case study

ASOC: Fundraising Leaps & Bounds with Donor Comms

A small nonprofit can fulfill a big mission with this secret ingredient.

I started working with the Antarctic and Southern Ocean Coalition (ASOC) in 2019 – and we’re still fundraising successfully together today.

Back in 2019, most of ASOC’s funding came from just a few grants. They recognized the need to diversify their funding to sustain their vital conservation work. They knew they had to grow individual giving.

But – as many nonprofits can relate to – their big mission had a tiny in-house staff. ASOC’s Washington, DC-based team of two were maxed out, with their expertise dedicated to conservation science, programs, advocacy, and operations.

At the time, ASOC’s individual giving program consisted of one annual appeal and an occasional email newsletter. They had no development staff – and especially needed fundraising communications expertise. And as they told me then, “We know what we don’t know. How to write for donors.”

HOW IT STARTED

Alongside my consulting colleague Barbara O’Reilly, CFRE, we dove deep into ASOC’s unique work, fundraising landscape, and opportunities – delivering recommendations and strategies that continue to evolve today.

The foundation of ASOC’s individual giving plan: Donor communications.

We knew the key was making Antarctic science – and the complex global politics of governing Antarctica – accessible and compelling for everyone. We knew that while some ASOC supporters are scientists and professional conservationists, we also have huge potential to engage many more people who simply love penguins and wildlife, are captivated by this fragile part of the world and want to save it.

To start, I crafted a donor comms strategy to take our efforts out of the gate. I followed that by creating a message platform, providing clear, cohesive talking points on the organization’s work and why it matters. A new ASOC tagline – protecting Earth’s last great wilderness – came from that process, which still resonates with donors today.

That first year we began implementing key tactics: Multi-channel touch points including email, direct mail, social media, and 1:1 outreach. Frequent, consistent cultivation of non-donor supporters and stewardship of donors. Cohesive, regular appeals and campaigns throughout the year. Abundant thanks. Conscientious reporting. And a new giving society, to build community.

And – so crucial - ASOC invested in ongoing donor copywriting from a specialist (me!). All flowing from recognized best practices, powered by philanthropic psychology. All backed by a donor communications strategy we regularly assess and evolve.

The first appeal I wrote for ASOC raised 3x more than projected. And with monthly email cultivation and stewardship, they quickly began to see engagement from more donors and increased gift amounts.

In just the first year of our work together, ASOC doubled their annual giving and connected with 125 new or re-engaged donors.

HOW IT’S GOING

The love for Antarctic conservation keeps growing!

Over time, we’ve increased personalization of ASOC’s donor communications. Created email series and a workflow of handwritten notes for key milestones in donor relationships. Surveyed ASOC’s donors to learn more about them. And enhanced the giving society experience with perks like an annual State of the Antarctic conversation bringing together members, staff, and a co-founder.

ASOC’s investment in donor comms continues to pay off:

We’ve more than doubled annual individual giving since 2019.

We’ve quadrupled the number of monthly, sustaining donors.

And we’ve doubled the number of major donors, members of the new giving society.

With the help of my consulting colleague Caroline Griffin, ASOC has also doubled their email list through lead generation campaigns with Meta ads. These efforts brought new friends and future donors into ASOC’s community.

And 2021, we brought to life a now beloved World Penguin Day Art Contest, introducing even more joy, list growth, and connection. We continue to see success by working together, aligning messaging across fundraising and marketing. (A dynamic duo.)

  • “WE’VE SEEN SUCH A POSITIVE EFFECT IN OUR INDIVIDUAL GIVING AFTER PARTNERING WITH SARAH. SHE BRINGS CONSISTENCY AND POLISH TO OUR COMMUNICATIONS, EXPLAINING NOT JUST THE HOW AND HOW MUCH OF FUNDRAISING, BUT THE WHY. WHY OUR DONORS GIVE, WHY ONE APPROACH WORKS BETTER THAN ANOTHER – IN SHORT, WHY DONOR COMMUNICATION IS VITAL AND DIFFERENT FROM OUR OTHER COMMUNICATIONS WORK.”

    -Eli Webster, ASOC

  • “OUR DONORS AND PROSPECTS NOW HEAR FROM US REGULARLY, LEARNING HOW THEY MAKE AN IMPACT AND STAYING ENGAGED THROUGHOUT THE YEAR. WE NOW CONSISTENTLY SET MILESTONES IN OUR FUNDRAISING GOALS.”

    -Claire Christian, ASOC

Next on our agenda: More of all of the above.

I’m excited about what’s ahead for ASOC, as we continue to grow donor relationships to #SaveAntarctica

Drop me a line to talk about your organization’s appeals!

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