Primed wins FIA award for ‘Most Innovative Campaign’
The LemonTree team is beyond excited to announce, that our end-to-end engagement solution, Primed, is the winner of the ‘Most Innovative Campaign’ award, at the recent Fundraising Institute Australia (FIA) Awards for Excellence in Fundraising.
Together with our Primed partners, Conversr, More Impact, and Cornucopia Fundraising, we have collaborated our unique services and created a multi-stage engagement solution, designed to assist fundraisers in finding the huge untapped potential sitting on their databases.
How Primed helped Bush Heritage Australia connect meaningfully with their donors
We worked closely with Bush Heritage Australia, an independent not-for-profit that buys and manages land, and also partners with Aboriginal people, to conserve our magnificent landscapes and irreplaceable native species forever, to identify where they could potentially grow their existing regular giving base.
Bush Heritage Australia wanted to actively engage with people in a way that went deeper than just getting their details, then making a phone call and expecting people to commit to their cause.
Step 1: The LemonTree team, started by auditing and consolidating a wide range of dormant donors and leads that most charities have typically given up on. Then through best practice hygiene techniques and leveraging LemonTree’s large collaborative insights universe, we were able to identify the most contactable donors. Finally, with machine learning, our unique collaborative propensity models identified the most likely donors to be regular givers to Bush Heritage Australia.
Step 2: This is where More Impact and Conversr stepped in, to design the customised multi-channel engagement journey, informed by behavioural economics.
Step 3: From here, 24,000 people were put through a three-step engagement journey using Conversr’s SMS and email platforms. The idea was to educate people around Bush Heritage Australia’s purpose, give them a gift (which was a downloadable calendar full of beautiful images of wildlife and bush landscapes) and finally, ask them for their opinion on what Bush Heritage Australia does and why, through a short survey.
It’s been really beneficial for our organisation so far in terms of the number of regular givers that we’ve generated and the outcomes, but also the fact that we’ve engaged so many people in such a positive way and that helps to make sure they keep on giving.
At LemonTree, we believe the most powerful relationships are founded on human connection. One person, engaging with another, over time. Something so simple, but it can translate into loyalty that lasts a lifetime.
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