DARCC: sexual assault awareness month 2024
Campaign Objective
The primary objective of this campaign was to promote and honor Sexual Assault Awareness Month by engaging supporters, educating constituents about The DARCC Difference, and inspiring recurring donations to support DARCC’s mission of educating communities to prevent sexual violence and supporting survivors and their loved ones as they heal and thrive. A secondary objective was to thank existing Believers (recurring donors) and ask them to make an additional gift to support Sexual Assault Awareness Month.
Story/Landing Page
A dedicated landing page featured the full explanation of The DARCC Difference, complete with photos and and drop-down boxes that provided opportunities for readers to learn more. The page also included detailed program descriptions, a donation call-to-action, and an RSVP call-to-action for the Community Breakfast.
Cultivation Emails and Social Posts
Emails: During this initial phase, emails introduced and continued the explanation of The DARCC Difference. Each email highlighted a different aspect of the services offered at DARCC. We sent two cultivation emails.
Social Posts: Coordinated social media posts echoed the email stories and included calls-to-action to learn more about DARCC’s programs. We posted two cultivation social posts.
Solicitation Emails and Social posts
Content Overview:
Emails: These emails transitioned from storytelling to direct appeals for donations, and included personal messages from the CEO, impact messages, and examples of how donations ensure that The DARCC Difference can still be made. There were two segments of solicitation emails, and we sent six solicitation emails in total. Segments included:
Believers - current recurring donors. These emails acknowledged the donors’ current donations and asked for an additional gift in honor of Sexual Assault Awareness Month.
All others - anyone who is not a current recurring donor. These emails asked for recipients to sign up for a recurring gift or to make a gift in honor of Sexual Assault Awareness Month.
Social Media Posts: Posts mirrored the email content, featuring donation appeals and impact messaging.
Social ad:
Key Metrics
Email Open Rates: The highest open rate for an email sent to your entire audience was 48.2%. This was the first email of the campaign, sent Thursday, 3/28/2024. The subject line was “The DARCC Difference.”
Email Click-Through Rates: The highest click rate was 6.5%, for the same email sent on 3/28. The most-clicked link was a hyperlinked text that said “read more”.
Audience Growth: The total audience growth during the campaign was 1%.
Social Ad Performance:
We ran one traffic ad throughout the month of April, with a total ad spend of $99. The objective of the ad was to drive people to the campaign landing page. The ad was seen by 48,458 people, and received 240 total engagements, with 216 clicks — almost a 1% click rate.
Key Recommendations for future campaigns
Secure a matching or challenge donor for SAAM and NTXGD.
Continue using hyperlinked text and buttons in emails.
Use images of people in social ads rather than the DARCC Difference logo.
Consider having board members or volunteers send emails.
Tweak social media advertising audience to find best prospects for new follows.
Enhance campaign storytelling to be more personal, moving away from educational or brochure-style language (already planned for NTXGD 2024).
Explore additional engagement opportunities like:
Another survey
Quizzes (e.g., "How many hours of therapy does DARCC provide annually?")
Use polls/quizzes on social media to educate and engage audiences, specifically for SAAM.
The 2024 spring campaign effectively leveraged The DARCC Difference by honoring Sexual Assault Awareness Month through a multichannel approach to engage supporters and drive donations. The campaign provided valuable insights for future campaigns.
