Annual Appeal Fundraising

My role on annual appeal campaigns was principal designer, copywriter, and project manager.

2018 Annual appeal

The organization combined the year end fundraising campaign with Giving Tuesday, using a direct mail appeal to kick-off the entire campaign. The fundraising campaign began mid-November with the direct mail appeal sent to current active customers. The second phase was a targeted Facebook ad and e-campaign to internal lists on Giving Tuesday. The final phase was calling attention to the year end fundraiser through advertising in the show program of the holiday show.

Direct Mail

The first phase of the fundraising campaign was a direct mail campaign to existing customers and donors. The mailing including a letter with engaging, color photos from past season’s holiday shows, an insert outlining the cost of producing theatre on one side and a donation form on the reverse side. Each board member selected several patrons they knew personally from the mailing list and included a brief, personal note.

Facebook and Email

A carousel Facebook ad with the same images included on the letter began the day prior to Giving Tuesday and concluded the day after Giving Tuesday.

An e-campaign matching the look and feel of the Facebook ad also went out late morning on Giving Tuesday.

Show Program Insert

The final phase of the fundraising campaign was an insert into all show programs for the holiday show. The insert was designed to stick out above the show program to draw attention to it.

2017 Annual Appeal

The organization combined the year end fundraising campaign with Giving Tuesday, using Giving Tuesday to kick-off the entire campaign. The fundraising campaign began on Giving Tuesday with Facebook boosted posts and e-campaigns to internal lists. The second phase was a direct mailing to active patrons from an internal mailing list. The final phase was calling attention to the year end fundraiser through advertising in the show program of the holiday show.

Facebook and email

There were three boosted Facebook posts beginning in the late afternoon on Giving Tuesday.

Two e-campaigns also went out beginning in the late afternoon on Giving Tuesday with the second sent late in the evening.

Direct Mail

The second phase of the fundraising campaign was a direct mail campaign to existing customers that included a letter, a tri-fold brochure, and an easy-to-return donation form.

Show Progam Insert

The final phase of the fundraising campaign was in insert into all show programs for the holiday show. The insert was designed to stick out above the show program to draw attention to it.