How Point of Pride and WWF-UK turned followers into email subscribers

Organic social is one of the most powerful engines for building owned relationships — if your posts give people a clear next step.

When that initial spark leads to an email subscription, engagement turns into a relationship your organization actually owns.

Point of Pride: Turning creator energy into community
In both 2023 and 2024, trans creators Mercury Stardust and Jory hosted a 30-hour TikTok-a-Thon that raised more than $2 million each year for the nonprofit Point of Pride.

Viewers gave through a Give Lively page and Point of Pride followed up with impact updates over email and on their website — celebrating surgeries funded, HRT access expanded, and trans youth supported.

Takeaway: When social storytelling connects directly to a fast, mobile-first action and closes the loop with receipts, you earn trust that lasts beyond a viral moment.

WWF-UK: Turning social connection into commitment
Each spring, WWF-UK challenges supporters to “walk, run, or wheel 100 miles in March” to protect wildlife and fight climate change.

The movement grows almost entirely through organic social posts on Facebook and Instagram — supporters sharing milestones, selfies, and group updates that recruit friends without a single ad dollar.

Joining is simple: a quick registration form drops participants into automated Messenger and email journeys that celebrate progress, share impact stories, and invite small donations along the way.

In 2025, those everyday posts and messages raised £212,319 and brought in 1,700 new email subscribers.

By meeting people where they already scroll and making participation effortless, WWF-UK turned an organic social challenge into a steady pipeline of engaged donors.

Takeaway: When social communities are built around action — not just awareness — every post becomes a moment to grow your email list.

Make your social content work harder
Deliver quick value. Offer something specific — a “2-minute Friday brief” or “impact updates” that folks can get if they provide their email.

Follow up fast. Trigger a welcome email within minutes that thanks supporters, delivers a story, and links to anext action.

Mirror the platform tone. Keep your copy first-person and conversational — like the post that hooked them.

Track by source. Use UTMs or tags so you can segment and analyze what’s working.

The bottom line
Social platforms are where attention starts — but email is where relationships grow.

Every post or trending Reel should lead somewhere your organization owns: your email list.

The funnel doesn’t have to be complex. One post. One form. One great welcome email. That’s how your next donor moves from scroll to support.

'Til next time!
Sara

P.S. Looking to add donors to your email list before year-end comes knocking? See how Civic Shout can help.