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20NTC Session Proposal

Omni-Channel Fundraising: Creating A Cohesive Message Through Digital


Catholic Relief Services is reliant on peak times during the year to drive revenue into the organization. Outside of Year End, Lent is the most important time of the year for CRS’s fundraising program.

In FY19, we implemented an omni-channel approach to this pillar campaign, using the same message themes from top to bottom funnel channels. Using this approach, we saw a 153% YOY increase in gifts with a 176% increase in revenue and a 217% improvement in CPA.

During the Lent time period, there was also an approximate 48% increase in new donors. After achieving success with this approach, we expanded this strategy into a Hispanic Outreach fundraising program during our key match campaign, which has helped to launch this new initiative.

Learning Outcomes

  • Identify key points to consider when creating an omni-channel message
  • Learn how to create a messaging matrix, when to A/B test and how to apply the same message across channels
  • Understand how key results from this pillar campaign provided learnings to help influence our strategy in the Hispanic Outreach program

Target Audience

• Digital fundraising staff, Marketing and Comms teams • Any experience level

Additional Speakers

Further Digital


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