Stunning images of elephants moving across the screen. Clever wordplay that makes you smile – then breaks your heart. A series of emails and social ads that just couldn’t be ignored.
Can a really smart campaign help save endangered species? Turns out, yes it can.
In fall of 2017, we created a fall campaign for our client, African Wildlife Foundation (AWF), with the goal of raising more funds to protect Africa’s most iconic species. The stakes couldn’t be higher. If AWF’s successful programs can’t expand quickly enough, we may soon live in a world without elephants, rhinos or lions.
The campaign, “Where is Africa’s Wildlife Headed?,” measured several success. Among the most notable: attention grabbing subject lines improved the email open rate by 1.5% over the previous year’s campaign. And, having arrived at the landing page, motivated donors increased their average gift by $8 year over year ($37.97 to $45.90).