Fundraising Appeals
Here is an example of the multichannel fundraising campaigns I’ve developed and led, spanning email, paid and organic social, and direct mail.
It showcases how strategic messaging, thoughtful segmentation, and creative execution accross channels come together to drive meaningful results. It’s a snapshot of how I help purpose-driven organizations raise more—and resonate deeper—with the people who believe in their mission.
Case Study
Multichannel Fundraising Campaign
Drives Record Results | Hope Services Annual Appeal 2024
Hope Services needed to elevate its year-end giving campaign results across all major performance metrics—email engagement, ad performance, donor response, and list retention. Previous campaigns relied too heavily on email, underutilized paid advertising, lacked audience segmentation, and experienced rising unsubscribe rates as a result. The challenge was to unify channels under a powerful narrative, optimize delivery, and increase reach without overwhelming existing supporters.
I developed and executed a tightly coordinated multichannel strategy spanning email, paid digital advertising, organic social media, and direct mail. Each channel was built on a shared story arc but optimized for its medium, balancing emotionally resonant storytelling with rigorous performance tracking.
Key Strategies Deployed:
Email Marketing
Delivered 16 campaign emails with segmented CTAs, leadership video embeds, participant storytelling, and landing page personalization.
Introduced advanced unsubscribe preference options to reduce list attrition and improve relevance.
Aligned send cadence with donor giving history and giving season behavior (Giving Tuesday and Year-End).
Paid Media (Meta Ad Campaigns)
Managed $17,176.56 in ad spend across two major campaign phases: Giving Tuesday and Year-End.
Shifted strategy to front-load budget into Giving Tuesday (Phase I), resulting in broader reach and better CPC performance while “cold” audiences were already primed to support causes during the global day of giving.
A/B tested creative formats; carousel ads decisively outperformed video in both cost and reach, informing optimized Phase II rollout.
Applied the “1 ad per ad set” model for more accurate creative performance and budget allocation.
Organic Social
Supported campaign momentum through organic video shares, impact testimonials, and mission-centered content across Hope’s social media platforms.
Direct Mail
I ghostwrote a full-length 4-page direct mail appeal signed by the VP of Development, weaving together emotionally resonant narratives from across Hope’s programs. The letter featured four distinct client stories—each aligned with different core services.
Strategically, the letter:
Positioned the donor as central to each success story’s outcome
Used urgency-driven language and match framing to heighten impact
Employed tiered CTAs, repetition, and varied proof points to sustain momentum
Maintained tone consistency with Hope’s public voice, while elevating narrative flow and donor-centric framing
The letter helped anchor Hope Services’ most successful Giving Tuesday campaign to date as part of a fully integrated multichannel strategy.
Campaign Results:
236,736 emails delivered (↑163% YoY)
69,437 opens (↑97%)
1,634 clicks (↑142%)
Unsubscribes dropped from 170 to just 3
Paid Ads
44,254 link clicks (↑12%)
$0.39 CPC (↓20%)
2.39M impressions
644K reach
Carousel ads outperformed video ads in reach (2x), CPC ($0.24 vs. $0.37), and engagement
Campaign Highlights
Raised over $287,144 across all channels
Engaged 372 donors
Outperformed prior campaigns across every major KPI
This was the most successful year-end campaign in Hope’s history, combining strategic clarity with high-quality execution to drive both immediate fundraising and long-term supporter engagement.
Looking for a trusted partner to help lay the groundwork for an upcoming fundraising campaign?