Using Email To Drive 11:1 ROI for Charity

TESTIMONIAL

“Email was a new channel for Breast Cancer Ireland so we were skeptical that it could deliver the fundraising results we needed. With fewer newly acquired fundraisers, we focused heavily on driving registrations amongst existing subscribers with a retention focused Email strategy. Wolfgang helped us achieve this and more.“

- Samantha McGregor, Development Manager, Breast Cancer Ireland

WOLFGANG DIGEST

The Great Pink Run is a key fundraising event for Breast Cancer Ireland. Previous campaigns relied heavily on their strong social media presence. In 2022, they committed to unleashing the full power of Email Marketing. Not only did integrating Email into the digital campaign drive results, it ended up driving 30% of total registrations and contributed to a campaign ROI of 11:1.

CHANNELS

Email & Meta

BUSINESS GROWTH

ROI: 11:1

Subscriber Growth +124%

THE CHALLENGE

Breast Cancer Ireland wanted to use Email to raise more money for their big fundraising event, The Great Pink Run. But their existing Email platform had integration issues that made tracking and measurement difficult, so they couldn't unlock the channel's full potential. We migrated to Klaviyo and implemented a custom integration to connect with their fundraising platform and ensure accurate and up-to-date customer data. This allowed us to personalise our Email communications and maximise fundraising opportunities. The integration also enabled cross-channel remarketing and audience targeting.

OUR STRATEGY

We used granular segmentation tools to send automated flows and fundraising campaigns to small, targeted groups of subscribers based on past Great Pink Run participation. Goals were set for each segment:

Drive registrations amongst existing subscribers.
Drive referrals amongst registrants.

Campaigns were tailored with a focus on driving awareness of the event, its impact and fundraising. Different incentives and messaging were tested for engagement, then used in Social lead gen campaigns to drive subscriptions and registrations. Email campaigns also thanked those who registered and provided helpful training resources to keep them motivated.

INNOVATION USED

To combat the effects of iOS updates on visibility and targeting, we used Email to turn the tide. By supplementing social tracking data with real-time registration tracking data, we quickly adapted our strategy based on key insights. An integrated Social lead generation campaign drove new subscribers, with 24% converting to registrations. The email campaign to new subscribers had a 75% open rate and 25% click rate. Competitions, discount codes, and event countdown clocks were used to drive additional registrations, with remarketing across social audiences to drive conversion.

After the event, personalized surveys were sent to attendees for qualitative and quantitative data to improve both online and in-person event experiences. Helpful content, training tips, and FAQs were shared in our emails to encourage engagement.

BUSINESS GROWTH

Our first year of incorporating Email into the Great Pink Run strategy was a huge success. Adding Email to the campaign resulted in:

30% of total event registrations from Email
124% growth in overall BCI subscribers
6% conversion rate from Email channel (industry average 1%)
16:1 Email ROI
11:1 overall digital ROI of 11:1

16:1

Email ROI

11:1

Digital Campaign ROI

+124%

Subscriber Growth

The Fundraising Formula

How adding Email to Social elevated campaign to ROI of 11:1

TESTIMONIAL

WOLFGANG DIGEST

CHANNELS

BUSINESS GROWTH

THE CHALLENGE

OUR STRATEGY

INNOVATION USED

BUSINESS GROWTH