Wall decal of the silhouette of a man with the headline "Off the street. On a payroll"
Logo for Guiding Light

Guiding Light

We’re Not a Mission,
We’re on One.

Public Service fundraising and advertising

Guiding Light.

Focused on rescue, recovery, and reengagement, Guiding Light of Grand Rapids helps those struggling with addiction and homelessness get back to work and back to life through a variety of proven programs and services. From 2015 to 2022, ECP helped bring awareness and clarity of the organization to the West Michigan giving audience, through skillful media placement, targeted strategy, and thought-provoking creative.

Results

Through our campaigns, Guiding Light saw increases in donations year-over-year, with the largest impact during Q4 each year. From a major increase in online giving and double-digit annual donation increases to engaging thousands of new and lapsed donors and reaching fundraising goals before campaigns concluded, ECP helped Guiding Light meet and exceed organization goals over their six-year collaboration. Beyond the financials, the work has also helped Guiding Light grow exponentially and set them up for future success as they continue to expand facilities and services.

Scope:

Collateral, Digital, Fundraising, Nontraditional, On-Premises, Out of Home, Print, Radio, TV
Poster with a black and white image of a man looking down with the headline, “The book of Matthew now includes recovery and a job”
Poster with a black and white image of a man looking down featuring the headline, “The account of Mark gets a new chapter“
Poster with a black and white image of a man looking down with the headline, “First, John stays clean. Second, John gets to work”
Billboard with “O come, let us restore him.” The background looks like ripped paper with a man’s face partially visible.
GuidingLight_Holiday2020_RestoreHim_Bulletin
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Posters featuring a ripped up paper with a yellow image of a man. “The greatest comeback since Lazarus,” and “A different kind of curbside pickup.”
The Light Post. The inside has a man and “Bringing their stories to light.” The cover has a church with “The light at the end of the trouble”
Nontraditional guerrilla of a yellow shovel stuck in the snow, with a sign reading, “Help get men out of the cold & on a payroll.”
Billboard with “GR homelessness has reached new heights,” with tents sitting up on the platform.
Newspaper print ad with the headline, “Free insulation,” and steps to use the paper as insulation in your jacket.
Annual report publication. “Guiding light 2018 annual reporter.”
Billboard designed for Guiding Light featuring a yellow image of a man and the headline, “Not a hand out. A way out.”
GuidingLight_OOH_AWayOut_Bulletin
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