Case Study: Communities Foundation of Texas raises $78M in North Texas Giving Day with Goodway Group

Communities Foundation of Texas raises $78M in North Texas Giving Day with Goodway Group

Communities Foundation of Texas (CFT) faced the challenge of surpassing its own record-breaking 2024 fundraising results for its North Texas Giving Day event. Their goal was to expand the donor base and create urgency within a condensed three-week campaign window. To achieve this, they partnered with vendor Goodway Group and their agency of record, The Barber Shop Marketing, on a data-driven media strategy.

Goodway Group executed an omnichannel plan using Display, Advanced TV, and Audio advertising. They utilized first-party data for precision targeting by cause, which allowed for highly relevant messaging. This strategy, combined with The Barber Shop's creative storytelling, drove unprecedented results. CFT raised $78 million, achieving a 62% year-over-year efficiency gain, a 55% growth in engagement, and an Advanced TV completion rate of 98%. The campaign successfully engaged over 100,000 donors, building a strong foundation for future impact.