Ads, email, SMS and the donation page all said something different. We reverse-engineered one message from the revenue goal and ran every channel off it.
The team had run seasonal campaigns for years, but each channel was briefed separately. A donor could see an ad about one programme, open an email about another, and land on a page asking for a general gift.
With no single number to work back from, each channel optimised for its own metric — clicks, opens, sessions — and nobody could say which part carried the campaign.
We took the month’s revenue goal and worked backwards to the traffic, conversion rate and average gift it required, channel by channel.
A single proposition, written once, then adapted — not rewritten — for ads, email, SMS and the landing page.
A shared view of pace against goal let us move budget between channels while the campaign was still running.
The campaign raised over $1.6M in a single month — the organisation’s highest on record — and kept compounding, because every new donor entered a welcome journey.
Bring us your goals and current numbers — we'll show you what a program like this could look like for you.