Meals on Wheels Diablo Region Raised 54% More Year over Year with Studio
Mission
To enhance the lives of older adults by delivering healthy meals and providing an array of supportive services that empower seniors to live independently, safely, and with dignity
Challenge
Find new ways to increase donor generosity during Giving Season
Solution
Saved time using a pre-built Studio campaign for Giving Tuesday and enhance the giving experience through personalized features like Impact Tiles and Intelligent Ask Amounts
“Classy’s email offer came at the perfect moment. We knew we wanted to create compelling campaigns but we were short on time and design expertise. Using the pre-built Classy Studio campaign saved us so much time; we were able to quickly add the content we needed and concentrate on fundraising and social media marketing.“
– Michelle Hayward, Development Manager
Surpassing fundraising goals on Giving Tuesday
Ahead of the year-end giving season, the Meals on Wheels Diablo Region (MOWDR) team was very interested in upgrading to Studio for the first time due to its design flexibility. Then, they received an email from Classy from GoFundMe with an offer that was too good to refuse. The Classy team would pre-build a campaign with Studio that could be used for year-end fundraising, a critical fundraising period. The MOWDR team was intrigued. They had only recently started familiarizing themselves with Studio, so they accepted the offer.
Once the team received the campaign, they started personalizing it with the details of their campaign. MOWDR also added impact tiles and images of local senior clients and turned on Intelligent Ask Amounts, a tool that uses machine learning to predict the amount a donor will most likely give based on several criteria, including past giving history, location, device, time of day, and more.
For donors looking at our Giving Tuesday campaign, whether it’s a returning donor or a first-time donor, they can get a good snapshot of what we do based on the functionality Studio gives us.
On Giving Tuesday, MOWDR raised 54% more year over year with its first Studio campaign. The average gift size increased by 13% year over year with the help of Intelligent Ask Amounts.
For year-round appeals, MOWDR is planning to utilize one of the four distinct Studio templates offered in Classy’s campaign catalog. The templates are pre-optimized to inspire ways to utilize Studio and accelerate campaign creation so the team can activate quickly.
Utilizing all of the tools that Classy offers
The MOWDR team is always looking for new ways to leverage Classy, implement the latest product enhancements, and open up new on-ramps to giving. To stay up-to-date on all things Classy, the MOWDR team prioritized attending virtual training sessions and webinars, reading resources in Classy Academy, and utilizing the Support Center. MOWDR’s Development Manager Michelle Hayward found the in-app Help function especially useful, saying, “The Classy team is always super responsive and helpful with any questions we have.”
They’re most excited that they’ve been able to:
- Easily create donation pages that can be customized for any type of appeal.
- Increase the number of their fundraising campaigns and understand how each performs with source code tracking.
- Tailor each donation page to its intended audience or channel, such as QR codes that invite supporters to give online right from a direct mailer.
- Add new payment types, such as PayPal, Apple Pay, and Google Pay, which it did not offer previously.
We aimed to maximize the use of all of Classy’s features, and we identified the ones we weren’t using. We want to make sure we are utilizing every tool that we can to make the donation process as easy as possible. There are so many ways of reaching donors, we knew we were missing out if we didn’t enable them.
