Our Spring 2025 campaign spotlighted the PathWays Program—a transformative initiative that equips women in West Dallas with the tools to thrive through mentorship, career development, faith-based support, and practical life skills.
We deployed a multi-channel, story-driven approach emphasizing real participant narratives, community impact, and donor empowerment. Our goal was to move supporters from awareness to engagement, culminating in financial contributions that sustain life-changing opportunities.
Campaign Objective
The primary objective was to raise awareness and secure support, highlighting the PathWays Program, using real stories to inspire donor action. Messaging highlighted how PathWays lifts up individual women and, in turn, their families and communities, providing a “ripple effect” of hope, skill-building, and leadership.
Donors were invited to be part of these transformational stories through:
Cultivation emails and organic social content
Targeted solicitation emails and paid Meta ads
Segmented direct mail, including giving ladders and major donor expansions
Campaign Timeline
March 4 – March 18: Cultivation Emails and Social Media Content
March 19 – April 26: Solicitation Emails and Paid Social Media Ads
Campaign Story
We followed the journeys of Maria and Elizahbet, two women who found purpose and new strength through the PathWays Program. With skill-building classes, one-on-one mentorship, and spiritual encouragement, these women transformed their futures—and now serve as leaders in the very community that uplifted them.
Through rich storytelling across email, social, and print, we invited donors into that story, showing how every gift leads to real change.
Website Traffic & Engagement
| Metric | Result |
|---|---|
| Total Visits to PathWays Campaign Page | 57 |
| Avg. Time on Page | 21 seconds |
| Total Button Clicks | 10 |
| Total Giving Button Clicks | 10 |
While page traffic was modest, visitors demonstrated high intent, with 100% of clicks leading to the giving button.
Clicks in the emails themselves demonstrated a wide range of engagement. Links to the program pages were highest, links to social media were second. Support Our Ministry link in text at the bottom of the email was high as well.
Cultivation Emails & Social Posts
The first half of the campaign focused on connection and education:
“Day in the Life” spotlight of a PathWays participant
Quotes from mentors and instructors
Before/after transformation stories
Milestones from the current cohort
Performance Summary:
Total Emails Sent: 204,415
Average Open Rate: 44%
Top Performing Email: “It Starts With One” (49% open rate)
Solicitation Emails & Social Posts
The second half of the campaign delivered direct appeals with specific giving opportunities:
Testimonials from graduates
Clear funding needs (scholarships, childcare, materials)
“Ripple Effect” diagrams
Matching gifts and urgency-based messages
Performance Summary:
Average Click Rate: 1%
Total Email Views: 74,124
Total Clicks: 1,881
Bounce Rate: 17%
Social Media Campaign Results
| Metric | Result |
|---|---|
| Total Impressions | 58,222 |
| Engagements (Likes, Shares, Comments) | 1,862 |
| Meta Link Clicks | 342 |
| Top Performing Post | [Post title – TBD] |
Giving Impact –(March 1–April 30, 2025)
This indicates strong general engagement during the campaign window.
| Metric | Result |
|---|---|
| Total Gifts (All Programs) | 119 |
| Total Amount Raised | $69,197.66 |
| Average Gift Size | $561.00 |
| New Donors | 10 |
Key Takeaways
Email open rates exceeded industry benchmarks; storytelling emails drove the strongest engagement.
Click rates lagged, suggesting a need to revisit CTA clarity and link visibility.
Bounce rate of 17% is high, and list hygiene should be considered.
The "ripple effect" concept resonated deeply with supporters and should be expanded in future messaging.
Web traffic was modest but high-converting, suggesting strong alignment of message and intent.
Social media engagement was above average, particularly with visuals and personal stories.
Looking Forward
Recommendations for future campaigns:
Enhance visual storytelling with short videos and infographics
Develop a structured story-gathering system from PathWays alumni and mentors
Clean and verify email lists ahead of future campaigns to improve deliverability
The Spring 2025 PathWays Campaign proved that even small campaigns can make a meaningful impact when aligned with powerful stories, strong strategy, and a clear mission. We look forward to building on this foundation.
