TNO Toronto Marketing that gives back The client The Neighbourhood Organization (TNO) is a community-based, multi-service agency that provides a wide range of community services in Toronto. They’re a non-profit charity funded through donations, government grants, foundation support and corporate partnerships. The mandate TNO was hit hard by the pandemic, which saw the community they served suffer from the economic and social impact. More than ever, they needed to raise funds to support their community, but their current website user flow was inefficient and donors were having trouble finding where to make their contributions.We worked in collaboration with TNO team members and volunteers as a pro-bono initiative, with the goal of building an ecosystem of landing pages that would leverage their non-profit Google Ads grant of $10,000 and drive donors to TNO’s most important community initiatives. Creating impactful stories that connect Unlike their existing website, which serves as an information hub about their various offerings and safety protocols, these landing pages would speak directly to their donors. This meant the messaging needed to be updated in order for their content to successfully resonate with their target audience. To achieve this, we opted for a more empathetic tone and imagery to give the pages an emotional value that would better connect with caring and compassionate donors. We also set a contrasting colour palette and built out the page stories to reinforce the positive and direct impact TNO makes in the lives of the community they serve. Driving donors to the areas of greatest need The landing pages were structured around a form integration with CanadaHelps, TNO’s donation platform, to ensure all navigation and messaging reinforced their goal of collecting donations. The pages showcased TNO’s direct impact on the community, featuring measurable results, testimonials, and images of the initiatives in action. Capturing deeper insights In the end, we created 9 donation landing pages—8 service-specific pages and 1 general donation page. The pages were then promoted with a non-profit Google Ads grant of $10,000. Separating the pages into different services allowed TNO to target certain donor categories and track the donations being made to specific programs, giving them deeper insight into their funding acquisitions. They were extremely knowledgeable and innovative, especially when it came to helping us to tell our stories to grow our donor engagement during these challenging times. The new landing pages have already resulted in increased donations and we hope it will continue to enhance our fundraising capacity. We are very grateful for Third Wunder’s support. The results The landing pages that were launched performed beyond expectations. By working collaboratively with TNO and community volunteers, we were able to optimize TNO’s already successful efforts to help them maximize their reach and get even more donations. The campaign resulted in them tripling the amount of donations during the holiday giving season from the previous year (2019).