A nonprofit's donation drive can easily be ignored. However, there are ways to market and communicate about a donation drive. The best way? Share how the donation will be used and why it's important.
For SPCA Tampa Bay, its high-use enrichment supplies like toys, treats and behavioral-support items, needed to be restocked. At the same time, it was an opportunity to educate the community on why these items matter to animals' health.
B2's strategies ensured that the nonprofit donation drive didn't blend into the noise.
B2's Solution
SPCA Tampa Bay's need was clear: replenish toys, treats and enrichment supplies in the donation drive. But it's not as simple as putting out the ask.
B2 saw the toy drive as an opportunity increase the community's understanding of the behavioral care that SPCA Tampa Bay provides to animals in their shelter.
Research shows that newly admitted shelter dogs can experience cortisol levels nearly three times higher than dogs in homes. Enrichment, like toys and treats, resulted in reduced stress, healthier behavior and greater relaxation. The research showed a meaningful connection between enrichment and healthier, happier animals while they wait for new homes.
The combined research informed a “a toy is more than a toy” campaign positioning for the donation drive. The communications strategy centered on behavioral health, accessible participation and community education.
B2's communications strategy paired an approachable “Christmas in July” hook with the message “a toy is more than a toy” for the donation drive. Curated wish lists and community drop-off locations reduced participation barriers, while existing owned, earned and partner channels maximized a limited nonprofit budget.
B2 leveraged the campaign webpage as the central hub for information, including the behavioral health need and linking to Amazon and Chewy wish lists. Other channels to promote the donation drive included:
- Social posts across Instagram and Facebook moved audiences from awareness to education to action through a launch video, research-focused image carousel and direct donation links.
- A news release translated animal-welfare research into accessible language that connected enrichment to comfort, trust and healthy routines.
- Targeted media outreach offered several angles, including shelter-enrichment science, community participation and visuals featuring animals with donated items.
Donation Drive Success
B2 secured news media coverage on Great Day Live, Tampa Bay Observer, St. Pete Catalyst, Radio St. Pete and Q105. Tampa Bay Mom’s Group and I Love the Burg further amplified the campaign, while a collection location at SPCA Tampa Bay’s campus complemented online giving.
SPCA Tampa Bay received more than 100 individual items and supply packages in support of their animals. The donations supported dogs, cats, foster kittens, rabbits and wildlife, demonstrating that the campaign communicated SPCA Tampa Bay’s mission.
B2 turned a standard supply drive into a successful campaign that will benefit animals for months to come.