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Let's stand up for equality, justice and human dignity

Human Rights Day is observed every year on 10 December – the day the United Nations General Assembly adopted, in 1948, the Universal Declaration of Human Rights. This year, Human Rights Day marks the 70th anniversary of the Universal Declaration of Human Rights, a milestone document that proclaimed the inalienable rights which everyone is inherently entitled to as a human being -- regardless of race, colour, religion, sex, language, political or other opinion, national or social origin, property, birth or other status. It is the most translated document in the world, available in more than 500 languages.

This survey will ask for people's feedback on Easterseals' work over the past year and for their input on what priorities should be in the upcoming year. It will lead to an upsell at the end of the survey.

This will be a follow-up to the initial survey message giving people one last chance to make their voice heard. It will also lead to an upsell at the end of the survey.

This will have four holiday card images, similar to what we did last year with this message. The audience will be able to choose which card they want to share on Facebook. After someone shares a card on Facebook, they will be redirected to a donate page that has language thanking them for sharing a holiday card.

From the very beginning of the EOY campaign, we want to make the case for why a gift to Easterseals = tremendous impact on the disabilities community. We'll do this by sharing a few key stories of Easterseals making a difference in the lives of people with disabilities and their families each and every day. Following this up with a strong fundraising ask that lays out the deadline for the campaign and our overall match goal of $100,000.

The second message will really lean into holiday cheer and share a story about a family from a local affiliate. We'll remind people that while they spend money on their loved ones, they also have the chance to impact the lives of people with disabilities.

Right after Christmas, we want to remind our donor list how critical they are by introducing a match and starting to message on "continuing Easterseals' programs and services into 2020 and beyond." We'll lay out how meeting Easterseals' fundraising goals by the end of the year is critical to making sure that Easterseals is not only able to continue into 2020 but provide even more services and reach even more people who need assistance.

Here we target those who have yet to give (whether to this campaign or at all this year, which we can determine and version accordingly), as well as start recognizing the donors who have given and say we're depending on them to come through again. The middle of the message will consist of a local story that leads up to a fundraising ask.

In this message, we'll continue to play into the chance for non-donors to make their first-ever gift before our most important deadline of the year. We'd also plan to lean heavily into the fact that this critical deadline is only two days away.

Morning Email: For the last two days of the year, we'll switch over to a triple match to increase the incentive to give. Include three different vignettes of people Easterseals has helped, to show the impact of a gift going three times as far.

Evening Email: This email will bring in New Year's resolutions and how Easterseals is looking forward to a great year of continuing and expanding work in 2020, but needs your support right now to make sure we can achieve those goals. Also adding in a P.S. acknowledging that they have received several emails, but if they donate today, we will stop emailing them for the rest of the year.

1. As the first email going out on Dec. 31, we'll  amp up the urgency around the midnight deadline and show how much progress we've made towards the goal, but highlight how we still need the list's help to reach it.  

2. Triple Match. A shorter email acknowledging that the last day of the year is busy with New Year's plans and preparing for celebration, but asking the audience to take three minutes out of their day to triple their impact for the millions of people Easterseals helps and serves day in and day out. It will provide a quick update on how much we need to raise to meet the EOY goal.  

3. The last email of the year will provide an update on how we're so close to reaching the goal, and if people donate right now we'll reach the goal by midnight. The end of the message will thank people for their support throughout the year and will also wish the supporter a happy and safe New Years to them and their family.