Cure Brain Cancer is the main group for mind most cancers analysis, advocacy and consciousness in Australia with a mission to unite the group to extend mind most cancers survival and high quality of life.
The patient-focused group forges world collaborations, funds modern analysis and brings world-class scientific trials to Australia to present kids and adults with mind most cancers entry to new remedies quicker. It depends closely on e mail advertising to lift funds, interact its group, and promote its occasions. Switching to Campaign Monitor and finishing a key integration with Salesforce has helped obtain many mission-critical targets for the nonprofit:
- Raised $1.6 million (AUD) in a significant marketing campaign
- Reduced quantity of occasion registrants who didn’t fundraise by 90%
- Near real-time engagement of subscribers
Finding the suitable match
One of Cure Brain Cancer’s biggest initiatives to develop consciousness and lift funds for analysis is its annual Walk4BrainCancer occasion. What began as a single stroll in 2003 in Sydney rapidly expanded right into a nationwide phenomenon with over 10,000 members yearly.
From recruiting registrants to encouraging members to thanking fundraisers, e mail performs a vital a part of each communication all through the whole occasion cycle. Since making the swap to Campaign Monitor from Mailchimp, e mail has turn into simpler and more practical when executing campaigns for this big occasion.
When making the choice to change e mail service suppliers, Cure Brain Cancer took a number of elements under consideration when in the end selecting Campaign Monitor:
“With the platform we were using before, everything was very manual,” mentioned Alex Dobbing, Director of Fundraising and Development. “There was no sort of triggered automation to get our subscribers to keep engaging. We wanted to get more clever and make the most of building up our community.”
With a brand new extra highly effective instrument, the nonprofit was in a position to enhance the frequency, precision and relevance of its e mail campaigns for the Walk4BrainCancer occasion. A extra intuitive interface made constructing emails quicker than ever, like these high-performing case research emails:
And extra automated buyer journeys and triggered emails meant messaging was extra private and bought despatched proper on the most opportune time to get subscribers to behave.
Email was a giant contributor to serving to the group meet its fundraising purpose for the newest version of Walk4BrainCancer, beating its purpose of $1.5 million with $1.65 million raised!
“Email is by far the best channel for us. It’s such an easy way for us to reach our database and give them all of the needed information,” Dobbing mentioned.
Virtual occasion, tangible success
Like many nonprofit organizations that rely closely on massive occasions to attain their mission, Cure Brain Cancer needed to adapt its technique and get artistic within the face of COVID-19.
Given the circumstances, a sequence of enormous gatherings was out of the query. Instead, it moved to a digital occasion encouraging members to stroll at their very own time and tempo.
While this meant the group now not needed to plan and orchestrate a number of large-scale occasions, it got here with its personal challenges. Cure Brain Cancer wished to protect that sense of pleasure, power and group that got here with being collectively whereas strolling for a trigger.
“Because it is virtual, we are having to create the community slightly different,” mentioned Dobbing. “We’re using the word ‘you’ a lot more; it’s definitely a case of wanting people to still feel included and like they’re part of something bigger. Which can be quite difficult to do when it’s a virtual campaign. We’re sending more emails because of that, but also we wanted to be a little bit cleverer with our journeys and the way we automate engagement.”
Thanks to this adaptation, the group has transformed an enormous impediment into a brand new alternative. The communications crew is now in a position to recruit and interact members that in any other case would have been unable or unwilling to affix a bodily occasion.
“Obviously we’re never going to get to have a single physical event everyone can attend, Australia is huge,” Dobbing defined. “Having a virtual aspect means no matter where they are, or if they’re not able to attend physical events in the future, we have that option for them. The community’s really rallied behind us, and we’ve raised almost $1.6 million in just a few months with the help of email!”
Email works higher when know-how performs good
Campaign Monitor’s top-rated Salesforce e mail advertising integration streamlines e mail manufacturing for Cure Brain Cancer and makes each e mail extra impactful.
The integration between these two highly effective instruments brings a set of potent capabilities to Cure Brain Cancer, equivalent to:
- Easily construct stunning, branded e mail campaigns with Campaign Monitor’s drag-and-drop e mail builder
- Send focused e mail campaigns to their contacts in Salesforce
- Measure how e mail campaigns drive donations and occasion signups
- View e mail statistics instantly inside Salesforce
- Map Campaign Monitor e mail fields with Salesforce
- Automatically add subscribers
The integration makes creating emails and organising campaigns quicker and reduces the potential for human error. Because the platforms talk and move information backwards and forwards seamlessly, it means the occasions and communications groups can keep targeted on being artistic and strategic.
Dobbing has the combination set to sync on an hourly foundation, permitting the nonprofit to ship well timed, highly-personalized messages in near-real-time.
“Especially for our events, it means we can get our comms out in a very timely manner,” she mentioned. “Before the combination, if somebody signed up for an occasion, they may not get an e mail till the subsequent day. That’s simply not the type of service that we need to present—we need to say thanks for signing up, welcome, right here’s what that you must do subsequent instantly after they signup.”
An elevated journey results in sky-high engagement charges
Empowered by the Salesforce integration, Cure Brain Cancer created a cross-channel participant journey for Walk4BrainCancer that generated astounding engagement charges.
The advanced expertise features a multi-touch e mail sequence, invites to affix social media communities, fundraising reminders and instruments, Zoom backgrounds, Facebook frames, fundraising incentives, and extra.
The outcome: the variety of inactive registrants plummeted. Nearly each one who signed up for the occasion raised some amount of cash for the trigger.
“Engagement has increased,” mentioned Dobbing. “This year, less than 10 people signed up and didn’t raise anything out of 5000 registrants, normally it’s a couple hundred! And people raised more money per participant overall.”
We’re honored to work with nonprofits championing vital causes around the globe just like the Cure Brain Cancer Foundation. Learn extra about their mission and the work they do on their site, and think about contributing, volunteering, or registering for an occasion.
Find different inspiring case research in nonprofit e mail advertising right here.