2017 NonProfit PRO Gold Award Winner: Multichannel
Multichannel
Give Because Campaign
Charity Navigator
Submitted by Charity Navigator
The Numbers
Recipients: 44,030
Response Rate: 24.62 percent
Total Cost: $41,169
Income Generated: $555,063
Average Gift: $51.21
Cost to Raise a Dollar: $0.07
Why It Won
You can tell that there was tremendous effort put into this campaign, and it was well received. The campaign utilized a combination of several outbound components (post mailing, email series, video and thank-you postcards) and received a great response rate at 24.62 percent. Charity Navigator sent out a total of four emails during the November 2016 time period, which included #GivingTuesday—the highest online revenue day in the organization’s history.
More importantly, with all of their outbound efforts to all of their recipients, their cost to raise a dollar was significantly low at under $0.10, but they managed to raise over half a million in this campaign. Impressive!
Nhu is a content strategist with over a decade of experience improving the way social good brands engage and build connections through human-first storytelling. She currently leads NTB Content, a content marketing agency with a niche in digital fundraising and nonprofit tech.
