Devlin's PATH Making it Home Portfolio

PATH is a 501(C)(3) nonprofit organization whose mission is to end homelessness for individuals, families, and communities. They do this by building affordable housing and providing supportive services throughout California.

DEVLIN PORTFOLIO | PATH

MAKING IT HOME

In the spring of 2015, PATH set an ambitious goal to help 10,000 people move into permanent housing by the year 2020. The challenge was to help create awareness for this goal as well as raise funds to help move the 10,000 people in.

We developed a multi-channel campaign across print and digital mediums. For the fundraising portion we chose to partner with Crowdrise, a leading crowdfunding platform, with the goal of driving our donors online to build their own peer-to-peer campaigns. 

Client: PATH

Role: Concept Development,  Strategy, Digital and Print, Direct Marketing, Web design, Social Media, and Video. 

Devlin's PATH Making it Home Portfolio

DIRECT MAIL

While our primary goal was to drive potential donors online, a large percentage of PATH’s existing donor base skews older, so we started with a direct mail piece. We centered the creative of the campaign around Derrick, a PATH client, who was on the verge of being placed into a new home with his mother.

We included a reply card with giving levels and a return envelope for donors who prefer to write checks or were skeptical of donating online.

And to further drive focus online, we purchased MakingItHome.org (forwarded to the Crowdrise campaign’s landing page) and included an insert with a CTA and instructions on creating their own peer-to-peer campaign.

Devlin's PATH Making it Home Portfolio

WEB

For the landing page we wanted something mobile friendly and simple enough for potential first time on-line donors to use. In addition to being able to donate directly to the campaign, we also wanted supporters to be able to create their own campaigns to share with friends and family. 

And to further drive focus online, we purchased MakingItHome.org (forwarded to the Crowdrise campaign’s landing page) and included an insert with a CTA and instructions on creating their own peer-to-peer campaign.

VIDEO

When Derrick and his mother moved in, we produced a video, in collaboration with Mack Sennett Studios, and released it mid-campaign. The video features PATH volunteers and supporters furnishing Derrick and his mother’s new home. 

SOCIAL

The goal of the social portion of the campaign was to drive awareness for the need for support, drive traffic to the Making it Home landing page and celebrate those clients making it home. 

We set up a photo shoot for clients awaiting housing and the encouraged staff to capture images of clients in their new homes after moving in. The “I made it home” images were a huge success generating the highest social engagement across all PATH’s social platforms. 

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