With more than five million members globally, the WWF-Australia is the world’s leading conservation organisation. According to Averil Case, digital marketing specialist at WWF-Australia, contributing to a nonprofit such as WWF-Australia is an emotional decision. So it’s essential to engage with donors on an emotional level.
To make that emotional connection, Averil and her marketing colleagues have replaced traditional batch-and-blast email communications with highly personalised email campaigns and social media interactions through Facebook, Twitter, and Instagram.
Marketo, the world leader in marketing automation, plays a key role in the new marketing strategy. With Marketo, marketers apply data-driven analytics to determine which content to deliver to each supporter and to map out engagement journeys based on supporters’ individual interests and concerns. This data-driven approach ensures that people receive content that is meaningful to them—content that moves them from initial interest through to advocacy, membership, and financial contributions.