The Strategy

To complement existing marketing efforts by the in-house team at CfRN, Media Cause supported message saturation and outreach to new audiences through Google Ad Grants, email marketing, and digital fundraising tactics to generate new supporters for their work. 

• Comprehensive Google Ad Grants set up to drive traffic to country-specific pages, increasing awareness of CfRN’s unique approach to this issue area 

• Content development for email marketing communicating CfRN’s role in the COP27 Climate Conference, and building the case for monetary support for their work with coalition partners 

• Strategy and execution support for 2022 year-end fundraising efforts to convert audiences to new donors or grow their existing support of the organization

 

The Implementation

Cultivation and Relevance

CfRN’s audiences look to the organization for key data and information about actionable climate policy, and the cultivation email content that Media Cause produced help reach those audiences with conversational, clear, and concise info on what to expect at the COP27 climate conference, work happening in member nations, and resources to further understand how to mitigate climate change. 

This content helped build the case for support prior to direct email asks on Giving Tuesday and during year end. 

• 37.44% Average Email Open Rate — for all non-fundraising content that went out in November/December
• 16.46% Average Conversion Rate — even without an ask, the engagement content generated revenue
• 0.60% Average Click Through Rate — strong number of clicks to learn more about the content within cultivations

Matching Gifts

Securing a $14,000 match from Cards Against Humanity provided urgency and novelty to CfRN’s Giving Tuesday fundraising efforts, and the match was easily met from the first campaign email send. 

This matching challenge also inspired an existing CfRN supporter to increase their own support and put up an additional matching challenge during the final week of the year, for $15,000. 

• Urgency — time-limited matches help create a sense of urgency and extra motivation, especially for first-time donors
• $400 average one-time gift — a 16% increase from 2021 year-end fundraising, matching gifts can help inspire increased support
• 593% increase in one-time gift amount — another example of how matches can increase support 

YoY Revenue Growth

CfRN’s audiences showed a healthy appetite for increased communications about ongoing work, country highlights, and more. Natural alignment with the COP27 conference in November 2022 bolstered the case for support leading into Giving Tuesday and calendar year-end fundraising campaigns. 

Making that case through timely, engaging updates from the conference showed CfRN’s work “in action,” and following up on those cultivations with targeted asks to current donors and prospects yielded strong increases year over year.

• 166% increase in one-time gifts — from both existing and new donors
• 5.3% increase in new donors — and a 21% increase in dollars raised from new donors
• 1,740% increase in online revenue generated — increasing digital communication with relevant messaging, website copy and direct email asks bolstered campaign performance

The Results

CfRN partnered with Media Cause to help spread awareness and educate broader audiences on their theory of change, as well as generate financial support for their initiatives. In terms of revenue, average gift, and donors renewed and acquired, CFRN saw strong year-over-year growth:

• 359 Donors Acquired (+5% YoY)
• $434k Total Revenue (+72% YoY)
• $452 Average Gift (+17% YoY)
• 594 Donors Renewed (+79% YoY)
• $483 Average Existing Donor Gift (+21% YoY)