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...