Operation Smile
Client
Operation Smile is an international children's
surgical, humanitarian organization that inspires plastic surgeons,
dentists, and other medical professionals to join missions to restore
cleft lips and palates for children throughout the world.
Challenge
As Operation Smile has grown, it has grappled with organizational
development and fundraising challenges to accommodate its expanding
mission and reach.
Enter Reingold
Reingold
crafted a five-year strategic plan to guide Operation Smile's growth,
both domestically and internationally. We produced a development plan
to guide the organization's leadership and fundraising programs, and
crafted a model case statement to help attract more investors, donors,
supporters, and strategic partners around the world. We also created
and implemented the strategy for Operation Smile's largest endeavor to
date—the World Journey of Hope—which took volunteers to 18 developing
countries in nine weeks to operate on 5,300 children. This largest-ever
surgical mission raised awareness about the needs of children worldwide
and the capacity of plastic surgery to transform lives. We also help
the organization develop cause-marketing relationships with
corporations such as Sephora, a world leader in cosmetic retailing.
Reingold collaborated with the company on a strategy to leverage
Sephora's name, extensive retail reach, and strong ties to the fashion
media with Operation Smile's great popular appeal and reputation as a
leading humanitarian organization. The end result: the universally
appealing Operation Smile Lip Baume.
Results
The
World Journey of Hope created an astounding 300 million media
impressions worldwide, and Operation Smile Lip Baume was an instant
success—becoming the top-selling SKU in Sephora stores for six months
and generating more than $500,000 for the nonprofit. Reingold continues
to provide strategic counsel for Operation Smile's global and regional
fundraising efforts and create and package corporate cause-related
marketing campaigns.