ASPCA
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"We are now building success every year through an integrated, multi-channel approach that drives people to our Web site, with Convio supporting our needs to be able to communicate with constituents online and continue their engagement with our organization." - Betsey Fortlouis, Senior Director of Member Communications, ASPCA |
About ASPCA
Founded in 1866, the American Society for the Prevention of Cruelty to Animals (ASPCA) was the first humane organization established in the Americas, and today has more than one million supporters throughout North America. A 501 [c] [3] not-for-profit corporation, the ASPCA's mission is to provide effective means for the prevention of cruelty to animals throughout the United States. The ASPCA provides local and national leadership in animal-assisted therapy, animal behavior, animal poison control, anti-cruelty, humane education, legislative services, and shelter outreach. The New York City headquarters houses a full-service, accredited animal hospital, adoption center, and mobile clinic outreach program.
The challenge
- Despite significant experience converting prospects to donors through email marketing, strong Web site traffic and housefile growth, the ASPCA had moderately declining email open and response rates.
- The ASPCA's online marketing program did not use a constituent-centric approach and therefore lacked the data to determine how new registrants became donors.
- Monthly email appeals to new prospect registrants were each crafted from "scratch" — discarding previous top performers — and broadcast to the full prospect file.
The solution
- Convio's integrated Online Marketing platform and tools for an integrated multi-channel approach.
- Convio Email Marketing to create and send email campaigns and track all responses within the context of a specific campaign.
- Convio Fundraising to easily and quickly build and modify online donation forms and effectively segment to customize online information, gift levels and specific campaigns to individual donor preferences and test and measure results
- Convio eCommerce to encourage online shoppers to get involved in other ways, collect information about them, use that information to communicate relevant information, and encourage ongoing support.
- Convio Advocacy to engage constituents through action alerts and calls to action to deepen engagement and involvement.
- Client Success Services to provide strategic and interactive campaign consulting and analytics to maximize donor conversion.
Results
- Achieved a 5% integrated donor conversion rate in 2007, with 22% of reported income coming from first-time monthly giving.
- Increased online donations by 126% from 2006 to 2007, achieving 82% year-over-year average online growth since 2004.
- Engaged over 162,000 online-captured constituents through an integrated, multi-channel acquisition program.
- Grew email list 83% since 2006, organically adding an average of 28,000 new constituents each month.
- Convinced 1,900 of new constituents to refer 4,900 friends and family to ASPCA acquisition program.
Learn more
Convio products and services used by ASPCA
How Convio can help your organization
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