Say Goodnight to Homelessness

The challenge

In 2020 COVID-19 created a major economic crisis – but also a surge in digital fundraising for those in need. This wave of goodwill was  an opportunity for The Mustard Seed to generate leads and raise funds for Albertans in need across three major pillars:

• Food and Shelter Needs
• Health and Social Services
• Crisis Support

What we did

An advocacy campaign to get email sign-ups and bring new prospects into the donor journey. The message was simple, compelling, and humane.

Too many Albertans are spending the night without a roof over their head. So let’s say Good Night to homelessness.

Digital media and social brought prospects to an onboarding experience that made them feel appreciated and inspired to donate to a trusted local charity with a tangible community impact.

The final result

• With a cost per lead of $11.90 we obtained 1,864 leads in total and 111 donations
• 89% of the leads came from Facebook, which held the lowest cost per lead
• Within Facebook, most leads came from the audience targeting interested in volunteering, homelessness, poverty, and community charities