This year, their goal was to create an immersive event featuring live music, insights from business and sustainability leaders, and opportunities for attendees to share what inspires them. All with unexpected touchpoints, including games of trivia, a celebrity appearance, and slideshow with photos from the attendees.
An integrated marketing and fundraising strategy was leveraged to drive RSVPs and donations to the event. With this year being exclusively online, there was an opportunity to open the once-exclusive event to everyone engaged with Ceres.
Our strategy included an extensive email communication strategy across (3) key audiences: previous gala attendees, online event attendees, and the rest of their file. Occasionally, we also extended a special touch to their Ceres 1000 community of mid-level and major donors.
As registrations came in, we augmented the segmentation strategy with three emails designed to cultivate registrants, sustain excitement, and stem the threat of attrition as we moved closer to the event.
Following the event, we again adjusted our segmentation strategy to consider ‘attendees who donated,’ attendees who did not donate,’ and the remainder of the file, who received select event highlights to their inboxes.