CASE STUDY - GIVING TUESDAY

As a hub for the community, Neighborhood Ministries asked for a marketing strategy to reach a new audience of donors and supporters. The nonprofit was not seeing much return on internal marketing efforts and direct mail.

 

Every year, their #GivingTuesday goal is to sponsor 86 3 to 5-year-olds from disadvantaged homes and give them a head start through a program called Katy’s Kids. Their primary goal is preparing these students to be kindergarten ready. This includes the areas of social, emotional, and physical growth in these young children.

 

#GivingTuesday is a global day of giving that harnesses the collective power of individuals, communities, and organizations to celebrate generosity worldwide. 

 

We worked alongside Neighborhood Ministries to uncover the following challenges:

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THE CHALLENGES

  • We needed a comprehensive marketing funnel to generate new leads.

  • Need for new visual branding and updated website.

  • Was not utilizing social media and paid advertisement.

THE SOLUTION

Our strategy for getting the most out of #GivingTuesday centers around a direct mail piece, 7 e-blasts, strategic subject lines, branded color schemes, CTA's, a fundraising goal with updates, Facebook posts, Facebook's

matching challenge (if available) and a targeted Facebook Ad.

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  • Announcement & Introduction

    Giving Tuesday #1 is a 30-day announcement to your supporters that the event is approaching. It also allows your supporters to save-the-date and share the campaign with family and friends through social media. This email is followed up with postings on social media.

     

    A call-to-action (donation button) is also included to give the supporters the option to give now. 

  • Reminding Supporters

    Giving Tuesday #2 is a 7-day reminder that tells your supporters that the event is a week away. Any matching challenges or fundraising goals need to be reiterated and updated. This email is followed up with postings on social media.

    A call-to-action (donation button) is also included to give the supporters the option to give now. 

  • Reminding Supporters

    Giving Tuesday #3 reminds supporters that tomorrow is Giving Tuesday and again urges them to share the campaign with friends and family. Any matching challenges or fundraising goals need to be reiterated and updated. This email is followed up with postings on social media.

    A call-to-action (donation button) is also included to give the supporters the option to give now. 

DAY OF GIVING TUESDAY

The 3 emails sent out the day of Giving Tuesday promote the fundraising goal and Facebook's matching challenge. *

By using Facebook's donation platform we were able to save our client from paying any transaction fees.

*(If available)

  • 6:00 am Announcement

    Announce that Giving Tuesday is here, and rally supporters to donate. Update your supporters with the amount raised so far. 

     

    Mention Facebook's matching challenge up to $7 million dollars.

     

     A call-to-action (donation button) is also included to give the supporters the option to give now.

  • 2:30 pm Announcement

    Update your supporters with the amount raised so far and continue to mention your matching challenge. 

     

    Mention Facebook's matching challenge up to $7 million dollars. 

    A call-to-action (donation button) is also included to give the supporters the option to give now.

  • 8:00 pm Announcement

    Update your supporters with the amount raised and the urgency of your matching challenging or goal.

     

    Mentioned Facebook's matching challenge up to $7 million dollars. 

     

    This email was sent to the full contact list excluding those who selected the CTA buttons and opened the email but did not select the CTA buttons. 

  • Facebook Ad

    Additional avenue to reach even more supporters! The Facebook Ad was designed to reach prospective supporters and to promote Facebook's matching challenge of up to $7 million dollars (if available).

RESULTS

The 3 emails sent out the day of Giving Tuesday promote the fundraising goal and Facebook's matching challenge. *

By using Facebook's donation platform we were able to save our client from paying any transaction fees.

*(If available)

The end result of the total amount raised was $10,304!

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How can we serve you?

Our team of dedicated, talented individuals are here to help your ministry grow – by connecting your vision to the hearts of your supporters.

About Us

With our 30 plus years of experience, we understand your passion and the many challenges you face. We look forward to working with you to discover the next steps you can take to build a strong donor partnership.

Have a question?

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VisionLynk is an agency serving non-profits. We offer results designed to cater to your

business & clients, using marketing, fundraising, and branding solutions.

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