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Selamta Family Project

Peer-to-Peer and Monthly Giving Strategy for an International Child Welfare Nonprofit

Selamta grew peer-to-peer event participation 70% and revenue 61%, while lifting average monthly gifts to $76.

The Challenge

In Ethiopia, children come to the Selamta Family Project from government orphanages and unsafe living conditions. If biological reunification or domestic adoption isn’t feasible, Selamta creates “forever families” by pairing Selamta-trained moms with eight to ten orphaned children.

Selamta then provides lifetime support for these lasting families in areas of education, health and wellness, and spiritual development.

Given that almost 10 percent of Ethiopian children are orphans, the ongoing need for Selamta’s services is undeniable.

While Selamta had an emotionally compelling story to tell, their resources were too limited to expand their reach and grow their donor base. Fortunately, their annual Lead the Way 5K peer-to-peer event was raising much-needed funds. But it had the potential to do so much more.

An Ethopian woman and child

The Selamta Family Project needed answers to questions like:

  • How can we bolster our annual fundraising event and strengthen our revenue streams?
  • How do we inspire loyalty and trust among a new audience of donors?
  • How do we expand our brand awareness online?

Our Solutions

We helped Selamta turn a powerful story into stronger peer-to-peer fundraising and a monthly giving program with staying power.

Increased Revenue & Brand Awareness

  • We used technology, storytelling, and design to optimize Selamta’s annual fundraising and donation pages, promote two matching challenges, and equip fundraisers with peer-to-peer best practices.
  • We sent two CauseMic Crew members to Ethiopia to volunteer with Selamta as a part of Travelocity’s #TravelforGood media campaign. The trip expanded Selamta’s reach to a much larger audience after securing an impactful corporate sponsorship from Travelocity.

Elevated Monthly Giving

  • We rebranded Selamta’s monthly giving program, aligning giving levels with the outcomes they would achieve.
  • To quickly add new monthly donors, we then implemented a time-based campaign prioritizing outreach to major donors.
  • Post-campaign, we optimized Selamta’s website to prominently feature monthly giving year-round.

The Results

  • Selamta’s peer-to-peer annual fundraiser saw a 70% increase in participation, and a 61% increase in event revenue.
  • The organization’s average monthly gift amount increased to $76, 46% higher than the national average.

Working with the CauseMic team has been a total gift. Their expertise has provided manpower, tools, and resources we just don’t have and can’t afford internally right now.

They are thorough, talented, and an absolute joy to work with. Most of all, they seem to love our organization as much as we do.

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