Challenge

Missing out on Giving Tuesday’s rising popularity

Sawtooth School for Visual Art identified the need for an online donation platform to raise more money online. Previously, the arts nonprofit could only accept online donations through its registration process, but student participation was minimal.

The organization had not yet participated in a Giving Tuesday campaign and recognized that this global day of giving was only increasing in popularity. In 2018, total donations on Giving Tuesday increased by almost 40% year over year, raising a total of $274MM for nonprofits.

SOLUTION

The “Gift of Arts for All” Giving Tuesday campaign

Profoundly recommended Classy as a user-friendly software option with the functionality to create compelling crowdfunding pages that would easily integrate with the Sawtooth website.

To prepare for Giving Tuesday, Profoundly developed a campaign, “The Gift of Arts for All” for Giving Tuesday 2018. The campaign told a story about access to visual arts, Sawtooth’s impact through scholarships and community outreach programs, and how supporters can take action to make sure that everyone has the ability to explore their creativity. The campaign identified giving levels and connected that with its impact — from art classes for seniors and preschool art classes at El Buen Pastor Latino Community Services to a week of summer camp for a child and group art sessions for cancer survivors and their caregivers.

Additionally, Profoundly recommended a dollar-for-dollar match to incentivize donors and effectively double their contributions. A match program provides urgency to supporters who want their donation to have the greatest impact possible.

To promote the campaign, Profoundly developed a strategic marketing campaign designed to have multiple touch points with our target leading up to Giving Tuesday and on the day itself.

RESULTS

A Giving Tuesday Success

We were able to engage with both previous and new supporters by staying focused on how the organization meets the needs of the community.

On the day of the event, we huddled in a #GivingTuesday war room to propel our social media momentum through continuous updates, videos, live videos and more!

Simply put: Profoundly and Sawtooth collaborated to raise $20,455 —not too shabby for the organization’s first major online campaign! This campaign netted significantly more than other regional nonprofits of its size.