The Lost Dogs’ Home, Melbourne: Friend of PAWs microsite
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Although in recent years the Internet has by any definition come into its own as an indispensable tool for fundraisers particularly for fast dissemination of information and for collecting funds online in times of disaster, most fundraisers are still not adept at using the medium to acquire new donors. So the Lost Dogs’ Home’s successful experience of online acquisition should be closely watched by many.
Medium of communication:Online.
Type of charity:Environmental/animals.
Target audience:Individuals, regular gift, single gift.
Country of origin:Australia.
Account Director (Pareto Fundraising) – Vanessa Byrne,
Name of exhibitor:Pareto Fundraising
Date of first appearance:June, 2005.
Specific measurable objectives:
The Lost Dogs’ Home has had tremendous success with its direct mail acquisition programme, recruiting around 7,000 new regular donors over a three-year period.
The online media space gave the Home the opportunity to diversify its acquisition approach and, through an online survey and microsite, create an emotional, donor-centred experience driven by technology.
We ran an initial, very small scale ‘online banner ad’ campaign for the Home in September 2005 and it proved to be very successful, demonstrating that the Home could recruit direct regular givers through online display advertising – an area that few Australian charities have experience in. We decided to build on this success.
This new test campaign involved testing the existing banner advertisements against some new ones, and also test taking people from the banner ad direct to a landing page or directly to a microsite. The microsite is an extremely innovative idea that took the prospect on a truly donor-centred journey.
Through this campaign, our client was able to:
Three key aspect that we tested were:
Creative and proposition.
Landing page versus microsite.
Media – $77,000
Results for this online campaign exceeded all projections. The most noteworthy results included:
The outcome of the campaign was so impressive because it conquered new ground for The Lost Dogs’ Home, Pareto Fundraising and Australian charities in general. Very few charities in Australia are doing online acquisition so there was limited knowledge about how best to approach the campaign and what our expectations should be. The microsite we created was extremely innovative and the campaign created a unique and personal journey for prospects. Superb results for the Home exceeded their direct mail acquisition results in the test phase alone.
Other relevant information:
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