For the ASRC, their 291,000-plus audience on Facebook was not engaging outside of the platform, and as a result they had a relatively small email list. We saw that they were missing out on a golden opportunity to nurture relationships and transform single donors into regular givers – something email is great for.
We worked with them to convert their Facebook community to email subscribers by running a lead generation ad campaign, gaining them a whole lot of signups to their email list in just one month.
ASRC were already masterful storytellers – but while their stories created an emotional response they weren’t communicating exactly what the problem was and how a donation could make a huge difference.
Clear email copywriting helped fix this problem. We were able to tease out complex political problems and turn them into strong, definitive statements. We began by translating these problems into the day-to-day reality for asylum seekers – they could not seek employment nor did they have access to welfare and therefore many were hungry, homeless and at risk. Then showing that in response to this, the ASRC provides vital support of food, shelter, legal aid etc.
Woven throughout the messaging we placed clear calls to action that worked to capture the audience at every stage of the story. At the end of every email, users understood exactly what the problem was and how they and the ASRC were helping.
This meant we didn’t lose the impact of these stories, but rather made them more impactful than ever before – and more likely to drive action.
A common problem that resurfaces again and again in over 100 audits we’ve conducted for NFPs is that they’re not very good at asking for donations. For outsider supporters looking in, it can appear they don’t need or want donations.
For ASRC, it was a matter of simply asking better and asking more often. We found that when you do ask a passionate community, they’re very willing to extend their online support into financial support.
By including graphics specific to the appeal, alongside an advertising campaign that clearly explained the issue, we were able to see 4,573 clicks through to their donations landing page from Facebook. The same went for email, where we included clear asks next to impactful stories, ensuring they weren’t confused for the usual advocacy messages.
In just six short weeks, the ASRC leveraged passion into real support through social content, advertising and email.