Many of Africa’s most iconic species are being driven toward extinction. African Wildlife Foundation (AWF), the continent’s oldest and most trusted conservation organization, has numerous programs that are successfully working to protect these species. However, if program expansion goals aren’t met in time, we may soon live in a world without elephants, rhinos or lions.
To engage AWF’s donors and motivate giving, Sanky Communications created a campaign called, “Where is Africa’s Wildlife Headed?” The campaign used social media, social ads, and a series of emails to drive donors to a responsive landing page. Once there, donors explored the microsite which featured bold and arresting animations along with clever wordplay. Shocking facts about the conservation status of each species created a sense of urgency and opportunities to give appeared throughout.
In spite of the fact that the 2017 Fall Campaign ran for a shorter period of time than did the 2016 campaign, is still raised nearly $42K in revenue. More interestingly, it saw an increase in average gift of nearly $8 (from $37.97 to $45.90) over the previous year while the open rate rose by 1.5% and requests to unsubscribe dropped.
Check out the campaign here.
Location: United States