TWR Canada
TWR asked us to set sail on familiar seas: a name acquisition campaign. With tried, tested, and true strategies we consistently exceed industry standards with conversions, opens, and CTRs.
The Rundown
How Vast the Sea
TWR Canada (an affiliate of TWR International) has worked to establish a uniquely Canadian identity for the past decade. Their marketing objectives include: growing the donor base, increasing donor-initiated events, expanding legacy giving programs, and building relationships with family foundations.
Relationships with current donors are strong, but due to an aging demographic, constituent numbers were declining.
Client
TWR
Services
— Lead Acquisition
— Campaign Collateral
— Web Development
The team
— Project Management
— Designer
— Web Developer
— Copywriter
— Digital Ads Specialist
Year
2021
The Solution
Steering the Ship
Name Acquisition Campaign
AMI recommended a 12-week name acquisition campaign to attract potential donors for cultivation—aiding in reversing donor attrition rates.
A parallel analysis allowed AMI to produce a Donor Strategy Report and Donor Cultivation Recommendations Report that outlined a clear path to follow once the acquisition campaign completed.
A Customized Campaign
AMI advised on the design of a free prayer booklet that would be distributed as a new name offer. A robust campaign was developed that included a high conversion landing page, shareable social media images, and three unique ad sets.
Run Digital Acquisition Ads
Digital advertisements were designed, written, and executed by AMI across multiple platforms. The campaign elements were closely monitored and adjusted to optimize cost per acquisition (CPA).
Partner with Salem Web Network
By partnering with the Christian Media Group a large audience was targeted with the new name offer from TWR Canada.
The Result
Wind in Their Sails
This campaign required manual sign-up and opt-in, generating only high-quality leads. When new names are aligned with the values of an organization, the probability of future donations is much higher.
An impressive 2,999 new names were acquired.
Landing page conversion rate was 38% (industry standard is between 2%-20%).
48% email open rate (industry standard is approx 25%).
5% click-through rate (CTR) (industry standard is about 2%).
100 Facebook Likes during the campaign, (8 followers were lost in the previous period).
Concluding the Journey
Land Ho!
TWR Canada acquired a large number of new names. With the Donor Strategy/Cultivation Reports, they were successfully set up to cultivate these potential donors over time. This was the ministry’s first name acquisition campaign and a tangible step towards addressing their aging and declining donor base.
