Campaigns that Convert
How glee created campaign content for $1B nonprofit that met and exceeded donor-giving targets
The digital revolution has completely transformed the fundraising landscape in many ways. Donors (just like customers) don’t just hope for but expect omnichannel giving experiences. They want mobile apps for easy, on-the-go engagement. They expect great digital content with stories about the impact their giving is having on the communities they care about most.
But for everything that’s changed about donor engagement over the years, much is still the same.
That is…
Donors are still people.
People still want relationships
Donor engagement is (and always will be) a discipline of building trust
No fundraiser can build trust without communication. And that communication can’t feel like a one-way street or a steady stream of asks.
The best fundraisers out there know how to strike that perfect balance between “here’s what’s happening in _____ thanks to YOUR faithful giving!” and “with your help, we can reach even more families in _____ with critical resources.”
Recently, glee was brought in to direct campaign content creation for a $1B nonprofit. Despite a quick turnaround and a smaller population for appeals than was initially planned on, the giving target was exceeded by over 8%.
The impact: lifesaving food and other resources would reach thousands of hungry kids and their families experiencing crisis.
How did this happen? What makes or breaks success for campaigns like this? Here are some of my takeaways from this project:
Personalize the Ask
No two donors are the same, but the better you understand your core segments, the easier it is to create campaign content that’s relevant to the population you’re trying to reach.
Use first names. Mention places, people, and needs that they’re going to recognize. Your appeal should feel like a note from a friend, not a letter from a total stranger!
Example: "Here's how to help kids in <insert donor's city>" or "Why kids at <insert donor's local elementary school> need your help"
Tell a Story
Remember that old adage about a picture being worth 1000 words? Think of stories as word pictures. They illustrate needs, convey emotion, and make the intangible tangible for your audience.
Example: Instead of… "Kids in tristate area schools aren't getting the nutrition they need to live a healthy life."
Try something more like… "Sarah's parents do everything they can to put healthy meals on the table. But rising food costs have made life difficult for her growing family."
Brevity is Your Friend
Keep your content simple & short. Donor appeals aren't time to break out your thesaurus and find the biggest words. Use only the language you need to get your point across with clarity and impact.
Example: Instead of… "There are many complex challenges that are currently preventing kids from getting the nutrition they need to live a healthy lifestyle." Try something more like… "For kids in <insert city name> today, getting enough to eat can be a challenge."
Looking for support on your next campaign? Contact me to start reaching more donors today.
