Donor Communications - Anat Gerstein

Case Studies

Project Renewal was faced with an urgent funding gap when government funding for one of its cherished programs dried up.

Donor Communications

Project Renewal urgently needed to raise $150,000 in private donations to prevent a beloved program from shutting down due to a funding gap. Leveraging #GivingTuesday and a comprehensive end-of-year communication strategy, the campaign surpassed its goal.

CHALLENGE

Project Renewal was faced with an urgent finance gap when government funding for one of its programs was eliminated. Without securing $150,000 in private donations within three months, the program would be shut.

GOAL

Raise $150,000 from individual donors within a three-month timeframe to keep the program alive.

STRATEGY

Project Renewal leveraged #GivingTuesday and year-end giving to fuel its fundraising efforts, employing a comprehensive, multiple-channel communication plan.

Tactics

Crowdfunding Campaign:
- Collaborated with the development team to engage supporters—including staff, board members, junior board members, and friends—to run their own crowdfunding campaigns tied to #GivingTuesday.
- Drafted content and assisted supporters in creating personalized fundraising pages.
- Provided social media and email content for supporters to share within their networks.
- Encouraged supporters to amplify the organization’s campaign content on social media.
Media Outreach:
- Placed stories in the media about the potential closure of the program, which were shared on social media and in electronic newsletters to raise awareness.
Social Media Campaign:
- Developed a campaign featuring images and short interviews with program participants, showcasing their stories to emotionally engage viewers and drive donations.
Video Production:
- Collaborated with a videographer to produce a compelling video, shared across social media platforms and via email marketing, to inspire donations.
Community Engagement:
- Created and distributed postcards at local establishments frequented by potential supporters to raise awareness and drive donations.
Direct Appeals:
- Sent multiple appeal letters and emails to donors, requesting donations to support the campaign.

ResultS

The campaign successfully surpassed the $150,000 goal within the three-month period, ensuring the program could continue to serve people.

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