How Targeted Stewardship Messaging Transformed Summer Donor Engagement for a Medical Research Institution

Challenge

As with most nonprofits, a medical research institution struggled with donor engagement during the traditionally slow summer months. It needed a strategy to capture donors’ attention and maintain connections with them without direct fundraising appeals.

Solution

TrueSense Marketing developed a strategic “Ask Me About My Research” stewardship campaign, which used video storytelling featuring physician-scientists sharing their work with children. We implemented a multichannel approach, including email marketing and social media ads, focusing on building trust with donors rather than receiving donations.

Results

The campaign achieved remarkable engagement metrics. Email click-through rates reached 1.1% — more than double the industry benchmark. Social advertising click-through rates soared to 1.6%, significantly outperforming standard benchmarks. The campaign generated 12 gifts, with an average donation of $97, demonstrating the power of strategic, mission-focused communication.