Sunrise Association
Child Life Month 2024
In honor of Child Life Month, I interviewed child life specialists affiliated with each camp, asking about their experiences. Throughout March, we shared their stories in a multi-platform campaign that spanned social media, weekly eblasts, and our monthly newsletter.
To engage our audience, we sent four teaser eblasts throughout the month, each featuring a short quote from each specialist I interviewed and encouraging readers to click through to read the full stories. We tracked engagement metrics, including open rates, click-through rates, and website traffic from the eblasts.
With an impressive 38% average open rate and 10% click-through rate, these emails significantly outperformed our typical benchmarks. These results demonstrated how effective storytelling is in driving engagement with our audience.
Our end-of-month newsletter expanded on the stories shared throughout Child Life Month, giving a deeper look into the impact of child life specialists and our in-hospital programs. After its release, we saw a spike in website traffic, showing our community’s strong interest in the joy and support Sunrise brings to children in hospitals.
On social media we highlighted specialists with ties to Sunrise, from day camps to other programs. While reach and impressions remained steady, we noticed a boost in comments as members of our community shared connections and appreciation for the featured specialists, once again reinforcing the power of storytelling.
Based on these insights, we revamped our email strategy—keeping eblasts short, visually engaging, and designed to drive readers to our website instead of packing full stories into each email. This approach not only increased website traffic but also encouraged deeper engagement with our content. By using email as a gateway to richer storytelling, we made it easier for our audience to connect with our mission and see the vital role child life specialists play in the Sunrise community.