A fundraising campaign centred on the importance and need for guide dogs and the freedom and access they support helped CNIB have a successful year-end campaign

The project:

CNIB’s year-end campaign deployed two distinct creative themes for Giving Tuesday and holiday and tax recovery, linked by the freedom and joy that guide dogs bring. These moments used video and static images across social media to support donor acquisition, stewardship and renewal.

The performance:

The use of two distinct, yet linked, campaign creative across the year-end giving season helped boost fundraising across moments, raising $130,000 past the goal. The Pause for Paws email series for Giving Tuesday alone raised 51% of donations for the campaign!