I would for UNICEF USA, a domestic
and fundraising and advocacy organization for UNICEF. This past week, I worked with
our Marketing and Communications team to asses our fundraising results for the
past quarter and outcomes bleak, but there were a few unexpected learnings. Expectedly,
we were below our fundraising targets plan due to competition from political
candidates, impeachment coverage, and lack of emergencies. The cost of media
doubled across Facebook and Google - our two major fundraising platforms. However,
we saw increases in both average donation amount +30% and conversion rate to
donate +10% during that time.
We learned that COVID19 has changed
the dynamics of the market in a profound way.
Our messaging in cross-channel approach are seeing positive yet early
returns with our owned and lapsed audience.
Our Corona-related email sends
we’ve we were able to add over 150 new monthly donors (the most ever from any
emergency or campaign) who, based on existing monthly donor benchmarks, are
projected to be worth about $35,000 over the next 12 months.
Our Corona-related email sends
have reactivated nearly 50,000 supporters (the most ever from any emergency or
campaign), which positions us very well for end of year fundraising. In an effort to mitigate revenue impact, we are using our
existing budget to drive greatest return on investment, we've stopped low
retaining channels like Face-to-Face and Door-to-Door, and we are determining
areas where we can both double down to secure fundraising or save and cut back
spend.
What’s happening here? More people are at home and online.
The traffic to our website has been unprecedented and it led to a backend crash
that kept our IT team up most nights last week. Perhaps some of these changes
in donor behavior could have been predicted, but could we have reacted fast enough?
All continues to evolve in this not yet new normal.
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