Expanding Accessible and Branded Digital Efforts in a Multichannel Program for a Human Services Nonprofit Focused on Blindness and Low Vision

Challenge

A national human services nonprofit wasn’t experiencing the results it wanted from its digital program. TrueSense Marketing assessed its digital efforts and found that email communication was too infrequent and lacked consistent branding. The nonprofit’s email file also needed hygiene actions and an e-append.

Solution

TrueSense recommended updating the organization’s creative with best practices regarding digital accessibility standards, including left-justifying the layout, adjusting color contrast and visibility, and adding alt text for non-text elements. We appended the file to expand digital audiences, adjusted messaging for brand consistency, used homepage banners and a content bar with a compelling value proposition, and added calendar-year-end touchpoints.

Results

This combination of solutions led to a 184% year-over-year (YOY) year-end revenue increase. The nonprofit achieved an additional 89% in direct mail revenue and 333% in digital revenue. Gifts were up 108%, and the click-through rate was up 139%. Despite increasing email send by 50%, unsubscribes declined YOY by 49%.