International Council for Animal Welfare (ICAW) is a non-profit organization that focuses on advancing institutional animal welfare policy in key geographies globally. They engage with decision makers at large multinational companies as well as the general public to raise awareness about key evidence-based animal welfare priorities.
The Goal
ICAW was seeking to grow an email list of activists for their Rapid Virtual Escalation Network (RAVEN) to connect volunteers across the globe with weekly online actions, hand-crafted to make real change for animals.
They were looking for activists interested in taking action for animal rights either by sending emails or publishing comments on social media, or making calls and sending physical emails to decision makers.
Specifically they wanted to grow support for their campaigns to pass cage-free policies and advocate for shrimp welfare.
The Challenge
As a relatively new organization, ICAW was starting from scratch building an email list. As a global organization, they needed to recruit a wide geographic base of advocates as quickly as possible.
In the past, their movement relied on petition platforms like Change, but they knew they needed to find an alternative. Other options they considered were to build petitions themselves and run them with ads on social media. They decided that this would not only be costly, but also take too much capacity away from supporting their active animal rights campaigns.
Lastly, they were concerned that to run ads effectively they would have had to take a broader approach in their messaging leading to a lower-quality audience of activists who are not necessarily aligned with ICAW’s mission and campaigns.
The Solution
Fortunately, ICAW found Care2 where we were able to deliver dedicated advocates at scale across their key geographies.
“Care2 was perfect for our needs. We were able to run petitions to get us exactly the audience we need.”
-Raphaëlle Martinez, Director of Digital Mobilization
We ran three campaigns targeting the United States, United Kingdom, and the EU recruiting animal rights activists who opt-ed in to join the RAVEN network. We targeted Care2 members who have expressed interest in animal welfare in the past through our organic and email reach.
The Outcome
Care2 advocates responded at an extremely high open, click, and action rate:
“We are extremely happy with these numbers. It’s a very healthy list. Also, even beyond the numbers these people are really engaging with me by email. If one of the target emails is bouncing, they will let me know.
It’s exciting to have a supporter base that is really engaging with us, and we can feel that they really want to be here.”
-Raphaëlle Martinez, Director of Digital Mobilization
Not only were the Care2 campaigns successful in growing ICAW’s list with loyal action takers, but every petition signature also generated a letter to corporate decision makers urging them to follow through on their commitments to go cage-free.
The team “definitely noticed some reactions [from decision makers] in the days following some of our actions. It’s definitely having an impact.”
Lastly, ICAW was able to externalize their list growth needs without taking up limited capacity.
“Sometimes when you try to externalize something, it ends up still being a lot of work, but that was not the case with Care2. The team really made it easy for us.”
-Raphaëlle Martinez, Director of Digital Mobilization
Now, Care2 and ICAW are working together to deliver more advocates and running campaigns specifically targeting younger advocates! If you are interested in learning more about Care2, request a quick demo.
