Holiday Fundraising Campaign
Client - GOOD TO BE GOOD
Overview
GOOD TO BE GOOD is an intersectional, community-wide, grassroots humanitarian and advocacy organization with a mission to serve women and gender-diverse people from marginalized communities and help build a kind and equal world.
Goal
GTBG’s campaigns EOY will ask for “support” – wanting more of the community members and supporters to feel inspired to support GTBG financially – that means making a contribution or supporting them in other ways. Importantly wanting to recognise the valued support of current supporters and hopefully make them feel as proud to work with the organisation.
Rationale
As the lead designer and co-leader of the GTBG's holiday campaign, I played a pivotal role in orchestrating a comprehensive strategy aimed at achieving our end-of-year fundraising goals while fostering community engagement and brand awareness. From the campaign's inception to its execution, I was deeply involved in every stage of the process, ensuring that our messaging remained consistent, impactful, and aligned with our organizational objectives.
Our “Empowering Women, Transforming Communities” campaign was multifaceted, employing various channels and tactics to maximize reach and impact. One of our primary strategies involved establishing partnerships with in-store brands such as Heath Hut, bluboho, The Drake Hotel and Rikki Marcone across the Toronto and GTA area. To facilitate this, I spearheaded the creation of a creative deck designed to entice potential partners and communicate the value proposition of our holiday campaign. This deck outlined the benefits of collaboration and provided clear instructions on how partners could get involved, whether through hosting donation boxes, distributing promotional cards, or amplifying our message in-store.
In tandem with our in-store activations, we leveraged online platforms to extend our reach and engage a wider audience. I was instrumental in crafting visually compelling posters, banners and social media assets that resonated with our target demographic while effectively communicating our campaign's key messages. These assets were strategically disseminated across our digital channels, driving traffic to our donation page and amplifying our fundraising efforts.
Throughout the campaign, we meticulously tracked key performance indicators (KPIs) to measure our progress and evaluate the effectiveness of our initiatives. We set ambitious targets for donor acquisition, monthly giving, and total funds raised, leveraging data-driven insights to refine our approach and optimize our outcomes.
I am pleased to report that our efforts yielded significant results. Despite the challenges posed by the holiday season, we gained fundraising total of around $60,500 in donations, with an average gift size of $2,280. Our donor base experienced a 25% growth rate compared to the previous year, underscoring the effectiveness of our outreach efforts and the resonance of our message.
Furthermore, our digital community witnessed substantial growth, with a 5% increase in Instagram followers and robust engagement across our social media platforms. Our newsletters achieved a 10% improvement in engagement and sign-ups, reflecting the success of our targeted outreach strategies and compelling content.
In addition to our fundraising accomplishments, we successfully secured two corporate end-of-year donations totaling $50,000, further bolstering our financial sustainability and organizational impact.
From ideation to execution, the GTBG's holiday campaign exemplified collaboration, innovation, and a shared commitment to advancing our mission of gender equity and community empowerment. As we reflect on our achievements, I am proud to have played a central role in shaping a campaign that not only exceeded expectations but also strengthened our connections with supporters, partners, and stakeholders.
