Listen before asking again
In conversations with donors, I heard pride in their contributions alongside a desire to understand how their giving helped Canadians living with HIV and AIDS. The opportunity was to make that impact more visible through the people and stories behind it.
Turn the insight into a campaign
I owned the concept, interviews, writing and design for an email campaign aimed at existing regular and one-time donors. It encouraged occasional donors to begin recurring contributions and quarterly donors to move to monthly giving.
The campaign ran for a year, with quarterly refreshes highlighting new people and stories. Personal accounts and testimonials connected the donation request to impact within Canada.
More regular giving
Total donation transactions increased during the campaign compared with the pre-campaign average baseline.
Of quarterly and occasional donors switched to monthly giving.
Campaign results reported by William Hurley. Transaction growth is not donation revenue growth. Transaction growth is measured against the pre-campaign average baseline.
What this work demonstrates
The creative direction began with donor conversations. Understanding what people needed to see made it possible to build a campaign around meaningful stories and a clear next action.
