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
+ To raise awareness of the services FACETS provides in Northern Virginia.
+ To encourage in-kind and monetary donations.
+ To raise awareness of the growing need for food assistance and other emergency services in Northern Virginia.
Strategy
A multi-faceted marketing strategy was developed that included:

+ Development of a campaign theme: Their Needs Drive Our Needs. Serving our Neighbors Today, Tomorrow and in the Future.
+ Campaign graphics that featured images of FACETS serving individuals in the community.
+ Website and social media graphics.
+ Three social media ad campaigns, using various images, ran on Facebook and were targeted to 71,000 individuals in Northern Virginia.
+ A direct mail appeal was sent to nearly 2,800 individuals.
+ A series of fundraising emails were distributed to 10,600 individuals.
+ A series of “on the frontline” videos were created and distributed, showing the FACETS team at work serving meals, aiding the homeless, delivering groceries to homes, and more.

Results
+ The three Facebook ads reached nearly 22,500 people living in Northern Virginia.
+ Between March 2020 and February 2021, the campaign raised more than $1.1 million.
+ The funding enabled FACETS to continue meeting the needs of the community by providing fresh food, hot meals, financial support, shelter and more.
+ The campaign reengaged 126 lapsed donors, brought in 485 new donors and 685 new gifts.Phase two of this campaign is currently under development.
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

+ To raise awareness of the services FACETS provides in Northern Virginia.
+ To encourage in-kind and monetary donations.
+ To raise awareness of the growing need for food assistance and other emergency services in Northern Virginia.

Strategy

A multi-faceted marketing strategy was developed that included:

+ Development of a campaign theme: Their Needs Drive Our Needs. Serving our Neighbors Today, Tomorrow and in the Future.
+ Campaign graphics that featured images of FACETS serving individuals in the community.
+ Website and social media graphics.
+ Three social media ad campaigns, using various images, ran on Facebook and were targeted to 71,000 individuals in Northern Virginia.
+ A direct mail with appeal was sent to nearly 2,800 individuals.
+ A series of fundraising emails were distributed to 10,600 individuals.
+ A series of “on the frontline” videos were created and distributed, showing the FACETS team at work serving meals, aiding the homeless, delivering groceries to homes, and more.

Results

+ The three Facebook ads reached nearly 22,500 people living in Northern Virginia.
+ Between March 2020 and February 2021, the campaign raised more than $1.1 million.
+ The funding enabled FACETS to continue meeting the needs of the community by providing fresh food, hot meals, financial support, shelter and more.
+ The campaign reengaged 126 lapsed donors, brought in 485 new donors and 685 new gifts.

Phase two of this campaign is currently under development.