Care2's Rhiannan Sullivan of shares insights from Care2 and clients' testing and learning programmes, at a digital strategy webinar hosted by more onion and Care2 in May 2021.

2. Millions of Care2 members are signing petitions,
supporting campaigns, and sharing stories that
inspire action-- every day!

3. We use technology to target
like-minded Care2 members who
will take action & opt in to your list.
Let Us Match
You With The
Supporters And
Donors You
Deserve
We deliver new quality contacts,
at scale, guaranteed.
We work with you to build a
high-impact custom campaign.

4. Testing & Learnings
• Care2’s learnings in 2020/21
• Care2 opt in form tests
• Recent Care2 client case studies and learnings
• Summary

5. 2020 editorial shifts, what paid off
• 2020, the Care2 editorial team invoked compassion in their advocacy strategy, petitions and
actions became more nuanced
• Concern letting go of asks that get people amped up might mean lower engagement
• Instead, the Care2 audience responded incredibly well
• Achieved engagement rate lifts in email over 10%

6. What we learnt
• What engages people in crisis time vs non-crisis time.
• Care2 members were very empathetic to Care2 petitions on hunger and health care, two things
that can be ignored when you are not personally affected.
• The pandemic created an empathy and understanding of how much we need to help each other.
• The use of an individual story was and is still key.

8. Care2 opt-in form tests
- Change was implemented
November 2020
- Opt in rate has increased between
5-10%
- Peak increase we’ve seen 15%
- Continues to track

9. Care2 client insights & case studies

10. Liberty, testing & using Care2 & Facebook

11. Liberty, same supporter journey for both sources

12. Liberty, results and ongoing strategy
• Action based Facebook ads achieve up to 2% conversion in year 1. Targeted at 1%-1.5%.
• Care2 leads achieved conversion rates of 1.5% - 2% in a year
• Care2 conversion model adapted from FB journeys (saving time and resource)
• Drawbacks with Facebook, campaigns not being approved or taken down, sudden dip in
performance, difficulty of maintain consistent acquisition throughout the year. Care2 is
used as a complimentary source

13. Fauna & Flora International UK

14. Fauna & Flora International UK, tested email
conversion journey tactics for Care2 leads
• Cash over RG - when tested and stretched out over a 6 month period a repeated cash asks
provides both stronger LTV and more RGs than a repeated RG ask.
• Always write evergreen and recycle - good fundraising copy shouldn’t necessarily have an
expiration date (excluding disaster appeals and so forth)
• Do not tailor ask amounts - controversially after testing FFI base email ask amounts on the lead
generation source, not the individual donor. This can decrease income significantly on a single email test, but
over an extended period it pushes response rate up to such a level that it ends up being more profitable.

15. Fauna & Flora International UK, tested email
conversion journey tactics for Care2 leads
• They don’t send an appeal immediately - first goal of your automation is to get people
reading your emails, so while it’s tempting to financially capitalise on the maximised early engagement, it’s
better to use that to get them reading.
• They don’t include any social share buttons on any emails - an obvious one but
important to repeat, don’t mix asks - after testing they’ve found emails with social share buttons heavily reduce
response rates

16. Fauna & Flora International UK, results with Care2
leads
- Data as of January 2021
- No RG asks offered to Canadian, Aus or US leads
- Positive ROI in under a year

17. Cats Protection, insights from 2020/21
- A mixture of handraisers & petitions since 2016

18. Cats Protection, insights and analysis from 2020/21
- As recruitment has grown throughout the
pandemic and 2020, both Care2 leads and
Facebook leads have given cash more
frequently
- Development of specific pandemic ‘products’
are now being tested in their regular journey
- Specifically Care2 leads sign an RG mandate
around 5 weeks after recruitment and give
overall in the first 3 months.

19. Summary
• The value of testing different acquisition sources - liberty’s whole strategy now includes
using both Care2 and FB as acquisition sources ongoing. For liberty Care2 has the consistent flow,
• What works for one organisation might not work for another
• What changed in 2020 and 2021 and how can we apply these lessons in the
future?

20. Thank you.
Rhiannan Sullivan
VP, Strategy & Partnerships
rhiannan@care2team.com
+44 7980 714 433