Brother Bill’s Helping Hand 2019 Summer Campaign

History

Brother Bill’s Helping Hand raises money each summer to provide out-of-school neighbors with healthy meals, physical activity and spiritual guidance. Donors have historically responded to a simple postcard.

Campaign Goal

Brother Bill’s set a goal to raise $30,000 in 30 days from all of their contacts.

 Track15’s Strategy

We identified three areas for improvement. Sending a letter, a giving slip, and a return envelop would cost approximately the same as a postcard and would theoretically convey a greater value proposition to the prospect and therefor elicit a larger-than-usual gift. We integrated emails and Facebook posts to raise the frequency of awareness of the campaign while also giving prospects more chances to respond. Finally, we created a giving ladder to show prospects how their gifts may be used.  

Results

Brother Bill’s exceeded their goal raising over $39,500, approximately $12,000 more than the previous year! Their return on investment increased to $7 raised for every $1 spent versus the previous year’s ROI of 5:1 and the average gift was approximately $200 greater than the previous year.

Opportunities for Improvement

The number of donors increased by one over the previous year. In looking at open, click, and conversion rates, opportunities to improve “the ask” exist.  Given the fact that this campaign took place in July, we may also recommend moving an earlier date

Track15’s Approach to Bridging Annual Giving ROI with Major Donor Outcomes

At Track15, we help institutions demonstrate the indispensable value of Annual Giving as a critical driver of major donor success. By transforming Annual Giving into a strategic, data-driven system, we ensure that these programs not only achieve their own goals but also serve as the foundation for long-term fundraising impact.

Our process enables institutions to:

• Justify resource allocation by linking Annual Giving outcomes directly to major donor pipelines.

• Create measurable results through improved donor engagement, retention, and giving levels.

• Build sustainable systems that strengthen the relationship between Annual Giving and major gift teams.

This approach tackles the central challenge faced by Annual Giving teams: proving their essential role in the broader advancement strategy. By addressing specific challenges—such as donor engagement gaps, segmentation, and stewardship—we build a stronger case for the ROI of Annual Giving, ensuring its place at the heart of institutional fundraising.

What We Do:

1. Predictive Analytics:
   We identify potential major donors by analyzing behavioral, demographic, and philanthropic data to prioritize outreach. Using verbal identity development, we craft messaging that not only drives broad outreach but also shapes how individual relationships are built. This ensures engagement strategies are personalized and impactful from the start.

2. Verbal Identity Development:
   Messaging is designed to align with the distinct voices and motivations of donor segments. These tailored communications ensure high-impact engagement, improving campaign outcomes and laying the foundation for deeper donor relationships.

3. Responsive Segmentation:
   We use real-time campaign data to refine donor engagement strategies and expose additional major gift prospects. As campaigns evolve, verbal identities are iterated and optimized based on insights from previous efforts, continuously enhancing the donor journey and expanding the pipeline.

4. Collaboration and Alignment:
   We facilitate strategic alignment between Annual Giving and major gift teams, ensuring a unified donor engagement strategy. This alignment integrates the initial identification, messaging development, and responsive data insights, creating a feedback loop to continuously identify and engage new prospects for the major giving pipeline.

5. Best Practices in Campaign Design:
   Our approach leverages the best practices of direct response and Annual Giving to optimize campaign success. From strategic timing of communications to stewardship strategies that maximize donor retention and giving, we ensure each campaign achieves its full potential.

Why It Matters:

Annual Giving programs that engage donors with messaging tailored to their unique identities not only improve immediate results but also build stronger, longer-lasting relationships. By iterating on these strategies campaign to campaign, institutions can achieve measurable improvements in annual giving metrics while creating a sustainable pipeline of major donors.

The Result:

A measurable, scalable system that enhances the ROI of Annual Giving, aligns with institutional goals, and positions donors as long-term champions of the mission.

Track15 Advancement Consulting Services

At Track15, we specialize in elevating higher education advancement programs through comprehensive assessment and strategic development. Our team of experienced professionals, each a subject matter expert in their field, offers a wealth of experience and expertise to enhance your advancement efforts. Our mission is to empower institutions to reach new heights in fundraising and alumni engagement by providing tailored solutions that meet their unique needs. With our deep expertise and flexible approach, we are your trusted partner in achieving excellence in advancement.

We bring decades of experience in alumni engagement, annual giving, and strategic fundraising to help nonprofits and educational institutions achieve lasting success. Our team is passionate about storytelling, relationship building, and innovative solutions that drive engagement and results.

• Dave Hail, our Managing Director of Advancement Consulting Services, excels in creating innovative strategies that foster community engagement and fundraising success. With a deep passion for storytelling, Dave brings strategic insight and practical expertise to every client partnership.

• Andrew Snow, Managing Partner and Co-Founder, leverages over 22 years of experience in institutional advancement and nonprofit fundraising. His leadership ensures that Track15 not only offers comprehensive fundraising services but also helps partners nurture and expand their donor relationships, resulting in increased support and impact.

• Kendyl Wear, Managing Director of Annual Giving Consulting Services, combines her expertise in fundraising for both large universities and local nonprofits with data-driven creativity. Kendyl develops successful campaigns that tell compelling stories, broadening the base of support for organizations.

What We Do

Track15 understands that our role extends beyond the proposed scope of work; it's about building and nurturing trust between our teams, developing excitement around strategic initiatives, and inspiring affinity within your community. While we can't control generosity, we can work together to create an environment where donors feel connected to and inspired to support the goals of your organization. By partnering with Track15, you're not just gaining a consultant, but a trusted ally committed to amplifying your impact and cultivating lasting relationships.

Ready to take your advancement efforts to the next level?

