The Mustard Seed Calgary is an inner city mission that supports homeless people in Calgary. They help rebuild lives, by offering basic food, shelter, and clothing, along with employment support and spiritual guidance.
HMA has worked closely with The Mustard Seed on their Annual Giving Program to help retain, develop, and grow donor support.
The Mustard Seed was celebrating their 30-year anniversary. With increased media in Calgary around homelessness, it was a perfect opportunity for The Mustard Seed to engage as many people as possible to give a helping hand to those in need in their community during the holiday season.
With plans already in place for an integrated Holiday Campaign including direct mail, email, an online landing page, and social media, HMA helped The Mustard Seed reach new heights with the 30 Days of Giving Hope Campaign. This initiative spanned from November 25th to December 24th and encouraged everyone in Calgary to do One Thing for someone in need. The campaign was developed to help build awareness by encouraging people to drop off urgently needed items, make a generous donation, volunteer their time, or share photos of a simple act of kindness.
In addition to direct mail, we utilized a combination of emails, infographics, and frequent Twitter and Facebook posts using the hashtag #givehopeyyc. All of these activities helped to create a buzz in the community, and encouraged people to support The Mustard Seed in any way they could.
Client: Mustard Seed
Services: Integrated Fundraising Campaign - Direct Mail, E-mail, Landing Page, Social Media
This campaign was so successful it was featured in I Wish I Thought of That (IWITOT). The direct mail package includes a piece of fair-trade fabric and asks the donor to write a message of hope and send back to be included in a commemorative quilt.
We created the design and copy for this direct mail monthly donor conversion campaign.
We also created a new monthly donor club logo. The logo consists of 12 blue hearts, representing each month the donor donates. The hearts create a circle that encompasses an orange circle, which conveys a feeling of unity and community.
This campaign included integration through direct mail, telemarketing, and e-mail. It also included a match as an incentive.
This campaign continues to improve every year. From the first year they started integrating digital with direct mail, the Food Bank has seen a 227% increase in revenue. The combination of direct mail, Facebook ads, e-mails, and a campaign-specific donation page has really increased the online donations, with more than 70% of the donations to this campaign now coming online.
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