2019 Year End Giving Campaign

1. Intro

I coordinated a 5 million dollar campaign for Mariners Church.

In December, Mariners launched its 2019 Year-End Giving Campaign. We had a huge document of statistics that we had collected over the course of 2019 and we wanted to show the work Marinesr had done.

My role was to showcase the impact our financial aid made in 2019 on our social and digital channels. Our goal was to inspire our members to continue partnering with us in 2020.

2. Strategy

2.1 Create Comm Strategy

My first step was to meet with my Comm Director to identify which channel we’d post on and the audience segment on each. Understanding our audience segments would help me determine which statistics would resonate with them and maximize the amount of engagement we received.

Description	Method	Frequency	Audience	Owner
B/c of your giving posts	Social	3 per week	People who are checking Mariners out for the first time. Aren’t familiar with Mariners terms. Interested in seeing the social good that Mariners has done in local and international communities Ex: Don’t refer to baptism’s or how many people got involved in a community group. Instead, highlight statistics about how much money we gave to international organizations or how many under-resourced families we served for Thanksgiving	Graphics: Designers Copy: Copywriter + Comm Director Scheduling/Posting: Social Team
“	Newsletter	Weekly-Every Monday for the month of December Note: Align stats that go out on Monday with upcoming weekend events	Familiar with Mariners language and terms. Okay to refer to internal events. Ex: It’s okay to talk about how many people have been baptized for the first time because the audience receiving the newsletter is most likely familiar with that term.	Graphics: Designers Copy: Copywriter + Comm Director Scheduling/Sending: Comm Manager
“	Bulletin	Weekly-Every Weekend Service	Both people who are joining Mariners for the first time and have been involved for a while. Align the stats with the topic of the weekend message series. Ex: If the message has a section thanking first responders for their service, add a stat about how many first responder families we’ve served	Graphics: Designers Copy: Copywriter + Comm Director Posting: Designers