Case Study
Washington National Cathedral: Donor Upgrade Campaign
Located in the heart of Washington, D.C., the magnificent Washington National Cathedral serves as both the Cathedral of the Episcopal Diocese of Washington as well as a sacred space where Americans gather during moments of national significance.
CASE STUDY
Washington National Cathedral: Donor Upgrade Campaign
By the Numbers
By the
Numbers
59%
YOY increase in mid-level donor revenue.
2x
Amount given by donors who are personally engaged compared to those who are not.
84%
YOY increase in giving by donors who are personally engaged.
The Challenge
When the COVID-19 pandemic shuttered houses of worship worldwide, Washington National Cathedral had to innovate in order to replace lost revenue from visitors and congregants. Among the strategies they embraced was the drive to grow their nascent mid-level program, as well as increase performance from their most loyal and valuable supporters.
We knew something had to change. We needed new strategies and tactics for stewarding and retaining our existing donors.
Chief Development Officer
The Solution
Pursuant strategists leveraged the GivingDNA Platform to identify key segments to personally cultivate in an ongoing upgrade campaign. A combination of direct mail and personal touch points has driven encouraging results.
The Results
- 59% increase in mid-level donor revenue year-over-year
- Donors who are personally engaged are giving more than 2x compared to those who are not
- 84% increase in giving year-over-year from donors who have been personally engaged
Additionally, 75% of engagement occurs prior to a gift being made. This indicates that the right people are being targeted and personal engagement indeed drives upgraded giving.
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