introduction:
Our Annual Giving service revolves around story-based, deadline-driven campaigns designed to engage supporters year-round. By emphasizing frequency, consistency, and personalization, we develop and execute four annual campaigns, creating tailored creative assets across digital and print media. Our commitment is to activate donor relationships, inspire broad audiences, and provide the strategic support needed to reinforce these relationships through personalized communication.
campaign objective:
The primary objective of Brother Bill's Helping Hand's North Texas Giving Day campaign was to raise $325,000 through a multi-channel approach. This campaign spotlighted the After School program, now entering its fifth year, by sharing impactful stories of the children and families it serves. These narratives illustrated how the program fosters educational success and personal development, enriching the community as a whole. By emphasizing the transformative power of these stories, the campaign demonstrated how every donation is essential to sustaining and expanding this critical program, directly benefiting the well-being of BBHH’s neighbors.
campaign timeline:
August 19-September 18th: Cultivation Emails
September 1, September 19th: Solicitation Emails
CAMPAIGN STORY:
We shared the story of the BBHH After School Program’s success through a dedicated landing page that highlighted its launch in 2021 and the impact it has had on families like Melissa's. The campaign included real-life testimonials and examples of how the program enriches the lives of children through educational activities, social-emotional learning, and faith-based guidance. By focusing on the positive outcomes for students, we emphasized the importance of donor support to sustain and grow this vital program, offering clear opportunities for supporters to contribute
Website traffic
Total BBHH Website Traffic (8/19 - 9/20)
Visits 10,281
NTXGD Page Traffic
Visits 761
7.4% of visitors to BBHH website during campaign were visiting the NTXGD page
Last year, 3.78% of visits to BBHH website were to NTXGD page.
This is a 95% increase of traffic to NTXGD page from last year.
Average time on page 1 minute 16 seconds
Total Button Clicks During Campaign
Clicks 1,969
Total Button Clicks on NTXGD Page
Clicks 15
0.76% of people who clicked during NTXGD campaign clicked somewhere on NTXGD page
Giving Clicks
Clicks 12
80% of the people who clicked on the NTXGD page clicked on the giving button
Cultivation emails/ Social Posts
We used cultivation emails and social posts to tell Brother Bill's story and engage our audience, fostering deeper connections and driving support.
solicitation email/Social posts
These emails transitioned from storytelling to direct appeals for donations, including impact messages and examples of how donations ensure continued growth for the After School Program. It also included individual appeals to donors from Wes, and a video.
Campaign Results:
Results:
Total: $362,375
Match: $163,000
Online gifts: $140,225.00
Offline gifts: $59,150.00
Email Open Rates: The highest open rate was 44% for two emails! One was the early giving solicitation on September 1st and the other was the personal appeal from Wes on the day of NTXGD!
Email Click-Through Rates: The highest click rate was 9.45% for the very first save the date email.
Audience Growth: The total audience growth during the campaign was 1.75%.
Key Takeaways:
By 2 pm, BBHH hit $175k(without match funds); after 2 pm only raised $22k
Does this point out a need for the party day of to ensure the usual gifts? Or is there another solution to reach out to those people who usually give?
As unexpected bigger gifts come in, re-evaluate goal/match overall
The highest open and 2nd highest click rates were both for the email sent about early giving on 9/1 (a Sunday - at noon)
Save the date had high click rate, which is true to history -- makes sense, too, because it was the first time they had heard about NTGD and the story.
Overall, slightly lower average open click rates compared to 2022, but your list size has also grown, so it's probably closer to flat/on par with last year
Total audience growth (social + email) increased by 1.75% during the campaign
The social ad had a 1.04% click-through rate -- 33,000 people saw the ad, and 300 clicked it. This tells me that we might need to tweak the audience base a bit so that maybe fewer people see it, but they will be people who are more likely to click.
7.4% of all traffic to the BBHH website during the campaign was to the NTXGD story page. This is a 95% increase over last year.
