Use a unique P2P photo contest approach to fundraising, combining community engagement with creative photo contests to boost donations, enhance brand visibility, collect valuable content, and grow email lists.
The Winnipeg Humane Society
HJC partnered with The Winnipeg Humane Society for the “Pets on Pints” initiative, a fundraising competition for entries to raise the most funds to win their pet being featured on a limited edition label. The strategy combined digital marketing, community involvement, and media engagement:
- Utilized cost-effective digital ads on multiple channels to maximize visibility and participation, engaging a younger male demographic.
- Leveraged email marketing to maintain participant interest and drive continuous engagement.
- Gained extensive media coverage that amplified campaign reach and provided additional legitimacy for their partner.
- Raised $114,000 (original goal was $20,000)
- $94,000 net revenue (83.4% of total raised)
- 3,600 new opt-ins, increasing email file by 8%
- 1,028 donors
- $32 average gift
- 4 average gifts per donor
- 3-week campaign (+3 weeks to set up)
- Acquired valuable content (pet photos) for future use
As part of participating, pet owners give permission for you to use the photos to help raise funds,
advocate for animals, or otherwise promote your cause.
You can never have enough content!
Wondering how well your contest compares to similar ones, if there is room to grow or are you killing it? We’d be happy to give you a report your performance and capacity given an optimal.