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.
We collected 524 regular donors
120 people increased their regular donations at least by 10€ a month
404 were new donors
86 people were new contacts (they had never donated before or were not on our mailing list)
Average regular donation amount: €15.31
Total amount of regular donations in one month: €8080
*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
(Collect contacts and donations, ask for regular donations)
("Only in December your donation will be doubled")
(Our team → regular donors → single donors → general mailing list → Estonian public)
("50 new donors to achieve next goal to influence politicians and decision makers")
(This campaign is so successful, already 400 people have decided to help hens and you don't want to miss out)
Timeline of letters:
From 1 of December to regular donors → CTA: increase your regular donation by 10€
From 4th of December to single donors → CTA: become a regular donor by donating at least 10€
From 6th of December to general mailing list → CTA: become a regular donor by donating at least 10€
Urgency: you are one of the selected people, you can be part of the campaign before it goes public
1146 new contacts (from donation form and from form of petition for Banning keeping hens in cages in Estonia)
293 unsubscribers
A very specific time urgency has been outlined
The major donor's contribution is well-formulated
CTA is simple and visible
Supporter profile box with personal donation status
Communication of phases
PHASES AND SUPPORTER PROFILE BOX
YOUR STATUS IN CAMPAIGN "GIFT HENS THE FREEDOM"
Phase 1: Campaign preparation, team and volunteer involvement
Phase 2: Creation of the campaign website and event for the delivery of petition signatures in the Riigikogu
Phase 3: Involving scientists and bird welfare experts and producing science-based documents
Phase 4: The powerful marketing efforts of the new wave of the campaign to ban the cage keeping of hens
Phase 5: Public engagement and awareness-raising
Phase 6: Influencing politicians and decision-makers
💥 Phase 7: Inclusion of legal aid for a change in the law
//COUNTER//
Name:
{{firstname}} {% if firstname == "" %} {{email}} {% endif %} {{lastname}} {% if lastname == "" %} {% endif %}
Status:
{{alak23_annetanud}} {% if alak23_annetanud == "" %} You have not yet formalized a regular donation{% endif %}
Make a permanent donation here
... because your contribution encourages others to donate as well.
... because Your contribution bans cruel cages.
... because Your contribution gives you peace of mind.
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
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
20 Ads + post's boosting
Investment of 4 027.52€
164 donors from Ads
Cost of one donation: 24.56€
The main message: "Only in December is your donation doubled by a major donor"
Harsh images evoked emotion
A very specific time urgency has been outlined
The major donor's contribution is well-formulated
CTA is simple and visible
41 donors
AD
Cost for one regular donor: 20.56€
Reach: 89524
Target group: Estonia 18-65+
Advertising period: 20.12-31.12.2023
"ONLY NOW IS YOUR DONATION DOUBLED" /
"ONLY NOW WILL YOUR DONATION BE DOUBLED"
33 donors
AD
Cost for one regular donor: 11.16€
Reach: 19657
Target group: NL newsletter+NL FB engagement last 180 days+ NL IG engagement last 180 days
Advertising period: 11.12-31.12.2023
"ONLY NOW IS YOUR DONATION DOUBLED"
13 donors
Post with boost
Cost for one regular donor: 15.38€
Reach: 35339
Target group: Estonia 18-65+
Advertising period: 30.12-31.12.2023
Post with boost
"TODAY WILL YOUR DONATION BE DOUBLED"
11 donors
Post with boost
Cost for one regular donor: 9.09€
Target group: Estonia 18-65+
Advertising period: 31.12.2023
"ONLY 6 HOURS LEFT TO DONATE"
0 donors
Regular post
Celebration post
"300 regular donors have joined to win the fight for saving hens"
WHY FAILED?
It was the second post of the day so it didn't get a high reach
0 donors
Regular post
Graph post about growing donor rate
"New regular donors are joining every day. Are you with them?"
"Only 4 days left to help hens"
WHY FAILED?
Too much information, hard to understand
First calls to team members with CTA: increase your regular donation by 10€ or become a regular donor by at least 10€
117 calls to regular donors with CTA: increase your regular donation by 10€
35 people came to donate from the calls
Monthly donations: 755.68€ (473.34€ more than before the calls)
Script: here.
Only 28 of the people promised to donate, but in the end, 11 more people increased their donation. Probably with newsletters and social media, people decided to increase the regular donation by 10€ later.
The call response rate: 76%
44% of the people who answered donated
Average donation amount: 19.40€
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.
Jiri Krupa provides consultations and is most probably able to help you get more supporters, donors and activists - https://krupajiri.org/
If you have feedback or questions please contact Getter Musting, fundraiser of NGO Nähtamatud Loomad: getter.musting@nahtamatudloomad.ee