GLAAD is a nonprofit organization focused on advocacy and education for LGBTQ rights in the United States. GLAAD works to eliminate prejudice and confront difficult issues through meaningful dialogue across industries and communities. GLAAD’s authentic storytelling helps to create a world with 100% LGBTQ acceptance.
The Goal:
One of GLAAD’s digital success goals is to build a powerful email list filled with like-minded individuals who are passionate about LGBTQ issues. A healthy email list is an effective way to coordinate advocacy around legislation, educate supporters, and amplify fundraising messages. Email marketing also helps GLAAD deliver news alerts and direct donation appeals to list members as quickly as possible.
The Challenge:
GLAAD was struggling to find mission-driven donors and leads worth investing in. They tested cost-per-acquisition campaigns with multiple vendors and pursued new audience growth through digital advertising but needed a new source of high-quality supporters.
The Solution:
Knowing Care2’s audience is passionate about media accountability and queer acceptance, GLAAD tested out a few campaigns to determine if Care2 would be a good acquisition source. Petitions and online hand-raisers are a great way to find new advocates who care about a cause and are eager to mobilize around issues.
Care2 campaign topics included marriage equality and standing up against censorship.
The Outcome:
“It’s so easy working with Care2. They really cater to your technology and capacity to make the lift to launch a campaign as easy as possible. Because of the excellent service they provide, we were able to launch a rapid response campaign within two business days. It means a lot to know they are a true partner who are dedicated to the success of your organization’s mission.”
– Kim Abuelhaj, Senior Director, Annual Giving, GLAAD
GLAAD was excited to see how quickly Care2 became an effective channel for donor acquisition. They are on track to recoup 100% of their budget spent within 24 months! The new Care2 audience also performed with engagement metrics in line with GLAAD’s house file. Currently, an incredible 4% of GLAAD’s active donor audience comes from the leads acquired through Care2, and the number of donors (especially first-time givers!) continues to increase.
GLAAD also sees Care2 donors convert through their direct mail program, another indicator of the quality and long-term strength of the leads they receive. GLAAD has not experienced significant success acquiring new donors through other platforms; however, they continue to see strong and consistent performance with leads from the Care2 community.
