The Fund for Animals
Case Study: Multi-channel Marketing to Maximize Monthly Donor Recruitment
Since 1967, The Fund for Animals (FFA) has been a leader in the animal protection movement through advocacy, rescue operations and operating a network of animal care facilities. The Fund for Animals' historic victories have saved thousands of animals from cruelty and suffering.
The Fund for Animals need help to reach their goals of generating higher-value donors and more revenue from prior years.
CDR crafted a segment-specific strategy that leveraged a mix of channels, including direct mail, telemarketing, email and digital advertising to acquire high-value donors. To ensure efforts would acquire high-value names, the campaign focused on positioning a monthly donation ask to prospects with the option of a symbolic adoption that delivered a back-end animal plush premium.
Within digital channels, prospect donors had the opportunity to take an interactive quiz that would match them with an animal they could symbolically adopt. After the prospect was matched with an animal, further communication touchpoints were personalized to feature their animal match. The monthly ask was also incorporated into telemarketing scripts. Having the donation ask and creative repeated across all channels created campaign resonance that provided a lift to results.
The campaign resulted in a 15.3% reduction of cost compared to the prior year. Additionally, telemarketing invitations generated a 19% higher average gift along with improved fulfillment via mail. The use of digital ads helped reinforce direct mail and email donation asks, which led to over $25,000 in revenue.