joni is a Canadian period care company redefining what it means for people who bleed to have freedom of choice and bodily agency. With innovative products, barrier-free distribution, and a powerful one-for-one model that fights for period equity, joni is changing the way Canadians access essential products. Since launching in March 2020, they’ve donated more than 47,000 pads to non-profit partners across the country.
In 2021, joni launched an equity crowdfunding campaign on FrontFundr with the goal of raising $200,000 to accelerate growth, expand their community, and stay true to their mission of representation and accessibility. By leaning into their strong, mission-driven brand and engaging their community authentically, joni raised $379,134 from 155 investors—190% of their target—without a single dollar spent on paid ads.
joni’s marketing strategy was built around their mission. From their investor video to campaign updates to social media content, they consistently emphasized the one-for-one model (#getjonigivejoni) and the fight against period poverty.
Research shows that 78% of consumers want companies to address important social justice issues and 87% will purchase because a company advocated for an important issue. joni tapped into this sentiment by highlighting the fact that 1 in 3 Canadians under 25 live in period poverty—anchoring their raise to a clear and urgent issue that resonated deeply with investors. By centering their campaign on representation, accessibility, and period equity, joni gave their community a chance to invest not just in a product, but in a movement.
As one investor shared:
“One of my long term goals is to become an angel investor and bet on companies and founders where I’m passionate about their mission, product and potential. Especially underrepresented founders (women, BIPOC). I’ll stay out of their way but be there to help when they need it, and wow.. it lights me up to imagine being on the inside as I watch them soar.”
– Nicole Smith, CEO & Founder of Flytographer and joni investor
Rather than relying on paid campaigns, joni focused on organic reach and authentic engagement. They posted consistently on Instagram, Facebook, and LinkedIn, sharing statistics, founder stories, company milestones, and interactive content like giveaways to drive conversions.
Highlights included:
joni also made effective use of FrontFundr’s campaign updates feature. By sharing timely updates with eye-catching visuals and concise messaging, they built excitement and reminded followers where the raise stood. This steady communication strategy paid off—especially during the final two weeks, when 40% of all investments came in.
As Linda, joni’s co-founder, put it:
“Crowdfunding can feel a little bit like throwing a party and hoping people show up. Give yourself a better chance by doing the essentials—be clear with your ask, consistent with your messaging, and aligned with your marketing.”
joni’s crowdfunding campaign showed that when a brand is built on authenticity and community trust, investors are eager to rally behind it. By inviting their customers to become co-owners, joni not only exceeded their funding goal but also strengthened their base of advocates who will help fuel growth for years to come.
To learn more about raising capital on FrontFundr, visit our raise capital page. If you’re ready to reach out to our team, fill out our online application!
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