Virtual Fundraiser Campaign

I conceptualized, designed and managed a Five-Week Interactive Crowd-Sourcing Style Fundraising Campaign

CHALLENGES

  • The onset of pandemic forced the cancellation of an upcoming 5K fundraiser I was in the final stages of planning.
  • To Identify an alternative source of funding, I took the initiative to design and conceptualize a new and innovative virtual 5-week fundraiser campaign.
  • Work within a very narrow planning, promotional and marketing timeline due to cancellation of 5K.
  • With a lean staff and lack of resources, I was the project lead and I was responsible for nearly every element of fundraiser campaign.
  • Regular giving was at an all time low across the non-profit sector due to the pandemic’s onset, and many of the regular donors had suspended giving.
  • Confronting and taking into account the financial, logistical and human limitations of the recent shutdowns. 

STRATEGY

  • Account for Financial Limitations:
  • Unlike other traditional fundraisers where major donor often gave large gifts, I chose a method that greatly expanded the potential donor pool & used a tiered donation structure so as to garner as many individual donations as possible.
  • Account for Logistical and Physical Limits: I created FUND/FUN goals where each participant would choose from a list of activities which they would record and post on their fundraiser pages when they reached each financial milestone (every activity could be done without leaving the home.)
  • Cultivated New Content and designed interactive activities, games and videos (client testimonies, etc) despite having no videographer or staging that was customary during up to that point, but unavailable due to the pandemic.
  • Vetted, implemented and utilized new event/fundraiser software and PM software to streamline communications and planning.

PURVIEW:

  • Devised an integrated marketing strategy combining social, digital and print medias.
  • Designed marketing and fundraiser material including: web banner, event page, postcards, marketing emails and content for social media sites.  
  • Designed, managed and updated event/fundraiser site.
  • Utilized analytics/feedback from different sources to inform and/or re-direct marketing efforts with marked success before and throughout the 5-week fundraiser.
  • Considering the timing (onset of COVID and shutdowns,) I chose themes of hope, community and captured the shared sense of helplessness which I articulated into a compelling CTA.
  • Utilized content: client testimonies, volunteer stories, cause-related speakers, photos, and games that I made available to each participant and potential donors to keep them engaged and elicit new donors. 
 

                             OUTCOME

  • Raised over 220% over financial goal
  • Nearly doubled the average amount raised by annual 5K (these took place prior to my employment)
  • Turned 50+ one time givers into regular donors
  • Fundraiser received overwhelmingly positive feedback from unsolicited and solicited sources
  • I was formally recognized and rewarded for outstanding work