Tiered campaigns are a great way to create friendly competition amongst affinity groups or allow donors to support a specific interest while participating in a larger giving challenge. But this feature isn’t the only way to meet these objectives-- and depending on your team’s goals, timeline and capacity, tiered campaigns may not be the best way. While deciding whether or not tiered campaigns are the right choice for your next initiative, we encourage you to consider the following questions:
Do you have a plan for generating meaningful engagement on each T2 campaign?
While the aggregate sum of donors and dollars given to an entire Tiered campaign will be celebrated on the T1 campaign, Tiered Landing Pages will also feature their own individual stats. If you’re not confident that you’ll be able to generate donations and secure Advocates for a certain affinity or initiative, you may want to consider not creating a Tiered Landing Page to support it.
Can you create a marketing plan that is conducive to tiered campaigns?
Your team should make an intentional decision about how donors will be routed to Tiered Landing Pages through your campaign marketing efforts.
Recommended Approach 1: Identify donors that will be interested in supporting a specific initiative or affinity and direct those donors straight to the T2 or T3 campaign that aligns with that interest.
- For example, let’s say a donor has consistently designated her donation to the College of Fine Arts on your last three annual giving days. We recommend the best practice of including a link to the College of Fine Arts T2 campaign--instead of the general T1 campaign-- in your solicitation of that donor. In doing so, you encourage the donor to engage with the T2 campaign content that is more closely aligned with her demonstrated interest and make it easier for the donor to give to her specific fund designation. Many donors appreciate feeling known, and this donor-centric approach will let them know you’re paying attention to their preferences.
Recommended Approach 2: Direct all donors to the T1 campaign and message encouragement to navigate to a T2 or T3 campaign via the T1 campaign tiles.
- For example, let’s say your tiered campaign system appeals to a large base of donors with strong, self-identified affinites-- such as an athletics giving day with a T2 campaign for each team-- and you’d like to leverage competition amongst those affinities. We recommend the best practice of sending all donors to the T1 campaign with the directive to find and participate in their team’s campaign from the T2 campaign tiles displayed on the T1 campaign page. In doing so, you encourage affinity-based giving and advocacy and encourage friendly competition because donors can see other T2 campaigns’ progress metrics on the T2 campaign tiles.
If you’re not sure that tiered campaigns are the right fit for your initiative, check out some of our other features that help create friendly competition amongst donors and/or allow donors to support a specific interest:
Of course, we’re also happy to offer our advice on what features will best help your team meet your goals. If you’d like to discuss tiered campaigns and related features further, please write to our team at support@givecampus.com.
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