Case Study: How GROW Enrichment Doubled Their 5k Fundraiser Goal
I partnered with Angela at GROW Enrichment to help them craft emails in preparation for their 5k fundraiser. GROW Enrichment is a non-profit organization in Nashville committed to increasing sustainable land use in urban settings through outreach, education, and restoration. The purpose of their 5k fundraiser was to raise enough funds to rebuild their nature playground — a beloved part of their space that had been closed due to unstable structures. With better, more durable materials, they could recreate this magical space where children in the community can connect with nature.
Their goal: 50 participants, 30 sponsors, and $2,000 raised.
The Challenge
Organizing a successful fundraiser, especially a first-time event like a 5K, can be a daunting task for any non-profit. It leaves your head spinning with questions like: How much should this fundraiser make? How do I fundraise for a 5k - if that’s even a good fundraiser???
But GROW Enrichment knocked it out of the park! They had a clear goal of 50 participants and $2,000 for their inaugural event. They also needed sponsors for the 5k. The GROW team did a phenomenal job of getting the ins and outs of the 5k planned, connecting with the community, and posting informative and enticing content on social media to drive sign-ups. Still, they needed expert help to manage the complexities of an email campaign, secure sponsorships, and ultimately, drive sign-ups.
“We really enjoyed working with Amanda. She handled all the aspects of the email campaign. This was our first 5K fundraiser that we’ve done for our nonprofit, Grow Enrichment. Our goal was 50 participants, and we ended up exceeding the participant sign-up with 115 participants, which is amazing for our first-ever fundraiser and 5K.”
The Solution
I am not the 5k logistics expert, but I am the email marketing expert. GROW Enrichment partnered with me to manage their 5k promotion email campaign. Since this fundraiser was an in-person event, we needed emails to go out before the event, with enough time for “last call” efforts if necessary. I crafted 5 emails focused on driving attendees and sponsorships, while keeping donor relations top priority. Here’s an overview:
Email 1: Thank supporters for being there, introduce 5K.
Email 2: Give a brief overview of GROW’s mission and work.
Email 3: Invite supporters to be a part of your story.
Email 4: Paint a vision of how their support can make a big difference.
Email 5: Thank-you email after the 5k, with results!
I took charge of all email aspects, from writing the email drafts and crafting the strategy to setting up the emails within Mailchimp for optimal impact. This allowed GROW Enrichment to focus on other crucial aspects of their fundraiser, confident that this lever of their outreach was in capable hands.
“I enjoyed that she handled the Mailchimp setup and everything. I just had to fill out a simple questionnaire and send photos, and she did the rest.”
The Result
Our collaboration (and the 5k fundraiser) proved to be a resounding success. GROW Enrichment not only met but significantly exceeded their participant goal, achieving 115 sign-ups - a remarkable 130% increase over their initial target! In addition to the impressive participant numbers, the email campaign also played a pivotal role in securing an additional sponsor for the event. GROW also more than doubled their $2,000 goal, raising $5685 for the nature playground rebuild! I’ll say this is a success, but you can hear it from Angela herself…
Email Marketing Can Help Your Nonprofit Raise Funds
I’m not going to convince you that email marketing is a powerful, cost-effective, and easy tool for nonprofits to raise funds, connect with donors, and stay top-of-mind — GROW Enrichment’s 5k fundraiser campaign is proof of that. Nonprofit leader, you and your team deserve this kind of success with your email list. GROW is a great example of using email marketing successfully to promote live fundraisers.
If your mind is filled with possibilities when listening to Angela’s story, you may be a good fit for The Friendraiser Circle. This is one of my signature services, where I craft 3 essential donor-centric email sequences built for donor connection and retention. Using my Email Giver framework, you’ll have a custom donation page, 3 human-written email sequences, everything set up in your email service platform, and more. You’ll also be granted full ownership to replicate this framework in the future.
Take your organization from frazzled to funded with the Friendrasiser Circle! Book a complimentary call with me to see if this service aligns with your organization’s goals.
