CASE STUDY
Habitat for Humanity of Omaha Optimizes Email Fundraising with EveryAction
About
To address the need for quality housing in their community, Habitat for Humanity of Omaha builds and renovates homes, repairs existing houses, takes down blighted structures and advocates for better laws and systems. They work with families to help them acquire the access, skills and financial education necessary to become successful homeowners. Thousands of donors and volunteers have worked together with future homeowners to make these opportunities a reality, building stronger neighborhoods and effecting measurable change in the community.
Objectives
In conjunction with their efforts to expand their email fundraising program, Habitat Omaha partnered with EveryAction to test the platform's Optimized Ask Amount feature with a goal of maximizing email fundraising outcomes without requiring extra time or manual effort from their limited staff.
The Technology
Optimized Ask Amounts is a fundraising optimization tool powered by EveryAction’s Predictive Analytics capabilities, built to maximize fundraising by targeting donors with personalized ask amounts. EveryAction's Optimized Ask uses machine learning algorithms to determine the optimal amount to ask, maximizing fundraising without suppressing conversion rates. It also optimizes the array of ask amounts presented on the form to be personalized for that specific donor's giving history.
The Experiment
To demonstrate the effectiveness of EveryAction’s Optimized Ask Amounts, Habitat Omaha sent an email fundraising appeal using the functionality and compared the results with recent emails with similar audiences and messaging.
Melissa Murante, Development Officer, Habitat for Humanity of Omaha
“I love being able to really target folks with this tool, and I loved the fantastic results we saw. It was the most successful email we’ve had and I think that was directly correlated to those very specific, strategic ask amounts.”
Outcomes
When compared to the average results of similar emails, the email sent using Optimized Ask Amounts saw increased outcomes across the board.
The stellar results achieved demonstrate the power of Predictive Analytics technology in taking strategic email fundraising to the next level. Combining EveryAction’s Optimized Ask Amounts feature with a well-crafted, inspirational and personal email appeal maximized fundraising results without requiring any additional staff effort and increased overall fundraising outcomes for Habitat Omaha.
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