A schools within 40 minutes of every child in Armenia
TUMO aimed to bring education to rural Armenia using innovative hubs. Partnering with Fifty and Fifty, Donately initiated a campaign, providing distinct donor experiences. The outcome? A remarkable $24.7M raised, funding for 30+ hubs, and an Anthem Award Nomination.
A schools within 40 minutes of every child in Armenia
TUMO provides cutting-edge education to youth in Armenia and around the world. However, their powerful TUMO Centers are only accessible to children in urban city centers. They needed a way to fund a new program that focused on bringing their world-class education centers to rural communities. And, they needed a donation platform that could handle the task.
Challenge:
Bringing education to rural communities in Armenia required out-of-the-box thinking and execution. Hence the concept of a TUMO Box—a shipping container-turned-educational classroom aimed at bringing high-end education within 40 minutes of every student in the country. But, to do so meant a complex system of education hubs, localized centers, and a stream of funding that would allow for over 100 locations to be built and staffed.
Solution: In partnership with Fifty and Fifty, Donately crafted a digital campaign that maximized online fundraising at an international level. To do so, we implemented unique donor journeys for different user groups based on their motivation to give:
- Local donors were provided a way to sponsor the location closest to them, ensuring they could give to their own community.
- High net worth donors were encouraged to sponsor entire locations and were given the ability to name and fund a specific location of their choosing.
- Recurring donors were given rings made by students from construction materials.
The online experience allowed donors to understand the mission, sponsor specific locations through an interactive map, and receive a special gift directly from the teens they support. The campaign engaged influential partners, and thanks to Donately’s powerful fundraising capabilities, is currently pushing fundraising efforts over the $24M mark.
Results:
With Donately’s custom integrations and API flexibility, TUMO was able to build a site that not only connected with different audience groups, it drove action that the numbers support:
- $24.7M raised and counting
- 30+ locations funded
- 1 Anthem Award Nomination
