Fundraising & Performance Media · Full-Funnel Strategy
IG Wealth Management Walk for Alzheimer's
Alzheimer Society Canada
+32%
More donations on roughly 30% less spend
74%
Higher return on ad spend year over year
$267K
In donation revenue, up 22% year over year
A two-year strategy that consolidated a fragmented, two-agency media buy into a single full-funnel engine, growing donations and return on ad spend while spending roughly 30% less in a tougher giving market.
The Challenge
The Walk is the Alzheimer Society's largest fundraising moment, yet its media ran across two agencies with separate budgets, tactics and reporting. That split created duplicated delivery, internal bidding for the same audiences and insight that never met in one place. The 2025 goal was harder still: grow donations on a smaller, consolidated budget, in a tougher giving market, and without advertising in British Columbia, historically one of the Walk's strongest regions.
The Approach
Intent Media treated the Walk as one system to consolidate and compound rather than an annual campaign to restart. The entire buy was unified into a single, performance-led portfolio with one owner of planning, buying and reporting. A true full funnel was built, with YouTube awareness feeding a retargeting pool that Display and Meta converted, so each stage made the next more efficient. Budget could then follow performance in real time rather than org charts, and urgency was timed to the pre-event peak.
The Outcome
On roughly 30% less spend, the consolidated program delivered 32% more donations, a 74% higher return on ad spend and a 46% lower cost per acquisition, and generated $267K in donation revenue, up 22% year over year. More lasting than any single result, it turned a fragmented seasonal buy into a tested, always-on fundraising engine built to keep compounding after the media goes quiet.
The goal was never a better campaign. It was a better system.
Full case study
Download the complete case study for a deeper look at the strategy, media approach and results.
Download case study (PDF)Ready to talk about your organization?
Whether it's growing participation, rebuilding acquisition or making a case to your board, if there's an objective behind it, there's a conversation worth having.