Goal
The Forward is an independent Jewish news publication. For over 125 years, it relied on a subscription model to fund its operations.
In the face of a changing news landscape, the Forward made the strategic decision in 2023 to move to a membership model — removing paywalls from all articles and emphasizing the community benefits of membership.
To succeed, the Forward needed to lay a strong foundation among its readers so that they understood why grassroots donations were important and got in the habit of donating. The Forward worked with GGS to build up its digital fundraising program, establish best practices, and prime the list for its new reliance on small donations.
Strategy
GGS worked with the Forward to send fundraising appeals more frequently and with more relevant content for recipients. By segmenting donor and nondonor audiences, as well as audiences that had a proven interest in certain topics, we increased conversion rates and fundraising totals.
In addition, we used an iterative learning process that looked back on each quarter’s highest and lowest performing emails and overall trends, and applied relevant learnings to all emails going forward. We experimented with new topics and tactics, like sends about pop culture or donating to win a call from the Forward’s editor-in-chief.
Result
Revenue and donors increased steadily throughout 2023, and the list was primed to donate generously once the membership model was announced. Donations exploded during the end of year fundraising campaign, the first campaign in which donors became members of the Forward.
205%
growth in 2023 Q4 revenue with a ggs EOY fundraising campaign
228%
growth in 2023 Q4 donors with a ggs EOY fundraising campaign
78%
growth in total revenue in one year
95%
growth in individual donors in one year
Learnings
While most programs see a bump in end-of-year fundraising, significant increases are the result of the care and attention organizations give to their email subscribers and donors all year.
It takes a high-touch, year-round approach to train audiences to understand that the organization relies on donations, how those donations are used, and how the donor is a critical part of the organization or cause they care about.
Investing in a year-round email program yields higher end-of-year donations and a healthier overall program, with donors ready to help out when called upon at key times.
