I started working with the Antarctic and Southern Ocean Coalition (ASOC) in 2019 – and we’re still fundraising successfully together today.

Back in 2019, most of ASOC’s funding came from just a few grants. They recognized the need to diversify their funding to sustain their vital conservation work. They knew they had to grow individual giving.

But – as many nonprofits can relate to – their big mission had a tiny in-house staff. ASOC’s Washington, DC-based team of two were maxed out, with their expertise dedicated to conservation science, programs, advocacy, and operations.

At the time, ASOC’s individual giving program consisted of one annual appeal and an occasional email newsletter. They had no development staff – and especially needed fundraising communications expertise. And as they told me then, “We know what we don’t know. How to write for donors.”

HOW IT STARTED

Alongside my consulting colleague Barbara O’Reilly, CFRE, we dove deep into ASOC’s unique work, fundraising landscape, and opportunities – delivering recommendations and strategies that continue to evolve today.

The foundation of ASOC’s individual giving plan: Donor communications.

We knew the key was making Antarctic science – and the complex global politics of governing Antarctica – accessible and compelling for everyone. We knew that while some ASOC supporters are scientists and professional conservationists, we also have huge potential to engage many more people who simply love penguins and wildlife, are captivated by this fragile part of the world and want to save it.

To start, I crafted a donor comms strategy to take our efforts out of the gate. I followed that by creating a message platform, providing clear, cohesive talking points on the organization’s work and why it matters. A new ASOC tagline – protecting Earth’s last great wilderness – came from that process, which still resonates with donors today.

That first year we began implementing key tactics: Multi-channel touch points including email, direct mail, social media, and 1:1 outreach. Frequent, consistent cultivation of non-donor supporters and stewardship of donors. Cohesive, regular appeals and campaigns throughout the year. Abundant thanks. Conscientious reporting. And a new giving society, to build community.

And – so crucial - ASOC invested in ongoing donor copywriting from a specialist (me!). All flowing from recognized best practices, powered by philanthropic psychology. All backed by a donor communications strategy we regularly assess and evolve.

The first appeal I wrote for ASOC raised 3x more than projected. And with monthly email cultivation and stewardship, they quickly began to see engagement from more donors and increased gift amounts.

In just the first year of our work together, ASOC doubled their annual giving and connected with 125 new or re-engaged donors.