Executive Summary

This case study evaluates a digital campaign conducted by Donor Link on behalf of a prominent charity, aimed at its Australian supporters that were unable to be reached via their internal efforts. The charity initially utilised a multi-faceted approach involving a series of emails, SMS, and phone calls, prior to engaging Donor Link. From there, Donor Link successfully converted 58% of donors who engaged with its campaign.

Campaign Strategy

Targeted Internal Outreach: A multi-channel approach was taken by the charity initially, combining SMS, email, and phone calls to maximise reach and effectiveness.

Identification of Non-Contactable Records: Donors that were not able to be reached were identified and sent through to Donor Link.

Donor Link Campaign: Donor Link worked closely with the charity to build a suitable digital campaign, seamlessly integrating existing branding and payment gateway, whilst utilising Donor Link’s AI powered multi-channel communication platform and approach.

Campaign Results

• Total Engaged Donors: 34% engagement rate
• Total Donors Updated: 58% conversion rate
• Estimated Annual Income Retained for the Charity: $343,296

Analysis

The campaign demonstrated a commendable engagement rate of 34% considering these supporters had already been attempted by the charity. The multi-digital channel approach was a success, leading to a solid conversion rate of 58%. The campaign also generated the attention of 1769 donors who directly contacted the charity and thus were suppressed from the campaign. If this was factored in, engagement would have exceeded 70%. Given Donor Link’s success-based pricing model, and the fact that these donors were not effectively reached during the initial attempts, the return on investment for this campaign was significant, resulting in a total annual income retained estimated at $343,296. The campaign was also able to update many of the invalid email and phone details on record, improving data integrity and allowing for more effective communication to these donors moving forward.

Conclusion

The Donor Link campaign successfully retained considerable income for the charity. The campaign achieved positive engagement and conversion outcomes, as well as additional data integrity benefits. Whilst the Donor Link campaign achieved its objective, future campaigns could benefit from a reassessment of overall campaign strategy, including utilising Donor Link sooner in the process to enhance cost efficiency and improve engagement levels. The insights gained from this campaign will inform future strategies for donor communication and database management, ensuring continued support for the charity's mission.