Coast Guard Foundation Earns 9.58% Click Rate with New Digital Stewardship Campaign
Through its August stewardship campaign, Coast Guard Foundation wanted to cultivate and increase engagement with Guardians Circle donors by strengthening relationships with donors who had already shared their phone numbers and encouraging those who had not, to opt in—ultimately expanding its mobile audience.
What is the Guardians Circle?
Guardians Circle is CGF’s special donor recognition group for supporters who make an annual gift of $250 or more. There are four tiers:
- Rescuer ($250 or more)
- Defender ($500 or more)
- Protector ($1,000 or more)
- Lifesaver ($2,500 or more)
Our Solution
Stewardship
To maximize campaign engagement, the experience was tailored by audience segment. Guardians Circle members with phone numbers on file received an exclusive wallpaper download as a thank-you for their continued support.
Members without a phone number on file were invited to unlock the wallpaper by submitting their phone numbers.
Prospective Guardians Circle donors were offered the wallpaper upon making a qualifying donation of $250 or more, with the download delivered on the donation form’s thank you page.
Customized Design
Wallpapers were personalized based on each donor’s level of support, creating a more exclusive experience with content tailored to the individual donor.
The Results
The campaign successfully helped Coast Guard Foundation increase their engagement goals, delivering a 3% higher click-through rate than their previous stewardship campaign. Notably, the wallpaper download email generated the highest CTR the organization has ever received in a campaign email, which resulted in 9.58%.
252
Wallpaper downloads through email
9.58%
Highest email Click Through Rate
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