Digital Direct Response Marketing: GivingTuesday
When ABCH expanded foster care services into Tuscaloosa and Auburn, the state's biggest rivalry became the backdrop for one of their most ambitious Giving Tuesday campaigns yet.
I developed the messaging framework and digital strategy, collaborating with the fundraising team to build the campaign, with execution carried out across the broader marketing team.
Results
$639,844 Raised in 24 Hours
28% Over Goal
$500,000 Original Goal
Broader Impact
The Giving Tuesday campaign was one part of a larger digital fundraising strategy. Across all digital campaigns in 2023:
36% Increase in Average Digital Gift Size
$1.3M Generated in Donations from Digital Campaigns
17% of Total Fundraising Revenue
Strategy
Messaging & Creative
Crafted messaging for the rivalry challenge pitting Alabama and Auburn fans in a friendly head-to-head competition, with foster kids as the real winners
Wrote copy for a campaign landing page to house the rivalry challenge, capture donations, and display real-time progress
Fundraising Strategy
Partnered with the fundraising team to craft messaging for key donors to secure a $250,000 matching gift, then leveraged it day-of to drive urgency and encourage giving
Spearheaded the strategy for a peer-to-peer fundraising program, developing toolkits and training materials for board members, staff, volunteers, key donors, and foster parents to mobilize their networks
Campaign Execution
Developed and oversaw multi-channel campaign communications throughout November across social, email, and website pop-ups to build awareness, excitement, and rivalry leading into the day
Donor Retention
Developed segmented nurture campaign strategies to guide donors at every stage, moving new donors toward long-term support and encouraging existing supporters to deepen their involvement
