Increasing Awareness for a Great Cause

The Client

The Crystal Gala Foundation wanted to increase awareness, sponsorship and donations for their 16th Annual Crystal Gala. The event takes place every year in Abbotsford, BC and raises funds for the Abbotsford Regional Hospital and Cancer Centre, supporting women and men in their battle with breast cancer.

The Challenge

This non-profit group of volunteers did not have the time to commit to oversee the successful campaign they envisioned. The Gala wanted to sell pink ties to raise awareness and funds for the event. Katt Stearns Consulting was brought on board to create excitement and increase their reach.

We aimed to increase participation in the Tie-One-On campaign - Buy a Tie for $20 to support the Abbotsford Regional Hospital and Cancer Centre. After starting on Facebook 3 years ago, the Crystal Gala Foundation had achieved only limited success with 300 followers. As such, many local people were still unaware of the Crystal Gala Foundation, the support to the Abbotsford Regional Cancer Center and the fact that you could self-refer to the clinic.

The Solution

We developed a detailed 3-month social media strategy to build awareness for the Gala, the cause, Tie-One-On and educate the public about the cancer center. We focused on hyper-local content, engaging the community, the sponsors, contributors and supporters.

We also relaunched their Facebook page, and created new campaigns for Twitter and Instagram. For their new Facebook page, we created a photo contest to encourage others to share how they are “Tie-ing One On” for a chance to win an iPad.

"We focused on hyper-local content, engaging the community"


After only 2 months, the Crystal Gala Foundation began to see great success. Their Facebook engagement more than doubled, and created a huge impact on Twitter. We increased the exposure for the Crystal Gala Foundation and the cause, while also increasing sponsors, donations and auction items. Lastly, we raised more than $150,000 for the annual Crystal Gala.