Giving Tuesday - Strategy

Giving season is the most important time of year for nonprofits, it’s make or break for annual funding goals. Oxbow worked with Panthera to launch a digital fundraising campaign in 2017 and the results were incredible!


Work → Giving Tuesday - Best of 2017

Giving Tuesday - Best of 2017

Panthera | Digital Fundraising Campaign

Panthera is the only organization in the world devoted exclusively to the conservation of the world’s wild cats. Their team of leading biologists and law enforcement experts develop innovative strategies to address the dire threats facing cheetahs, jaguars, leopards, lions, pumas, snow leopards, and tigers. In an annual fundraising push corresponding with national Giving Tuesday efforts, Panthera tapped Oxbow to develop and execute a digital campaign to appeal to their donor base and increase first time donors.

Campaign goals:

  1. Grow Panthera’s email list
  2. Meet or exceed donation goal of $50,000
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The Approach


Our campaign strategy centered around an intentional, curated process:

  • Give users high quality content
  • Allow for easy user engagements
  • Encourage advocacy
  • Show the truth about our subjects & cause
  • Ask for contributions when Panthera is front of mind  



Everyone loves cat videos, and Panthera’s camera-trap footage has worked well in increasing brand exposure and social advocacy. Using short clips from camera-trap footage, we drove traffic to a custom microsite built for capturing email, Panthera’s best-performing donation channel. Users were then able to unlock more candid footage as a reward for voting on their favorite story.


Creative variety, cross-channel exposure, and remarketing helped to amplify our message to a vast audience, while long-form email content and custom pages provided flexible messaging to control the narrative and create a sense of urgency.


THE Results


Panthera more than doubled their fundraising goals for the campaign, continuing their aggressive growth trend and opening up new opportunities for larger initiatives in years to come.  


Impressions: 1.7 Million

Reach: 680K People


Visitors: 20,000+


New Emails: 1,390

Total Donation Revenue: $102,131 (204% of Goal & Up 71% YoY)