Not only relying on big donors but encouraging supporters to give.
Project Overview
November through December is when nonprofits should be clear and intentional. Instead, they were treating the most important fundraising window like a light campaign. Two or three emails. A few live videos that rarely passed 2,000 views. No real plan. We needed a guided journey, not one or two loud appeals.
We designed a nine email campaign with messages that built on the last so people felt walked with, not pressured.
The email list gave us a place to tell a complete story over time, instead of hoping a single live stream or one strong email would do all the work.
Each email showed our donors stories of lives impacted by our monthly giving partners.
By the end of the campaign when we had a “hard ask” the audience knew there was a direct correlation with their gift and lives being positively impacted.
The Results
Compared to previous years, giving stayed in front of people from Giving Tuesday through December 31. The story was spread across multiple touch points instead of a single push. Supporters saw the impact they could have in lives when they gave.
