Engaging new donors in new ways.
World Vision partnered with Russ Reid to embark on a new strategy to enhance second gift conversion via a revised and enhanced New Donor Treatment Plan. The plan targeted two similar but distinct groups–those who were acquired with the Gift Catalog, and those who were acquired via a direct mail appeal. The goal was to both strengthen the relationship with the new donor in the first months of giving to increase the likelihood of a second gift, and to cross-sell other World Vision products.
A series of emails and landing pages were created to map to the various direct mail components of the New Donor Treatment, increasing the touch-points in the campaign and giving new donors an easier way to give a second gift online.