Saving Donations With Online Retail Strategy

The Trustees, the Massachusetts land conservation organization, was looking to diversify its sources of new members. To strengthen online acquisitions and renewals, we targeted website visitors who, for whatever reason, left the donation page before completing their donation.

By using abandoned cart technology (a popular online shopping practice), we coded the donation page to send an automated email reminding would-be donors to finish their donation.

The Trustees donors respond to abandoned cart emails with a 24% higher average gift than organic web donations, and a response rate 10 times stronger than normal. Plus, this technique will continue to net revenue for months and years to come with essentially no hands-on management!