The 10,000 ft view:
We helped the Animal Justice Party (AJP) of Australia elevate membership recruitment and renewal efforts in New South Wales for both general and youth populations with comprehensive digital advertising and fundraising campaigns designed to help supporters identify with the cause and rally behind party initiatives.
The story + strategy:
On the heels of a disappointing national election that swung in favor of conservative attitudes, the Animal Justice Party faced a vital responsibility as the defendants of animal rights present in the Australian Parliament. Having just secured their second seat in the NSW Legislative Council and third seat in Parliament overall with the election of Emma Hurst, they were armed with spirited representation and strong thought leadership.
To make enduring political progress, however, they needed not only leadership but constituent support. Our challenge was to re-engage existing party members and recruit new audiences for membership in both General Membership and Youth Wing Membership pools. Because Australians can only belong to one political party, each additional member was vital to the party’s success.
Through our election campaign earlier in the year, we had gathered insight into which messaging tactics and themes resonated best with AJP’s target audiences. Building off of those insights, our membership campaign tested new tactics by leveraging Facebook’s Dynamic Creative feature, combining different creative and messaging to deliver the ads most likely to inspire constituents to become members. Throughout the campaign, we optimized for member acquisition and retention and leveraged cost-effective targeted advertising to exponentially increase AJP membership for a significant return on investment.
Estimated Lifetime Revenue
Return on Ad Spend
Membership Goal Exceeded
Momentum matters. When we need supporters to take action, we strive to meet them where they are—on their twitter feed, in their inbox or chatting with their friends.
Build and Engage Communities
Individuals allow organizations to achieve goals of all shapes and sizes. We seek out the right people and inspire them to get involved and take action.
Fundraising works best if conversations happen 1:1. Digitally, we get as close as we can by targeting donors based on key attributes and actions.
We worked with AJP to refine two new donation pages on the Raisely platform, optimized for membership and yearly autorenewal. Leveraging Dynamic Creative advertising on Facebook, we differentiated ads based on the Youth Wing and general audiences. We targeted existing audiences, including their email list and lapsed members, and also sought to reach new prospect audiences such as animal lovers. Our messaging invited people to become part of a growing political force for animals in New South Wales. Midway through the campaign, we introduced a series of Youth Wing-focused videos to increase youth engagement, and also tested a premium offer of a free beanie.
AJP’s first membership campaign far exceeded expectations and laid the foundation for future member recruitment – while securing close to $100,000 in lifetime revenue to fund party initiatives. As Animal Justice Party looks to scale their base and impact with more seats in Australian Parliament, it will become even more critical to have a strategy in place to bring more members in the door to support their efforts.
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