Summary
The Dominican House of Studies (DHS) is a Catholic institution in Washington, D.C., dedicated to training the next generation of preachers and theologians. Fable Heart Media has partnered with DHS to run multiple campaigns, leading to significant outcomes such as raising $340,000 in their 2023 Annual Appeal—nearly doubling the previous year’s total of $180,000—and generating 3,705 leads through a digital ad campaign. We are continuing our work with DHS to build lasting engagement and further support their mission.
The Challenge
DHS wanted to strengthen its donor base and increase its fundraising efforts while simultaneously nurturing new audience segments who were seeking spiritual guidance.
The challenge was to develop campaigns that not only raised immediate funds but also created lasting connections, leveraging digital and traditional channels.
Our Approach
Our approach is rooted in understanding The Dominican House of Studies’ unique mission and goals. We believe in building strong connections between organizations and their supporters through mission-aligned storytelling and thoughtful communication.
We crafted campaigns that resonated emotionally with donors, blending both digital and traditional methods, such as print mailers, email drip campaigns, and custom landing pages. This multi-channel strategy allowed us to foster long-term engagement and maximize growth, driving measurable results while staying true to DHS’s mission.
Project Services
From generating leads through targeted digital ads to crafting a successful fundraising campaign, we focused on aligning each initiative with DHS’s mission. Our approach ensured that every service—from designing print mailers to creating landing pages and email campaigns—delivered measurable results, driving long-term engagement with their audience and enhancing donor contributions.
Fundraising Campaign
Summary
The Dominican House of Studies (DHS) entrusted Fable Heart Media to spearhead its 2023 Annual Appeal campaign, which aimed to strengthen donor engagement and increase contributions before the end of the year. Through our efforts, the campaign raised an impressive $340,000 in donations – a significant jump compared to the $180,000 raised in the previous year’s campaign without our involvement.
We developed a comprehensive approach utilizing both traditional print mailers and digital drip email campaigns. A central landing page, accessible through QR codes and email links, made donating simple and accessible.
Campaign Strategy
Our strategy was rooted in storytelling and mission alignment. We crafted compelling content around the story of a friar educated at DHS, showcasing how his education allows him to serve as a beacon of light in a world full of chaos and sin. This powerful narrative demonstrated to donors the tangible impact their contributions make while reflecting DHS’s mission of training future generations of preachers and teachers.
We also emphasized the importance of clarity in a time of rampant societal distractions and misinformation. The messaging underscored the donors’ critical role in supporting DHS’s mission to bring truth and clarity to the world. Through their generosity, DHS could continue educating and preparing young men and women to serve as preachers and teachers, combating the confusion caused by sin and error.
Design Focus
The print mailers and email designs were centered around a call for clarity in an increasingly chaotic world. We wanted to remind donors of their integral part in supporting this mission. The design and copy worked together to convey urgency, using thoughtful imagery and language that emphasized the importance of contributing to the larger movement of grace led by DHS. Each element was designed to resonate deeply with the audience, reinforcing the impact their generosity has on the future of the Church.
Deliverables
Print Mailers
DHS’s donor base received custom-designed mailers, each with a QR code leading to the landing page, making the donation process seamless.
Email Drip Campaign
We executed a drip email strategy designed to engage donors over several weeks, with high-impact copy that reinforced the story of the friar and highlighted the importance of donor support in furthering DHS’s mission.
Landing Page
A dedicated landing page was built to streamline the donation process, ensuring it was simple and mobile-friendly. The page reinforced the campaign’s story and message while making it easy for donors to contribute.
Results
These outstanding results are a testament to the power of strategic storytelling, clear messaging, and a multi-channel approach.
Through an integrated campaign, Fable Heart Media helped DHS surpass its year-end goals by tapping into the heart of its donor base. Our approach, centered on compelling narrative and seamless donor experiences, created a powerful appeal that resonated deeply with donors and resulted in substantial contributions to support the next generation of leaders.
If you’re looking for a partner to develop a campaign that connects with your audience and drives results, we’re here to help. Take a look at our calendar and find some time that works for you.
Audience Nurturing Advertising Campaign
Summary
In just 30 days, the Dominican House of Studies Facebook ads campaign has generated 3,705 leads at an impressive 40% conversion rate, with a cost per lead of just $1.56. This campaign has quickly proven to be a major success, helping the client connect with thousands of individuals seeking spiritual guidance and prayer.
The Dominican House of Studies, located in Washington, D.C., is a Catholic institution dedicated to the intellectual and spiritual formation of future priests and theologians. The friars offer prayerful support to those seeking spiritual guidance, making this campaign a perfect way to further their mission.
Campaign Overview
The objective of this campaign is to generate new leads for long-term engagement with the Dominican House of Studies. We are encouraging users to fill out a lead form in exchange for weekly devotionals from Father Petri, as well as the comfort of knowing that friars and priests would pray for their specific requests daily.
The Strategy
We structured this campaign with a robust targeting approach to ensure we were reaching the right audience. Our team created custom audiences based on past interactions and added detailed interest and demographic-based targeting to further refine our reach. This allowed us to connect with individuals who were likely to be receptive to the offer of spiritual guidance and prayer from the Dominican House of Studies.
In terms of ad creative, we tested three key formats:
Single Image Graphic
Featuring the headline “Can we pray for you?”—direct and sincere, aiming to resonate emotionally.
Carousel Graphic
Offering multiple visuals to illustrate the powerful prayer ministry of the Dominican House.
User-Generated Content-Style Video
A heartfelt video from Father Petri, walking through the church and showing the very prayer boards where friars read and respond to prayer requests every day.
Creative Performance
Father Petri’s UGC-style video far outperformed the static images. His warm, personal appeal, combined with the visual of the prayer boards, connected deeply with the audience. The video not only drove the bulk of leads but also humanized the Dominican House, helping people see Father Petri as a personal, relatable figure within the community and strengthening the emotional bond with the viewers.
Seamless Integration with CRM
To maximize efficiency and capture every lead, we integrated the campaign with the client’s CRM system, Salesforce. This allowed us to build an automated workflow where each Facebook lead was immediately added to a list and funneled into a drip email campaign. The workflow ensured that every new lead received:
- A welcome email introducing the Dominican House of Studies and the weekly devotional program.
- Weekly devotional emails from Father Petri that nurture spiritual growth and remind recipients of the friars’ continued prayers.
Supporting A Broader Mission
This campaign isn’t just about building an immediate list—it’s laying the groundwork for future engagement. In addition to spiritual support, these new leads will be vital as the Dominican House prepares for its annual appeal in the fall, where they will ask for donations via email and mail. By nurturing this audience through weekly devotionals and personal connections, we’re helping to cultivate a donor base that will be receptive to future appeals.
Looking Ahead
With over 3,000 leads already in just 30 days and a 40% conversion rate, we’re thrilled to see what the future holds for this campaign. This early success is not just about numbers—it’s about creating meaningful, lasting connections between the Dominican House of Studies and those who seek prayer and spiritual support.
Stay tuned for more updates as we continue refining the campaign to maximize engagement and long-term retention.
Ready To Scale Your Business?
We specialize in both transforming underperforming ad campaigns and creating brand-new, high-impact strategies from the ground up. Our team of experts focuses on crafting innovative advertising solutions tailored to your unique needs, driving measurable growth, and maximizing your return on investment. Whether you’re looking to optimize your existing efforts or launch a new campaign, we’re here to help.
Contact us today to schedule a free consultation and discover how we can elevate your digital marketing to the next level!
Are you ready to drive revenue and meet your online goals?
We will work together to craft a plan that will allow your business make a leap forward.
