Format: Digital campaign (modal and emails)

Campaign: Growing Tuesday

Client: American Farmland Trust

American Farmland Trust was founded in 1980 to save America’s farms and ranches. Today, they are working to save the land that sustains us by protecting farmland, promoting sound farming practices, and keeping farmers on the land. With their mission in mind, we opted for a spin on the typical Giving Tuesday brand this past year, positioning it as Growing Tuesday in support of American farmers. On a day when many organizations are competing for donor attention, Growing Tuesday was a distinct message that stood out in inboxes and broke through the noise to drive strong results for the client.

The campaign utilized a donation form, modal, website graphics, and a 9-email series, plus a thank you email to close out the campaign. A $250K matching donation was also secured for this campaign to encourage giving. Through urgent messaging like "18.4 million acres of our most productive farmland could be lost by 2040. Make twice the impact to protect that land and keep it growing!" paired with more playful, approachable CTAs like "Plant a seed and double our yield," we connected with supporters in a real way and ultimately saw significant "growth" in donations for Growing Tuesday!