Our first campaign invited leads to pledge to become a mental health ally and early results were promising: 93% of our new leads completed their onboarding series and were dropped into the regular stream of solicitation and stewardship.
In our second campaign, we tested two creative offers: a downloadable tip sheet against a values-based poll. We also implemented valuable learnings from campaign 1 about copy and form structure. The tip sheet one outright, and the optimization resulted in a 109% increase in page completions, 440% increase in conversion rate, and a 91% decrease in cost per lead!
Our third campaign built again on these learnings, and layered new elements of audience targeting. Telemarketing was also integrated to convert new leads by phone. Again, the campaign was able to leverage historical data to yield exceptional improvements, with the biggest headline being a much faster turnaround on converting leads to donors using the phone instead of email alone!
This ongoing optimization speaks to a key element of digital fundraising, and of the toughest for many organizations: creating space to learn and improve, and not relying on your first attempt to define all future investment! Kids Help Phone’s team understands this implicitly, and the results speak for themselves.
