The Wellington City Mission needed a unique approach for fundraising to meet four-fold increase in demand for its services over the Christmas period.

The Silent Night was a sold-out fundraising event held at one of New Zealand’s largest stadiums that people bought tickets to but didn’t attend. By doing so, every dollar spent on tickets went to the Wellington City Mission to fund their various initiatives that ensure all Wellingtonians doing it tough are cared for at Christmas. The event was run like any other at the stadium with tickets bought directly through online ticketing Ticketek, at a range of prices and levels.

The event cost $0 to run and sold 37,971 tickets – outselling global acts like Guns n Roses and Queen. This resulted in $332,700 in donations. The campaign also earned over $1.4 million in media and PR value.