Raising $68M+ for a Charity Donation Drive

Since 1953, CFT has partnered with donors to raise the quality of life in its community. Its biggest community investment initiative is North Texas Giving Day, an annual charity drive where 100% of each donation goes to nonprofits across the region — the largest community-wide giving event in the U.S. To help raise funds and create awareness and excitement for this important charity drive that serves numerous causes throughout North Texas, CFT turned to The Barber Shop and Goodway for support.

The Barber Shop developed powerful creative assets and ran a multichannel marketing campaign from September 2 through September 19 in partnership with Goodway. A pixel strategy was placed through The Trade Desk on several key donation pages for the event. We created specific ad groups and targeting parameters for the campaign based on results from the past two years and extensive audience research. This high-level awareness campaign consisted of three main channels with a variety of individual targets: audio, video and display.

In the end, CFT raised over $68 million during North Texas Giving Day — $6 more million than what was raised the previous year. CFT distributed 100% of the funds to over 3,200 North Texas charities. The display campaign generated over 100k activities to CFT’s website, including over 84k activities to individual organization pages and 960 “Thank you” donation confirmations. Meanwhile, the video campaign received more than 490k completed views with a completion rate of over 98%. Completed views increased by 6.5% YoY. The audio campaign received over 3k activities with a completion rate of over 98%.