It is perhaps the greatest nonprofit challenge, a seemingly uphill battle, the goal of the year’s marketing and donor relations strategy - figuring out efficient and creative ways to extend your fundraising, and then actually implementing the plan.
One of CharityEngine’s partners and software users, The Appalachian Trail Conservancy (ATC) came up with a unique way to drive online dollars and authentically engage with their donors by building around GivingTuesday. Instead of just focusing on GivingTuesday, they created a lead-up of mini-events that took advantage of the newly branded shopping period that follows Thanksgiving with 4 Days, 4 Ways to Give.
The ATC’s 4 Days, 4 Ways to Give online campaign started on Black Friday, the day after Thanksgiving. The ATC team ran digital marketing efforts to promote one of their corporate partners, REI, who has helped steward a contrarian movement for Black Friday called Opt Outside. The next day, on what's recognized as Small Business Saturday, the ATC encouraged people who were focused on shopping with small businesses to shop with the Trail Businesses that are along the A.T. and who are often major supporters of the Trail. For Cyber Monday, they sent communications driving people to Buy Online from The ATC Store. And finally, on GivingTuesday, they made a direct ask
The Trail of Results
As a result of the clever
Click here to see this video clip from the Bridge session with CharityEngine’s Vice President Leigh Kessler and ATC's Mark Saari expanding further on the ATC’s successful GivingTuesday campaign.
What are you and your nonprofit organization doing to break out of the box and connect with your donors this holiday season? Are you chronicling the donor journey appropriately? You will keep your donors and earn more for your cause if you do. That is what CharityEngine is all about. Your success is our
Resource from this blog:
Free Digital Download: Halfway Up the Online Mountain:
How a traditional fundraising organization changed their fundraising strategy to surpass 50% in online giving.
Short Video: Watch this clip on “4 Days, 4 Ways to Give”:
Catch this 3 minute video from the Bridge session with CharityEngine’s Leigh Kessler and ATC’s Mark Saari discussing ATC’s successful GivingTuesday campaign.
Start your 7 Day - Free Trial today. Start growing.