Case Studies

Surround Sound Cultivation and Retention for LCV

To really move the needle on smaller audiences like mid-level donors, we needed to create a test that would deliver statistically significant results. We conducted a 3-month treatment test that layered in additional channels to understand how they could impact giving.

Client
League of Conservation Voters
Issue(s)
  • Environment
Services
  • Email
  • Multichannel Fundraising
  • Sustainer and Mid-Level Donor Programs
  • Web & Email Optimization
 

Challenge

How can we upgrade more of LCV's donor file to mid-level giving, and strengthen the pool of prospective major donors?

Opportunity

Develop a personalized, multichannel "surround sound" strategy that emphasizes the real-world impact a larger dollar gift to LCV can make.

Results

$1,000+ gifts

Revenue per donor

Average gift size

Approach

Test and Control groups received their usual communications, including email messages, direct mail, and telephone calls from gift officers. The Test group also received targeted advertising and SMS messages. 

Donors in our test group who were opted in to broadcast SMS also received SMS messages during a 3-month window, also designed to cultivate, engage, and validate their support. Click through rates on the two news articles were extremely strong. 

Native Ads appeared on other news media sites, and were formatted to appear very similar to content articles. Formatting varies based on the host site.

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