For nearly two decades, Tirgan Festival has been a beacon of Iranian art and culture in Toronto, Canada. Founded in 2004 by passionate volunteers, it has grown into the world’s largest celebration of Iranian heritage, uniting over 1 million attendees and 1,200 artists through 2,000 diverse programs—80% offered free of charge. From Nowruz (Persian New Year) to the Tirgan Festival, the organization has fostered cross-cultural dialogue and connected Iranians globally to their roots.

The Challenge: Navigating a Perfect Storm

In late 2023, Tirgan faced a critical financial crossroads. A two-year deficit threatened its ability to sustain its cultural initiatives, compounded by the effects of the pandemic and economic downturns. Key programs had been canceled abruptly during the pandemic, leaving financial losses, while post-Covid attendance struggled to rebound. Meanwhile, government grants—historically a third of Tirgan’s budget—were reduced due to fiscal constraints, and sponsorships from businesses dwindled as the economy tightened.

The Solution: A Holistic Strategy to Reignite Hope

VIVISION Consulting partnered with Tirgan to design a solution.

1. Strategic Planning and Grant Support

We helped Tirgan secure four $35,000 grants (totaling $140,000) to stabilize funding for the next four years. Additionally, we supported the development of their “Tirgan in California” initiative, securing a $30,000 seed fund for research and expansion.

2. Lightkeeper Crowdfunding Campaign

At the heart of our efforts was the Lightkeeper Campaign, built around the resonant theme “چراغ خانه‌مان باید روشن بماند” (“Our home’s light must stay on”). This message framed donations as an act of cultural preservation, evoking the Iranian community’s emotional connection to Tirgan as a “home away from home.”

We overhauled Tirgan’s digital infrastructure, optimizing their website for speed and usability, integrating secure payment systems, and launching targeted Google Ads. A vibrant social media strategy included 250+ pieces of creative content—graphics, motion designs, and weekly live sessions with artists and trustees—to re-engage the community.

A standout initiative was the collaboration with artist Mr. Zendehroudi, whose masterpiece became the campaign’s signature. Auctioning 30 certified copies and the original piece inspired generosity and elevated Tirgan’s artistic appeal.