EXECUTIVE SUMMARY: Case Study: United Nation Development Programme (UNDP)
UNDP’s Strategic Plan has been designed to be responsive to the wide diversity of the countries they serve. Broadly, their goals are to:
UNDP also administers the United Nations Capital Development Fund, which helps developing countries grow their economies by supplementing existing sources of capital assistance by means of grants and loans; and UN Volunteers, which fields over 6,500 volunteers from 160 countries, serving with 38 UN partners in support of peace, security, human rights, humanitarian delivery and development through volunteerism worldwide.
With inequality on the rise, the world’s greatest health crisis in a century is pressing countries to their limits, stressing the cracks in economic, social, and political structures.
UNDP points out that COVID-19 is far more than a health crisis, but a humanitarian and development crisis that threatens to deepen disparities and leave scars for years to come.
The United Nations Development Programme is mobilizing its assets to help the most vulnerable prepare for, respond to, and recover from the pandemic.
But the increased need to expand and mobilize resources placed a demand on securing more philanthropic support from individuals worldwide.
UNDP asked Media Cause to help in setting up their country offices for success in digital marketing and fundraising, with a comprehensive toolkit containing sample campaign copy, ready-for-market digital ads, Classy how to’s, digital fundraising best practices as well as reports. Additionally, because the country office staff people would not be well-versed in fundraising and marketing and new to using a fundraising platform like Classy, our toolkit needed to be comprehensive but also easy-to-follow and use.
This work allowed UNDP, and their country offices, to create brand cohesion across the globe, giving them a stronger platform to raise funds across all offices.
The essential function of the toolkit is to standardize the 1) look and feel, 2) tracking, and 3) marketing approaches for all new individual giving campaigns for UNDP while providing easy-to-interpret specs so that toolkits can be readily adapted with minimal direct oversight. As new Classy campaign pages may be linked from undp.org, templates should feel visually connected, while providing sufficient variation of elements so country office-based campaign admins can customize according to their needs.
The standardized websites needed to be pre-populated with sample content, or a templated copy deck with suggested content in English was provided. To date, country offices have typically defaulted to one campaign type, utilizing the ‘crowdfunding’ model in Classy. However, the toolkit needed to provide skins for other Classy campaign types, in order to meet different campaign objectives. For example, centrally our objective is to incentivize recurring giving, while in UNDP’s regional offices peer-to-peer giving or ticketed events may be a more appropriate way to attract donors.
Additionally, as new standalone Classy campaign pages are being created, some country offices are building new microsites, or leveraging pages on undp.org. A templated ‘landing page’ look and feel was necessary to standardize UNDP’s multi-national microsites that are developed independently with UNDP Country Offices.
Last, marketing (across paid and owned channels) is currently tasked at the regional and country office level. At this early stage, in advance of new country office campaigns in Latin America, an opportunity existed to shape a holistic marketing and digital advertising strategy that provided a foundation for central fundraising while better serving programme countries to reach within, and beyond, their borders and engage donors and prospects in other parts of the world. Centrally UNDP maintains parallel owned content across three Facebook pages in English, French, and Spanish.
In terms of email, again we had an opportunity to improve on a central holistic strategy. While country offices had separate lists to reach prospects, they had no consistent template from which to make their appeal. And, while all new email addresses harvested from CO campaigns were added to UNDP’s master email list, and donors were sent UNDP’s monthly 360 newsletter to keep them informed, prior to our project, that list has not been utilized for lifecycle marketing or more sophisticated techniques to better steward them. A dedicated appeal template in Mailchimp was needed, and an opportunity existed to develop dedicated campaigns through list segmentation and / or harvested for custom audiences / lookalike campaigns.
Search, Email, Web, Facebook/Instagram, Display
The Donation Page is arguably the most important step in the donor journey. This is where the individual decides. In addition to an improved look and feel, we deployed a number of best practices.
Each of the Classy Campaign templates we set up are able be deployed for each specific country campaign need:
We improved UNDP’s reporting by implementing a new donor journey by leveraging automated emails in Classy, implemented new tracking codes and tracking conventions, and set up a universal Google Tag Manager account to centralize all their reporting and build consistent APIs across country offices.
Donor Journey: Once the donor completes the gift, the thank you page and subsequent emails represent the first step in growing donor lifetime-value.
Data Measurement: In order to track donation conversions in Classy.org and Google Analytics, we set up source codes to be added to Campaign Landing Page URLs and Donation Forms.
Donation Reports: Created six reports with Classy: Transaction Reconciliation Report, Refunded Gifts x Date, Marketing Performance Report, Successful One-Time Gifts by Date, Successful Monthly Gifts by Date, Successful (ALL) Gifts by Date.
New Google Ads account; new central Google Tag Manager: We enhanced UNDP Central’s digital fundraising efforts by setting up a new paid Google Ads account for paid search and display advertising. Before spending a single dollar, we leveraged Media Cause’s expertise with Classy’s Google Tag Manager integration to set up advanced donation tracking capabilities, including revenue