Network for Animals and Care2
Network for Animals came to Care 2 with a straightforward campaign asking Care2 members to opt-in to receiving email from Network for Animals. Those who opted-in were sent an NFA-branded welcome email by Care2.
Network for Animals tested the results of petitioning and fundraising request emails, then inserted the new supporters into the organization’s regular email program.
The results:
The new supporters recruited on Care2 have performed excellently. 88% remain subscribed after 10 weeks. After NFA sent petition asks to its new subscribers, the initial batch of supporters has gone on to generate more than 5,000 petition signatures. Network for Animals has been so pleased with the results, the organization made Care2 its #1 acquisition source, above Facebook and other methods.
The fundraising asks are performing equally well. Network for Animals broke even within six months, and results have been positive enough that the organization ran repeated acquisition programs with Care2.
NFA’s most interesting results came from split testing new acquisitions. Over a period of a week, they took 3 batches of 5,000 newly acquired supporters, and split tested a petition solicitation to 2,500 against a donation solicitation to the other 2,500.
Their results were surprising. In every case, the unsubscribe rate from the donation-focused email (1.77%) was much lower than that of the petition-focused email (3.87%).
Network for Animals credits the high quality of their new supporters to the initial confirmation email sent by Care2. The email, which very closely matched the brand style of NFA, provided the option to unsubscribe before a subscriber actually reached the NFA mailing list.
This was a huge benefit for both ROI and public satisfaction. The vast majority of supporters added to Network for Animal‘s
mailing list genuinely wanted to be there. Based on its results, NFA encourages other organizations to split test their first few batches of new supporters to work out the best options.
Q&A: What is the best aspect of working with Care2?
Care2 has a number of acquisition processes and quickly found the option that suited NFA best. All our questions were answered patiently, and contact levels we have requested from time to time have been respected, which helps build a good relationship.
How would you compare Care2 to other acquisition methods you’ve used?
Care2 has so far been our #1 acquisition source. We will continue to monitor results and hope our mutual success continues. The closest competitor has been paid promotion of Facebook posts, but where Facebook can’t compete is speed of delivery. In Facebook, to keep costs low it’s important to bid a low cost per click, and the result of this is that an acquisition program takes considerably longer than Care2 to deliver.
