Saprea: Giving Tuesday Campaign
01 — Project details
In 2020, our organization was struggling to fundraise due to the COVID-19 pandemic. We set out to create a heartfelt Giving Tuesday campaign to bring in needed donations for our services for child sexual abuse survivors.
Our goal was to combine emotional storytelling with a strong call-to-action to encourage donors to empathize with a problem and then participate in a solution.
02 — Creative process
The marketing team brainstormed to find a key main story to appeal to donors' emotions, along with a concrete fundraising goal. Then we customized that messaging to each platform, from social media to email to partner marketing and more.
I contributed to building out the main messaging, and then strategized how best to tell the story and position the CTA on each of our social media platforms. Then I worked with our design and video teams to bring my vision to life.
03 — Results
We increased Giving Tuesday donations by $40,000 year-over-year, making this our most successful fundraising campaign to date.
The compelling storytelling in this campaign resonated with donors' emotions and their desire to help.
I tailored the narrative for every specific social media platform, ensuring it resonated with donors on their preferred channels and in a way they anticipated.
Our Giving Tuesday campaign was recognized by Classy, our donation platform, as one of the 10 best in 2020.
113
new recurring donors
+124%
increase in Instagram web traffic
16
partners onboarded to fundraise and/or raise awareness
6+
teams involved across the organization