Background

Client WWF UK | Partner Qbase | Industry | Key objective To maximise membership, renewal revenues, engagement and create supporter-centric campaigns

WWF was established in 1961 by a group of passionate and committed individuals who sought to secure the funding necessary to protect places and species that were threatened by human development. Now, as the world’s leading conservation organisation, WWF works in nearly 100 countries. It collaborates with people around the world at every level to develop and deliver innovative solutions that protect communities, wildlife, and the places in which they live.

WWF’s main requirement for the project was to maximise the support and fundraising generated through its animal sponsorship packages. These sponsorships are WWF’s biggest product and currently generate £20m in fundraising, helping to fund the organisation’s vital work. WWF also aimed to reduce the attrition rate amongst new direct debit supporters that cancelled their agreements after receiving a welcome pack.

WWF and Qbase email campaign success infographic

Watch the video

Watch the video of the full case study, presented by Clare Charrier from WWF UK and Matt Porter from Qbase, at Apteco Live Online 2021

The Apteco solution

Apteco FastStats

Apteco PeopleStage

Apteco FastStats and PeopleStage software has allowed WWF to use insight to drive personalisation through dynamic fields and templates, creating complex adoption journeys and enabling features such as live polls and quizzes to capture supporter preferences to inform future communications. Apteco software has also reduced the burden on internal resources, by providing supporters with alternatives to full cancellations, and feeding cancellation reasons directly back to the analysis team. It has made it possible to promote other animals for adoption to existing supporters based on their current animal/s, and created an ‘order level’ to enable multi-adopters to receive information about all the animals they support. Overall, PeopleStage enabled a 15% reduction in cancellations and resulted in an additional 100,000 direct website visits.

Apteco marketing software has transformed the way WWF is able to communicate with its supporter base. We use FastStats to drive supporter segmentation for marketing campaigns and have a dedicated insight team who review campaign performance and provide input into what personalisation is working within our supporter journeys. WWF uses PeopleStage as a multichannel journey delivery platform allowing us to use the insight derived in FastStats to drive personalisation.

Clare Charrier, Data systems development manager, WWF UK

Clare Charrier, Data systems development manager, WWF UK

The impact on the business

The financial, engagement and operational results were impressive. PeopleStage now does the ‘heavy lifting’ in managing WWF’s adoption journeys, enabling the team to deliver a complex and sophisticated 15-stage journey that spans a full year, requiring the same amount of time and size of team as the previous 3-stage journey.

Commercial improvement
Commercial improvement

A 35% increase in the number of renewal requests processed, with a concurrent increase in the renewal rate from 3% to 10%.

Smarter personalisation
Smarter personalisation

Delivery of a complex year-round 15-stage journey with 16 different personalisation pieces.

Fully-automated, multi-content campaigns
Fully-automated, multi-content campaigns

Creation of complex adoption journeys, personalised according to supporter data and the different iterations and actions.

Cross-selling ability
Cross-selling ability

Utilisation of FastStats 'Best Next Offer' AI feature to promote other animals for adoption alongside an existing adoption journey.

This journey has proven to WWF how they can use data and software to improve the supporter experience, which paves the way for charity-wide, supporter-centric automated journeys in the future.