The Greatest Need Campaign
Client
FACETS
Situation
Since 1988, FACETS has been dedicated to alleviating the suffering caused by homelessness, hunger, and poverty in Fairfax County. The organization helps children, families and individuals meet emergency shelter, food, and medical needs; gain safe, sustainable, and permanent housing; and end the cycle of poverty through educational, life skills and career counseling programs.
When the COVID-19 pandemic hit in March 2020, FACETS was faced with unprecedented requests for food assistance. The number of families experiencing food insecurity due to job loss, illness and schools being closed rapidly increased. The organization saw bigger community needs unfold as community members turned to them for basic needs assistance.
Through their Hot Meals program, FACETS provides dinner to those in need every night; before COVID-19, they served an average of 500 meals per week and during the pandemic that number surged to more than 1,600 per week. With the demand for food growing day, the organization had to quickly launch an emotionally charged, high-impact fundraising campaign.
Gavilan & Associate’s owner is an active volunteer for FACETS and provided pro bono marketing services to develop and launch The Greatest Need campaign.
Objectives
Strategy
A multi-faceted marketing strategy was developed that included: