Built RepresentUs's first integrated EOY fundraising program — and raised 5x year-over-year
Integrated email, paid ads, social, SMS, print, and direct mail into a single coordinated push across both the C3 and C4 branches.
Project Details
Client: RepresentUs
Focus: Fundraising Communications & Multi-channel Campaign
Role: Strategy, storytelling, copywriting, production management
Project Type: Full engagement campaign
End of year giving campaigns weren’t a part of RepUs’ marketing cadence until 2022
In the second iteration of the campaign we leaned into what the data said worked and tried a few new tactics
Challenges
Raise $$$,$$$
Reengage lapsed donors
Grow the base
Do it without an established playbook
Solution
A video impact reel celebrated what the organization accomplished in the past year. A second video laid out the stakes for 2024, built from interviews with democracy leaders captured at American Democracy. New tactics tested alongside the established campaign structure: a print campaign, Facebook fundraiser, broadcast SMS for donations, and C3/C4 solicitation letters with hard and soft asks. Hand-addressed holiday cards, because physical mail still converts.
Outcomes
Raised 5x over the previous year
Reengaged 200+ lapsed donors
Added 15,000 new subscribers to the email list
Impact Reel
This was the keystone of communicating to donors 2023 wins.
This arm of the campaign included solicitation letters with hard and soft asks for both the C3 & C4 branches.
We also sent hand-addressed holiday cards, because who doesn’t love getting mail?
Print Campaign
Social Campaign
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Carmen San Diego Themed Recap
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RCV Recap
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Spotify Wrapped Theme
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Spotify Themed Success Summary
Messages of Hope Galvanized Support for 2024
I coordinated capturing interviews with democracy leaders while at American Democracy Summit to produce this.
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