On December 3, 2024, the WMU Foundation’s Giving Tuesday campaign culminated in a remarkable fundraising achievement, raising $112,034.51 for the Vision Fund. Focusing on proclaiming that the mission matters most, the Vision Fund supports critical areas such as mission discipleship, leadership development, compassion ministries, and the missionary kid re-entry retreat. Dogwood played a key role in this success by managing the campaign’s social media and email strategy, driving engagement, and inspiring supporters to make an impact.
The foundation for this successful campaign was laid in July 2024, when conversations between Dogwood and the WMU Foundation began. Together, they crafted a digital-first strategy, prioritizing social media and email communications to reach and engage WMU’s audience effectively. Central to the campaign was a powerful message: “This Giving Tuesday, celebrate those who’ve shaped your faith and inspired you to live on mission.” This theme of gratitude and legacy resonated deeply as Dogwood encouraged supporters to reflect on the influence of former WMU leaders, family, and friends in their spiritual journeys. By fostering an emotional connection, they inspired supporters to contribute to the Vision Fund, ensuring WMU’s mission would continue to impact future generations.
Key to the campaign’s engagement were two spotlight emails that shared the stories of women who have significantly impacted WMU’s mission and legacy. These emails encouraged readers to honor those who had shaped their faith by giving to the Vision Fund. A social media graphic featuring the campaign’s central message also gained significant traction, with many supporters sharing it and amplifying its reach. Emotional storytelling and strategic content placement successfully drove engagement and donations.
The 2024 campaign demonstrated significant growth compared to previous years. In 2023, the WMU Foundation raised $73,592.70 for the Vision Fund, and in 2022, they raised $62,771. The 2024 results exceeded these benchmarks and strengthened the partnership between Dogwood and the WMU Foundation. As a result, both organizations are planning future collaborations, including the WMU Foundation’s Mission Matters Most campaign from February to May 2025 and next year’s Giving Tuesday campaign.
Reflecting on the campaign, one key takeaway was sharing personal impact stories. Posts highlighting individuals’ experiences with WMU programs, such as GAs and Adult Discipleship, received far more engagement and shares than direct donation appeals. Another critical lesson involved the timing and frequency of outreach. Dogwood and the WMU Foundation plan to launch future campaigns later and adopt a more refined email cadence to maintain momentum and maximize engagement.
This Giving Tuesday success underscores the power of digital strategy, storytelling, and collaboration. Dogwood and the WMU Foundation have laid the groundwork for continued success as they advance their shared mission of making disciples of Jesus who live on mission.
