Charities Aid Foundation
A digital marketing strategy to upsell to an existing customer database
Charities Aid Foundation helps people and businesses support the causes they care about. For charities they provide simple and straightforward day-to-day banking and fundraising services, freeing them up to concentrate on the real work of making a difference.
CAF wanted to equip UK charities with the knowledge and confidence to make their fundraising more efficient by positioning themselves as a trusted source of fundraising advice and support for small to medium-sized charities. In addition, there was a desire to encourage charities to trial the features and functionality of the CAF Donate service and, most importantly, to grow the gross value of charitable donations that are collected and processed through CAF Donate.
Digital marketing processes 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 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 through landing pages, and finally lead nurturing to the customer services team.
The results
High Registrations
The promotional period for our webinar series was a success, leading to CAF achieving a record number of webinar registrants. 729 registrations of which 385 people attended the webinar. This resulted in an attendance rate of 53.47%, comfortably 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%.
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