Campaign Example

DARCC - Spring 2024 Campaign

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.

Brother Bill's Helping Hand

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.

Dallas Area Rape Crisis Center

DARCC: Sexual Assault Awareness Month Campaign (SAAM) 2024

Objective: The DARCC Spring 2024 Sexual Assault Awareness Month (SAAM) campaign run from March 25th to April 30th. It aimed to garner support for the DARCC through outright gifts and engagement opportunities like attending or sponsoring the annual community breakfast event. The goal of the campaign was to gain 24 new Believers (DARCC’s term for Recurring Donors).

Cultivation Email Samples

In the lead-up to Sexual Assault Awareness Month, cultivation emails were designed to educate and engage the audience. These emails highlighted key facts about sexual assault, shared survivor stories, and provided resources for those seeking help. The goal was to build a strong foundation of understanding and empathy before the main solicitation phase of the campaign.

Campaign Landing Page

The dedicated campaign landing page served as the heart of the campaign, presenting a powerful narrative that illustrated the impact of their work. Through compelling stories and statistics, the page aimed to resonate with visitors, encouraging them to learn more, get involved, and donate to support our mission.

Solicitation Email Samples

As the campaign moved into the solicitation phase, emails drove giving by showcasing the tangible impact of contributions. These messages were crafted to inspire immediate action, emphasizing the urgency and importance of supporting survivors during Sexual Assault Awareness Month.

Campaign Report (IN PROGRESS)

A comprehensive report is currently in progress to capture the campaign's success and detailed outcomes.

Immerse Arkansas

Overcomer Summer 2022

The Overcomer Summer 2002 campaign by Immerse was a comprehensive effort to engage and support youth by highlighting their stories and the critical role of the Circle of Support. The campaign aimed to inspire action through storytelling, social media engagement, and targeted solicitations.

Overall Goals:

  • Engagement: Increase engagement with existing supporters and reach new audiences through a mix of email marketing, social media, and direct solicitations.

  • Awareness: Highlight the stories of the youth and the importance of the Circle of Support in their healing and development.

  • Support: Drive gifts and volunteer participation to continue providing essential support to the youth at Immerse.

Cultivation Emails and Social Posts:

The cultivation emails were designed to share personal stories of youth like Stella, Xavier, and Amina, emphasizing the support they receive from the Circle of Support. Each email included compelling quotes, heartfelt narratives, and engaging photos to encourage readers to visit the website and learn more about the impact of their support. These emails served to deepen the connection between Immerse and its supporters, fostering a sense of community and shared purpose.

Social Media Integration: Each cultivation email was complemented by organic social media posts that extended the reach of the Overcomer Summer 2022 stories. These posts highlighted key aspects of the campaign, sharing snippets of the youth's journeys and the role of mentors, coaches, and RAs in their lives. They were designed to spark engagement, prompting followers to click through to learn more and get involved with Immerse.

Story Page:

The story page on Immerse’s website served as a central hub for the Overcomer Summer 2022 campaign. It featured detailed stories of the youth, such as Stella, Xavier, and Amina, and highlights the transformative impact of the Circle of Support. The page included photos and videos, offering an immersive experience for visitors. It also provided links to volunteer opportunities, ways to give, and sign-up forms for tours, ensuring a seamless transition from storytelling to actionable engagement.

Solicitation Emails and social posts:

Solicitation emails focused on encouraging gifts by demonstrating the tangible impact of donor support. Each email featured testimonials from youth, coaches, and donors, illustrating how contributions directly benefit the Overcomers. Specific examples, like helping youth find jobs or supporting summer activities, were highlighted to show the real-world applications of donations. Clear calls to action and multiple opportunities to give were included to drive contributions.

Social Media Integration: Social media posts were also used to amplify the solicitation emails. These posts featured compelling quotes and calls-to-action, directing followers to the donation page. They served to remind the community of the ongoing campaign and encourage participation from those who may not have engaged through email.

Campaign Conclusion:

The Overcomer Summer Campaign aimed to tell the story of Immerse Arkansas's youth and raise funds for their annual fund. The campaign ran from June 2 to June 30, 2022, with various cultivation and solicitation efforts complemented by social media and website engagement.