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Case Study #1 – Jane Goodall Institute

Jane Goodall Institute

Operational Problems

  • Slow time-to-live for online content
  • Poor coordination of messaging with global offices
  • Disproportionate online capabilities between global offices
  • Zero to no reporting tools
  • People working with pen and paper
  • Small amount of money and resources to coordinate all their needs

Organizational Needs

  • Tools to help gain greater visibility and expand market impact
    • Strengthen brand
    • Make it easier to fund raise
    • Spread message
      • "You have a noble cause, but if no one knows you or can hear your message, the task of marketing to potential sponsors is more difficult."
  • More engagement with existing donors
  • New sustainable revenue streams
  • Systems consolidation for easier data management

A need for more robust tools

As new ideas are envisioned, need options to implement them immediately, as well as, options that can be implemented later. Drupal and CiviCRM met this need.

  • email marketing system with integrated donation collection
  • online store – utilized Ubercart
  • Multichannel marketing
    • Use tools in CiviCRM to announce to users they were about to receive direct mail
    • Had a 400% increase in response to direct mail with this announcement
  • Use email to accept donations rather than just announcements
  • User activity tracking
    • CiviCRM tracking tools helped to assess users areas of interest - metrics are money

Outreach & Community Building

Need to be active, robust and agile. Need to be thinking about tomorrow. Want to keep overhead low, yet stay effective.

  • Internally managed section for media and news content
  • E-cards, online petitions and sharing tools – custom module
    • Sharing tools that incorporated viral marketing
  • Online translation of campaigns from other mediums
    • Able to translate direct marketing campaign to online – "Become a Chimp Guardian"
    • Did a "Fill the Basket, Feed a Chimp" campaign. Interactive tool where users could choose foods and add to the basket. Each food had a price. User would purchase the basket of food.

Results

  • Email List Growth: up 300%
  • Opt-Outs: down 70%
  • Total Online Revenue: 500% ROI
  • Better Workflow
  • Greater Brand Recognition
  • Progressive Stability
    • Drupal and CiviCRM freed up personnel from website maintenance to activities that increased donations and marketing efforts.
    • Users feel empowered, not helpless
    • Drupal and CiviCRM is a platform that encourages excitement about use rather than deters
    • Encouraged new ideas