Commanding Attention:
Digital Innovation on Giving Tuesday
Challenge
Support from individual donors is essential to maintaining Rady Children's Hospital's work as one of the top-ranked children's hospitals in the nation. Which is why maximizing their digital Giving Tuesday fundraising efforts was crucial. Rady Children's sought to increase revenue, strengthen donor engagement and stand out amid growing competition at this pivotal fundraising time.
Strategy
Fuse revamped Rady Children's Giving Tuesday digital strategy with several key innovations. We centered all creative around a limited time 2X match to reinforce urgency. This message was delivered across a range of mediums, deployed in a mix of videos, GIFs, and carousels all featuring the story of one patient to create a more dynamic and engaging donor experience. Google and Microsoft Ads were optimized to capture high-intent searches while Meta placements were adjusted based on performance. We also incentivized early giving with a new, limited-time 3X match multiplier starting two weeks before Giving Tuesday. This exclusive offer was promoted through two targeted early-bird emails. Finally, we extended the 2X match for one more day to build on the success of last year’s post-Giving Tuesday momentum.
Outcome
33%
year-over-year increase in revenue
121%
year-over-year increase in early donations
90%
improvement on return on ad spend (ROAS), accomlishing more while spending less
“From the moment we engaged with Fuse, it was evident that their team is committed to creating thoughtful strategy that stands out and makes a marked difference in program performance. Their attention to detail, personalized guidance, and seamless integration made the onboarding process not only efficient but enjoyable. They understood that we didn’t have the luxury to wait until onboarding was over to begin campaign management, and they were able to execute both elements with proficiency. Where we are today is a testament to their dedication to the process, and we are excited about the partnership ahead. ”