Founded in 1903, Bideawee is a no-kill shelter located in New York City working to provide lifesaving and compassionate care for dogs and cats, regardless of age or health. This means care can be costly, as they often take in sick and elderly pets that require extra support. As such, the goal was to generate donations and revenue to support Bideawee’s foster and hospice programs.
On August 1, 2022, the matching gift campaign was launched, dedicated to supporting the “fospice” (foster and hospice) program. Pets in fospice include those animals with special needs, senior pets or those with critical or terminal illnesses.
The strategy was to use social media ads via Facebook and a series of emails to gain visibility for and encourage gift matching. Donations would be matched by a generous donor up to $50,000 through the end of August.
The Facebook ads featured Bideawee cats and dogs currently in the shelter. This helped to lead to more adoptions, as well as encouraging individuals to volunteer and foster pets, creating an emotional and personal connection with members in the community. The result was a 44% increase in website traffic as well as 733k Facebook impressions.
Six emails were developed to support the campaign. Imagery of current Bideawee dogs and cats were also included here, as well as a call to action to donate, with messaging that highlights the direct impact of a donor’s gift to make two times the impact for elderly and sick animals in need.
The campaign was a success and resulted in a 181% increase in online donation revenue year-over-year compared to August 2021.
Location: United States