The Marmot Recovery Foundation works to recover the wild population of the Vancouver Island Marmot. Significant progress has been made, but much work remains before this species will be fully safe from going extinct.
Working with HMA for more than 20 years, the Marmot Recovery Foundation has a strong new donor acquisition program. Like all non-profit organizations though, they realize that they need to diversify their acquisition tools to continue to grow their donor base.
HMA worked with the Marmot Recovery Foundation to develop a new digital acquisition program. HMA created all of the digital content including the posts/ads that were run on social media, and the campaign’s dedicated landing page. HMA also helped the Marmot Recovery Foundation coordinate the 2nd step of this program, moving online petition signers to make donations to support the Foundation.
HMA tested more than 20 different creative approaches to maximize success with this campaign. The strongest one generated a nearly 10% click-through rate, which is exceptionally high for social media. The landing page completion rate was 45.25%, which is also well above industry benchmarks. And while the initial investment was quite small, the Marmot Recovery Foundation saw hundreds of likes, comments and shares on social media, and opted more than 600 people onto their e-mail list. They also acquired a good number of new monthly donors which will be quite valuable to the organization over the long term.
Client: Growing Digital Acquisition For The Marmot Recovery Foundation
Services: Digital, Intergrated Fundraising
A lead generation campaign including a series of Facebook ads and landing pages.
A lead generation campaign including a series of Facebook ads and landing pages.
This was a traditional direct mail campaign leveraging a long-form survey to learn more about their donors and identify those who are interested in leaving a gift in their Will.
A digital fundraising campaign including a series of four emails.
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We created the design and copy for this direct mail monthly donor conversion campaign.
We also created a new monthly donor club logo. The logo consists of 12 blue hearts, representing each month the donor donates. The hearts create a circle that encompasses an orange circle, which conveys a feeling of unity and community.
This campaign included integration through direct mail, telemarketing, and e-mail. It also included a match as an incentive.
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This campaign continues to improve every year. From the first year they started integrating digital with direct mail, the Food Bank has seen a 227% increase in revenue. The combination of direct mail, Facebook ads, e-mails, and a campaign-specific donation page has really increased the online donations, with more than 70% of the donations to this campaign now coming online.
A highly successful integrated fundraising campaign including direct mail, e-mails, and digital ads.
A quarterly donor newsletter for Oxfam Canada that includes a section highlighting legacy giving.
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