The holiday season and end of the year can be a time of giving and reflection. As many organizations prepare for year-end or upcoming new-year fundraising campaigns, digital marketing offers a powerful tool to connect with new and recurring donors to support your cause. When possible to align your donation campaigns with peak giving seasons or momentous events, this can help maximize impact - reaching patrons when they may be most receptive - and drive meaningful contributions.
We've outlined a few best practice strategies for creating campaigns that resonate with donors and can help drive significant results.
End-of-Year Incentive
The Wolfpack Club at NC State launched their 2024 end-of-the-year Light it Red campaign on Meta and Google Search in conjunction with their 2025 NC State Football Priority Giving Deadline. Amplifying both the impact of helping fund NC State student-athlete education and donor priority ranking, their digital ads have been successful in reaching high-intent fans while driving incremental donations. This cohesive, multi-channel campaign is a great example of aligning your digital and internal marketing efforts to boost donor engagement and drive results.
Philanthropic Impact
Capitalizing on the holiday season, particularly during a time of giving and thoughtfulness, The Fox Theatre Atlanta launched their "Friends of the Fox" membership drive. With Meta and Google Display ad campaigns, they leveraged 1st party CRM data to engage with current subscribers, frequent show purchasers, and existing donors while highlighting the significant impact their donation has in their community & beyond.
These ads direct patrons to a strong landing page with information about membership levels and exclusive benefits.
Generate Warm Leads
Amidst holiday online shopping and overall increased digital activity, lead generation campaigns can be a great way to collect interest and follow-up with your qualified leads heading into the new year.
Brigham Young University is leveraging Lead Generation on Meta - synced with Salesforce - to identify and cultivate potential Cougar Club memberships. Their ad campaign creates a seamless experience for fans to submit their information (name, email address, phone) via Meta's customizable Lead Form, which then becomes an opportunity for their team to nurture with personalized communication and follow-up information.
In doing so, their campaign also incorporates various ad copy messaging and creative to best resonate with BYU Cougar fans.
Questions? For more information or strategy help please reach out to your Digital Marketing Rep today!
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