Case Study
Music For Life, African Children's Choir
CLIENT
Music For Life, African Children’s Choir
SCOPE OF WORK
Develop strategy and messaging for a digital fundraising campaign
Design and launch a campaign-specific landing page
Execute coordinated content across email, social, web and print
Customize messaging for U.S., Canada and UK donor audiences
Provide major donor-specific messaging variation
TIMELINE
Summer, 2022
From Shutdown to Back-to-School: A Global Campaign That Surpassed Its Goal by Nearly 50 Percent
As schools reopened across the globe after COVID-19, hundreds of children in Uganda still lacked access to basic education. Music for Life turned to EPIC to develop a back-to-school campaign that would raise support across multiple countries. The campaign exceeded its original fundraising target by nearly 50 percent, ensuring that no student in the program was left behind.
01
The Challenge
While students across the world resumed in-person classes, many in Uganda were still waiting. Some children in Music for Life’s programs had not been in a classroom since March 2020. The organization needed to raise emergency funds for remote learning, food and essential care. With operations in the United States, Canada and the United Kingdom, they also needed a campaign that would engage international donors effectively.
- Urgent need to fund remote learning and food support for approximately 300 students
- An ambitious fundraising goal set during a narrow time window
- Tailored messaging required for donors across three countries
- A need to reconnect with donors after a long and difficult pandemic season
- Full campaign creative and messaging needed from the ground up
02
EPIC's Role
EPIC led the strategy, creative development and cross-platform rollout for the campaign. The team worked closely with Music for Life’s global teams to build content that was clear, visually compelling and sensitive to each region’s audience. The result was a cohesive, effective campaign that reached across borders and inspired action.
- Crafted campaign messaging rooted in impact and clarity
- Designed campaign visuals and developed a dedicated landing page
- Produced coordinated email and social media content across platforms
- Adapted messaging for major donors and international giving
- Partnered with Music for Life teams in the U.S., Canada and UK to ensure alignment
03
The Outcome
The campaign exceeded its original goal by nearly 50 percent. This allowed Music for Life to fully meet the immediate educational needs in Uganda and invest additional funds into long-term program development across Africa.
300+ students supported with remote learning, food and critical care
Three donor regions activated (U.S., Canada, UK) through a unified campaign strategy
What made it work
“We weren’t just raising money, we were helping students who hadn’t been inside a classroom in years. Every part of this campaign needed to connect across borders and across hearts. It worked because the story was clear, the need was real and donors showed up to make a difference.”
What our clients are saying
