The Mustard Seed

Problem

The Mustard Seed is a Christian non-profit organization that has been caring for individuals experiencing homelessness and poverty since 1984. The organization wanted to run a social media contest to promote its “30 Days of Giving” campaign to raise funds for the organization, drive donations of money, food and clothing, and generate awareness of homelessness in Calgary.

However, two days before the campaign was scheduled to launch, the marketing team faced a situation that resulted in them not having internal resources to manage the contest, social media activity or tracking of results.

They called The Marketing Girl.

Strategy

Amanda and her team strategized the contest parameters, including identifying the target audience, goals, KPIs, tracking measures and rules of the contest.

Once the contest launched, the TMG team managed all posts and social media engagement for The Mustard Seed’s Twitter and Facebook accounts. TMG developed content that promoted the contest and drove traffic to the contest page, and managed all entrants and weekly prize draws. As a final push to gain more donations and contest participation, TMG designed ads and boosted social media posts.

Through the 30 days, TMG also forged partnerships with Calgary community to bring in volunteers and raise awareness of homelessness.

Everyone needs an Amanda.

In a day and age where good web design is critical to any group or organization’s success, Amanda is a breath of fresh air. She is patient, organized, and a joy to work with.

– Bill Nixon, Director of Support Services

Results

Within a 30-day period, The Mustard Seed exceeded 100% of its donation goals ‐ monetary donations, food, clothing, toiletries, and volunteer hours.

  • Facebook and Twitter all had a growth of 25% in their base following.
  • The Mustard Seed had nearly 20 media outlets covering the campaign (articles, radio coverage).
  • More than 1500 retweets and shares, hundreds of new followers, and nearly 3500 clicks on social media.
  • Nearly 4 million impressions of the contest hashtag #givehopeyyc

We were lucky to have Amanda. Her work was second to none and we got results beyond all of our expectations.

I would recommend Amanda to any and all!

– Greg Wagland, Manager of Annual Giving