Holt International turned to Blackbaud Interactive during a period of sluggish constituent growth and overall lack of engagement.
Holt International is a world leader in transforming orphaned, abandoned, and vulnerable children’s lives through international adoption and child welfare programs. Through the organization’s strong offline sustainer program, monthly program sponsorships increased steadily; however, new donor prospects had reached a plateau in the last year. Acquiring new email list members was not a top priority, and their home page lacked any mechanism to capture site visitor emails. As a result, Holt International’s housefile was stagnant. In addition, their website conversion rate, measuring the number of times visitors took action while visiting the site, fell below industry benchmarks.
Our Interactive Services team responded with a focused online campaign
Based on these challenges, Holt International looked to Blackbaud Interactive to build an online campaign to accomplish three specific objectives:
- Email list growth to drive up the number of new prospects
- Boost home page conversion rate during National Adoption Month
- Expand constituent familiarity with the organization’s mission and impact
Blackbaud Interactive strategists crafted a three-tiered approach
A home page lightbox was designed to capture site visitor emails. The new online campaign was then seamlessly integrated into Holt International’s social media content on Facebook and Twitter. “Shareable” follow-up steps on these social sites helped promote campaign participation. Finally, a coordinated series of emails were launched highlighting a variety of ways to interact and inspire engagement.
With all goals surpassed, Holt International focused on their mission with improved success
Website conversion rate increased to 3.5% — more than 3 times the prior 12-month average. Of the total email addresses captured through their website lightbox, 75% were new to the organization. Web traffic also increased 120% to the campaign landing page, based on year-over-year comparison. By exceeding stated goals, Holt International was able to more effectively accomplish their urgent mission to aid children in distress all over the world.
of total emails captured were new to the organization.
Faith-Based Human Services
UX / Design
Interactive Marketing Strategy