Say Goodnight to Homelessness
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