We were saddled with two challenges: Be sympathetic to the economic hardships of the time and generate a large number of donations quickly. So we employed a strategy that made Heroes at Home stand out from other charities: We asked for donations of just one dollar. And we created an animated viral video describing a single dollar’s ability to enact change.

The viral laid out, in simple terms, what exactly a single dollar could accomplish, and did it in a way that emotionally resonated with consumers. In addition, it was neatly packaged in a form that could spread easily. Viewers were directed to the site (www.herodollar.com) via content modules on Facebook, as well as a limited e-blast.