As one of the largest fundraising campaigns in Australia, World Vision’s 40 Hour Famine encourages supporters to give something up for 40 hours across a weekend to fight global hunger.
This year’s edition was a great success, thanks to an innovative solution implemented with everydayhero.
The project: An end-to-end, fully customised solution
World Vision challenged the everydayhero team with a brief to build a complete, customised solution to maximise supporter acquisition and activation, by ensuring a great user-experience from event registration through to accepting donations on their fundraising page.
Planning as a key phase of the process
In the months leading up to the 40 Hour famine, detailed campaign scoping and development sessions were organised width both teams working together to meet the campaign launch objectives using experiences and feedback from past campaigns. The team used last year’s site build, pulling out the most successful elements while making significant improvements to others.
Focusing on the donor journey
Here, the focus was on converting visits to registrations, displaying a range of resources for fundraisers, leaders and advocates and seamlessly integrating dynamic social media functionality. Not only did the new build remove unnecessary questions making it a shorter end-to-end flow for the user, it also provided daily data uploads to a shared server for increased visibility over campaign statistics and delivered custom registration emails to each participant.
Research shows that by kick-starting their fundraising, supporters have been known to raise more. That’s why the new process also focused on incorporating fundraising page creation as an automated process and encouraging newly registered users to make a donation to their own fundraising page.
As part of the complete solution, a targeted communications plan sent tailored messages to a targeted audience. Successful fundraising behaviours was at the center of both fundraising and advocacy communication to further increase fundraiser engagement. Lastly, custom reports fed important data back into World Vision’s CRM to provide real-time monitoring of key metrics and track the campaign progress against targets.
Due to the close collaboration between World Vision and everydayhero, the project was able to be delivered in a very short timeframe: only 2 weeks were necessary to build all the assets.
Focusing on the supporter journey and working hand-in-hand with their fundraising provider made that campaign a huge success for World Vision.
Have more questions? Please don’t hesitate to contact us!