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DigDeep

Year-End Fundraising for a National Water Access Organization

DigDeep reimagined their year-end giving strategy to raise over $1.6M, a 324% year-over-year increase.

The Challenge

DigDeep’s goal is ambitious and essential: to provide clean, running water to the more than two million people living without it in the United States.

Heading into the October–December fundraising season, DigDeep faced three obstacles: Their team had limited capacity. They had beautiful, compelling stories to tell, but needed help getting those stories to the right people in the right way to drive substantial year-end donations. And parts of their website weren’t doing enough to convert visitors into donors.

A smiling child looks at the camera while washing his hands

To make DigDeep’s fourth-quarter campaign a success, they needed to answer four questions:

  • Which marketing channels are converting at the highest rate?
  • What can we do to make sure our message reaches our intended audience?
  • How can we improve our existing landing pages?
  • What’s the right cadence for communicating with existing supporters?

Our Solutions

With tech, marketing, and project management expertise, we helped DigDeep not only reach their year-end revenue goals, but surpass them.

Built an Integrated Campaign

  • Our team used multiple donor touchpoints and a multichannel marketing mix of email, SMS, social media ads, and direct mail to increase opportunities to give (and the probability of success).

Segmented and Automated Donor Journeys

  • We segmented audiences to support more relevant messaging based on where they were in the donor funnel.
  • We then automated key donor journeys to steward supporters without overwhelming DigDeep’s small staff.

Optimized the Path to Give

  • To improve website visitor conversion, we optimized DigDeep’s campaign landing pages and donation pages.
  • We configured Google Analytics to give the team better information for making campaign decisions.

The Results

Record Donors and Revenue

  • DigDeep raised $1.6 million during their year-end fundraising campaign, a 324% increase year-over-year, all without burning out their team.
  • DigDeep’s Giving Tuesday revenue increased 273% year-over-year, solidifying the day’s importance in their ongoing fundraising strategy.

Improved Conversion and Average Gift Size

  • Conversion across key channels improved significantly, with website visitors converting at 52% and email journeys converting at 46%.
  • DigDeep’s average gift size increased as well, reaching $160 for online giving and $345 through direct mail.

The ability to adapt in real time and ask the right questions in the moment was so valuable to us. Thank you all so much. You spun gold from a pile of $*%%.

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