Technology Awards Case Studies Brand Purpose

How Project Hope rallied the Twitch community to raise money for Ukraine


By Awards Analyst | writer

December 8, 2022 | 6 min read

Project Hope won at The Drum Awards for Social Purpose 2022 in the Best Fundraising Campaign category for its ‘Hope for Ukraine’ campaign. Here, we find out more about what went into this successful work.

Hope For Ukraine

Since launching #HOPEforUkraine, it has received an additional $66,210 from 25 creators

Following Russia’s invasion of Ukraine in February 2022 with more than 12 million people fleeing the country, Project Hope deployed emergency response teams to Ukraine and surrounding countries. Its fundraising team rallied established partnerships with live streamers to support a new campaign, #HOPEforUkraine, through Twitch.

The brief

Russia’s invasion of Ukraine created a widespread humanitarian crisis, with more than 12 million people fleeing the country. Project Hope, the global health and humanitarian organization operating in more than 25 countries, implemented a highly coordinated and comprehensive humanitarian response.

Kicking off immediately following the invasion in February 2022, the initiative deployed emergency response teams to Ukraine and the surrounding countries of Poland, Romania, and Moldova, actively delivering medicines, medical supplies, mental health support, trauma care training, and more.

The idea

Project Hope’s fundraising team hit the ground immediately. It started partnering with live streamers in March 2020 at the height of the Covid-19 pandemic with the goal of reaching, engaging, and activating a new generation of donors, while building awareness for Project Hope’s work. This initial effort was so successful that it raised $106,000 from 202 creators in 2020 and $182,000 from 197 creators in 2021. This groundwork enabled us the team to quickly rally and call upon its passionate community to support this new campaign for Ukraine through the platform Twitch.

As Project Hope mobilized a response to Ukraine, it put out a call 24 February on Twitter using the hashtag #HOPEforUkraine with a link to Tiltify, a charity fundraising platform, to help raise money for much-needed support for refugees who were fleeing the crisis. It leveraged Tiltify as well as another charity streaming platform, Streamlabs, to create landing pages that housed: links to active fundraisers; updates for followers about our Ukraine response; and a fundraising toolkit. The digital toolkit included Ukraine-themed overlays, videos and graphics; Project Hope logos and fonts; and background information on Project Hope. This led to a wave of social media engagement and Twitch charity streams.

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The result

Despite operating in an oversaturated fundraising space, Project Hope’s social channels saw a huge uptick during the first six months of the Ukraine crisis, including 74% growth in impressions, 123% growth in engagements, and 118% growth in clicks, which helped to increase its brand recognition and credibility.

As a result of #HOPEforUkraine, Project Hope has continued growing its Twitch network and remains a popular beneficiary of streams to support relief efforts in and beyond Ukraine.

Since launching #HOPEforUkraine, it has received an additional $66,210 from 25 creators and 975 donations for the efforts outside of the Ukraine response, including a highly successful streaming fundraiser from musician Post Malone on Twitch. Project Hope will also be activating at TwitchCon this fall in the hopes of meeting the streaming community face-to-face.

This campaign was a winner at The Drum Awards for Social Purpose 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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