BUILDING A LEGACY
E2 Church's Year-End Giving Campaign
BACKGROUND
E2 Church is deeply rooted in its commitment to enriching the Elk Grove community, and orchestrates an annual year-end giving event that serves as a cornerstone for funding both its ongoing operations and ambitious future endeavors. With an unwavering belief in its capacity to effect positive change locally.
ROLE
As Creative Director, I played a hands-on part in bringing the Year-End Giving Campaign to life. For 3 years, my task was to develop a campaign that made each congregant feel like their contribution could create a real impact.
From crafting compelling messages to producing eye-catching campaign materials, I led a team of creative minds who turned our ideas into visuals that hit home. Working closely with the lead Pastor, who operates as the CEO, our collaboration ensured that our creative efforts aligned seamlessly with the church's mission to make a positive difference in Elk Grove's local community.
RESULTS
$544,864.26
TOTAL GIVEN IN 2020-2023
$126,244.72
$201,205.69
$217,413.85
GIVEN IN 2020
GIVEN IN 2021
GIVEN IN 2022
IMPACT
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Building Expansion: The year-end giving campaign funded a building expansion project, creating additional space to accommodate a growing congregation and provide room for community events and programs.
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Empowerment Programs: Programs were created to provide vital skills training, educational workshops, and resources to individuals, fostering personal and professional growth.
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Staff Hires: Hiring of dedicated staff members began, who brought their expertise to various roles within the church, amplifying its capacity to provide comprehensive support and services.
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Expanded Outreach: E2 Church was been able to significantly expand its outreach efforts, reaching a wider range of individuals in need through initiatives such as food drives, community events, and partnerships with local organizations.
APPROACH
Testimonial video productions, micro-events for high-giving donors, nurture email campaigns, social media content, and warm calling strategies were deployed 6 weeks from the Year-End Giving event concurrently to provide each campaign with maximum conversion.
Audience Segmentation
Three audience segments were prioritized:
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High-Giving Donors: Donors contributing above $10k annually.
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E2 Church Members: Individuals who attend E2 Church on a consistent basis.
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New Church Guest (1-3 Months): Individuals considering to be an E2 Church member and establishing E2 as their "home" church.
Messaging Strategies
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High-Giving Donors: This segment was invited to an exclusive dinner where they directly engage with E2 Church's leadership and visionaries. Surveys were conducted to allow their voice to influence the direction of the church. Organizational KPI's were emphasized to build trust, while the biblical principle of servant leadership was emphasized in communicating the opportunity to model the way for the rest of the congregation.
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E2 Church Members: Very much like the audience segment above, E2 Church Members needed to feel the scale of their impact by showcasing testimonials from fellow congregants.
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New Church Guest (1-3 Months): Acknowledging this segment proved to be an essential part to gaining new givers on a monthly basis. This audience needed to feel guilt-free, shame-free, no obligation to give but inspired to contribute towards the fund.
SUMMARY
The Year-End Giving Campaigns have consistently proven highly effective in galvanizing both our longstanding supporters and newer members to contribute generously, culminating in a formula for sustained growth. As the church expanded, these campaigns leveraged the collective enthusiasm, fostering a sense of shared purpose that fueled increased donations and enabled us to extend our impact in meaningful ways year after year.