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Case Study

Washington National Cathedral: Donor Upgrade Campaign

Located in the heart of Washington, D.C., the magnificent Washington National Cathedral serves as both the Cathedral of the Episcopal Diocese of Washington as well as a sacred space where Americans gather during moments of national significance.

washington national cathedral windows

CASE STUDY

Washington National Cathedral: Donor Upgrade Campaign

Located in the heart of Washington, D.C., the magnificent Washington National Cathedral serves as both the Cathedral of the Episcopal Diocese of Washington as well as a sacred space where Americans gather during moments of national significance.

By the Numbers

59%

Increase in mid-level donor revenue YOY

2x

Amount given by donors who are personally engaged compared to those who are not.

84% YOY

Increase in giving by donors who are personally engaged.

By the
Numbers

59%

YOY increase in mid-level donor revenue.

2x

Amount given by donors who are personally engaged compared to those who are not.

84%

YOY increase in giving by donors who are personally engaged.

The Challenge

When the COVID-19 pandemic shuttered houses of worship worldwide, Washington National Cathedral had to innovate in order to replace lost revenue from visitors and congregants. Among the strategies they embraced was the drive to grow their nascent mid-level program, as well as increase performance from their most loyal and valuable supporters.

We knew something had to change. We needed new strategies and tactics for stewarding and retaining our existing donors.

Vanessa Andrews
Chief Development Officer

The Solution

Pursuant strategists leveraged the GivingDNA Platform to identify key segments to personally cultivate in an ongoing upgrade campaign. A combination of direct mail and personal touch points has driven encouraging results.

The Results

  • 59% increase in mid-level donor revenue year-over-year
  • Donors who are personally engaged are giving more than 2x compared to those who are not
  • 84% increase in giving year-over-year from donors who have been personally engaged

Additionally, 75% of engagement occurs prior to a gift being made. This indicates that the right people are being targeted and personal engagement indeed drives upgraded giving.

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