How Muskoka Seniors Tripled Their Fundraising Goal with a Campaign That Put Seniors First
Muskoka Seniors had run fundraising campaigns before, but never with a strong digital strategy or meaningful ad presence. When they reached out to Anchor, they were looking for more than just marketing support. After feeling misunderstood by a previous agency, they wanted a partner who truly listened, one that could translate their heart for community into a compelling campaign that resonated with donors.
Together, we launched their most successful campaign to date, combining real human stories, senior-friendly accessible design, and digital strategy.
Services Provided
Campaign Messaging & Strategy
Social Media
Digital Advertising
Email Marketing
Landing Page Design & Development
Fundraising Consulting
Print Materials
Performance Reporting & Insights
Muskoka Seniors is a nonprofit organization serving older adults across North Muskoka, Ontario. Their mission is to help seniors age at home with dignity and connection through essential services like Meals on Wheels, transportation, and volunteer-based support. At the heart of everything they do is a commitment to community and care.
The Results
3x
Campaign Goal Exceeded
$26
Cost/Donation,
compared to the Industry Benchmark of $40–$60 per donation.
$316
Average Donation size, compared to the Industry Benchmark of $125–$200 per donor.
1m 30s
Engagement time on Campaign Landing Page
100,000+
Ad & Social Media Impressions
42%
Average email open rates across all campaign emails.
What We Did
Campaign Strategy & Messaging
We began by listening. What mattered most to Muskoka Seniors was that the campaign felt authentic and community-first. Our team developed messaging that honoured their mission and amplified the voices of those they serve, featuring powerful stories from their seniors and volunteers.
Inclusive Design & Accessibility Strategy
Muskoka Seniors serves a primarily senior audience, and that reality shaped every aspect of our campaign approach. From the pacing of email sends to the structure and design of the landing page, accessibility and clarity were prioritized throughout. Every element was crafted to be mobile-friendly, easy to navigate, and aligned with the needs of older adults.
As part of our audit, we identified gaps in digital accessibility, particularly around colour contrast. We worked closely with the team to refine their brand colour palette to meet WCAG accessibility standards. The updated palette maintains brand consistency while significantly improving readability and visual contrast across web and email assets.
To ensure long-term impact, we also provided tools and training to help the Muskoka Seniors team maintain and strengthen digital accessibility moving forward—building both confidence and capacity for future campaigns.
Ad Strategy & Social Media
This was Muskoka Seniors’ first real investment in paid ads. We focused on reach and relevance, using videos and visuals that told a story quickly. Meta ads and boosted posts generated over 100,000 impressions and wide campaign reach.
Landing Page & Digital Experience
The campaign included a custom landing page designed for clarity, accessibility, and driving donations. Built to convert, it also helped Muskoka Seniors capture valuable insights about their audience, insights they can now carry into future campaigns.
Sunshine Coast Community Services Society
Interested in how we can help your nonprofit achieve similar results?
Schedule a meeting with Danielle, our CEO, to discuss your goals and our proven strategies. Let’s make your next success story!