From 1,000 Donors to a National Movement

When Dying With Dignity Canada (DWDC) first partnered with Public Outreach in 2015, they were up against three major challenges:

• Low brand awareness

• A digital donor file with just over 1,000 names

• No monthly giving program

At the same time, the stakes had never been higher. As Canada’s national conversation on end-of-life rights intensified, DWDC needed more visibility, more supporters, and more revenue to fuel its advocacy. It was clear that the path forward would require digital transformation.

DWDC made a choice. They invested early and steadily in scalable digital acquisition and donor conversion. And it worked.

The Results: Long-Term Growth That Compounds

In 2016, DWDC raised just over $10,000 via email.

By 2024, that number hit $748,052 — entirely from email fundraising.

Today, DWDC’s program includes:

• 320,000+ subscribers
• Almost 6,000 active monthly donors
• A sustained annual increase in one-time and monthly revenue

What began as a list-building experiment became a core revenue stream and a powerful engine for advocacy, awareness, and donor engagement.

The Strategy: Build, Test, Optimize, Scale

DWDC didn’t get here overnight. Over eight years, Public Outreach helped design and implement a digital fundraising program that prioritized data, infrastructure, and intentional growth. No gimmicks. Just consistent performance and measurable progress.

Multi-Channel Funnel Highlights

• National email-to-MP actions to drive mission alignment and acquisition
• Lead generation campaigns on social to reach new audiences
• Email welcome and cultivation series to warm new leads
• Strategic telefundraising to convert new subscribers
• High-performing email fundraising campaigns year-round
• A dedicated year-end campaign focused on new donor acquisition

Each year, we tested, refined, and scaled what worked. Over time, this became a full-funnel acquisition and conversion engine.

By the Numbers: What Growth Looks Like

2016–2021:

• Email list grew by 227%
• One-time gift (OTG) revenue grew by 596%

2022–2024:

• Email list grew by 51%
• OTG revenue increased by 138%

Spring Appeal 2025 vs 2024

• Revenue increased by 74%
• Donor conversion grew by 39%
• Average gift size jumped by 24%

The Insight: List Size Drives Revenue

In digital fundraising, your list is your lifeline. DWDC’s growth shows that investing in smart list-building and integrated conversion pays off — not just in the short term, but year over year.

More importantly, it shows that planning ahead beats playing catch-up. DWDC built the infrastructure before a crisis hit. So when national attention surged, they were ready to meet it with clarity, confidence, and a growing community of supporters.