BC Schizophrenia Society

The BC Schizophrenia Society (BCSS) is a nonprofit dedicated to supporting individuals and families affected by schizophrenia and serious mental illness across British Columbia. Their mission is to promote improved treatment and quality of life through education, advocacy, and direct support services.

The Challenge

In the wake of a disrupted year in fundraising – most notably due to a Canada Post strike that significantly impacted direct mail donations – BCSS needed to pivot its holiday appeal strategy. The organization turned to Yulu to create a compelling digital campaign that could engage donors emotionally and drive action online, helping to recover lost revenue and sustain vital support programs.

The Strategy 

Yulu led the creation of a 45-second holiday donation appeal video that paired powerful storytelling with a call to action. Our integrated campaign strategy leveraged all communications channels:

• Earned: We proactively pitched the video and its underlying story to media outlets across BC, emphasizing the urgent need for mental health support during the holidays.
• Owned: A homepage pop-up was developed to drive visitors directly to the donation landing page via the video.
• Shared: We published and promoted the video on YouTube, LinkedIn, Facebook, and X, tailoring captions to spark emotional resonance and donations.
• Paid: A targeted digital ad campaign reached audiences based on geographic, behavioral, and interest-based segments, directing them to the BCSS donation form.

Provided Services

• Video production and scripting
• Strategic communications and campaign planning
• Digital and social media marketing
• Media relations
• Paid media strategy and execution

The Results and Impact

In just eight weeks, the campaign delivered:

• 434,697 impressions
• 1,529 clicks to the donation page
• $115,000+ in donations raised

This integrated strategy helped BCSS exceed its holiday fundraising goals and reach a broader online audience, ensuring continuity of mental health support services at a critical time.

 Let’s Work Together

Looking to build public support for your nonprofit’s mission via a nonprofit PR strategy? Call or email us to set up a call at hello@yulupr.com or +1 604-558-1656. Let’s build something impactful together.