Contact us today to discuss how we can empower your institution to achieve fundraising and engagement excellence.

Teams We’ve Worked With

RESULTS

Southern Gateway Public Green

The Southern Gateway Public Green will be a $28 million six acre deck park connecting the Dallas Zoo with the west side of I-35E. The infrastructure and impending development will provide for economic mobility to the one of the poorest census tracts in the city. Track15 has assisted with the organization of fundraising and creation of various marketing items including their website and logo.

Objective

The City of Dallas recruited attorney Mike Gruber to chair the Southern Gateway Public Green Foundation which would steward all aspects of the creation and eventual management of the park. The Southern Gateway PubTrack15 was charged with creating and organizing a fundraising strategy.

Solution

This included the creation of a logo, website, and case statement.

Results

Welcome to Track15

We’re not your typical consultants—think of us more like your behind-the-scenes fundraising partners. We get our hands dirty so you can focus on what really matters: making an impact.

What We Do

We help nonprofits like yours achieve fundraising success by providing daily support that activates donor relationships. Our approach is simple:

• Hands-On Help: We manage the daily activities that keep your fundraising on track.

• Personalized Strategies: We work with your team to create engagement experiences that inspire action.

• Donor Relationships: Fundraising success comes from quality relationships, and that’s where we come in—helping you cultivate and steward those connections over time.

Why Work With Us?

We’re a little different from the other consultants you might know. We believe in keeping things:

• Approachable: No jargon, no suits—just real talk about what will move the needle for your organization.

• Practical: We focus on results and how to get there without unnecessary complications.

• Personable: We’re in this with you, working side by side to make fundraising easier.

Fundraising-Readiness Survey

Curious about where your nonprofit stands? Take our quick survey to gauge your fundraising readiness. It’s a great way to see where you shine and where you might need a little extra help.

Let’s Connect

Interested in learning more about how Track15 can support your nonprofit? Leave your contact information below, and we’ll get in touch to explore how we can help you achieve your fundraising goals.

We Love our Clients!

THANK YOU, CFT!

Hello, and thank you for all the hard work you pour into North Texas Giving Day each year!! NTXGD has become a “jumping-off point” for fundraising strategies for our North Texas clients. Over the years, they have harnessed the energy and momentum of this giving season to spark generosity not only through the end of the year but for many months beyond.

We know you work tirelessly to execute this grand event and hope you will enjoy this drink special on us!

Track15 is a Dallas-based group of 10 development professionals who provide fundraising support for nonprofits. This back-end support allows nonprofit leaders to focus on their mission-at-hand without the worry of critical relationships that fall behind or never even get off the ground.

This year, ten of our clients are - Brother Bill’s Helping Hand, FRIENDS of Barak Obama Male Leadership Academy, The Concilio, Crossroads, Dallas-Area Rape Crisis Center, Dallas Bethlehem Center, International Student Foundation, Health Futures (formerly Ntarupt), The Kessler School, and Trinity Athletics.

When this was written, these clients raised a combined total of $390,169 (as of 6:20 p.m.), with a goal of reaching $597,500 by the end of the day.

Congratulations on another great year, and thank you for all you do for our community!

Sincerely,

Track15

Chris Shultz, Co-Founder
Andrew F. Snow, Co-Founder
Jess Gray
Eliza McDonald
Misty Jackson-Miller
Kelcey Menzel
Joel Rothermel
Laila Rothermel
Ashley Shultz
Kendall Wear

P.S. Please contact us for anything!

Track15 Guiding Principles

This document is a daily reminder of our values and principles at Track15. It's designed to guide you in your interactions with clients and within our team. Refer to it regularly to ensure we're all aligned and delivering our best.

Our Vision

We envision a world where nonprofit leaders can focus on their mission.

From helping hungry children to building parks, all nonprofit organizations share a single unifying purpose: improving the lives of others. This requires constant programmatic oversight to produce optimal results while balancing the service of those in need with stewarding a donor base with equal attention and passion.

Our Values

The Only Rules

No new ideas on calls: If you have a great idea, write it down first and share it with the Track15 team before presenting it to a client.

Wait before asking: Don’t ask clients questions that can be answered through a Google search, email search, GoogleDrive search, or by asking a teammate first.

Avoid negative language: Don’t say “we don’t” or “we can’t” to the client. Write down their requests and discuss them with the Track15 team. Chances are, we can figure it out.

We value the uniqueness each team member brings to our collective efforts.

Since 2017, we have been learning, growing, and evolving together. Our diverse experiences and perspectives make us stronger and more innovative. We are a family committed to supporting each other and our clients. Together, we are better, more resilient, and more capable of making a meaningful impact. Let’s continue to strive for excellence and make a difference.

Fundraising Letters That Build Real Relationships

There’s no hack for generosity—just the right words at the right time.

At Track15, we believe fundraising success is the result of quality relationships, and quality relationships are a function of quality engagement over time. A great letter is never just a piece of mail—it’s a moment of connection, a doorway to trust, and sometimes, the spark that reignites a donor’s belief in your mission.

This page includes samples of the letters we’ve written for nonprofit partners across sectors—end-of-year appeals, campaign announcements, stewardship updates, and more. Each one was crafted to feel personal, purposeful, and perfectly timed.

Why Our Letters Work

We don’t write to check boxes. We write to move people. Every sample you see here reflects Track15’s approach:

• Story-first: Your mission is told through real people and real outcomes.

• Donor-aware: Every letter considers the reader’s perspective, their giving history, and where they are in the relationship.

• Voice-aligned: Whether warm and neighborly or sharp and urgent, we adapt to reflect your organization’s personality—never a one-size-fits-all template.

Each of the following letters is shared with permission or has been anonymized to protect donor privacy.