Fundraising for Pulmonary Fibrosis
Campaign Strategy | Multi-Channel Campaign
May 2019 – August 2019
Modesto, CA | Pulmonary Fibrosis Foundation
Challenge
As part of the Landmark Self-Expression and Leadership Program, I organized a community fundraiser benefiting the Pulmonary Fibrosis Foundation. With no previous fundraising experience, I needed to build awareness, generate ticket sales, secure community support, and coordinate the event within a four-month timeline.
Action
I developed and executed a multi-channel campaign combining email marketing, organic social media, paid Facebook advertising, print materials, and a dedicated website to promote the fundraiser and drive ticket sales.
Email Marketing
I partnered with the Central Valley Khatri Association (CVKA), whose members had been affected by pulmonary fibrosis, to reach an audience with a direct connection to the cause.
The email campaign generated a 36.8% conversion rate, demonstrating the value of reaching a highly relevant audience.
Social Media & Paid Advertising
I used Facebook and Instagram to build awareness and promote the fundraiser. I also created and ran two Facebook ads optimized for conversions, with ticket purchases as the conversion goal.
The two ads used the same messaging and differed only in their imagery, allowing me to compare the performance of the creative.
The results provided an interesting optimization insight: the ad with the higher CPC and lower CTR generated more conversions. In other words, more clicks did not necessarily translate into more ticket sales.
Campaign Creative
I also had promotional materials to support the campaign across digital and offline channels.
The campaign was further amplified through the Pulmonary Fibrosis Foundation’s Facebook page during Pulmonary Fibrosis Awareness Month, extending the fundraiser’s reach to an established audience interested in the cause. (see image below)
Website
I provided the design for a dedicated fundraiser website where people could learn about the event and purchase tickets.
Community Outreach & Sponsorships
I reached out to local businesses and community members to secure sponsorships and raffle prize donations. This generated approximately $750 in donated prizes and sponsorship support.
Event Coordination
In addition to the marketing campaign, I managed a team of 12 volunteers and created the event program and operational plan. I coordinated activities leading up to and during the event to keep the fundraiser organized and running smoothly.
Results
The campaign and event generated:
$1,300 raised for the Pulmonary Fibrosis Foundation
52 tickets sold
50+ attendees
36.8% conversion rate from the partner email campaign
~$750 in donated sponsorships and raffle prizes
12 volunteers coordinated
