Creating a more distinct connection with first-time donors
1
Impactful email sent
181%
Increase in total dollars raised YOY
307%
Increase in the number of gifts YOY
The Challenge
Washington National Cathedral had celebrated year-over-year growth with its Giving Tuesday campaign over the last several years. But there was concern about increasing competition and noise during the popular giving day. The Cathedral wanted to create a more distinct connection with first-time donors — one that could be leveraged for relationship-based fundraising year-round.
AGP partnered with us to elevate Giving Tuesday 2020 – a year with truly unique challenges for fundraising. The creative strategy and execution effectively positioned us to attract first-time donors who are energized to support the Cathedral’s mission and ministry.
Dana Heiser
Senior Director Of Integrated Fundraising And Marketing, Washington National Cathedral
The Solution
First, the Cathedral secured a match from a generous donor to incentivize giving. Then, AGP took the foundational messaging that had been driving year-over-year growth and connected it to current events using a lens of hope and impact. Together, those enhancements created a rich campaign experience for the donor.
The Results
Washington National Cathedral’s Giving Tuesday email achieved its goal of dramatic growth, securing a 307% increase in the number of gifts and a 181% increase in total dollars raised year-over-year. The campaign match and messaging succeeded in creating a distinct connection with first-time donors — one that was grounded in relationship-based fundraising.
