Davidson Design Co. © 2014
Objective: Boost overall donations and increase new donors for a local homeless shelter during a time when marketing expensed had been significantly reduced, eliminating spring acquisition mailings.
Strategy: By utilizing my ad agency experience and industry relationships, this integrated fundraising campaign incorporated a new co-op tactic and proprietary strategy I had used while working on General Motors automotive advertising to self-fund an increase in media planning and purchasing at no bottom line cost to the charity.
Media included: mobile, digital, social, newspaper and targeted cable customer awareness campaign generate finds in outer regional markets. Armed with specific audience cluster demographics, a highly refined donor profile targeting major donors and midlevel donors to increase donations during the last two weeks leading up to Easter.
• 567 new donors added to the file
• Average gift increase $135
• $34,356 additional funds raised through online donations
• Campaign net — $148,700 for the month
Overall performance results from the previous year:
160.877% Increase in Donations