BBHH: End of Year 2023 Campaign
Campaign Objective
The primary objective of this campaign was to engage supporters, share impactful stories of transformation through the Pathways program, and inspire donations to support BBHH’s mission of breaking the cycle of generational poverty. The campaign also kicked-off celebrations for BBHH’s 80th Anniversary by highlighting the organization’s history and continued growth.
Cultivation Emails and Social Posts
Emails: During this initial phase, emails introduced and continued the stories of Paula and Elizahbet, two beneficiaries of BBHH’s Pathways program. Each email shares personal anecdotes and successes, showcasing how the Pathways program has transformed their lives and emphasizing the broader impact of BBHH’s services.
Social Posts: Coordinated social media posts echoed the email stories, shared additional insights, and engaged followers with interactive elements such as quizzes and calls-to-action to learn more about BBHH’s programs.
Story/Landing Page
A dedicated landing page featured the full stories of Paula and Elizahbet, complete with photos and videos. The page provided a comprehensive overview of the Pathways program, its benefits, and its long-term impact on participants. It included testimonials, detailed program descriptions, and a donation call-to-action.
Solicitation Emails, Social Posts, and Direct Mail
Content Overview:
Emails: These emails transitioned from storytelling to direct appeals for donations. They included personal messages from the CEO, reinforcde the impact of previous donations, and outlined specific needs and goals for the upcoming year. Each email will had a clear call to action to donate, emphasizing the urgency and importance of contributions.
Social Media Posts: Posts mirrored the email content, featuring donation appeals, impact statistics, and reminders about the end-of-year giving deadline. Social media also highlighted the upcoming 80th Anniversary and encouraged supporters to join in the celebrations by donating.
Campaign Conclusion
The End of Year 2023 Campaign utilized a story-based approach to build upon the summer campaign's focus on immediate needs. This campaign highlighted BBHH’s services and training programs that help families prepare for the future. Karina and Teresita's personal stories and experiences in the Pathways program were central to the messaging.
Campaign Components
Multichannel Approach: The campaign included a series of five cultivation emails and social posts, five solicitation emails and social posts, and two social ads.
Key Metrics
Email Open Rates: The highest open rate was 44% for an email sent on Monday, 11/13, at 3:30 PM with the subject line "Paula’s Story, Continued." This email was sent to the Prayer & Praise list.
Email Click-Through Rates: The highest click rate was 10.5%, with the most-clicked button being the BBHH logo.
Audience Growth: The total audience growth during the campaign was 2.2%.
Social Ad Performance:
Growth Ad: Ran from 12/1 to 12/31, targeting a lookalike audience with a $59 spend, resulting in 38 page likes and a reach of 2,316.
Traffic Ad: Ran from 11/28 to 12/31, targeting a lookalike audience with a $50 spend, resulting in 400 link clicks, 7,378 reach, and a 5.42% like rate.
Website Traffic:
Average time on the story page: 2 minutes 31 seconds.
Total web traffic from 10/30 to 12/31: 40,467 visits.
EOY page traffic: 993 visits, accounting for 2.45% of total BBHH visits during the campaign.
Key Takeaways
Open Rates: Open rates were lower this year, likely due to the increased list size, which has grown by over 1,000 since last year.
List Segmentation: Consider creating a new list in Constant Contact comprising donors and volunteers. The Prayer & Praise list should still receive 1-2 cultivation and solicitation emails during each campaign.
Email Content: Continue to include multiple links/buttons for readers to click in emails.
Social Media Strategy: Run ongoing social media growth ads, even when not preparing for a campaign, and continuing to run traffic ads during campaigns.
Email Customization: Consider tailoring the footer of each campaign email.
The 2023 EOY campaign effectively utilized personal stories and a multichannel approach to engage supporters and drive donations. Despite lower open rates, audience growth and engagement through emails and social ads were significant. The campaign provided valuable insights for future campaigns, including the importance of list segmentation, email content strategies, and continuous social media advertising.
