Sometimes, even the best-planned fundraising campaigns need a little extra push halfway through to reach their goals. Maybe the donations aren’t coming in as quickly as expected, or perhaps donor engagement is lower than anticipated. The good news is that adjusting your approach mid-campaign is not only possible, but it’s often the key to success.

Recently, we faced this exact scenario with a client. After reviewing the campaign’s progress, we noticed that it was falling short of expectations in terms of revenue and number of gifts. Rather than waiting and hoping things would turn around on their own, we worked with the client to make strategic changes that helped drive better results. Here are the steps we took to achieve that.

Step 1: Review the Mid-Campaign Results

Halfway through the campaign, we took a close look at the data. Donations weren’t coming in as expected, and engagement was lower than we had hoped. Recognizing the need for strategic realignment, we arranged a meeting with the client and relevant stakeholders. Before the meeting, we prepared a list of tactics that we believe can improve the results for the rest of the emails in the campaign.

Step 2: Adjust the Strategy

After reviewing the data, we implemented several simple but effective tactics. Each one addressed specific challenges, and collectively, they helped get the campaign back on track. Here are the strategies that made a significant difference:

1. Create More Urgency in the Subject Line

One of the first things we did was adjust the email subject lines. We emphasized urgency by highlighting the limited-time matching gift opportunity, using messages like: “Only 48 Hours Left to Double Your Donation!” This small change increased email open rates and motivated people to take action sooner.

2. Add a Countdown Timer

To further create a sense of urgency, we added a countdown clock to the remaining emails. This visual reminder showed how much time was left to give, encouraging donors to act before the deadline. The ticking clock added a psychological push to make a donation now, rather than later.

3. Re-Engage Past Donors

Next, we focused on donors who had contributed to last year’s campaign but hadn’t yet given this year. These past supporters often just need a reminder to act. We reached out to them directly with personalized emails, inviting them to continue their support this year.

4. Include More Text Links and Buttons in Emails

We also added more links and buttons to the body of our emails. While images and buttons are great for driving action, having multiple clickable text links throughout the email gave donors more opportunities to easily access the donation page. This small adjustment increased the number of people clicking through.

5. Use Clear Goals in the Messaging

We made our ask more specific by giving donors a clear, measurable goal: “We need 30 more people to give $100 each to reach our match goal.” By making the need tangible, donors were able to see exactly how their contribution could help achieve the campaign’s objective.

6. Send a Personal Message from Leadership

Adding a personal touch can make a big impact. We included a message from the foundation’s President, explaining why this campaign was so important to them personally and making a direct call for support. This heartfelt message resonated with donors and added authenticity to the campaign’s request for help.

7. Extend the Email Series

Finally, we added a few more emails to the campaign, giving donors even more chances to contribute. These follow-up messages reminded donors of the matching gift and the campaign’s progress, increasing the chances that they would make a donation. Each email had a slightly different message to avoid repetition, while still keeping the urgency alive.

BONUS TIP: Capture Missed Opportunities with Abandoned Cart Emails

One extra tactic that can make a big difference is sending an “abandoned cart” email to people who clicked on a link but didn’t complete their donation. These gentle reminders can help recover missed opportunities and encourage people to finish their gift, just like in online shopping. See our recent case study on abandoned cart strategy here.

tl;dr

Mid-campaign adjustments are a smart and effective way to improve the results of your fundraising efforts. By reviewing your progress and making simple, targeted changes, you can steer your campaign back on course and even surpass your original goals.

In our client’s case, these adjustments helped transform an underperforming campaign into a successful one. The key takeaway? Don’t wait for things to get better on their own. Take action, make changes, and give your campaign the boost it needs to finish strong. Need help getting started? Reach out today!