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 North Texas Giving Day campaign leveraged storytelling through a multi-channel approach to highlight the organization’s 10-year impact on the Bachman Lake community. As a significant anniversary year, the campaign celebrated Casa del Lago’s history, achievements, and future vision. By sharing stories from the past and present, the campaign deepened the connection between supporters and Casa del Lago's mission, emphasizing the crucial role their contributions play in sustaining and expanding its programs.
Campaign Timeline
August 19-September 18th: Cultivation Emails
September 1, September 19th: Solicitation Emails
CAMPAIGN STORY:
Casa del Lago’s North Texas Giving Day story highlighted its 10-year journey of serving the Bachman Lake community, using storytelling to share the profound impact it has had on families like Rosa’s. The campaign emphasized both the help provided and the hope found through faith-based programs. By sharing Rosa’s story, the campaign showcased how Casa del Lago’s support has enriched entire families and invited the community to continue making a difference through donations.
Website traffic
Total CDL Website Traffic (8/19 - 9/20)
Visits 1,367
NTXGD Page Traffic
Visits 93
6.80% of visitors to Casa del Lago’s website during the campaign were visiting the NTXGD page
Average Time on page: 2 minutes, 17 seconds.
Total Button Clicks During Campaign
Clicks 33
Total Button Clicks on NTXGD Page
Clicks 10
30% of people who clicked during NTXGD campaign clicked somewhere on NTXGD page
Giving Clicks
Clicks 10
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 the history of Casa del Lago and the multigenerational impact its programs has had on families like Rosa’s.
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 on North Texas Giving day ensure Casa del Lago’s programs can continue to have this multigenerational impact and build up the Bachman Lake neighborhood. These emails are mostly from the day of North Texas Giving Day.
Campaign Results:
Email Open Rates: The highest open rate was 48% for three emails and all were sent between 3 and 4 PM.
Email Click-Through Rates: Email with highest open (48%) also had the highest click rate (8%) and was the first story email where we introduced Rosa.
Audience Growth: The total audience growth during the campaign was 2.47%
Key Takeaways:
Three emails had the highest open rates (48%) and all were sent between 3 and 4 PM -- this is a good time to send emails to your audience.
Email with highest open (48%) also had the highest click rate (8%) -- it was the email that we first introduced the story and the subject was "The Beginning of Casa del Lago" -- often times the email that we first introduce the story in has the highest click rate.
6.8% of the people who visited the CDL website during campaign looked at the NTXGD landing page.
The average amount of time spent on the story page was 2 minutes and 17 seconds.
Average click through rate this year was 2.5% compared to 2% last year.
For next year and/or next campaign, suggest a video component for email/social.
