DARCC: NTXGD 2024 Campaign

DARCC: 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 DARCC's North Texas Giving Day campaign was to harness the power of storytelling to inspire the community to take action. Through a multi-channel approach, the campaign highlighted DARCC’s critical educational initiatives, including programs like RA training workshops and Allies 2 Advocates (A2A). By showcasing these outreach efforts, especially on college campuses, the campaign deepened constituents’ connection to DARCC’s mission and emphasized the vital role the DARCC Difference plays in supporting survivors.

Campaign Timeline

  • August 19-September 18th: Cultivation Emails

  • September 1, September 19th: Solicitation Emails

Campaign Story:

We created a compelling narrative about DARCC’s impact on college campuses through the launch of the Allies 2 Advocates (A2A) initiative. The story detailed the urgent need to address sexual violence on campuses, the empowerment of students to lead change, and DARCC’s role in fostering safer, more inclusive college environments. The story highlighted DARCC’s ongoing RA training programs and encouraged donations to continue expanding these vital initiatives.

Website traffic

Average Time on NTXGD Page: 5 minutes, 12 seconds.

Total Traffic (8/19 - 9/20)

  • Visits 5,160

NTXGD Page Traffic

  • Visits 635

  • 12.31% visitors to DARCC website during campaign were visiting the NTXGD page

Total Button Clicks During Campaign

  • Clicks 467

Total Button Clicks on NTXGD Page

  • Clicks 14

  • 3.00% of people who clicked during NTXGD campaign clicked somewhere on NTXGD page

Giving Clicks

  • Clicks 13

  • 92.8% 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 initiative of A2A and introduced Maggie Shellene. These posts included a quiz and bio of Maggie.

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 The DARCC Difference continues to impact the survivors of Dallas. We sent six solicitation emails in total, with one segmented email for believers in the afternoon on NTXGD.

Campaign Results:

  • Email Open Rates: The highest open rate was 47.5% for the email with Amy’s video sent the night before North Texas Giving Day

  • Email Click-Through Rates: The highest click rate was 6% for the same email.

  • Audience Growth: The total audience growth during the campaign was .81%. The audience growth numbers do not include email growth because of changes made to DARCC's audience in MailChimp prior. We will put this back into the growth portion at the end of the EOY campaign.

KEY TAKEAWAYS:

  1. Email with subject "Message from Amy Jones" in subject line had highest open rate -- we continually see that emails from Amy or that mention Amy in subject line perform well. We will continue to strategically use these.

  2. Amy's video and Maggie's video both had high click rates (6% and 5.3%) -- Eliza is thinking of ways that we can incorporate videos moving forward, too.

  3. "Stats You Need to Know" email with the quiz also had a high click rate (5.8%) -- shows that audiences were engaged. We can continue to find creative ways to drive engagement in emails.

  4. Average open rate for 2024 emails as a whole is higher than the average open rate last year (44.8% vs. 42.2%)

  5. Average click rate for 2024 emails as a whole is higher than average click rate for 2023 NTXGD emails, too (4.1% vs. 3.6%)

  6. Unsubscribe rate is flat YOY.

  7. Traffic ad performed much better than the traffic ad for SAAM; we'll continue to use an ad with a photo vs. a logo.