Christmas in July: Creatively Petitioning Donors During a Typically Dry Season

Situation:

KC Communications’ client Ability Connection, a nonprofit enriching the lives of individuals with disabilities one life at a time, shared that donations are typically slow in the summer months, yet the organization’s needs are still high. As part of our ongoing client partnership, KCC set out to provide a solution to offset this gap in giving. 

Strategy:

KC Communications teamed with Upward Digital Media to develop a Christmas in July campaign for Ability Connection. Our team developed messaging to clearly communicate the need and challenge donors to give amounts from $25 to $1,000 to help “fill our stockings.” Ability Connection provided member photos to use and KCC developed the messaging and design for an email campaign to donors that complemented Upward’s social media posts. Content went out throughout the month of July to encourage individuals to give during a typically dry season.  

Success:

Together with the client, we set a donation goal for the campaign and at the end of the month, we exceeded this goal by 140%. The campaign was one of Ability Connections’ most successful independent campaigns and helped to engage new and dormant donors.