Strengthening Digital Giving

Shift digital fundraising from general activity to a sustainable growth engine capable of weathering gift mix volatility during Calendar Year-End.

Share Services implemented a coordinated, test-driven digital strategy centered on four key pillars: Email Optimization, Paid Media, Donation Experience (CRO), and Donor Retention. By shifting the focus from broad awareness to intent-driven execution, the team aligned messaging across Google and Meta while synchronizing email cadences with high-urgency windows like Giving Tuesday. This holistic approach reduced friction through campaign-specific donation pages and prioritized long-term file health with a structured "welcome series" designed to convert first-time donors into sustained supporters.

Highlights:

• Email Strategy Optimization: Shifted focus to post-click performance with structured testing on cadence and urgency.
• Paid Media Optimization: Evolved to intent-driven execution with channel-specific messaging (Google vs Meta) and creative testing.
• Donation Experience & CRO: Reduced friction via campaign-specific pages and enhanced attribution tracking.
• Donor File Health: Launched a structured welcome series leading with gratitude to build retention pathways.

The success of the CYE25 campaign represents a meaningful shift toward a durable, data-informed fundraising engine. With systems, testing frameworks, and donor journeys now in place, MAP is positioned for growth.