be a holiday hero
Case Study:
The Family Co.
Christmas 2024
Campaign
The holiday season is a crucial time for community giving, but cutting through the noise of countless Christmas appeals is no small feat. At The Family Co., we had a bold vision for 2024: raise $100,000 to fund a new caseworker for 2025—someone who could make a lasting impact on vulnerable families in our community.
With increasing demand for support, our team saw firsthand how stretched community services had become. A single caseworker could assist 200+ families a year, providing essential support, easing pressure on other frontline services, and creating a ripple effect of positive change across the entire community. This wasn’t just about funding a salary—it was about investing in the well-being of families for years to come.
It was an ambitious target, and at the start, we weren’t sure if we’d even come close.
strategy
To maximise reach and engagement, we launched a social-media-driven campaign backed by digital collateral, storytelling, and clear calls to action. My role as Marketing Manager was to ensure the campaign resonated emotionally while keeping donation pathways seamless and accessible.
Compelling Social Media Narrative – We crafted heartfelt, high-impact posts that highlighted real stories, showing the direct impact of donations.
Engaging Visuals & Video – Designed digital assets that captured the urgency and importance of the cause.
Community Engagement – Encouraged shares, comments, and personal fundraising efforts to expand reach.
Email & Website Integration – Ensured a strong donation pipeline with a clear, user-friendly process.
We didn’t just ask for donations—we sold the vision.
Every dollar contributed meant more families supported, fewer people in crisis, and a stronger, more connected community.
the execution
Our content strategy revolved around hope, community, and real impact. We leveraged Facebook and Instagram as primary platforms, complemented by EDMs and our website to drive direct donations. Engaging graphics, testimonials, and countdowns kept momentum high throughout December.
a christmas miracle
the unexpected outcome
As Christmas approached, we had gained significant traction, but we were still uncertain if we’d reach our $100,000 goal.
Then, just as the campaign was wrapping up, we received an incredible surprise—an anonymous donor, who had been quietly watching our efforts, stepped in with a major contribution, closing the final gap and ensuring we reached our target.
the results
$100,000 goal achieved – Fully funding a new caseworker for 2025.
200+ families supported annually – Reducing crisis situations and pressure on social services.
High-impact awareness – The campaign significantly boosted recognition of The Family Co. in the community.
Proven power of digital storytelling – Demonstrated how social media and digital marketing can drive real, tangible change.