Shine the Light
A year-end fundraising campaign built around one family’s story of dignity, access, and hope.
Campaign Case Study
the run-down on how i took a campaign from idea to execution
the run-down on how i took a campaign from idea to execution
Overview
Strategy
Challenge
The CHALLENGE
Problem:
Objective:
How do you convince supporters to give one more time in a season when everyone is asking?
Audience:
Raise approximately $1M in year-end donations from existing supporters.
Every nonprofit is asking for year-end gifts. We needed supporters to choose us without relying on louder messaging or bigger asks.
Existing donors with a history of giving to faith-based humanitarian work.
Overview
People want to be generous and express their faith at Christmas time, but are overwhelmed by the noise.
Strategy
Challenge
The Strategy
Language:
Insight:
Big Idea:
" SHINE THE LIGHT "
When you give to Joni and Friends this Christ-
mas, you shine the light of Jesus to those in need.
When you give to Joni and Friends this Christmas, you shine the light of Jesus to those in need.
We leverage faith-forward language to activate shared values, create urgency around the immediate need, and position giving as a simple, tangible expression of faith in action.
Execution:
We pair emotional documentary storytelling with bold, minimal creative that remains recognizable across digital, print, social, video, and direct mail.
Integrated
Campaign
How it showed up in the world.
Print Postcard 6"x 11"
direct mail
Click for full newsletter
Organic Social (Instagram)
DIgital
Sent 30,000 copies to monthly subscribers with strong "ask" language throughout the piece
Newsletter Nov/Dec
Social storytelling expanded the campaign narrative through founder messaging, scripture-based graphic, and Melvin's story
Paid Display Ads
Paid placements targeted through donor retargeting, lookalike audiences, and charitable giving segments
CTV Ads
Streaming video placements extended campaign reach through first-party donor audiences and lookalike targeting
Sent 50,000 copies to active and lapsed donors
Youtube Campaign Kickoff Promo
The President and Founder of Joni and Friends introduces the campaign, leveraging her trusted voice and deep emotional connection with the target audience.
RESULTS
Increased year-over-year revenue
Grew average audience contribution
This is unheard of in the nonprofit sector.
$80k
Spend
$1.5M+
Revenue
20X
Return on Ad Spend
Impressions
11.6M
Thoughtful storytelling, intentional creative direction, and a cohesive multi-channel strategy turned one personal story into a campaign that moved target audiences to action.
The campaign performed so well that it was greenlit again for 2026.
