Since 1953, Communities Foundation of Texas (CFT) has partnered with donors to strengthen and uplift its community. CFT’s most impactful initiative, North Texas Giving Day (NTXGD), is an annual charity drive where 100% of donations go directly to nonprofits across the region, making it the largest community-wide giving event in the United States.
More than a fundraising event, NTXGD is a movement rooted in the idea that collective action can spark meaningful change. By empowering individuals to support local causes, NTXGD fosters a culture of generosity and connection.
Through strategic planning, outreach, and community engagement, NTXGD bridges the gap between donors and nonprofits, creating a ripple effect of impact that enriches lives and strengthens communities.
Goals include:
In addition to increasing donations, NTXGD aims to expand its reach across the entire metroplex. Through intentional marketing and outreach, the initiative seeks to broaden its donor base by inviting every North Texan, regardless of background, to take part in building a stronger community for all.
NTXGD focused on empowering local organizations through fundraising and raising awareness of critical community issues. Bringing this initiative to life required close collaboration between The Barber Shop (TBS) and the CFT to align on shared goals, messaging, and creative execution. Together, we developed a comprehensive strategy that combined traditional and modern marketing techniques with authentic community involvement to maximize reach and impact.
To inform and inspire a wide and diverse audience, TBS implemented a robust multi-platform media plan. This included digital, traditional, radio, TV, cable, outdoor, print, streaming, display advertising, influencer outreach, and social media. The creative direction emphasized recognizable visuals and messaging to ensure every North Texan felt empowered to be part of the event.
Our marketing strategy included:
1. Messaging and Promotion
2. Target Audience Engagement
3. Community Outreach
4. Ease of Giving
Key challenges included:
Due to the condensed timeline and shifting campaign dynamics, TBS and CFT embraced flexibility, creativity, and cutting-edge solutions. By leveraging data-driven insights, refining audience segmentation, and embracing AI technologies, we delivered a campaign that was both adaptive and impactful.
The integration of diverse media channels, intuitive digital tools, and personalized outreach ensured that NTXGD remained inclusive, accessible, and effective. This collaborative and strategic approach not only overcame the year’s challenges but expanded what is possible when a community comes together for a shared mission.
Despite facing notable challenges in 2024, NTXGD achieved remarkable success. The challenges presented valuable areas for TBS to grow in problem-solving and creative solutions. Through this continued collaboration between TBS and CFT, the scope of NTXGD continues to grow and change to fit the diverse fundraising pool of North Texas.
The biggest success of 2024 was the campaign evolving from a single “Giving Day” to a multi-day format spanning September 1–19. This shift allowed for more sustained messaging, enabling us to extend our reach across the DFW metroplex while building greater brand affinity for CFT and increasing donor participation through insight-driven storytelling and strategic media placement.
The results of the campaign were outstanding:
By embracing flexibility, leveraging community partnerships, and staying mission-focused, CFT and TBS were able to expand both reach and impact. The continued success of NTXGD is both a testament to the mission of the event and the community it serves. This year continued to solidify NTXGD as a vital force for good across the region.
