What they were up against

Every year Animal Humane Society (AHS) cares for more than 23,000 animals in need. As an independent nonprofit organization, their work is funded mainly through private donations. Nearly 50% of annual donations come between November and December. With a lofty fundraising goal, they needed a fun and engaging campaign to help them stand out from the clutter and endless holiday advertising, and make it easy for people to donate.

What we did to help

Capitalizing on AHS’ already significant social following, we developed a year-end campaign that encouraged our audience to “Share the Love.” Bold colors paired with loving animals and compassionate headlines drew in our audience, and we made it easier than ever to donate by implementing a Text to Give option. Donors were also motivated by the incentive of receiving a “puppy gram” where puppies were brought to randomly selected donors and captured on video, creating memorable social moments over the course of the campaign.

Supported with print and digital, including landing pages, display and pre-roll video, radio and PR activities with local news anchors, our fundraising goal was easily met while social engagement reached an all-time high and pet adoption levels spiked.