stop HIV before it starts’ and needed to continue their success in a funding market that was increasingly challenging.

Opportunity

Deploying our REVEAL process we were able to tease out a deeper level of understanding about what motivated donors – we found that the most generous donors are successful, entrepreneurial figures. What motivates them as entrepreneurs also motivates them in their charitable activities.

MTV Staying Alive Foundation - Happen Innovation Agency

Result

Through our FIRE process MTV were able to gain a deeper understanding of who their donors were and therefore tailor their communications and campaigns to more efficiently increase donations globally

Charity

Incremental

MTV

Industry Entertainment

Happen's perspective

Deploying our REVEAL process on this challenge really helped MTV gain a deeper and broader understanding of their donors and allowed them to tailor their communications in a more effective way. I feel proud to know that our work has helped to increase donations to this wonderful cause.

Our People
We know our donors better than ever, have grown stronger as a team and have implemented a range of improvements which will enable us to reach even more people in the fight against HIV globally.

David Meredith

Director of Strategic Brand Partnerships

MTV Staying Alive Foundation