WWF Australia's Regular Giving Program
The Welcome Pack
WWF uses many media outlets to inspire people to become donors, but the majority of their new supporters are recruited face-to-face; that is, on the street. The Welcome Pack, which they receive after making their first donation, is an important part of their retention and communications program.
Ensuring supporters feel committed to continue their relationship with WWF after their first donation.
Created a welcome pack to reinforce their emotional connection with WWF.
We created a Welcome Pack that addressed the needs of the supporter after their initial donation, and created a memorable communication with them that ultimately emboldened their relationship with WWF.
The highest ‘drop-off’ for fledgling supporters is after a donor’s first donation. Our challenge was to ensure that new donors feel committed to continue their relationship with WWF after their first donation.
We all want to feel that we are making a real and tangible difference to issues that we’re passionate about. The struggles facing the natural environment are many, and may seem insurmountable, so it’s vital that the supporter sees that their personal contribution is meaningful.
We created a Welcome Pack that was full of gratitude, admiration and recognition of the supporter. Throughout the booklet and accompanying letter, we linked the donor with other champions of the environmental movement by using a simple statement ‘not on my watch.’
Strong insight into the needs of the supporter at this very delicate stage of the relationship, allowed us to create a memorable communication. We did more than just thank the donor for their support, we created a communication that emboldened the relationship. By engaging the core values of the donor, the emotional connection to WWF is reinforced.