Implementation – Convince people by means of authentic employee experiences
Nobina has been working in Nepal as a volunteer health worker for FAIRMED since the earthquake in 2015. She talks in interviews and reports about how she provides on-site healthcare for the poor. Nobina sends various stories and interviews about her health station, a mothers’ groups, and a self-help group for people with disabilities. The emotional bond with FAIRMED is strengthened, with the help of various landingpages, emails, text messages, images and videos. The campaign shows the on-site problems, creates closeness with the population of Nepal and presents FAIRMED projects on multiple channels using multimedia. At the end of the campaign, and therefore shortly before the direct debit is taken, the sponsors who have been won receive a postcard from Nobina as a thank-you for their support.
Effect – 10% increase in payment realisation and double email opening rates
An evaluation of the campaign showed a clear positive effect in comparison to reference campaigns. The number of initial payments realised was able to be increased by 10%, which strengthened the effect of the face-to-face fundraising campaign. Furthermore, the open rate for automation emails was almost double the benchmark value for FAIRMED’s regular newsletters. The readers do not only find the FAIRMED Nepal journey interesting, but it also enables them to cement their bond with the organisation.