For Ms. Foundation for Women, year-end fundraising is an opportunity to raise critical funds and introduce new people to the organization's work advancing gender and racial justice. We centered the campaign on Ms. Foundation’s legacy of fighting for progress. In the turbulent political landscape, we wanted to lead with reassurance that we’ve been here before and we can win.
The 2025 End-of-Year Campaign focused on both goals: fundraising and list growth. Through a coordinated mix of paid social advertising, influencer content, email fundraising, and organic social media, the campaign generated $29,095 in online donations and brought 56 new donors into the organization's community.
New donors represented 36% of everyone who gave during the campaign. More than half of those new donors came through the campaign's social donation form, highlighting the role social media played in reaching supporters who had not previously engaged with the Foundation.
The Challenge
Giving Tuesday dominates year-end fundraising conversations, but it also brings intense competition for attention. Ms. Foundation for Women wanted to create a campaign that could perform during the crowded Giving Tuesday moment while continuing to generate donations throughout the rest of the fundraising season.
The organization also wanted to grow its donor base and connect with audiences beyond its existing supporters. However, as a Foundation, it can be challenging to communicate the full breadth of your work and impact, especially when you distribute resources to over 100 grantees across the country. To add another layer of complexity, in the current harsh political landscape, we wanted to avoid bringing attention to specific grantees by name to protect them. With this in mind, we focused messaging on Ms. Foundation's legacy of work, leading with archival photos, rather than specific recent impactful outcomes or grantee storytelling.
The Approach
The campaign used Meta traffic ads to drive people directly to the donation page. Audience targeting included both new prospective supporters and remarketing audiences made up of previous donors and engaged followers.
To expand reach on Giving Tuesday, Ms. Foundation for Women partnered with Imani Barbarin, the disability rights activist, writer, speaker, and creator behind Crutches and Spice. Her content encouraged followers to support the Foundation through a dedicated social donation form and introduced the campaign to audiences aligned with the organization's mission.
Paid media was supported by a steady cadence of fundraising emails and organic social content. Rather than concentrating activity around a few major dates, the campaign maintained consistent communication throughout the giving season.
The campaign generated:
Donor acquisition was one of the campaign's strongest outcomes:
Paid media contributed significantly to campaign performance:
The Giving Tuesday influencer partnership helped extend the campaign's reach among new audiences:
The campaign's results also showed the value of sustained engagement. While Giving Tuesday and December 31 produced the highest transaction volume, those two days accounted for just 32% of total donations. The remaining 68% occurred throughout the rest of the campaign period.
Donation activity increased following nearly every fundraising email, demonstrating how consistent outreach helped maintain momentum from the beginning of the campaign through the end of the year.
Impact
The campaign delivered immediate fundraising results while helping Ms. Foundation for Women expand its community of supporters. New donors made up more than one-third of all contributors, and social channels emerged as a key source of donor acquisition.
By combining paid media, creator partnerships, email fundraising, and organic content, the campaign built awareness, drove donations, and created new pathways for people to support the Foundation's work. The result was a fundraising effort that remained active throughout the giving season and brought new supporters into the movement for gender and racial justice.
