How we helped KiKa achieve an 814% Increase in activated schools for Just €400.
KiKa (Stichting Kinderen Kankervrij) runs an annual fundraising campaign where primary schools participate in a shorts-wearing challenge in December. We built a lean activation engine that grew participation from 7 to 64 schools, generating €144,697 in donations at a cost of €6.50 per activated school.
"“The commitment of the entire Sprints & Sneakers team was clearly felt. In a very short time, they built a diverse and comprehensive plan that exceeded our expectations.”"
KiKa's annual Shorts Campaign had proven its potential in 2021 with €300,000 in total donations across three segments
But the school activation component had no strategy and no scalable outreach:
- Only 7 primary schools activated in the previous edition, despite thousands of potential participants across the Netherlands.
- No structured outreach to schools. Activation depended on organic awareness and word-of-mouth.
- Two-week timeline from brief to execution. No room for traditional campaign development.
- Zero marketing budget available for the school activation segment. Every euro spent needed maximum impact.
They needed a way to reach thousands of schools fast, make participation effortless, and do it for virtually nothing.
Our solution
We built a lean, data-driven activation engine using growth hacking tactics and automation:
- Scraped 40,000+ contact details from every primary school website in the Netherlands to build a targeted outreach database.
- Created an activation package that made participation effortless for schools, removing every friction point from sign-up to execution.
- Launched automated email outreach to categorized school contacts with a clear call-to-action and download link.
- Set up LinkedIn automation targeting school principals as a secondary outreach channel for additional reach.
What is included:
The core elements of the recruitment engine
Data Scraping & List Building
Scraped contact details from every primary school website in the Netherlands. Categorized 40,000+ email addresses by region and school type.
Frictionless Activation Package
Built a ready-to-use kit that schools could download and execute without any setup. Hypothesis: schools are busy, so make participation effortless.
Automated Multi-Channel Outreach
Cold email campaign to categorized school contacts plus LinkedIn automation targeting school principals. Maximum reach, minimum manual effort.
Lean Execution Sprint
Two weeks from brief to live campaign. Multiple evening work sessions with the full team. Total tooling cost: €400.
Results - What changed?
A Growth for Good project that delivered outsized impact on a near-zero budget.
814%
increase in activated primary schools (from 7 to 64)
€144,697
in donations raised by participating schools (average €2,200 per school)
€6.50
cost per activated school. Total campaign cost: €400.
40,000+
school contacts reached through automated outreach
KiKa now has a scalable, repeatable school activation playbook that can be deployed for every future edition of the Shorts Campaign, with the potential to 10x results. This case is a Growth for Good pro-bono project. Sprints & Sneakers runs quarterly Growth for Good projects for organizations including KiKa, Aidsfonds, and The Ocean Cleanup. These projects are part of our B Corp commitment and Impact Calendar.
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