Creating and designing a successful Multi-channel marketing plan to increase donations by +10%
In a bold move, CPAR shifted its holiday appeal from a focus on purchasing supplies to supporting life-changing programs. The “Reimagined Gifts of Change” campaign resulted in remarkable success, including a 10% increase in new donors, doubled gift value, and a five-fold increase in conversions to monthly donors.
Client Introduction
Canadian Physicians for Aid and Relief (CPAR) is a non-profit dedicated to sustainable development in rural Africa. CPAR needed a unique approach to its 2022 holiday appeal as a smaller charity to stand out and resonate with donors.
Problem, Consequences, & Hesitations
Traditional holiday campaigns in the non-profit sector often focus on tangible items such as supplies and tools. However, CPAR faced several challenges:
Donor Fatigue: Repeating the same messaging as other organizations risked losing attention.
Limited Resources: As a small charity, CPAR needed to focus on its core mission and programs, rather than physical items.
Retention Struggles: Retaining donors and converting one-time contributors to monthly supporters was an ongoing issue.
Solution
The campaign took a transformative approach:
Shifting the Narrative: Introduced “The Best Things in Life Are Not Things” as the central theme, focusing on the people and programs CPAR supports rather than tangible gifts.
Multichannel Campaign: Delivered cohesive messaging across a catalog, mailers, e-blasts, website updates, and social media posts, ensuring a wide reach.
Storytelling: Highlighted real stories of program impact, emphasizing how donations directly empower communities.
Targeted Calls to Action: Encouraged donors to make a lasting impact through program support and monthly giving options.
Results & Benefits
The innovative campaign delivered outstanding results:
Increased New Donors: Attracted 10% more new donors than the previous year.
Higher Gift Value: Contributions from new donors doubled compared to the prior year.
Improved Retention: Achieved a 25% increase in donor retention over the previous year.
Revenue Growth: Revenue from the December appeal more than doubled, with a 103% increase.
Monthly Donor Conversions: Saw a five-fold increase in the conversion rate of single donors to monthly donors.
Conclusion
This case illustrates the power of innovative storytelling and purpose-driven appeals in transforming donor engagement and revenue outcomes. CPAR’s willingness to challenge norms and focus on their mission proved that the best strategies align with authenticity and impact.
🎁💡 Ready to reimagine your fundraising campaigns and achieve extraordinary results? Let’s collaborate to create a message that moves hearts and drives action. Contact me today!
