The Internet Society works to connect more people to the internet and make it work for everyone.
Their work is important, but their fundraising asks weren’t converting.
And they had a hunch as to why: no one is panicking that the internet is at risk.
Their mission wasn’t resonating.
Closing the gap between new subscribers and donors
Working with Torchbox, the team interviewed past donors and donors to similar organizations.
What they heard was clear: supporters cared most about internet privacy, preferred soft and non-intrusive asks (think Wikipedia-style), and responded to requests for small, grassroots gifts.
So the team built around those preferences. A free internet privacy guide became the lead magnet for new subscribers, and they built two automated email journeys.
New subscribers first received a welcome series journey introducing the mission and work.
A second journey launched toward a donation ask by sharing real stories of impact and urgency, such as a seven-month internet shutdown in Manipur, India.
Existing subscribers and previous donors received modified versions of these emails.
The impact-first messaging carried through all email content throughout the rest of the year.
What the results say
After implementing this intentional approach to welcome journeys and messaging, the Internet Society drove a 621% year-over-year increase in digital revenue.
Worth noting: they also ran ads that echoed the email journey’s stories, giving subscribers another touchpoint with the same narrative in their social feeds.
How to apply this to your program
Ask your supporters what they actually care about. The Internet Society didn’t assume what its supporters wanted to hear.
Even a short survey of recent donors can surface themes or concerns that can help inform future email content.
Give new subscribers time to understand your work before you ask for money. Lead with impact and a sense of belonging.
How are you driving change, and how do you put supporters’ gifts to work? Make them feel like a real partner in your mission.
Don’t count out a cross-channel approach. Consider running ads or sending text messages that echo your emails, giving subscribers another touchpoint with the same narrative.
If an email resonates, it probably has legs beyond the inbox.
The bottom line
The Internet Society’s 621% revenue increase started with one question: What do our supporters actually care about?
Every email they sent — from automations to standard appeals — followed that answer.
If your conversion rate among new subscribers is flatlining, that same question is worth asking before you tweak anything else.
Industry events
Free: Use Donor Stewardship to Maintain and Grow Your Audience
Wed, Jun 17, 12:00 PM ETThu, Jul 9, 2:00 PM ET
July 29-31 - National Harbor, MD
Check our events list for more or reply to this email to submit one for consideration.
Quick hits
Grow Progress is giving away two fully-funded research partnerships worth $15K each for message and creative testing. One slot is reserved for a nonprofit. Applications close tomorrow, so move fast.
Mal Warwick Donordigital’s Tiffany Peplinski wrote a useful rundown on why email automations need more maintenance than you think, including CRM quirks that can suppress contacts from other sends while they’re in an active sequence.
American Rivers is hiring an Associate Director of Digital to lead email communications (newsletters, advocacy alerts, regional dispatches), digital campaigns, website strategy, and more. DC or remote, $73K-$89K.
‘Til next time!
Sara