TIMELINESS OF AWARENESS
Non-profit fundraising before & during Watson’s Holiday Benefit Bash
Relying solely on email blasts and word of mouth from a small sample audience, we drove traffic to our Holiday Portal and teased pertinent information about our festive Holiday Bash event (like what cocktails we would have). Rewardable actions included visiting web pages, signing up for email newsletters, taking quizzes, liking social media platforms, and donating to OCT. The points they earned could be used to enter giveaways and bid on a variety of prizes, including a grand prize Mexico getaway.
We predicted user donations and bidding would be at a higher rate during the event versus before. In fact, 64% of donations occurred at the event and most users also redeemed their points during the event. Users were able to easily log in on mobile and use their points to bid in real-time, resulting in bidding wars and incentivizing them further.
However, user engagement before the event was still exceptionally high, with nearly 87% of points awarded before the Holiday Bash. This combination of before and during event engagement made for an engaging user journey over the course of several weeks.
Had we had more time, we would have ignited the ‘before’ stage and built out a series of campaigns to extend the engagement well beyond the single day event.