Oxfam’s year-end campaign asked donors to know their privilege and pay that power forward. They responded by bringing in the highest amount of donations and total revenue compared to the previous two years.

The project:

Oxfam’s year-end campaign focused on two distinct moments: Giving Tuesday and Tax Recovery time using digital ads and a series of emails with goals of acquisition of new donors and continued stewardship of existing donors. The campaign’s strategy and creative concept were developed through stakeholder interviews and revisiting and revising past strategies.

The performance:

This campaign saw the highest number of donations and total revenue compared to the previous two years, and an average gift 16.35% higher than the target.