Playful Fundraising

That was key in getting these new donors onto the file. While the donations were sent to KaBOOM! upon purchase, the names and e-mail addresses were only collected when Groupon donors actually redeemed the Groupon and filled out their contact information.

Another big part of the success was including its own file in the campaign, Morozovsky says. There was internal debate about whether or not to include the KaBOOM! housefile for fear it may cannibalize the all-important year-end giving season. But ultimately, KaBOOM! decided to include its own file, which helped convert more donors.