Cause Marketing Supports Forever Families
Increase in Event Revenue
CauseMic partnered with the international nonprofit Selamta Family Project to revitalize their annual fundraising event, secure a corporate partnership, and build a successful monthly donor program to provide much-needed funds for their work with orphans in Ethiopia.
At a Glance
In Ethiopia, where five million of the country’s 58 million children are orphaned, the Selamta Family Project pairs a Selamta-trained mother with eight to ten orphaned children to create a Forever Family. These lasting families provide children with much-needed care and stability, and prioritize education, spirituality, and health.
Selamta approached CauseMic to help create inspirational cause marketing stories that would bolster their annual fundraising efforts, improve their online brand equity, and strengthen their annual revenue stream. Through impactful narratives and the strategic use of technology, we helped Selamta double the revenue from their annual peer-to-peer fundraising event, secure a high-profile corporate partnership with Travelocity, and successfully rebrand their monthly giving program to attract new donors and secure larger recurring donations.
Monthly giving program
Nonprofit lead generation
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Like many nonprofit teams, Selamta simply didn’t have the resources available to implement the marketing strategies that would help increase their brand awareness and bolster their donor base. While their annual Lead the Way 5k peer-to-peer fundraising event provided much-needed funds for the organization, there was additional potential for the event to not only raise more money, but also to inspire loyalty and trust among a new audience of donors. Although Selamta’s work with Ethiopian orphans was emotionally and visually compelling, their online presence didn’t fully capture this to establish an emotional connection with potential donors.
Working on a tight timeline, CauseMic quickly got to work with Selamta on their annual Lead the Way 5k fundraising campaign. We redesigned and optimized the Classy fundraising and donation pages, promoted two matching challenges, and equipped fundraisers with P2P best practices. By leveraging technology, storytelling and design, we increased overall participation by 70% and total funds raised by 61.3% — raising $50,108 in total.
We seized an opportunity to send two of our CauseMic Crew members to Ethiopia to volunteer with Selamta Family Project, as a part of Travelocity’s #TravelforGood media campaign. While in the country, we worked with Travelocity to capture the incredible story and impact of Selamta. The trip resulted in increased brand awareness and an impactful corporate sponsorship.
By proactively reaching out to Travelocity’s marketing team with a clear plan to maximize ROI on their campaign KPIs, we demonstrated that working with Selamta was not like partnering with other nonprofits. We highlighted Selamta as a thoughtful, sophisticated organization that understood how to deliver value with corporate sponsors while supporting underserved communities in Ethiopia. This approach to cause marketing was a departure from their status quo, which historically relied on philanthropic grants.
With increased brand awareness from the #TravelforGood campaign, CauseMic elevated Selamta Family Project’s monthly giving program. We gave it a new brand identity, Heart and Home, tying giving levels to programmatic outcomes. We leveraged a time-based campaign to quickly add new monthly donors and then optimized Selamta’s website to prominently feature monthly giving year-round. We prioritized outreach to major donors, resulting in an average monthly gift of $76, 46% higher than the national average.
Our work with Selamta yielded exciting results on several fronts and set them on a path for sustainable growth. We bolstered and optimized their annual fundraising event to dramatically increase both participation and revenue. We helped Selamta secure a corporate partner in Travelocity, which allowed Selamta to reach a much larger audience of potential supporters. Building off of this publicity, we applied best practices to create a monthly giving program that would help convert prospects into regular donors.
Number of event participants
Increase in funds raised
Average monthly gift