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About This Project
Summary
Water.org’s 2024 end-of-year campaign was a multichannel fundraising appeal using 21 segmented emails, 3 direct mail pieces, time-bound matches, and coordinated social to deepen donor connection and inspire generosity. Running Nov.–Dec., the campaign drove to a landing page and invited supporters to help create a future of joy, health, and safe water for all. Anchored in the “Here’s to” theme, it celebrated donor generosity, family strength, and the power of safe water.
Goals & Objectives
1) Mobilize our donor community during the critical year-end fundraising season—a core pillar of Q1 that generates 50% of annual grassroots revenue. 2) Strengthen donor connection through gratitude-led storytelling and drive multichannel engagement to encourage repeat giving and long-term support.
Results & Impact
The campaign raised $1.8M from grassroots donors through digital and direct mail outreach. Giving Tuesday brought in $98K; a second December match raised $32K. Direct mail contributed to a 12% YoY revenue lift. Email revenue rose 20%, and average gift size increased 36%.
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