NTXGD 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
The primary objective of Crossroads' North Texas Giving Day campaign was to emphasize the urgent need for food assistance in our community while showcasing the transformative work Crossroads does to address this critical issue. Through a multi-channel, storytelling approach, we highlighted how Crossroads serves as a beacon of hope for families by sharing the journey of a hypothetical family or individual we have served.
Campaign Timeline
August 19-September 18th: Cultivation Emails
September 1, September 19th: Solicitation Emails
Campaign Story:
We shared the story of Dulce, a grandmother raising her two granddaughters after losing her daughter, who turned to Crossroads for help when she struggled to afford both car repairs and food. The story highlighted the impact Crossroads had on her life, providing food assistance, financial coaching, and peace of mind. With over 1,000 households served monthly and an increasing demand for services, we emphasized the importance of supporting Crossroads this North Texas Giving Day, especially with a $25,000 matching gift to double the impact of donations.
Website traffic
Average Time on NTXGD Page: 2 minutes 59 seconds
Total Traffic (8/19 - 9/20)
Visits 6,978
NTXGD Page Traffic
Visits 171
2.45% visitors to Crossroads website during campaign were visiting the NTXGD page
Total Button Clicks During Campaign
Clicks 251
Total Button Clicks on NTXGD Page
Clicks 25
9.96% of people who clicked during NTXGD campaign clicked somewhere on NTXGD page
Giving Clicks
Audience 24
96.00% 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 Dulce’s story and engage the audience, fostering deeper connections and driving support.
solicitation email/Social posts
These emails transitioned from storytelling to direct appeals for donations, including a message from the CEO and the Chair of the Board of Directors, as well as a video appeal from Ike Brown.
Campaign Results:
Email Open Rates: The highest open rate was 38% for the first email which was the NTXGD save the date.
Email Click-Through Rates: The highest click rate was 4.08% for the late afternoon email sent on the day of North Texas Giving Day.
Audience Growth: The total audience growth during the campaign was .92%.
Key Takeaways:
Three of the four highest open rates (38%, 34.5%, and 34.4%) emails were sent between 3 and 4 PM. The other highest (36.7%) was sent at 9:00 AM
Ensure timely approvals of all campaign elements so that we can use them most effectively
The email with the highest click rate was sent at 3:00 PM -- another indicator that your audience responds well to emails sent in the afternoon. We can use this to our advantage
Work to get the connection between Instagram and Facebook fixed through Meta Business Suite
Leverage partnerships with corporations/matching donors earlier in the campaign, especially if they have marketing assets we can utilize.
