Growing year‑end giving by nearly 80%
When we gave donors one story to follow for six weeks, year-end giving grew by nearly 80%.
A global foundation
The challenge
Like many nonprofits, this foundation leaned on GivingTuesday for its year-end fundraising. That’s the same day every other nonprofit is in its supporters’ inboxes. Its donation page sat behind a member login. Its volunteer chapters around the world didn’t have an easy way to join in, either.
Our approach
We turned a string of separate asks into one six-week campaign. It opened on National Philanthropy Day, which the foundation had never recognized before. That way, donors met the story ahead of the GivingTuesday rush. GivingTuesday brought the chapter network in, and year-end giving carried the story through to the final ask.
Along the way, we refreshed the donation page. We built a toolkit so chapter leaders could run the campaign in their own markets and languages. We also launched the foundation’s first direct mail appeal to 2,519 lapsed donors.
Results
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