How a Renamed and Revamped Multichannel Campaign Raised $32,000 for a Veterans Service Organization

Challenge

A national veterans service organization experienced success with a new digital campaign consisting of a single email and two social-media posts that raised nearly $5,000. Based on how this small digital campaign performed compared to its existing, month-long awareness campaign, the nonprofit was interested in expanding this approach.

Solution

TrueSense Marketing recommended sunsetting the month-long awareness campaign in favor of focusing on the day-long, fully integrated, multichannel campaign. We renamed the campaign and added additional emails, a match campaign, and social-media posts. We also expanded fundraising efforts into other media, such as SMS, LinkedIn, NextDoor, and Facebook Live.

Results

This revamped, single-day campaign leveraged a fully integrated, omnichannel campaign and achieved exceptional year-over-year (YOY) growth. It realized three times the revenue through digital average gifts and revenue per thousand in direct mail. Gifts were doubled through response via a variety of media, including 48 SMS gifts and 24 new sustainers. The ROI for this campaign was 15.2. A national direct response fundraising association recognized this campaign for its excellence.