Charities Aid Foundation
A digital marketing strategy to upsell to an existing customer database
The Charity Aid Foundation helps people and businesses to support the causes they care about and for charities they provide simple and straightforward day-to-day banking and fundraising services, enabling them to concentrate on the real work of making a difference.
CAF wanted to provide UK charities with the knowledge and confidence to make their fundraising activities more effective by positioning CAF as a trusted source of fundraising advice and support for small/medium sized charities. In addition, there was a desire to encourage charities to try out the features and functionality of the CAF donation service and, most importantly, to increase the gross value of charitable donations collected and processed via CAF donation.
Digital marketing process including email marketing, social media marketing, web tracking, lead capture through landing pages and finally lead nurturing.
Our solution
A new digital marketing process
We delivered a webinar series to generate new leads and engage with CAF's existing customer database. Using Act-On's marketing automation software and Oktopost for social media management, we managed the awareness stage of the digital marketing process including email marketing, social media marketing, web tracking, lead capture via landing pages and finally lead nurturing for the customer service team.
The results
High registrations
The promotional period of our webinar series was a success, leading CAF to achieve a record number of registrants in the webinars. With 729 registrations, 385 people attended the webinar, leading to an attendance rate of 53.47%, significantly above the average industry standard of 36%.
Survey responses
CAF was not only able to deliver a successful webinar, but also exceeded the average industry standard for webinar survey responses - successfully achieving a response rate of 61.04%.