SHOP FROM THE HEART I Walden Family Services
2020 provided unique fundraising challenges for this Southern California adoption and foster care agency. Historically, two widely attended in-person events were the largest source of revenue for the nonprofit organization—and year-end giving had a significant component of in-kind donations, such as toys and clothing. Pandemic restrictions canceled out everything the organization had done in the past.
The Shop from the Heart campaign aimed to bridge the traditional way of giving with the new normal.
The first step was to enlist the help of long-time donors who underwrote the biggest of the two in-person events. They were well-known in philanthropy circles and their participation and support of the campaign was crucial. The couple agreed to match up to $150,000 in donations. The next step was to find a way to transition individual and service organizations that consistently made in-kind donations for the holidays.
The solution was to have two giving tracks under one campaign. Cash donors for whom the dollar match was important could donate through the regular donation page. In-kind donors could link to a virtual holiday shopping page that allowed them to choose the type of gift they wanted to give, as well as a breakdown of how many children would receive these gifts based on their total donation. For example, a $450 dollar donation for clothing would cover gifts for six kids.
The campaign was promoted via multiple channels: a printed postcard; a direct mail plea; digital advertising; multiple e-blasts; and heavy social media postings on the org's Facebook, Instagram, Twitter, and LinkedIn channels. Donations were tracked with a goal meter that was used to motivate supporters to make contributions to help the organization reach its $150,000 match. The print and digital combination proved a success. The Shop from the Heart campaign match was met—and exceeded—nearly three weeks before its deadline.
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