Treatment Mind Most cancers 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 progressive analysis and brings world-class medical trials to Australia to offer kids and adults with mind most cancers entry to new therapies sooner. It depends closely on electronic mail advertising to lift funds, have interaction its group, and promote its occasions. Switching to Marketing 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
- Decreased quantity of occasion registrants who didn’t fundraise by 90%
- Close to real-time engagement of subscribers
Discovering the appropriate match
Certainly one of Treatment Mind Most cancers’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 shortly expanded right into a nationwide phenomenon with over 10,000 members yearly.
From recruiting registrants to encouraging members to thanking fundraisers, electronic mail performs an important a part of each communication all through all the occasion cycle. Since making the change to Marketing campaign Monitor from Mailchimp, electronic mail has turn out to be simpler and more practical when executing campaigns for this enormous occasion.
When making the choice to change electronic mail service suppliers, Treatment Mind Most cancers took a number of elements under consideration when in the end selecting Marketing campaign Monitor:
“With the platform we had been utilizing earlier than, every little thing was very handbook,” mentioned Alex Dobbing, Director of Fundraising and Growth. “There was no form of triggered automation to get our subscribers to maintain partaking. We wished to get extra intelligent and take advantage of increase our group.”
With a brand new extra highly effective device, the nonprofit was in a position to improve the frequency, precision and relevance of its electronic mail campaigns for the Walk4BrainCancer occasion. A extra intuitive interface made constructing emails sooner than ever, like these high-performing case research emails:
And extra automated buyer journeys and triggered emails meant messaging was extra private and obtained despatched proper on the most opportune time to get subscribers to behave.
E mail was an enormous contributor to serving to the group meet its fundraising aim for the latest version of Walk4BrainCancer, beating its aim of $1.5 million with $1.65 million raised!
“E mail is by far one of the best channel for us. It’s such a straightforward means for us to succeed in our database and provides them the entire wanted info,” Dobbing mentioned.
Digital occasion, tangible success
Like many nonprofit organizations that rely closely on large occasions to realize their mission, Treatment Mind Most cancers 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. As a substitute, it moved to a digital occasion encouraging members to stroll at their very own time and tempo.
Whereas this meant the group now not needed to plan and orchestrate a number of large-scale occasions, it got here with its personal challenges. Treatment Mind Most cancers wished to protect that sense of pleasure, vitality and group that got here with being collectively whereas strolling for a trigger.
“As a result of it’s digital, we’re having to create the group barely completely different,” mentioned Dobbing. “We’re utilizing the phrase ‘you’ much more; it’s undoubtedly a case of wanting individuals to nonetheless really feel included and like they’re a part of one thing greater. Which might be fairly tough to do when it’s a digital marketing campaign. We’re sending extra emails due to that, but additionally we wished to be a bit bit cleverer with our journeys and the way in which we automate engagement.”
Because of this adaptation, the group has transformed an enormous impediment into a brand new alternative. The communications group 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.
“Clearly we’re by no means going to get to have a single bodily occasion everybody can attend, Australia is large,” Dobbing defined. “Having a digital facet means regardless of the place they’re, or in the event that they’re not in a position to attend bodily occasions sooner or later, now we have that possibility for them. The group’s actually rallied behind us, and we’ve raised virtually $1.6 million in just some months with the assistance of electronic mail!”
E mail works higher when know-how performs good
Marketing campaign Monitor’s top-rated Salesforce electronic mail advertising integration streamlines electronic mail manufacturing for Treatment Mind Most cancers and makes each electronic mail extra impactful.
The mixing between these two highly effective instruments brings a set of potent capabilities to Treatment Mind Most cancers, equivalent to:
- Simply construct lovely, branded electronic mail campaigns with Marketing campaign Monitor’s drag-and-drop electronic mail builder
- Ship focused electronic mail campaigns to their contacts in Salesforce
- Measure how electronic mail campaigns drive donations and occasion signups
- View electronic mail statistics instantly inside Salesforce
- Map Marketing campaign Monitor electronic mail fields with Salesforce
- Robotically add subscribers
The mixing makes creating emails and organising campaigns sooner and reduces the potential for human error. As a result of the platforms talk and move information backwards and forwards seamlessly, it means the occasions and communications groups can keep centered on being artistic and strategic.
Dobbing has the mixing set to sync on an hourly foundation, permitting the nonprofit to ship well timed, highly-personalized messages in near-real-time.
“Particularly for our occasions, it means we will get our comms out in a really well timed method,” she mentioned. “Earlier than the mixing, if somebody signed up for an occasion, they won’t get an electronic mail till the subsequent day. That’s simply not the sort of service that we need to present—we need to say thanks for signing up, welcome, right here’s what it is advisable to do subsequent instantly after they signup.”
An elevated journey results in sky-high engagement charges
Empowered by the Salesforce integration, Treatment Mind Most cancers created a cross-channel participant journey for Walk4BrainCancer that generated astounding engagement charges.
The complicated expertise features a multi-touch electronic mail sequence, invites to affix social media communities, fundraising reminders and instruments, Zoom backgrounds, Fb frames, fundraising incentives, and extra.
The consequence: the variety of inactive registrants plummeted. Almost each one who signed up for the occasion raised some sum of money for the trigger.
“Engagement has elevated,” mentioned Dobbing. “This 12 months, lower than 10 individuals signed up and didn’t elevate something out of 5000 registrants, usually it’s a pair hundred! And other people raised more cash per participant total.”
We’re honored to work with nonprofits championing essential causes world wide just like the Treatment Mind Most cancers Basis. Be taught extra about their mission and the work they do on their website, and take into account contributing, volunteering, or registering for an occasion.
Discover different inspiring case research in nonprofit electronic mail advertising right here.