Expanding Campaigns Across Channels
Challenge
The Foundation Fighting Blindness had year-end fundraising efforts that were limited in medium, not reaching donors and prospective donors across channels. They wanted to expand their fundraising into integrated paid media, email, and direct mail initiatives to engage their donor audience across all relevant channels and boost overall year-end giving.
Strategy
To create a cohesive donor experience, Fuse developed a multichannel year-end campaign theme that was used across paid digital media, email, and direct mail. This consisted of cohesive storytelling and messaging across channels, as well as with strategically coordinated timing across touchpoints. With initial success, Fuse continued to enhance this campaign’s multichannel approach year after year.
Outcome
29%
increase in digital year-end revenue in Year 1
33%
increase in overall year-end revenue in Year 1
34%
additional increase in digital year-end revenue and 14% additional increase in overall year-end revenue in Year 2 of multichannel campaigns
“In today’s noisy marketplace, creating innovative, cross-channel strategies is important to our program. The Fuse Fundraising team has been great at quickly identifying innovations to help advance our program, while using data analysis to inform recommendations for where to pull back. This data-driven approach has helped drive a consistently strong ROAS for the program, even as the fundraising landscape continues to shift and evolve.”