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The Challenge: Increasing Year-End Fundraising Revenue
A national cancer support organization offering free virtual support groups for more than 30 conditions needed to increase year-end fundraising revenue after several years of modest growth. With corporate funding declining and no formal donor engagement strategy in place, the organization sought a data-driven approach to maximize revenue from its existing donor base.
The Strategy: A Data-Driven Year-End Fundraising Campaign
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Identify overlooked donor conversion opportunities
We analyzed two years of CRM and campaign data to uncover giving patterns, stewardship gaps, and overlooked conversion opportunities. We found that a tribute page generating nearly 21% of all email clicks had no donation call to action. These insights informed the campaignās messaging, creative themes, and conversion strategy.
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Reposition the donation ask based on donor click behavior
Our data analysis showed that nearly 80% of clicks occurred within the top third of each email ā and that the donation appeal had consistently appeared after the 300-word mark. We redesigned the email framework to position the emotional hook and CTA within the first 250 words, aligning the appeal with peak donor attention.
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Increased urgency during the final two weeks of the campaign
Historical campaign data showed that late-December emails produced average gifts 78% higher than the launch message. Based on this pattern, we included a new progress update, a year-end reminder, and a December 31 āFinal Hoursā appeal to capture the giving spike that typically occurs as the year-end deadline approaches.
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Incorporate donor testimonials to strengthen campaign messaging
We incorporated donor thank-you messages into campaign messaging as testimonials (with donor permission). These voices reinforced the real-world impact of philanthropy and encouraged prospective supporters to join the community of donors.
The Result: 23% Increase in Year-End Giving
Increase in year-end fundraising revenue
Total year-end fundraising revenueĀ Ā
New donors acquired during campaign
Donors retained
year-over-year
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