Awareness Campaign

Crossroads International


Crossroads International, a Toronto-based not-for-profit organization focusing on achieving equity for women and girls in Africa, enlisted the services of Blue Door as their agency in September 2022. They sought a collaborative partner to generate donation and volunteer momentum to mark the start of a five-year strategic plan.

The Goal

The goal of the campaign was to raise awareness about the Crossroads mission while increasing donations and recruiting volunteers.

The Approach

Blue Door proposed a strategic three-phased approach that leveraged the timing of Giving Tuesday (a global movement of generosity) and the holiday giving season. Campaign tactics included: Strategy Development, Research and Analysis, Social Listening, Paid Placements, Media Relations.


Our team executed a mix of earned media relations and paid placements to achieve objectives around volunteers and donations, securing more than 500,000 impressions and increasing individual donations to the organizations by an impressive 101.3% (when compared to the prior reporting period). We also successfully increased the email marketing database for the organization by 22.5% providing a new communication channel to communicate to potential donors and volunteers.

Crossroads and Blue Door maintain a partnership with philanthropy, public engagement strategy development, and support of Crossroad's largest fundraising efforts.


Individual donations to the non-profit organization increase.

1.3 M

Earned Media Impressions


Website traffic for net-new users increase.


Email marketing database for the organization increase.