What we knew
JSSA, formerly the Jewish Social Service Agency, had run digital fundraising before but was eager to raise its online game heading into Q4.
The timing worked against them: Giving Tuesday fell late in 2024, compressing the window before year-end and raising the risk of fatiguing supporters, or cannibalizing year-end response, with too many asks in too short a span.
What We Did
We built a single, multi-month campaign running 11/20 through year-end, structured as two deliberate arcs so the asks built momentum rather than competing with each other.
The first arc centered on Giving Tuesday, anchored by a concrete, tangible goal: help JSSA provide gift cards to 375 local families in need.
The second arc carried the year-end push under the theme 18 Days of Giving, a nod to the number 18, which represents “chai” (life) in Jewish tradition and a meaningful number for JSSA’s community. This arc paired a palate-cleansing cultivation email, personal donor stories, and a late matching-gift moment to close the year strong.
What Happened
Overall, the campaign was a historic success for JSSA!
Gross revenue increased 21% year over year, with an average gift of $279.38.
Optimizing the Giving Tuesday emails led to a 3X increase in revenue for GivingTuesday alone, and the 18 Days of Giving match launch had a massive 0.27% response rate, nearly four times the 0.07% industry benchmark for fundraising emails.
We are proud of our work on this campaign which received a DMAW MAXI award.
