TRANSFORMING
THE SOCIAL IMPACT
OF LENT
INCREASING THE ENGAGEMENT AND SUCCESS OF THE CRS RICE BOWL PROGRAM
The CRS Rice Bowl is a venerable Lenten tradition. Across America for more than 35 years, the bowls have arrived home to collect pocket change for donation. Our job was to better link the act of filling the bowl to the deeper meanings of Lenten sacrifice, while increasing engagement and donations.
Throughout the Lenten season, Catholics used the Rice Bowl materials and new website to live their faith and better connect to the positive global impacts of their personal sacrifices. The revamped and fully-integrated program hit the mark. By 2015, CRS exceeded its goal of doubling participation and revenue with over $11 million in donations through the program.
a new look and a new sense of purpose
A new brand identity and redesigned Rice Bowl brings a fresh sense of focus to CRS’ Lenten activities in the home. Each bowl can now be personalized with the participant’s promised sacrifice, creating a sense of ownership and commitment. Dollar values are linked to the real benefits the donation can perform.
increasing family engagement
Each Rice Bowl comes with a calendar to encourage family engagement throughout the Lenten season. Participants get suggested activities, stories of how CRS helps around the world, and a pledge form to create a stronger commitment to follow through.
a new site brings Lent to life
A new website brings the Lenten experience to life with videos, family activities, prayers, and reflections. In year one, online engagement rose dramatically, with all results exceeding goals.
program results
Nationwide Involvement
More than 13,400 parishes, schools, and faith communities participated.
156%
The new CRS Rice Bowl program saw online donations increase 156% in the first year.
$11,000,000
Increased donations to more than $11 million.
Annapolis: (410) 626-0805
Washington: (301) 951-9200
Fax: (410) 269-6547
Email: info@crosbymarketing.com