WHAT COULD YOU BUY WITH $10?
A Memphis Rox Year-End Donor Campaign.
Challenging Assumptions About Small Giving
Memphis Rox Community Campaign
Challenging assumptions about the value of small donations by showing how $10 can transform lives at a nonprofit climbing gym and community hub in South Memphis
The Challenge
Many people believe that $10 can’t make much of a difference in charitable giving. This perception creates barriers to small-dollar donations, limiting fundraising potential for community organizations that rely on grassroots support.
The Solution
Create an emotional contrast between everyday $10 purchases and the meaningful impact $10 can have at Memphis Rox – from healthy meals to mental health sessions to climbing wall access.
Creative Approach
Turning a simple question into an emotional reminder of the power of small giving
Central Campaign Video
Street interviews asking “What could you buy with $10?” followed by powerful contrast showing Memphis Rox impact
Paid Advertising
Meta and YouTube ads targeting potential donors with authentic storytelling approach
Email Campaign
Storytelling emails highlighting specific $10 impacts with real member stories
Common Answers: Coffee, gas, small everyday items
Memphis Rox Reality: $10 at Memphis Rox means a healthy meal, a warm shower, a mental health session, or access to the climbing wall. $10 goes a long way in strengthening community, dignity, and opportunity.
Campaign Impact
Building lasting relationships through authentic storytelling
Strategic Insights
What we learned about small-dollar fundraising and community storytelling
Dignity Over Charity
By framing donations as “shared investment” rather than charity, we created a message that honored both donors and recipients, leading to stronger emotional connection.
Authentic Storytelling Works
Real street interviews and genuine community stories resonated more than polished promotional content, creating trust and authenticity.
Small Gifts, Big Impact
Demonstrating concrete, tangible outcomes for small donations changed perceptions and inspired action from previously hesitant donors.
This campaign worked because it was simple, real, and community-driven. Instead of guilting people into giving, it showed them that even the smallest gift could have a tangible impact. By combining authentic storytelling with smart digital strategy, we built something that inspired generosity in a way that felt grounded, human, and lasting.