How Vast the Sea
For over 50 years, OCS has provided social services to Metro Vancouver; their 500+ staff and 80+ programs provide multiple essential programs. In 2021 OCS needed to raise $1.5 million for a development plan that would provide 100 affordable housing units.
OCS has always operated as a nonprofit. However, their funding has primarily come through grants, government contracts, and other passive means. A low profile in the community and little marketing exposure created a complicated fundraising landscape—especially during the COVID-19 pandemic.
The director of development at OCS had a vision to enable 50 women to lead the affordable housing campaign—each woman using her influence to raise $25,000 towards the $1.5 million goal.
Options Community Services
— Campaign Collateral
— Web Development
— Social Media
— Digital Advertising
— Project Management
— Web Developer
— Digital Ads Specialist
Steering the Ship
The First Capital Campaign
Along with strategic insight and support, AMI provided hands-on project management to keep this huge initiative on track and on time. We were thrilled to put our creative force behind this vision and equip these 50 women with assets and marketing materials:
- Unique Campaign Branding—graphics, color palette, and logo
- Campaign Messaging and Tone
- Support Booklet—outlining project scope and talking points
- Campaign Website (with a unique donation page for each of the 50 women)
- Campaign Gifts, Swag, Print Ads, and Promotional Items
- Social Media: calendars, graphics, and captions
- Digital Advertising and Boosted Posts
In partnership with Jelly Marketing, all 50 women received media training. Media coverage was promoted on social media channels, supported by a TV, radio and print media outreach.
Wind in Their Sails
The goal was ambitious, to raise $1.5 million in just under 5 months (and during a pandemic!). The 50 women not only met their target, they utterly exceeded it. The housing project broke ground in 2021 and 100 new housing units will be available by Fall 2023.
OCS increased awareness of their 80+ programs and services, resulting in over 1,180 new donors for the organization.
Concluding the Journey
As a result of the overwhelming success of this capital campaign, Options Community Services and AMI partnered again in early 2022 for another fundraising initiative, Woman of Options 2022: Gamechangers.