Peta France Case Study

London – March 25th 2010

Peta France

• total supporter database of 22,064 names

• non-donors represent the largest single segment: 20,027

• donors (members) total 1,078

• supporter base had never been targeted with email fundraising ask

• online fundraising and activism hosted on Advocacy Online platform

email appeal

• first in a series of 4 campaign asks around seals

• email included either fundraising ask or campaign ask depending on segment

• this version is donation ask

landing page

• pre-populated landing pages with basic supporter details

• copy (not branding) referenced seal campaign in some segments

• single gift ask with low suggested amount

segments

segment profile number

donor: lapsed 0 512

donor: moderate 0-24 months / 0-99 € 552

donor: high 0-24 months / 100-200 € 20

activist: lapsed 12 months / 0 actions 12,668

activist: inactive 12 months / 1-3 actions 5,404

activist: moderate 12 months / 4-6 actions 532

activist: super 12 months / 7+ actions 2,356

response 1

segment click through response

donor: lapsed 10.83% 1.17%

donor: moderate 20.86% 1.99%

donor: high 25.00% 5.00%

activist: lapsed 4.74% 0.13%

activist: inactive 12.82% 0.32%

activist: moderate 30.07% 0.75%

activist: super 25.95% 0.81%

response 2

segment average amount € gross €

donor: lapsed 28.33 € 170.00 €

donor: moderate 20.91 € 230.00 €

donor: high 150.00 € 150.00 €

activist: lapsed 25.29 € 430.00 €

activist: inactive 18.44 € 295.00 €

activist: moderate 25.00 € 100.00 €

activist: super 26.84 € 510.00 €

interesting...

• correlation between level of activism and response

• correlation between level of activism and amount donated

• no statistical difference between landing page with copy related to seal campaign versus standard page without reference

• lapsed donors significantly more likely to donate if asked to take action first then donate (0.06% versus .20%)

contact

Graham Covington

Managing Director, Advocacy Online

graham@advocacyonline.net