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The Impact

  • Provided a roadmap for sustainable donor growth with a focus on Millennials.

  • Strengthened the nonprofit’s positioning as both faith-driven and transparent.

  • Delivered measurable strategies for improving donor acquisition, conversion, and retention.

  • Positioned the organization for long-term resilience in an evolving donor landscape.

Key Takeaway

This project illustrates how data-driven storytelling and integrated donor engagement can transform nonprofit fundraising. By meeting Millennials where they are — digitally and emotionally — nonprofits can build deeper connections, drive recurring donations, and ensure mission sustainability.

The Challenge

The organization needed to diversify its donor base and build long-term sustainability. Specific challenges included:

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  • Generational Disconnect: Struggling to engage younger donors who prioritize transparency, community, and measurable impact.

  • Retention Gaps: High initial interest but low monthly donor conversion rates.

  • Digital Underperformance: Reliance on traditional channels while underutilizing digital-first strategies.

Our Approach

DG Marketing & Consulting designed an Integrated Marketing Communications (IMC) strategy focused on Millennials. The goal was to create a donor journey that aligned with their values and digital behaviors.

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Key Strategies Included:

  • Donor Funnel Mapping: Developed a four-stage funnel (Awareness → Engagement → Conversion → Loyalty/Advocacy).

  • Storytelling Content: Built messaging around fairness, faith, community, and measurable impact.

  • Omnichannel Campaigns: Integrated social media, email, text, direct mail, and website touchpoints for a seamless donor journey.

  • KPI Tracking: Created a framework for measuring ROI, donor acquisition costs, and retention rates through a custom dashboard.

Overview

A large faith-based nonprofit in Los Angeles, serving thousands of individuals and families experiencing homelessness, wanted to strengthen donor acquisition and retention. While their long history of fundraising success included strong television specials and corporate partnerships, they faced challenges in digital engagement, particularly with Millennials.

The Solution

  • Crafted storytelling pillars focused on community-driven impact and faith in action.

  • Recommended creative executions such as short-form videos, interactive emails, and behind-the-scenes volunteer spotlights.

  • Designed donor retention strategies, including personalized thank-you campaigns, quarterly impact updates, and digital community-building for recurring donors.

  • Allocated a $3M annual budget across digital, direct mail, and social platforms, balancing donor acquisition with retention.

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