Running a fully functional charity certainly has its challenges. Convincing people to donate their hard earned money to causes halfway across the world has proven difficult, which is why Charity: Water’s success is so impressive. Charity: Water is a non-profit non-governmental organization that works to provide potable water to deprived parts of the world. It has helped fund just under 20,000 projects, providing clean drinking water to over 6 million people worldwide. Through a variety of clever marketing strategies, they’ve somehow managed to consistently yield results that have made life easier for millions. Among those strategies is one remarkably clever full service email marketing campaign, which reportedly converted into some $800,000 worth of donations.
The value of transactional emails goes undervalued by many. Transactional emails are the automated responses to any transactions made on a company’s website. That applies to purchases, subscriptions, inquiries, etc. There are loads of businesses who apply automated settings with the dullest of messages, simply thanking the customers for their business. But there’s so much potential when people have already shown interest in your product or service. You’ve already gotten them engaged. The objective now is keeping them engaged. And this Charity: Water campaign proved to have just the right stuff to make that happen.
A common deterrent preventing people from making donations is a lack of trust in the system. How does one know that their money is actually going toward the cause they’re supporting? With Charity: Water, that concern is addressed head on with a series of transactional emails following the payment, in which the donor is updated each step of the way on exactly where his or her money is located throughout the long and elaborate chain of stops it has to make before reaching its final destination. The best part about the emails is their brevity. All that’s included in the email is a “Progress Update”, allowing the donor to know that her or his money is where it should be without taking too much time out of the day.
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