The Challenge
From our very first conversation their top priority was unmistakable:
Their challenge was urgent and time-sensitive. DierenLot wanted the first use case live within two weeks after signing. Before their biggest traffic peak of the year.
The challenge came down to two main issues:
1. Scattered data. Website behaviour, donation history, email engagement and CRM donor status all lived in different systems. Making it impossible to recognize visitors across channels.
2. High-intent website visitors leaving without converting especially during the January campaign peak when interest is highest.
But first, what is an “abandoned browse” use case?
An abandoned browse use case identifies website visitors who show strong interest (for example by viewing multiple pages) but leave without converting.
A Customer Data Platform (CDP) then:
links it to existing profile data
and automatically triggers a meaningful follow-up message
It is one of the fastest ROI use cases for charities, because it captures motivation the moment it exists, rather than hoping a visitor remembers to return later.
The Solution: high-speed deployment in just 3 weeks
Week 1: Web behaviour tracking is activated
DierenLot wanted to move fast, and so did we. The web tracking script was designed, delivered and live within one week. From that moment on, DierenLot gained immediate insight into:
- which pages a visitor viewed
- whether they showed strong intent
- whether the visitor donated or downloaded
This real-time data became the foundation for the entire use case.
Week 2-3: Building the Abandoned Browse Model
Once tracking was live, the CDP unified CRM data, donation history, engagement data and identifiers such as cookies, email clicks and form fills. This created a single, rich profile for each visitor.
A visitor was labelled as abandoned browse when they:
- viewed at least 2 pages in the last 3 days
- did not visit the ‘stop-donation’ page or ‘to-leave’ page.
- did not convert
Once labelled as abandoned browse, Deployteq automatically triggers a personalized campaign [in collaboration with Mindwize Agency] within 24 hours of their visit: “A feel good story” Providing a soft conversion such as a factsheet download, which then activates the existing donor-conversion flows.
Week 4: capturing anonymous high intent visitors
To ensure anonymous visitors weren’t lost, we launched within one week a pop-up offering a soft conversion (newsletter opt-in)
New contacts were immediately added to the CDP. This created a fully connected funnel for the first time:
Unknown → Recognized → Engaged → Converted
Quick wins
More than half of DierenLot’s database consisted of “sleepers”: contacts who hadn’t opened an email for over a year. Once these sleepers re-engaged on the website, the CDP safely reintroduced them into the mailable file – unlocking new fundraising potential.
The Results
1. Ad-Hoc January follow up campaign
We launched a one-off follow-up campaign in February targeting all identifiable, non-converting January visitors. Expected outcomes included:
- Re-engagement from warm visitors who showed clear interest
- Activations of returning “sleepers” who re-entered the mailable base
- Immediate donation impact from recent high-intent visitors
2. Forecast for the ongoing Abandoned Browse journey
Based on DierenLot’s own traffic and conversion data we can predict:
-
102,000 unique monthly website visitors
- 82.5% do not convert and fall into abandoned browse segment
- 33 new donors expected per month via the abandonment browse campaign
- €10,644 in direct incremental revenue in the first year
And this is only phase one. The next steps unlock even more value. By using interest data to personalize abandoned browse ánd regular newsletters, donors are expected to stay longer, which materially increases lifetime value.
