In the past, OCRA fundraised during the entirety of OCAM. In contrast, the 2019 OCAM campaign included two time-bound phases: first Engagement, then Fundraising.
Engaging emails and Facebook posts early in the month were employed to prime and educate the audience. These were followed by fundraising appeals launching mid-month. Overall, the strategy was to bring structure to the campaign that had not existed before.
We did this by:
Introducing the “Knowledge is Power” theme with an engaging email quiz testing the email audience’s knowledge of ovarian cancer facts. One powerful, lesser-known stat was also featured as a graphic “Fact Friday” social post. Sending highly personal fundraising emails from the voice of a young woman living with a rare form of ovarian cancer, and later her mother.
Including proven fundraising tactics such as a public fundraising goal and deadline to increase response. As the deadline approached, email tactics included the use of a thermometer, multiple email signers and increased urgency in subject lines.
Designing beautiful creative that was empowering and consistent throughout the month in both email and Facebook and building awareness among both audiences.
The multichannel approach included an email strategy for a 64K email database, as well as paid Facebook advertising for two audiences:
- Online Donors: Donors who have given through Facebook fundraisers or online donors.
- Digital Supporters (non-donors): Email subscribers, website visitors, and Facebook fans that have never donated.