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In response to this, they introduced HappyPack several years ago. A HappyPack is a gift that you can purchase for a child in need. On the HappyPack website, you can choose to buy school bags, pencils, balls, and more, all of which UNICEF will distribute to children worldwide. HappyPacks play a crucial role in UNICEF’s fundraising efforts.
The challenge arose from the fact that most Happypacks were being purchased by UNICEF’s existing donors (both recurring and one-time), largely due to their previous emphasis on an email-based strategy targeting the donor database.
In order to grow this product and expand the donations, it became imperative for UNICEF to acquire new clients through HappyPack by leveraging a global digital approach.