In 1986 the REALTORS® Community Foundation was created by Edmonton Area REALTORS® as a way to bring together fellow agents in giving back with the hopes of making a bigger impact together. Over thirty years later we continue this legacy and aim to increase our impact each year.

The Challenge

Two years of COVID-19 pandemic took a toll on people and businesses everywhere. The resulting climate exasperated the already difficult challenge of raising money for charities who rely on donations.

With Christmas time looming, the Realtors Community Foundation needed to do its part and help raise money for 7 local charities. Their goal was to raise $15,000 in 12 days.

A big hurdle was time. The season of giving is also a competitive time for charities to achieve their fundraising goals.

So our team set out to produce a direct-response video ad series. We wanted take a logical, informational approach but still ground it with emotion. The series features a key credible voice from each charity. All of it was shot in studio to keep production costs as low as possible.

Each video first grabs the viewer’s attention with a compelling fact. It then informs them about what the charity does, how it helps people, why it needs money and how the viewer can help.

The Results

The campaign was a huge success. It ran for 12 days and generated $24,491. This surpassed the original goal of $15,000.