Fundraising Communication
Fundraising is essential for non-profit organizations that rely on charitable donations to serve their communities. Creating a compelling appeal is so much more than asking for money: it requires strategic segmentation, a compelling story, sense of urgency, and demonstrated impact on the cause. I apply my understanding of donor behavior to craft successful fundraising appeals for a variety of audiences.
Fundraising Email Series for College Faculty and Staff
Client | Westminster College, Utah
Internal fundraising communications to faculty and staff for the college’s annual Day of Giving.
Project Highlights
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I have completed internal communication audits, conducted research about the perceptions of internal audiences, created strategic communication plans for this target audience, and overseen marketing and fundraising campaigns for employees.
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I have planned a variety of email marketing campaigns including the process of audience segmentation, writing email content, scheduling emails as part of a multi-channel campaign, designing emails in an email management platform, and reporting on the campaign results.
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Crowdfunding is an important fundraising tool for non-profit organizations of all sizes. I have managed a variety of crowdfunding campaigns including college days of giving that raised over $200,000.
Project Details
One Westminster Day is Westminster College’s annual day of giving and largest crowdfunding campaign of the year. As a small, private liberal arts college, the support of annual donors is important to the mission of the institution. One Westminster Day brings alumni, parents, friends, faculty, staff, and students together in support of important initiatives across the campus.
The Annual Giving team identified different goals for the communications to faculty, staff, and students that were aligned with the audiences’ needs and current behaviors as well as the objectives of the crowdfunding campaign. While communications to external audiences were more focused on solicitations, communications with internal audiences highlighted the work of their colleagues, connection to the intuition, recognition of their existing contributions, and education about the role of philanthropy on the campus.
Activities included in the project
Identified target audience-specific communication goals
Developed audience-centric messages that aligned with the priorities of the crowdfunding campaign
Collaborated with a current faculty and staff member to draft emails on their behalf
Reported on the project’s KPIs
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Outcomes
Emails to faculty and staff members had an average open rate over 75% and 58% retention of faculty and staff from the previous year.
Giving Society Launch Letter
Client | Westminster College, Utah
Fundraising and stewardship letters to donors and prospects for the re-launch of Westminster College’s giving recognition society.
Project Highlights
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I am skilled at using the available research and demographic data to segment target audiences to increase the relevance and impact of campaigns.
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I have created print and digital fundraising campaigns including drafting and designing the appeals, collaborating with colleagues, managing data, coordinating with vendors, and managing the project budget.
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I have overseen the launch an annual management of a donor recognition society for a small liberal arts college. The program included data management, mail solicitations, emails, in-person and virtual events, donor stewardship activities, and program evaluations.
Project Details
In 2021, Westminster College’s Office of Institutional Advancement re-launched the 1875 Society, a donor recognition program for those giving $1,875 or more annually. In preparation for the re-launch of the society, I conducted target audience research, created an integrated marketing plan, coordinated the program’s re-branding, and wrote a series of launch letters and emails to each audience segment.
The first mailing consisted of a recognition letter to qualified donors and a solicitation to prospects. The letters explained the re-launched society, benefits for society members, and emphasized the exclusive nature of the society.
Activities included in the project
Identified prospective donors using CRM and prospect research software.
Identified target audience-specific communication goals.
Created an integrated marketing and communication plan aligned with project goals.
Wrote stewardship and solicitation letters for target audience segments.
Reported on the project’s KPIs.
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Outcomes
The re-launched society yielded a 37% increase in membership, 42 new donor households in 6 months, and an average email open rate over 90%.
Giving Tuesday Internal Email Campaign
Client | Westminster College, Utah
Internal communications to faculty and staff for Giving Tuesday to increase campus engagement in GivingTuesday.
Project Highlights
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I have completed internal communication audits, conducted research about the perceptions of internal audiences, created strategic communication plans for this target audience, and overseen marketing and fundraising campaigns for employees.
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I have planned a variety of email marketing campaigns including the process of audience segmentation, writing email content, scheduling emails as part of a multi-channel campaign, designing emails in an email management platform, and reporting on the campaign results.
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I believe employee engagement is critical to the success of any organization. In my fundraising role, I created targeted communications for employees and conducted research about their participation in fundraising campaigns. I also served on the Westminster Staff Council—a group that advocated for the needs of staff members and planned professional development, recognition, and community engagement activities—for three years.
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Crowdfunding is an important fundraising tool for non-profit organizations of all sizes. I have managed a variety of crowdfunding campaigns including college days of giving that raised over $200,000.
Activities included in the project
Identified target audience specific communication goals
Developed audience-centric messages that aligned with the priorities of the crowdfunding campaign
Created a series of emails for faculty, staff, and students
Reported on the project’s KPIs.
Project Details
GivingTuesday is a global generosity movement that “was created in 2012 as a simple idea: a day that encourages people to do good.” Many non-profit organizations around the world embrace GivingTuesday as an opportunity to engage their audiences on a day that many will already be looking for opportunities to give back.
The Westminster College Office of Advancement wanted to highlight GivingTuesday as an opportunity for the campus community to Give Thanks, Give Time, and Give Back. In addition to planning an in-person event, I created a series of email and other digital communications to the internal campus audiences.
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Outcomes
The expanded communications on Giving Tuesday resulted in a 305% increase in donors, 80% increase in the number of donations, and four times the amount of funds raised.
Direct Mail Fundraising Appeal
Client | Westminster College, Utah
Segmented direct mail appeal to college alumni, donors, and current parents with a response rate of 7%.
Project Highlights
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I am experienced at data management and segmenting audiences to receive targeted and personalized communications.
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I have worked as a project manager with diverse teams and projects using the traditional project management approach and several different digital project management software tools. I excel at motivating team members to reach their full potential and collaborate effectively.
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I work closely with a variety of vendors to ensure that my employers receive the best prices and exceptional quality with the finished products.
Project Details
Westminster College is a small liberal arts college located in Salt Lake City, Utah. As a private institution for higher education, fundraising is an important source of revenue.
As the Director of Annual Giving, I was responsible for writing semi-annual print appeals to the college’s alumni, donor, and parent audiences. The project included identifying signatories for the letters, interviewing them about their experiences at Westminster and why they choose to support the college financially and drafting letters that were authentic to the signatories and impactful to prospective donors.
Activities included in the project
Identified target audiences and strategically segmented data
Identified an interviewed letter signatories
Developed donor-centric messages that aligned with the priorities of the institution
Collaborated with alumnus and current parents to create and review content
Oversaw design and production of final product
Conducted A/B test for the appeal design
Reported on the project’s KPIs
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Outcomes
This direct mail fundraising appeal had a response rate of 7%, yielded an 846% ROI, and cost $0.10 to raise a dollar.
Looking for more?
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Learn more about my approach to strategic planning and see it in action.
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See samples of my work in non-profit fundraising communication.
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My diverse communication experience used to develop comprehensive plans.
