Cuso International had a successful year end campaign focused on maternal health. How could we leverage the success of this campaign, optimize it, and scale it up to reach and inspire more donors to give?
Channel integration is working to reach more donors and raise more money, especially at year end. Ensuring one consistent message is in the marketplace across all channels and with donor and prospect audiences is key to success.
The insight that the first look between a mother and her newborn child is a powerful moment, drove the campaign creative. We asked donors and prospects to help by ensuring that this first look, wasn’t their last.
We developed an integrated year end campaign that included a new direct mail package for donors and a high touch mailing for their high value donors. We leveraged the same insight and creative into acquisition, carefully testing it into the control. We scaled the campaign up by investing in an integrated email series and supported the entire campaign with a digital media buy, unpaid and paid social, as well as leveraging owned assets, like the homepage. Video was a key asset in delivering the message to donors through email, digital and social channels.
This campaign resulted in a 10% increase in year end online donations as well as improving results in the mail for both donor and acquisition. It provided a baseline to further improve and scale the campaign in the future.