The Helm

Overview

The Helm is a 501(c)(3) nonprofit nonresidential senior community center that provides transportation, meals, wellness programs, social events and resource navigation for older adults.

Challenge

With the demand for senior services increasing and frequency of philanthropic donations declining, The Helm needed sustainable funding. In 2024, the organization pursued a local millage that required community awareness and support. To achieve the goals of the organization, The Helm needed to:

• Educate voters about The Helm’s role in the community.
• Avoid crossing over into political advocacy.

Solution

Messaging Platform

• Created a campaign centered on the message: “This is about all of us.”
• Positioned senior services as a community-wide priority, not a niche issue.

Multichannel Execution

• Two-phase direct mail series:
  • Introduced the millage to residents.
  • Highlighted personal senior stories.
• Digital ads (programmatic and Meta) with emotional storytelling and early-voting reminders.
• Newspaper ads and lawn signs ensuring local visibility.

Targeting

Applied geographic and demographic data to reach voting-age residents most likely impacted by aging-related issues.

Results

Reach that Converts

1.25M-plus digital ad impressions — with 4.8K total website visits, 3.7K stemming from Meta ads, and click-through rates above industry benchmarks.

Community Connection

Clear increase in awareness and engagement throughout the community, with leadership crediting the campaign for helping residents feel informed and connected.