The challenge
As a charity dedicated to funding childhood cancer research, Foundation KiKa relies on donor contributions to continue its vital work. For years, their email marketing strategy had been successful, but it followed a one-size-fits-all approach, sending the same donation request to every supporter.
Whilst engagement remained strong, KiKa saw an opportunity to optimise their email campaigns and increase donations by delivering more personalised, targeted messaging.
KiKa needed a smarter way to:
Improve donor engagement and retention
Increase the number of repeat donations
Ensure communications remained impactful without overwhelming supporters
The solution
KiKa had worked with the international fundraising agency, Mindwize, for several years to refine their content and communication strategies. At the same time, KiKa had leveraged Deployteq’s marketing automation platform to successfully create and deliver email campaigns to over 90,000 engaged ambassadors.
KiKa partnered with Mindwize and Deployteq to implement a more personalised, data-driven approach to email marketing. By using segmentation and automation, they could tailor messages to individual donors based on their giving behaviour, ensuring each supporter received the right message at the right time.
Deployteq’s marketing automation platform then dynamically populated email content for each recipient based on their segment, making communications more relevant and encouraging ongoing support.
How Deployteq made it possible
Deployteq’s powerful marketing automation platform enabled KiKa to take their email campaigns to the next level by providing:
Advanced audience segmentation
Dynamic content personalisation
Seamless automation
Data-driven insights
Allowing KiKa and Mindwize to continuously test and refine their approach to maximise fundraising effectiveness.
The results
2023
15,990 donors contributing €1.3 million
2024
21,676 donors contributing €1.5 million
This represents a 35% increase in online donations, demonstrating the power of data-driven email marketing in driving fundraising success.
“As a charity, experimenting with new strategies is always daunting, especially when existing approaches are already fairly successful.
Previously, we always asked our audience for the same donation and call to action, but thanks to Mindwize’s guidance and expertise, we dared to try a strategy that better aligns with our donors’ giving behaviour. It was crucial to maintain our brand and image and not overwhelm our donors.
By not only sharing the results of our work but also clearly communicating what is still needed to achieve 100% recovery, our donors feel more connected to our mission than ever. We’re excited to see what more we can achieve together.”
Dewi Blaaupot, Manager of Communications, KiKa
Takeaways
