5 Cancer Organizations, 5 Holiday Campaign Results, 1 Chart
Pulling data and holiday campaign info from 5 different cancer related organizations, we put together a chart to see what makes a successful holiday campaign, and we wanted to look at what was happening throughout the industry. After all, comparing and contrasting always helps to make improvements! As you take a look at the chart, keep in mind that variables such as size and quality of list, timing, etc. will all affect results as well.
|Cancer Organization||Organization #1||Organization #2||Organization #3||Organization #4||Organization #5|
|Creative concept||Focus on DM (non -holiday message) and matching gift (National)||Letter from a child who fundraised for the organization, thanking them for fighting cancer. (Regional)||Quick win holiday campaign, updates to donation form and email stationary. Opportunity to send an eCard to a loved one. (Regional)||Focused on personal stories, included videos and photos. Integrated this with their DM piece. Also people can share a “holiday wish” (Regional)||Focus on list building through online dedications to loved ones. (Regional)|
|# of emails||4||4||3 (plus 1 EOY)||4 holiday emails, 2 EOY emails||3 (plus 3 EOY)|
|# e-cards||4||1||4||5||Dedications were sent via email|
|Email event individuals||N/A||Yes||Yes||Yes||3 year lapsed event donors|
|Size of event e-list||N/A||70,000||42,324 (including volunteers)||30,000||115,000|
|Size of total holiday e-list||9,000||80,000||121,679||35,000||120,000|
|Online marketing support||Google Adwords||Google Adwords||Google Adwords||Google adwords, Facebook ads||Google Adwords, Facebook, print, list rental, Blogger outreach|
|Total dollars raised||$14,335||$282,259||$51,426||$35,000||$76,000|
The chart shows a number of cancer related organizations that hjc worked with over the holidays. From the chart you can see some common trends:
- Organizations that were able to access their event participant/donor lists did much better than ones that did not.
- Generally, the larger the list the more funds are raised – but it is also the quality of the list that matters as displayed in Organization #2.
- End of Year appeals added a significant amount to the overall total raised.
- Overall, online advertising helped increase revenue, but what is not shown on this chart is the ROI for online advertising. Some organizations saw over 3000% ROI for their online advertising budgets. Worth it? Without a doubt!