Salesian Missions is a Catholic organization dedicated to fulfilling the needs of orphans and vulnerable children in more than 130 countries all over the world. They operate schools and colleges, clinics and hospitals, orphanages and shelters, as well as a wide variety of social and economic development activities.
Using Momentum to Drive Donations
16,362
unique page views
41.97%
page conversion rate
17.61%
interaction rate
16,362
unique page views
41.97%
page conversion rate
17.61%
interaction rate
The Challenge
Highlighting a Newsworthy Event
When Pope Francis visited the U.S. in September 2016, Salesian Missions wanted to take advantage of this newsworthy event by highlighting Pope Francis’ connection with the Salesian order.
The Solution
An Integrated Digital Campaign
We designed and implemented a landing page dedicated to the Pope. In addition to explaining that Pope Francis was baptized by a Salesian priest, educated in a Salesian school, and encouraged in his vocation by a Salesian priest, our landing page offered a free prayer card to commemorate the Pope’s historic visit. This prayer card could be requested through the mail or downloaded digitally.
breakthrough
Media Driven Momentum
Relating your organization to current events is a way to utilize momentum that is already in place. It also provides an opportunity to find potential donors by connecting with an audience that has an interest related to your cause.
The Pope Visit Announcement Email sent on September 21, 2015 to the entire email address file had a 7.37% open rate, 1.30% click-through rate, and a 17.61% interaction rate. The campaign drove 16,362 unique page views in September, a 41.97% page conversion rate, and brought in 419 new email addresses for the organization.