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World Animal Protection

When disaster strikes, every second counts—for people and animals in the affected area. Unfortunately, the animals are often overlooked and left to fend for themselves as the human toll becomes the main focus. This is where World Animal Protection steps in and works tirelessly to reduce animal suffering and guide the damaged communities to recovery.

Challenge

When Every Second Counts

When the earthquake hit Nepal in April 2015, World Animal Protection’s ground teams sprang into action to protect the animals in the area. At the same time, the organization needed to raise money to help with the short and long term recovery efforts. Assisted by Luminate Online, the staff launched an integrated email appeal, social media, and remarketing campaign in less than 48 hours. When a second earthquake struck a few weeks later the organization was prepared to update its content and messaging in real-time to drive a more urgent call to action. The organization knew a blanket appeal to donate wouldn’t be as effective as personalized calls to action.

Solution

Personalized Calls to Action and Real-Time, Actionable Reporting

World Animal Protection used the advanced segmentation available with Luminate OnlineTM to create a more powerful message, which increased the number of donors and the average donation amount. Staff members also tailored communications for different groups. For example, monthly donors received a special message thanking them for their contributions but asking if they could give more due to the disaster. High-value donors also received a recommended donation amount. To keep things simple, Luminate Online automatically removed constituents from the campaign after they made a donation so they wouldn’t receive additional solicitations. To increase fundraising results, the team reviewed the campaign’s reports and made real-time adjustments to ask amounts and social messaging based on performance.

Results

More than Just a Thank You

Donors got more than just a simple thank you. New supporters received a specialized welcome series that illuminated the impact of their donations and shared details of the recovery efforts in Nepal. World Animal Protection's work isn’t limited to disaster recovery; it advocates for improved policies that ensure resources are in place for future emergencies. With Luminate Online, the organization stays connected with its supporters and shares the long-term effect their donations have on the animals and the community in a disaster area. This improves supporter relationships, donor engagement, and retention, which help make for stronger recovery efforts in the future.

 
 

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