Format: Email Message
Campaign: Sustainers Email, African Wildlife Foundation
African Wildlife Foundation (AWF) typically runs a monthly giving campaign each year. Rather than go the standard, copy-focused appeal route, we opted to create a visual email series that utilizes AWF’s stunning nature photography. The design of the email invites the user to scroll to view more pictures, and the copy succinctly conveys why support is necessary year-round. Research has shown that donors respond well to urgent goals, so we created a challenge to hit 100 sustainers by October 1.
Though AWF had never previously launched a monthly giving campaign late in the year, the 3 emails were successful, causing the organization to hit its goal early. The campaign brought in 318 gifts totaling $8,149. Of those gifts, 207 were monthly, totaling $3,313 in monthly revenue.