Partner Success Stories
HIAS Fights Clutter and Fraud Through Archival
It's easy for an organization to find itself managing dozens of live donation pages - especially after a busy year-end fundraising season. All of these pages present a few challenges. First, updates to your page components need to be replicated across all pages. Second, more live donation pages equals more targets for credit card fraudsters.
HIAS took proactive steps to manage its donation pages to confront these two challenges.
Step 1: By running a data report (Data & Reports > Data) HIAS identified those donation pages that received donations in the last 90 days.
Step 2: HIAS closed inactive donation pages that hadn't recently received a donation and re-directed them to an active donation page. The link to the active page contained a tracking parameter to track these re-directed gifts.
Now there are fewer donation pages that need updating when a change is required and there are less donation pages floating around the web waiting to be targeted for fraud.
That email address is fake.
When fraudsters test stolen credit cards on donation pages, they create thousands of fake email addresses - usually a random series of characters followed by gmail.com, yahoo.com, etc - that clutter your database and hurt your sender score. Take proactive steps to squash those fake addresses in your database, while also rooting out spam traps, by using an email verification tool like ZeroBounce or TowerData.
SOS Children's Villages' thoughtful approach to list hygiene includes using ZeroBounce to analyze the health of their list and identify traps or fake addresses. After recently completing a review of the file, we were able to tag email addresses and create a strategy for suppressing or removing problematic individuals. Their strategy has led to an overall improvement in sender scores and deliverability.
SURVEY DATA & INFORMED ENGAGEMENT
In 2019, the Center for Science in the Public Interest (CSPI) ran 70 online advocacy campaigns. Those campaigns targeted federal, state, and local policy makers and generated over 350,000 actions. While they were making strides for food safety and child nutrition policy, CSPI also wanted to learn more about their advocates with the aim of strengthening the advocate experience and improving recruitment targeting.
Raise the Roots and CSPI began learning more about advocates by creating a simple approach to categorizing action alerts. Each action alert was assigned one or more categories using Engaging Networks' attributes. That allowed us to put advocates into profiles based on the category of actions they had participated in. With advocates in profiles, CSPI could target alerts to the most interested audiences and put more resources into categories in need of more advocates.
CSPI is interested in leveraging the "Tweet to Target" pages in Engaging Networks more often in 2020. The challenge is identifying advocates who have a Twitter profile to avoid alienating those who don't. We created a saved query that grabbed advocates who had taken action on a Tweet to Target page in the past and combined those supporters with anyone who indicated they are a Twitter user through a survey.
While CSPI continues working to create the most effective and engaging advocate experience, these simple steps are important first steps everyone could benefit from.
Converting Advocates to Donors
Friends of Canadian Broadcasting wanted to know more about their supporters, so we performed an audit that provided a clearer profile of the types of supporters who donate to the organization. One common theme that stood out was the strong correlation between advocacy actions taken and donations made. Based on this finding, we worked together to create an advocate-to-donor conversion series targeting advocates who had never donated.
First, we looked for a common issue that most non-donor advocates had take action on to create content we knew would resonate with these supporters. Next, we set the bar low for our fundraising ask ($5) and tied it directly to an exclusive benefit for these donors (an "ask me anything" session with the Executive Director). Finally, we created three distinct messages that allowed us to test the most effective approach - a direct ask, a petition with an after-action donation page, and a "personal message" designed to look like it came directly from the desk of the E.D.
Our goal was to convert 100 advocates to donors through this experiment - and we did! By far, the most effective email in the series was the personal note from the E.D., converting 44% of the donors. Thanks to the success of this campaign, we've setup a marketing automation in Engaging Networks that will identify non-donor advocates in an ongoing basis and target them with the series.