Digital acquisition yields high number of Sustainers
Email key to digital acquisition success
Nine Network, the PBS station in St. Louis, was interested in finding new ways to acquire members to augment the current mail acquisition program. Because Nine Network has been seeing increases in sustaining members, Passport activations, as well as online and streaming activity, we recommended that Nine Network go online to find new membership leads through an email lead generation campaign.
The Allegiance Agency Services Digital team advanced a pre-holiday giving approach, designed to drive new names onto the Nine Network e-file. The campaign ran for six weeks, starting in October and ending right before Thanksgiving.
The team began by creating multiple custom ad sets on Facebook with a “Sign Up!” call to action leading to a custom landing page; the fresh email leads were then sent on an automated 3-email welcome series journey and then later included in Nine’s #GivingTuesday and main calendar-year-end series.
The main calendar-year-end series was designed with a mix of stewardship and fundraising asks including more than a dozen emails throughout; different segments received variations on messaging depending on their behavior. Combined with social, PPC advertising, and website components, the program shipped close to one million messages to the subscriber and donor base.