United Way of Peel Region

I worked at United Way of Region for almost 18 years. I held progressive positions in the Marketing and Communications department.

During this time I oversaw a large and varied portfolio of responsibilities including special events, online and digital fundraising, direct mail solicitations and media relations. I wrote and edited copy, created all print and online marketing materials, built websites and oversaw a small team and freelancers. I negotiated with advertisers and worked with external stakeholders including businesses, government, partner agencies and other United Ways.

Everything I did was to further the organization’s mission - to reduce poverty, prevent poverty and support people living in crisis. Each action was taken with that goal in focus.

#LongestNightPeel

This peer-to-peer fundraiser event challenged people to sleep in their car for a night to create awareness and raise support for people struggling with homelessness in Brampton, Caledon and Missssauga. I was the project lead for #LongestNightPeel.

The annual event began in 2015 and raised $25,000 and significant media coverage across the GTA. In 2017, LongestNightPeel raised over $115,000 – an increase of 460%. In 2018, similar levels of participation were achieved, however the amount of dollars raised decreased to roughly $80,000.

In addition to earned media, #LongestNightPeel was promoted through online and print advertisements (including false fronts) with Metroland.

Promotional Videos

The purpose of this event was to both raise funds and awareness of the growing homelessness issue in Peel Region. I interviewed a gentleman who, while homeless, had spent nights in his car. I clipped the interview into a short series to highlight the reality of homelessness in our backyard.

Posters

Support to Fundraisers

To maximize the dollars raised, we recruited community leaders to act as Champions. Each committed to raised $1,000. They were provided individualized support including weekly information packages and customized graphics.

Advertising

The event was advertised through Metroland through a False Front, digital ads and print ads.

Digital ads for use on Metroland websites

Social Media

On the night of the event, I spent the night monitoring social media and generating content from participants.

Impact Reports

Every year, United Way produced an annual report to show donors the impact that their donation had in the community.

The format evolved over the years from exclusively print to interactive websites with a complementary print edition.

Advertising

Through a partnership with Metroland Media, we published numerous False Front advertorials in the Mississauga News, Brampton Guardian and the Caledon Enterprise.