Every night, over 400 kids in Milwaukee won’t have a bed to sleep in. So, Serve Marketing partnered with Pathfinders youth homeless shelter to change that. The solution was B.E.D. (because every kid deserves one) – a fundraiser whereby guests bought beds (not tables), dined outdoors (not in a hall), and bid on underwriting for ads (not silently for golf). B.E.D. was the stepping stone for a later campaign that brought awareness and funding to new heights. How high? Over 25 million ad and earned media impressions resulted in nearly $400,000 in annual donations and a 21% increase in new donors.