Case Study: How 6K became 33K + 12K ARR

This case study is one that makes me smile. I always wanted to give back and this campaign was a great opportunity for me to have a small impact and change some lives to the better, one belly at a time!

Background

In 2021 I volunteered to be part of the Fredericton Community Kitchens fundraising committee, a small local non-profit making sure everyone in the city of Fredericton has food. Students, families, and the homeless, everyone eats!

The challenge of being a small non-profit is that there's little budget to burn for marketing. And given many factors I decided that SEO is not the best route at the time for fundraising.

Our job was to find fundraising ideas.

Work

So I brainstormed a few ideas and one of them was a donation subscription service of "$5". $5 is not a big ask making it easy to promote, and if for example, even just 100 people sign up to donate $5 per month, we’ll raise enough money to buy lunches for 2,400 children.

I pitched the idea to the director of the community kitchens, and suggested since "give $5" sounds like "high five" we can use a foam hand in our campaign.

Execution

• Like with every great campaign, the execution of this campaign was a team effort, and I'd like to give a shout out to the director of the community kitchens and all members of the fundraising committee that made this possible.
• Here's the social media plan I worked on with another volunteer to introduce the campaign on social media

• The team worked on the landing page, videos and graphics needed among many other essential things that made this campaign reality!

Here's the campaign video:

Results

We invested $5,756.72 in videography, social media ads and other campaign expenses and generated $32,738 in donations + 12k in ARR.

And that's how a modest 6K became 33k + 12k in ARR...