GOALS

This end-of-the-year campaign focused on collecting new regular donors and increasing regular donations at least by 10€ from existing regular donors. The aim of the campaign was to raise funds for the financing of activities necessary for banning the caging of hens in Estonia. The campaign period was from the 27th of November to the 31st of December 2023. The goal was to collect 400 regular donors with a donation of at least €10.

RESULTS

*On the 11th of December we sent out newsletters with time urgency (3 hours left for you to join before campaign is going public on Social Media) and at 12 pm we launched campaign on Social Media

PHASES AND SUPPORTER PROFILE BOX

REGULAR DONORS

• I turn to you today, {{firstname}}{% if firstname == " %}dear friend{% endif %} 

  • NUMBER OF DONORS: 22

  • Date: 01 of December 2023 (first email to them)

  • CTA: increase your regular donation by 10€

  • Open rate: 64.20%, i.e. the title prompted the letter to be opened

  • Clickthrough rate: 10.30%, i.e. the content of the letter was effective in having people click on the links

  • Picture: A bloody hen on a farm

  • Urgency to join before the campaign goes public

SINGLE DONORS

• I turn to you today, {{firstname}}{% if firstname == " %}dear friend{% endif %} 

  • NUMBER OF DONORS: 21

  • Date: 04th of December 2023 (first email to them)

  • CTA: become a regular donor by at least 10€

  • Open rate: 62.90%, i.e. the title prompted the letter to be opened

  • Clickthrough rate: 3.90%

  • Picture: A bloody hen on a farm

  • Urgency to join before the campaign goes public

GENERAL LIST

• I can't believe it 

  • NUMBER OF DONORS: 17

  • Date: 07th of December 2023

  • CTA: become a regular donor by at least 10€

  • Open rate: 41.30%

  • Clickthrough rate: 1.00%

  • Picture: A blind hen drinking

  • Supporter profile box+ phase 3 communication+ storytelling

ASK ONLY REGULAR DONATIONS

Why?

• Your supporter can be a part longer journey by being part of a group with the same values and goals

• Regular donors will increase donations

How we communicated?

• You know what's right and fair. You know hens deserve a lot better. You know you can be their hero. Make a regular donation today.

• Imagine what kind of change you would be able to bring about for caged hens. It's people like you who are changing the course of history right now. Your regular donation will inspire others to join as well.

• For the last few hours, a chance to support what you believe in - an animal-friendly world where birds are not kept in dreadful conditions in narrow wire cages. In 2024, we together have a great opportunity to ban the caging of hens in Estonia. Become a regular donor before midnight.

• By becoming a regular donor you will ensure a win in the fight of banning the caging of hens.

MAYOR DONOR INVOLVEMENT

Why?

• People are motivated if they know that their donations will be doubled

• Can use additional time urgency 

How we communicated?

• Only in December your donation will be doubled.

• In addition, your donation will have double the power in Christmas month: if you make a regular donation of at least 10 euros, a kind major donor will add 10 euros to your first donation.

• Time is ticking when a generous major donor's deal runs out! Your donation will have a double effect for only 12 hours. 

APPROACHING FROM WARMEST CONTACTS TO COLDEST

Why?

• Can create additional time urgency between launches for different target group

• Can show the success of the campaign to motivate the next target group to join

• Remarket social media ads

How we communicated?

• Our team: We are starting a year-end donation campaign, in which we aim to collect 400 new regular donors for helping hens. The campaign is not yet public. You can be one of the first who joins the community whose priority is to fight for the new future of Estonia's caged hens. By making a monthly regular donation or increasing your regular donation by 10€ you can help hundreds of thousands of suffering birds.

• Regular donors: It's only 24 hours until we go public with the donation campaign. Hurry up and make your regular donation to be like a powerful beacon, whose bright light will allow new regular donors to line up tomorrow to protect caged hens. 

• Single donors: Before we go public with the donation campaign next week, we need 12 more regular donors who will make their standing before the big launch, so that people can see how important it is to resist this injustice. 

• General mailing list: A donation campaign is beginning, which is currently known only to a small group of people. Incredible, but in just a few days, 50 people have already made their regular donation for banning the cages of Estonian hens! I know you want to join this campaign because you know that hens deserve a better future.

• Estonian public: Donate now in the most powerful campaign ever to protect hens. In a short space of time, hundreds of people have joined by becoming regular donors to end the cruel caging of hens in Estonia.

USE CAMPAIGN PHASES TO DIVIDE INTO SMALLER GOALS

Why?

• To create momentum

How we communicated?

• I am immensely moved that 43 regular donors have already increased their monthly donations by 10€ and the first goal has been achieved so quickly. Therefore, I will raise the campaign target to 65 people who will increase their regular donation by 10€ and ask for your help again.

• We need 50 new donors to achieve the next goal of influencing politicians and decision-makers.

• 324 regular donors have joined and we are moving to the sixth phase of the donation campaign.

• A week ago, I could only dream of it, but now I'm honored to announce the fourth phase of the campaign. We have reached the monthly regular donors of 157 people even before the public donation campaign started.

COMMUNICATE SUCCESS TO INSPIRE OTHERS TO JOIN CAMPAIGN

Why?

• To inspire other people to join

• To create FOMO

How we communicated?

• I wasn't going to write to you today, but there's been so much going on in one day. I would not have thought that even before Monday when the donation campaign will go public, we would have the means to create a new campaign website. Now is your chance to join the campaign, because we are moving on to the next phase, which aims to reach 157 people who will make a regular donation.

• Amazing! 400 new regular donors have joined together to save hens from cages. You don't want to miss out, join them now.

• It is incredibly powerful to see that another was achieved again and we are moving on to the next phase of the donation campaign. 

• If you have feedback or questions please contact Getter Musting, fundraiser of NGO Nähtamatud Loomad: getter.musting@nahtamatudloomad.ee