Strike a Match

Since these donors are “very much a digital audience,” according to Somani, there was no direct mail integrated into this campaign. The primary focus was on e-mail. The first e-mail each year is an introduction to the campaign, utilizing stories from children who have called in around the holidays. Then, there are subsequent appeals that ramp up the urgency for the campaign, including a video e-mail with an emotional call to action, focusing on the matching gift and various touchpoints with different triggers to get people to donate.