Format: Integrated Campaign

Campaign: More Homes for the Holidays, Northeast Animal Shelter

Our holiday campaign fell during an exciting time at Northeast Animal Shelter (NEAS). The organization was in the process of building an addition to their Shelter so they could care for about 70 more pets, but they desperately needed funding to defray the costs.

We were up for the challenge—and believed it was a wonderful opportunity to play off a “home for the holidays” theme. Our imagery across all channels featured adorable pets in construction hats, as well as heartwarming holiday photos of cats and dogs snuggling at home.

We kicked off the integrated campaign with a tri-fold brochure, followed by a feature in the quarterly NEAS newsletter and direct mail insert about the project. We then incorporated the theme into a #GivingTuesdayChallenge—asking supporters to be 1 of 100 people to donate and help more pets find homes. Next, we sent a very touching direct mail letter, featuring real-life stories about pets recently rescued by the Shelter—and offering supporters the chance to help more pets like them. To maintain continuity, we then turned these letters into online appeals—and included an email cultivation around Christmas thanking donors for helping pets spend their first holiday at home.

Modals, sliders, Facebook covers, SEM ads and social posts rounded out the integrated campaign, reinforcing the urgency of the Shelter expansion and giving people an opportunity to help the organization reach an attainable goal. The holiday campaign was highly successful, resulting in a 53% increase in income!