If you had told me that nearly $200,000 could have been raised in just three short months, I probably would have not believed you. But - I am here to tell you that this is exactly what happened!
Two goals were set for the campaign:
Primary Goal: Raise $200,000 between 10/1/23 - 12/31/23
Secondary Goal: Engage supporters, acknowledge supporters, and retain supports for future campaigns.
In the dynamic landscape of nonprofit fundraising, achieving exceptional results requires a meticulously planned and executed strategy. Here is our end-of-year fundraising success story of how a comprehensive approach led to a staggering 374% increase in end-of-year fundraising for one nonprofit.
I am not keeping this secret. I am going to share with you how we achieved these remarkable results in 90 days!
We laid the foundation: Integrated and Multi-Channel Marketing
The crucial element of our success was the integration of various marketing channels. From emails and social media to phone calls and direct mail appeals, we crafted a cohesive message that resonated across platforms. This ensured that our audience received a consistent narrative, reinforcing our mission and the urgency of year-end giving.
We built a strong identity by using consistent branding and imaging.
Consistency is key in the nonprofit sector. We invested in maintaining a strong brand presence across all communication channels. Consistent branding and imaging not only strengthened our identity but also fostered trust and recognition among potential donors.
We amplified our outreach by increasin marketing and communications.
To cut through the noise and capture the attention of potential supporters, we ramped up our marketing efforts. A strategic mix of emails, social media campaigns, personalized phone calls, and direct mail appeals created a diverse and engaging outreach plan. This approach ensured that our message reached donors through their preferred channels, maximizing our impact.
We added the personal touch with gratitude videos, personal emails, and maled holiday cards.
Acknowledging and appreciating donors is paramount. You cannot ask, ask, and ask some more without showing some gratitude.
We went the extra mile by incorporating personal touches like gratitude videos (sent in late December), personalized emails, and holiday cards (with a short handwritten note on each). These gestures not only expressed our sincere appreciation but also strengthened the emotional connection between donors and the organization.
The results speak volumes!
Our efforts yielded remarkable results. Twenty-six new donors joined our cause, expanding our supporter base. One donor, inspired by our mission, doubled their annual contribution from $10,000 to $20,000—an unprecedented 100% increase. Notably, we maintained an impressive 43% donor retention rate, emphasizing the sustainability of our fundraising model.
This success story highlights the true transformative power of a strategic and integrated approach to end-of-year fundraising. We did not reach our $200,000 goal but we had remarkable results that we are extremely grateful for!
A few more nerdy notes...
A total of 10 emails were sent during the 90 days. Two in October, three in November, and five in December (with very minimal unsubscribe rates).
By leveraging multiple channels, maintaining consistent branding, and embracing personal connections, we not only exceeded our fundraising goals but also strengthened our relationship with donors. As we continue our journey, and our annual fundraising through this fiscal year, these lessons will no-doubt guide us towards sustained growth and impact in the nonprofit sector. These lessons have set the tone and the plan in place on what our supporters respond to and how to best move forward.
Want to talk about your end-of-year campaign or your annual giving campaign? Let's get Nerdy!