Save the Children: New donor welcome journey

Our approach to digital fundraising communications mirrors how we tackle any channel – meeting the needs of our audience is always the strategic imperative. With Save the Children International we have developed a new digital journey for their donors, based around cementing an identity within supporters and playing back to them who they are and what their role is in helping to protect children. The concept ‘Can children count on you?’ is at the centre of this journey.

Presented as a challenge we want donors to meet, the concept is supported through a series of emails which introduce it, ask supporters to take actions in support of it, feedback on impact in light of it, and ultimately frames their giving through the lens of ‘Can children count on you’.

Email journey for new donors to enhance identity and build loyalty:

The new donor journey takes established fundraising best practice such as a ‘Single beneficiary thank you’ and pairs it with more innovative approaches such as our ‘impact and identity feedback email’, building a comprehensive donor identity led experience.

The journey includes variants for cash, regular givers, prospects and reactivation.

Bluefrog devised the concept, identified all the content used throughout the journey, and wrote and designed all emails while providing the strategic lead throughout.