The Y’s national office had just completed a successful re-brand and investment in two creative national marketing campaigns, and was poised for an influx of new donors and prospects at the start of 2016. They brought Heller Digital onboard to optimize their donation experience and facilitate a consistent, cohesive post-gift donor journey through strategic communications and optimized online giving processes.
Heller Digital developed a strategic plan that leveraged quick gains in engagement and stewardship through two mass marketing campaigns (Zoe for President and For a Better Us), in order to build relationships with donors for the organization’s first national fundraising initiative.
To boost acquisition and engagement, the project combined technology, business process, and strategy. Heller Digital performed a technical build of Luminate Online forms and internal gift processes to create an optimized, streamlined, and reportable donation experience from the front end (landing pages and donation forms) to the back end (transaction and data work flows for YUSA staff). The team also built out donor-focused engagement content for the first 45 days post-donation, including a three-part welcome series.
Metrics are still being analyzed, but initial donation conversion rates for both campaigns are showing above-benchmark progress. Moreover—as the election season promises to drive yet more traffic to the Zoe for President campaign in particular—YUSA is now prepared to welcome new supporters with a fully optimized online donation experience and engagement series.