CASE STUDY: Healing Transitions’ Year-End Success

It’s one of our favorite times of year as nonprofits rev up to kick off their end-of-year appeals. And we love being at the center of the action as we help our nonprofit partners think strategically about their year-end asks. What better way to demonstrate the ROI of marketing than to share a case study from one of our very own clients? 

Healing Transitions 2018 End-of-Year Appeal

Context: As part of a larger multi-year effort to assist in changing the public narrative on addiction – while engaging constituents, cultivating donors and priming the public for an upcoming capital campaign – Healing Transitions (HT) partnered with Angel Oak Creative to develop a comprehensive end-of-year campaign. One that could be repurposed for years to come. The goal: raise $190,000 to fund the 450 additional people served by HT in 2018. 

Healing Transitions’ Challenge

• fund 450 more people than projected in 2018 
• overcome the negative stigma and misperception around addiction/recovery 

Angel Oak Creative’s Solution and Strategy

• place a primary focus on growth from prior year and increase in demand for services
• capitalize on HT’s unique approach to never turn someone away (thus the $190,000 overage in budget) 
• personify the goal by crafting messaging around the 450 additional participants served in 2018
• de-stigmatize addiction; change perception by depicting positive aspects of HT’s people/culture, the journey to recovery and the recovery village
• leverage a Stewards Fund dollar-for-dollar match (any gifts given up to $44,795 before 12/31/18 by new, lapsed or increased-gift donors)

Angel Oak Creative Work

1. 1. Brand/Identity: Angel Oak Creative branded the campaign See Recovery with the intention of 1) taking its audience on a journey from addiction to recovery and 2) painting a true picture of recovery.
      
   2. Key Messaging: Angel Oak Creative crafted messaging focused on the individual stories of recovery, as we knew the stories of recovery would be the ultimate driver to move prospective donors to action. Key messages included:

1. 1. 1. Do you really “see” recovery for what it is? Do you really “see” Healing Transitions?
         • • not doom and gloom
           • not depressing
           • full of life and vibrancy
      2. Stories from four of the “word pairings” focused on a variety of HT individuals and their journeys to recovery
         • • from bondage to freedom
           • from isolation to community
           • from shame to dignity
           • from fear to courage

1. 1. 3. Campaign Elements: Once the campaign brand, theme and key messaging were in place, Angel Oak Creative developed and co-executed an integrated communications strategy including direct mail, digital initiatives (email marketing, social media and web), graphic design and dynamic imagery.

1. 1. 1. 1. Direct Mail (x2) – happy holidays card (personalized by participants); appeal mailer (appeal letter/one sheet combo, remit card, envelope)
         2. Email Campaign (x6)
            • Email 1: Campaign launch / feature story #1
            • Email 2: Campaign progress / feature story #2
            • Email 3: Campaign progress / feature story #3
            • Email 4: Campaign progress / feature story #4 / donation reminder  
            • Email 5: Last chance to give
            • Email 6: Campaign results (close the gap)
         3. Website – campaign banner on homepage and campaign landing page
         4. Social media (bi-weekly) – Facebook, Twitter and Instagram
         5. Email signature – Staff (board and development committee) to update for month of December

End-of-Year Campaign Results: $209,606 raised

• Net total raised: $198,696 

• % of goal achieved: 110% 

• Total donors: 108 

• New donors: 16 

And there you have it! The results speak for themselves. With a minimal investment in strategic direction and messaging, brand development and an execution plan, HT crushed their end-of-year goal! If you’re planning to leverage year-end with a campaign this year, we’d love to partner with you in some capacity to help enhance your results, drive giving and increase your impact! Contact us today to get started!