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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 analysis found that nearly 80% of clicks occurred within the top third of each email ā on links that did not lead to the donation page. We redesigned the email framework to remove all links except the donation CTA. We also positioned the first ask within the second paragraph, where donors were most likely to respond.
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Increased urgency during the final two weeks of the campaign
Campaign data showed that late-December emails resulted in gifts that were 78% higher than early-campaign messages. As a result, we added three more emails to the campaign sequence: a progress update, a year-end reminder, and a December 31 "Final Hours" appeal to capture the year-end giving spike.
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Incorporate donor testimonials to strengthen campaign messaging
We used donor thank-you messages as testimonials throughout the campaign, leveraging social proof to encourage prospective donors to give. These authentic voices reinforced the impact of giving and helped prospective donors feel part of a community of supporters.
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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