22NTC Session:
Fundraising
How AWF Reactivated 108,000 Lost Emails With One Strategy Change
Description
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 sessionLearning 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.