Using Momentum to Drive Donations

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.

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.