Inspiring $78M in Giving Across North Texas

Since 1953, Communities Foundation of Texas has worked to improve the quality of life across North Texas. Its largest initiative, North Texas Giving Day, is the nation’s biggest community-wide giving event, where 100% of every donation goes directly to nonprofits.

For 2025, the goal was ambitious: beat record-breaking 2024 results while expanding the donor base — all within a three-week campaign window. With most donors giving at the last minute, the campaign needed to create early urgency, sustain momentum, and deepen emotional connection across a wide range of causes.

To achieve this, The Barber Shop and Goodway Group collaborated on a tightly integrated, data-driven media strategy that combined creative storytelling with precision targeting.

• Goodway Group led Display, Advanced TV, and Audio, crafting an omnichannel media plan that reached audiences wherever they consumed content. Using a mix of first-party CRM data and lookalike modeling, Goodway built audience segments by cause – including Healthcare, Education, Animals, Arts, Housing & Food, and General – allowing for message relevance and efficient spend.  

• The Barber Shop executed a comprehensive, cross-channel strategy designed to maximize outreach and audience engagement. The campaign spanned to include digital, traditional, radio, TV, cable, outdoor, print, streaming, display advertising, influencer partnerships, and social media. Their creative direction focused in on highly recognizable visuals and unified messaging to ensure every North Texan felt invited and empowered to take part in the event. Through intentional storytelling, they tapped into donor motivations, creating meaningful connections across every touchpoint and inspiring action. Despite a condensed timeline and evolving campaign needs, TBS leaned into flexibility, innovation, and forward-thinking solutions.

Together, both teams optimized towards donation completions across key event pages — blending awareness and performance marketing to maximize reach and ROI.

The results exceeded expectations – not only breaking previous donation records but doing so with unprecedented efficiency and impact. CFT raised $78 million for over 3,500 nonprofits, achieving a 62% YoY efficiency gain and 55% growth in engagement. The Advanced TV campaign achieved a 98% completion rate (+6.5% YoY), underscoring the power of creative storytelling and audience precision.

The campaign also expanded the donor base with 100K+ participants, building a strong foundation for continued generosity and community impact in 2026.

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