What We Knew
GivingTuesday is one of the most crowded days on the nonprofit calendar.
For the Appalachian Trail Conservancy, a small regional organization, standing out against thousands of appeals competing for the same attention was a yearly challenge.
For 2023, our goal was to rethink ATC’s Giving Tuesday from the ground up, so it couldn’t be mistaken for anyone else’s.
What We Did
We rebranded the day itself.
Instead of another “GivingTuesday” ask, ATC’s campaign became GivingTRAILSday, a name that instantly signaled the organization’s mission and regional focus, and made their appeal unmistakable in a crowded inbox. The multi-channel campaign carried the concept across an 8-part email series, a lightbox, and social media, turning the energy of GivingTuesday into something distinctly ATC.
What Happened
The GivingTRAILSday campaign was a resounding success and even helped amp up ATC’s year-end giving campaign!
The campaign generated $85,592 in revenue, an incredible 153% increase year-over-year!
The website lightbox drove $27,469 in gross revenue and had great engagement with a 2.58% response rate.
The email series performed above industry benchmark on click-through with an overall Click Thru Rate (CTR) of 0.57%.
We were thrilled with these results and also proud that this campaign earned a Silver Nonprofit Renewal MAXI award from the DMAW!
