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Washington-National-Cathedral

Case Study

Washington National Cathedral

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

1

impactful email sent

181%

increase in total dollars raised YOY

307%

increase in the number of gifts YOY

By the
Numbers

1

impactful email sent

181%

increase in total dollars raised YOY

307%

increase in the number of gifts YOY

The Challenge

Washington National Cathedral had celebrated year-over-year growth with its Giving Tuesday campaign over the last several years. But there was concern about increasing competition and noise during the popular giving day. The Cathedral wanted to create a more distinct connection with first-time donors — one that could be leveraged for relationship-based fundraising year round.

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Pursuant partnered with us to elevate Giving Tuesday 2020-a year with truly unique challenges for fundraising. The creative strategy and execution effectively positioned us to attract first-time donors who are energized to support the Cathedral's mission and ministry

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Dana Heiser, Senior Director of Integrated Fundraising and Marketing


The Solution

First, the Cathedral secured a match from a generous donor to incentivize giving. Then, Pursuant took the foundational messaging that had been driving year-over-year growth and connected it to current events using a lens of hope and impact. Together, those enhancements created a rich campaign experience for the donor.

The Results

Washington National Cathedral’s Giving Tuesday email achieved its goal of dramatic growth, securing a 307% increase in the number of gifts and a 181% increase in total dollars raised year-over-year. The campaign match and messaging succeeded in creating a distinct connection with first-time donors — one that was grounded in relationship-based fundraising.

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