Retention Marketing Strategy
Gold Coast Collective
Background
Gold Coast Collective, a direct marketing agency for global non-profits, struggled with donor retention. Despite acquiring new subscribers through aggressive campaigns, 93% of donors disengaged after their first donation, resulting in unstable recurring revenue and high acquisition costs.
• Gold Coast Collective existing and new customers.
People will participate in good deeds if:
• They can see immediate and tangible results.
• When others can see their efforts (when they can show it off)
• Increase Donor Retention: Build ongoing engagement beyond the first donation.
• Strengthen Emotional Connection: Use storytelling and personalized updates to reinforce impact.
• Amplify Social Advocacy: Encourage donors to share their contributions and inspire others.
• Boost Recurring Contributions: Convert first-time donors into long-term supporters.
• High Churn Rate: 93% of donors disengaged within their first month.
• Lack of Engagement: No structured follow-up communications post-donation.
• Low Emotional Connection: Donors felt disconnected from the impact of their contributions.
• Emotional Storytelling: Personalized emails featuring real impact stories to create deeper donor connections.
• Social Identity & Shareability: Custom digital badges displaying donor names and contributions, sharable on social media.
• Automated Engagement Funnel: A structured email sequence
• Personalized communication through email campaigns.
• Personalized Embedded Dynamics with a custom message.
• Personal badge to share with their network on social media platforms.
Campaign Overview
The challenges were that donors lacked a sense of connection with the cause. There were no personalized follow-ups, impact updates, or engagement mechanisms to encourage long-term contributions. To solve this, we conducted research and customer analysis, and developed a data-driven retention strategy that leveraged behavioral insights, storytelling, and social sharing to increase donor retention, drive advocacy, and boost recurring revenue.
Multi-touch Engagement & Personalized Communication
To address the high donor churn rate and create lasting relationships, we implemented a multi-touchpoint engagement strategy leveraging behavioral insights and automated retention funnels to create a personalized communication campaign. We ensured that donors felt continuously engaged, valued, and inspired to contribute long-term.
Revenue Uplift
Boost in Conversion Rate
Increase in Retention Rate
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