Casa del Lago: EOY 2024 Campaign

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:

Casa del Lago’s End of Year Campaign leveraged storytelling through a multi-channel approach to celebrate the organization’s 10-year milestone and illustrate its holistic impact on the Bachman Lake community. By featuring Victor and Mariana’s family in emails, social media content, direct mail, and video clips, the campaign highlighted how Casa’s programs nurtured faith, education, and community support. Through this story-driven strategy, the campaign deepened the connection between donors and Casa del Lago’s mission, emphasizing the crucial role their contributions played in sustaining and expanding the organization’s work.

campaign timeline:

  • November 19th - December 5th: Cultivation Emails

  • December 3, December 9th - December 31st: Solicitation Emails

CAMPAIGN STORY:

During the EOY campaign, we highlighted the spirit of love, faith, and community at Casa del Lago by sharing the story of Victor and Mariana’s family. Our campaign emphasized how each member benefitted from programs like Early Childhood Education, ESL classes, and Summer at the Lake, deepening their faith and expanding their opportunities. By highlighting this family’s journey, we illustrated the transformative power of holistic, faith-based support and invited the community to join us in extending that help and hope to even more families through year-end giving.

Website traffic

Total CDL Website Traffic (11/19 - 12/31)

  • Visits 2,107

EOY Page Traffic

  • Visits 131

  • 6.22% of visitors to Casa del Lago’s website during the campaign were visiting the EOY page

Total Button Clicks During Campaign

  • Clicks 60

Total Button Clicks on EOY Page

  • Clicks 4

  • 6.7% of people who clicked during the EOY campaign clicked somewhere on the EOY page

Giving Clicks

  • Clicks 4

  • 100% of the people who clicked on the NTXGD page clicked on the giving button

Cultivation Emails/Social Posts:

These are emails and social posts that informed constituents about Mariana and Victor’s journey with Casa del Lago and the many ways it impacted their entire family.

Solicitation Emails/Social Posts:

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 Casa del Lago’s programs can continue to have this multigenerational impact and build up the Bachman Lake neighborhood.

Campaign Results:

  • Highest Engagement Email—12/16 Email 7: This email had not only the best open rate but also a markedly higher click-through rate, which suggests that a send time of 7 PM CST works well and that utilizing bullet points with data points might have caught people’s attention.

Key Takeaways:

  1. The best-performing send (12/16 at 7:00 PM) suggests that early evening might be an effective window for this audience. It’s worth testing or iterating similar send times to confirm consistency.

  2. Track15 and Casa can work more effectively together on assets for future campaigns. We (Track15) were relying on the updated video of the family to help shape quite a bit of the EOY campaign and did not find out until almost too late that we would not have it. 

  3. Ask Hayleigh if she can help create and utilize social content, like videos (maybe of Josh or a family) 

  4. Consider having a goal or matching gift to motivate donors