Case Study: Santa Fe Animal Shelter boosts donations and awareness with Comcast Spotlight

Santa Fe Animal Shelter - Customer Case Study

Santa Fe Animal Shelter, a nonprofit in Santa Fe, NM, wanted to celebrate its 75th anniversary by building community awareness and increasing donations, but it had limited resources and a modest budget. It partnered with Comcast Spotlight for its first-ever television advertising effort, supported by digital video marketing, to promote its mission and specific fundraising initiatives.

Comcast Spotlight used geographic targeting to keep the campaign local and built a multi-screen media plan across TV networks and digital video on XFINITY.com, reaching adults 25-54 and women 50+ with emotionally driven messaging. The campaign helped Santa Fe Animal Shelter take first place in the CrowdRise fundraising competition, generated donations from across the area, and contributed to a stronger overall profit margin, with donors reporting they saw the shelter’s ads on TV and digital platforms.

Santa Fe Animal Shelter