22NTC Session: Fundraising
How AWF Reactivated 108,000 Lost Emails With One Strategy Change
Submitted by: Claire Kerr | Care2


Like many organizations, African Wildlife Foundation (AWF) struggled to reach the significant portion of their email list locked away in the ‘inactive’ category. AWF, Sanky and Care2 developed a strategy to re-engage those lost supporters through third-party targeted, branded content in the form of polls, quizzes, and value statements. This session will examine the retention and fundraising results over a 6 month and 12 month period, in which this cultivation strategy boosted donations from active members of their list by 78% and inactive members by 49%. Attendees will learn how AWF’s use of branded digital activities reactivated over 108,000 previously inactive list members and resulted in a significant number of new donors.

Session Type

60 minute session

Learning Outcomes

  • Understand why targeted and branded content prompts supporters in “helper mode” to take an action for a cause.
  • Design digital activities to re-engage lost supporters who were once active list members.
  • Track the results of a re-engagement strategy across multiple channels, including offline.

Target Audience

Digital fundraising or communications professionals interested in re-engagement and retention of email list members.


March 25, 2022


10:00am – 11:00am PST