Case Study
WCS Launches Omnichannel Sustainer Year-end Push
Challenge:
After a volatile year, WCS needed to stabilize fundraising in 2024 while delivering strong year-end results. With donor confidence wavering and pressure to grow revenue, the digital program had to perform without short-term tactics that risked long-term value.
Solution:
We developed an all-in push for sustainers across every digital channel throughout #GivingTuesday and year- end. Email, web, search, social, and Google Performance Max campaigns were all aligned to promote recurring giving, with select ads driving to forms that offered only recurring giving options. Messaging emphasized the impact of sustained support, and creative remained consistent across platforms.
- 90% increase in new monthly sustainers, mainly from an evergreen paid social campaign we optimized and increased spend on
- A natural-language frequency selector: “How do you want to give?” with choices like “Once a month” or “Just once,” making it a values-driven decision, not just a transaction
- 90% increase in new monthly sustainers, mainly from an evergreen paid social campaign we optimized and increased spend on
- One-time revenue increased 15% and overall revenue up 26%, showing the shift didn't undercut short-term performance
Why it Worked:
The unified approach across channels created clarity for donors and operational focus for the team. By confidently centering recurring giving (and testing formats that removed one-time options), we added sustained revenue and predictability during a time of organizational uncertainty