The Client
Lions Foundation of Canada Dog Guides (LFCDG) raise, train and provide Dog Guides for Canadians who are visually impaired, deaf or hard of hearing, for people who have seizures or diabetes, or another medical or physical disability that restricts their independence. Dog Guides are also provided to children on the autism spectrum and to agencies working with people in traumatic situations.
The Challenge
One of LFCDG’s goals is to significantly increase their number of monthly donors over the next 4 years. Their donor base is relatively small, with a limited number of donors to convert to monthly giving.
The Solution
HMA developed, deployed and managed an inaugural digital lead generation and donor acquisition campaign for LFCDG. A significant goal of this campaign was to run audience and creative testing, to identify the most compelling case for support and creative execution in advance of a larger campaign the next year. Based on those results, we implemented the best performing ad types, photos and language in the next campaign.
After reviewing the LFCDG’s donor base and considering their overall goals, HMA recommended a multi-channel monthly donor conversion campaign that included direct mail, digital ads and telemarketing.
First, we approached existing donors with a monthly donor conversion ask via direct mail, then a follow-up telephone call.
Next, we developed a series of ads for Facebook and Instagram to recruit new donors direct to monthly, and to gain leads for two-step monthly donor conversion. New leads from the digital campaign received a phone call with an ask to sign up for monthly giving or to make a single gift.
In order to provide the best results possible, HMA partnered with Keys Marketing Group who coordinated and managed a very successful telemarketing campaign.
The Results
By utilizing learnings from the first digital campaign, the second digital campaign saw 6 times more leads.
The direct mail campaign provided single gift revenue that helped pay for the overall campaign.
By partnering and utilizing the expertise of Keys Marketing Group to make the phone calls to donors, and new leads generated by the digital campaign, the telemarketing campaign was a huge success increasing their monthly donor base by 28%.
The overall campaign (direct mail, digital and telemarketing) increased LFCDG’s monthly donor base by 40%. The break-even timeline is 17 months, which is great when you consider many of these donors will go on to make special single gifts and will leave larger gifts in their Wills. A huge success!
Client: Lions Foundation of Canada Dog Guides
Services: Monthly Giving, Digital, Integrated Fundraising, Direct Mail, Social Media
