DARCC: sexual assault awareness month 2024
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 this campaign was to promote and honor Sexual Assault Awareness Month by engaging supporters, educating constituents about The DARCC Difference, and inspiring recurring donations to support DARCC’s mission of educating communities to prevent sexual violence and supporting survivors and their loved ones as they heal and thrive. A secondary objective was to thank existing Believers (recurring donors) and ask them to make an additional gift to support Sexual Assault Awareness Month.
Campaign Timeline
March 18 - April 5: Growth social ads
March 25: Email 1 and Social Post 1 (Cultivation/Engagement)
April 1: Email 2 and Social Post 2 (Solicitation) - First day of SAAM
April 8: Email 3 and Social Post 3 (Cultivation/Engagement)
April 15: Email 4 and Social Post 4 (Solicitation)
April 22: Email 5 and Social Post 5 (Solicitation)
April 26: Community Breakfast and Email 5.1 (Solicitation)
April 30: Email 6 and Social Post 6 (Solicitation) - Last day of SAAM
Campaign Story:
A dedicated landing page featured a full explanation of The DARCC Difference, complete with photos and drop-down boxes for readers to learn more. The page included detailed program descriptions, a donation call-to-action, and an RSVP call-to-action for the Community Breakfast.
Cultivation Emails/Social Posts:
These are emails and social posts that tell the story of the DARCC Difference and are meant to draw engagement from the audience.
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 The DARCC Difference. We sent six solicitation emails in total, segmented into:
Believers: Current recurring donors were acknowledged for their ongoing support and asked to make an additional gift.
All Others: Recipients who were not current recurring donors were asked to sign up for a recurring gift or make a one-time gift in honor of Sexual Assault Awareness Month.
Social Ad
A traffic ad ran throughout April, driving people to the campaign landing page. The ad was seen by 48,458 people and received 240 total engagements, with 216 clicks—an almost 1% click rate.
Campaign Results:
Email Open Rates: The highest open rate was 48.2% for the first email sent on March 28, 2024.
Email Click-Through Rates: The highest click rate was 6.5% for the same email.
Audience Growth: The total audience growth during the campaign was 1%.
Unsubscribe Rate: The unsubscribe rate for the campaign was 0.1%. DARCC’s average unsubscribe rate is 1.1%.
Eight people unsubscribed:
mick_faulkner@yahoo.com
mickey.mcguire@dallascounty.org
shibbs27@gmail.com
christopher.cmt@gmail.com
kathleeencwegener@gmail.com
vedika.agrawal.95@gmail.com
rash3nh@virginia.edu
tinagreen917@gmail.com
Recommendations:
Secure matching or challenge donors for future campaigns.
Continue using hyperlinked text and buttons for effective calls-to-action.
Utilize images of people in social ads to increase engagement.
Engage board members or volunteers in sending emails to personalize outreach.
Enhance storytelling to be more personal and relatable.
Introduce additional engagement tools like surveys and quizzes to gather donor insights and feedback.
Ensure timely copy approval for both stories and emails to incorporate more cultivation emails in future campaigns.
