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.
Driving engagement with meaningful communications
Averil and her colleagues focus their marketing efforts on increasing membership, fundraising, and advocacy. With Marketo Engage, their marketing campaigns are more strategic because they can segment the marketing database of 600,000 contacts and not only personalize content, but also create individualized engagement journeys.
Last year’s Save the Koalas campaign is a great example of the successes they are achieving through segmentation and personalization. The purpose of the campaign was to spread awareness about the plight of the koalas in Queensland and to urge people to voice their concerns to the right stakeholders. The team created an advocacy campaign in Marketo Engage that triggered custom email messages from subscribers directed to 12 key policymakers in Queensland.
“Previously for this type of campaign, we had to collect petition responses and wait until the end of the campaign to send the information to the politicians,” says Averil. “In this case, by the end of the campaign, our subscribers had sent more than half a million email messages in support of the koalas. The response to this campaign was so positive that we immediately began taking the same personalized approach with subsequent advocacy campaigns. The result has been a doubling of open rates as well as positive feedback from supporters.”
