The Challenge

Increase Donations, Maximize CTR

Habitat KC wanted to increase their donations over the 2021 benchmark end-of-year appeal campaign. In addition, they sought a better understanding of why the high click-through rate (CTR) experienced with direct mail and cookieless IP Targeting ads did not yield more conversions.

The Solution

Implement Strategic Changes

In collaboration with the NextPage team, a deeper dive into why the CTR-to-conversion rate was low led to a strategic deployment of a comprehensive campaign leveraging direct mail, cookieless IP Targeting, and a shape-cut outer envelope — enhancing the campaign’s overall engagement and outcome.

Other strategic changes that aided the increased conversions included:

• Optimization of the landing page to improve donor experience
• Relocation of the donation button to the top of the page
• Use of a shape-cut envelope to increase awareness

The Return

270% Lift in Conversions

• Doubled the CTR conversion rate of direct mail alone
• Addition of IP Targeting to direct mail more than tripled the conversion rate
• Highest grossing appeal campaign to date
• Valuable insights gleaned into donor behavior for future campaigns

In 2022, yielding their highest ROI to date, Habitat KC partnered with NextPage to create a winning strategy for their end-of-year appeal campaign.

A review of the A/B testing results concluded that most of the donations came from the cookieless IP Targeted audience — resulting in a 270% lift compared to the control group.

Conversion and Click-Through Rates

Conversion Rates

• 3.4% – Received direct mail and IP Targeting
• 0.92% – Received only direct mail

Click-Through Rates

• 0.14% – Direct mail + IP Targeting
• 0.07% – Industry average

Total Recipients: 10,337
Lift: Increase in likelihood to convert by including cookieless IP Targeting