With more than five million members globally, the World Wildlife Fund Australia (WWF-Australia) is the world’s leading conservation organization. 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 personalized email campaigns and social media interactions through Facebook, Twitter, and Instagram.
Adobe Marketo Engage plays a key role in the new marketing strategy. With Marketo Engage, 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.
“With Marketo Engage we can listen to our supporters, engage them with content they care about, acknowledge their contributions, and take them on a journey that shows how their gifts are impacting the world,” says Averil.