23rd Feb 18 Austin Clark
New initiative aims to engage mid-value supporters (case study)
Find out how a tribe funding initiative rolled out on and offline is boosting a charity
The international animal welfare charity Brooke had been experiencing declining response rates from their mid-value audience, which in some instances had halved. Tasked with helping to address this decline, GOOD Agency worked with Brooke on an approach which would engage with this audience.
A key insight from research was that this audience didn’t want to be ring fenced into a club alongside people they didn’t know, or be given a label or particularly special treatment. What they valued was the opportunity to feel part of something where they could make a significant difference to the suffering animals they cared passionately about. They wanted direct communications that made them feel closer to the work in the field, closer to the team, and part of a collective endeavour.
Using this insight, the London-based agency helped to bring the idea to life with a tribe funding initiative that allowed mid-value supporters and prospects to choose which of three Brooke projects they wanted to fund.
The initiative also provided an opportunity to fulfil a secondary objective of the brief which was to drive more donors online.
This was all brought to life via a combination of on and offline communications. Launching in April 2017, the first of these communications was a teaser email, followed by a pack that offered the opportunity for supporters to pick from three projects to support from three different countries, and the case for support was made by the key members of the team who could make change happen for the animals if they joined them: owners, local vets, community champions and Brooke staff.
Supporters were then directed online to the tribe funding pages for more project content and a running total of the project funding. Finally, a reminder mailing included photographs with handwritten notes from Brooke staff in the field to bring supporters even closer to the cause.
Annie Moreton from GOOD said: “We loved working with Brooke in creating this original campaign. With tangible objectives and items their donations could fund, supporters could make an informed decision in addition to those which struck a chord with them emotionally.”
Jane Bond, Direct Marketing Manager at Brooke, said: “This project is all about providing supporters with updates on the work in action, and connecting them directly to the impact that their support will make and the people that will make it happen. We are thrilled with how it has been received. It has been our most successful appeal in the past two years; receiving an average response rate of over 9% for the main pack and is on track to double the target by campaign close; raising over £130,000.”
The story doesn’t end there. Donors are now receiving tailored email updates on each of the projects they fund and plans are afoot to run a similar campaign again next year.