Solution and implementation – automated communication that motivates
The goal was to develop a communication strategy which increased income from donations for each campaign. The peer-to-peer fundraisers had to be motivated and fired up during the campaign. The fundraisers then passed this motivation on to their peer group.
In the spring of 2018, WWF Germany decided to improve the peer-to-peer programme on their platform. In the beginning we supported them as advisers and helped to set up Google Analytics. Together we defined goals, the achievement of which was monitored by e-commerce tracking. The problem to date: The number of peer-to-peer campaigns was good. However, the individual campaigns brought in too few donations. Therefore, the goal was to increase the intake for each campaign. To achieve this, it was necessary to prevent the fundraisers’ interest from gradually dwindling during the campaign. An email series should motivate the peer-to-peer fundraisers during the campaign. From now on, fundraisers received a notification when no donations had been made in seven days. The automation was triggered again after 14 days of no incoming donations. Also new were congratulatory emails which were triggered when donations were received. Seven days before the end of the campaign, the peer-to-peer fundraisers received a reminder, a call for a final spurt. Before the automation was set up, the journey only consisted of two emails: One at the start and one at the end of the campaign. Communication was expanded considerably; the result was astounding.
The effect – double the income from donations
Within two months, the organisation succeeded in almost doubling its income. This is especially gratifying as the reference period (December 2018/January 2019) fell within the Christmas period. Every fundraiser knows: An above average amount of money is donated at Christmas time. So it is normal that the number of donation campaigns is lower in January and February. However, the number of donations per campaign has doubled through automation. The amount per donation also increased by half on average. So we were able to achieve double the income.