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 a 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.

A 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 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