Woodgreen were looking to increase individual giving income through digital channels, reducing reliance on door-to-door as a channel and legacies as an income stream. Digital repeat cash giving was underperforming. Our brief was to develop a new product that increases the speed of the second gift, increases opt-in and helps decrease churn rate.
With two key audience personas in mind for this, we held two days of internal workshops to swarm on ideas.
We presented ideas from the workshop for review, and selected three for development. We then worked up two routes for each idea. This included an elevator pitch, look and feel and top level messaging.
We tested each concepts, using Facebook instant experience ads, and developed a campaign landing page experience within the platform. The test’s objective was to drive traffic to the site rather than donations.
Hump Day Help Out drove most interest. The concept had strongest CTR, generated the highest number of clicks and had strongest engagement. This product is now being used and further iterated upon to maximise its value.
