Case Study

“We Won’t Black Down” Email Fundraising Campaign

Black Voters Matter

The Challenge

Leading up to the 2022 Midterm Elections, we partnered with Black Voters Matter (BVM) to help their online fundraising efforts and create a strategic email fundraising push. Historically, BVM has not had a recurring online fundraising program.

Throughout our partnership, we worked to build up the digital infrastructure. Along with the “We Won’t Black Down Campaign”, our strategic approach focused on uplifting the local on-the-ground work across target states to their national audiences.

Our Approach

In early October, Fenton partnered with Black Voters Matter to develop a email campaign that sought to increase overall small-dollar donations, increase the number of new donors and streamline their online fundraising efforts. Between October and early December, our program launched a total of 20 emails focused on BVM’s ground work and priorities as the hook.

Our approach for these emails focused on optimizing donation pages for conversions, connecting the fundraising asks with BVMs amazing on-the-ground work, weaving donation asks within the weekly newsletter and implementing aggressive audience segmentation to protect list health.


This email campaign saw unprecedented success and performed the strongest out of any of Black Voters Matter’s previous email campaigns.

In the lead up to the midterm elections, we were able to raise over $100,000 from these 20 emails alone.

Other KPIs included:

  • An average 51% conversion rate across donation pages.
  • A steady average 30% open rate across emails.

This email campaign played a significant role in the overall success of the “We Won’t Black Down” Campaign, engaging hundreds of thousands of Black voters by driving donations as well as attendees at events and increasing Black voter turnout across the board, especially in the South.

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