Marketing Reach for the Rainbow

Earlier this year, EnCourse Strategic Marketing and Communications was hired to provide marketing consultation for Reach for the Rainbow, a not-for-profit organization that offers programs and environments of inclusion for disabled children and youth. Working with their partners, Reach for the Rainbow (“RFTR”) focuses on providing these children and their families with the chance to grow together and create memories. This summer, RFTR is teaming up with the National Post, Air Canada Kids’ Horizons and Canwest for the “Every Child Belongs” campaign to drive donations.

Marketing “Every Child Belongs”: “Every Child Belongs” is a collaborative effort involving the National Post, Reach for the Rainbow, Canwest, Air Canada’s Kids’ Horizons and EnCourse. They say it takes a village to raise a child and our mutual efforts are blended to drive donations that ensure the continuing efforts of Reach for the Rainbow.

Today, there are many charities reaching out to children in need and presenting them with opportunities. What makes “Every Child Belongs” different from the rest? All of Reach for the Rainbow’s efforts focus solely on children with physical and development disabilities through inclusionary environments.

If you would like to support this cause, donations are fully tax deductible or partially if you choose to enter a draw to win one of three trips offered by Air Canada’s Kids’ Horizon. While we hope that this will provide a bit of incentive to the general public to donate to “Every Child Belongs”, it is important to remind you that these children, aside from their disabilities are just as loving and joyful as any other child.

Marketing for a not-for-profit organization is not easy. It is a very competitive market, at the best of times, and the larger charities often get the wealthiest share of the available funds and volunteers. Reach for the Rainbow is a smaller not-for-profit organization that does not receive any government assistance. Partnerships like those with the National Post, Air Canada Kids’ Horizon and Canwest are an important part of generating awareness. Reach for the Rainbow is also active with other fundraising initiatives throughout the year such as the 23rd Annual Crystal Ball happening in November, the BMW Ultimate Golf Challenge and more.

At EnCourse, we strongly believe in giving back and are excited to continue our work with Reach for the Rainbow to ensure that they accomplish their ultimate goal of helping disabled children.

Final Thoughts:
Children are one of the world’s most precious gifts and to give them the chance to grow in a loving and caring environment is something we are proud to be a part of. Donna Trella, Executive Director, founded Reach for the Rainbow 25 years ago because of her own daughter, Dove. She believed then, as she does now, that every child belongs. The opportunity for them to attend one of Ontario’s most popular camps is life changing for them and their families. EnCourse is ensuring that their message reaches the widest audience possible and is excited for the success of this campaign.