The Washington National Cathedral’s Giving Tuesday Campaign

Creating a more distinct connection with first-time donors

What We Did

Direct Mail

Stained Glass in Washington National Cathedral


Impactful email sent


Increase in total dollars raised YOY


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.

The Solution

First, the Cathedral secured a match from a generous donor to incentivize giving. Then, Allegiance Group + Pursuant 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.

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