Objective
The primary objective of the campaign was to execute a full-funnel acquisition strategy that turned net-new prospects into active supporters. By leveraging Stirista’s acquisition email capabilities, the campaign was designed to generate top-of-funnel awareness, drive highly qualified mid-funnel traffic to the non-profit’s site, and ultimately maximize ROAS through efficient lower-funnel conversions that secure the matched donations required to fund their mission-critical research.
Solutions
Stirista deployed a multi-faceted acquisition email strategy focused on a high-intent audience segment:
- Targeted Deployment: The campaign reached high-propensity unique prospects with a strategy designed to capitalize on peak year-end giving trends.
- Creative Testing: Stirista recommended creative testing at the outset to identify optimal messaging to maximize recipient engagement throughout the duration of the campaign.
- Stirista Website Pixel: To track and measure performance, Stirista placed its Visitor ID Graph (VIG) pixel on the campaign landing pages. This provided insight into web traffic driven by the campaign and helped demonstrate a clear return on investment.
- Attribution: Stirista tracked performance during the campaign window to ensure accurate matching of email recipients to final donation records.
Results
The campaign delivered exceptional efficiency and strong engagement metrics over its three-month duration:
- Conversion/Financial Impact: The campaign generated approximately 5.25 times its investment in matched donations, demonstrating exceptional efficiency and impact.
- Strong Engagement: The campaign achieved a 5.12% open rate (typically see an open rate between 1 and 3%) and generated a robust click-through rate (CTR) of 9.40% (typically see CTR between 2% and 5%), building a significant pipeline of prospects for the major non-profit’s future fundraising efforts.
- Increased Website Visits: The Stirista pixel revealed that email-attributed Donors are of higher quality with those users returning to the site an average of 3.77 times, compared to 3.00 average visits for the organic audience (Unmatched Donors), a +26% lift. The campaign also drove a +5% increase in unique website traffic overall which the organization can use for remarketing or audience expansion in future efforts.
- Deployment Quality: With all emails deployed directly through Stirista’s in-house ESP, deliverability reached nearly 99%.
Within just over 100 days, this non-profit saw a significant increase in donor acquisition and revenue, proving that targeted acquisition email is a powerful tool for scaling non-profit contributions.
