A national relief nonprofit was sending one appeal to one list. We rebuilt the list into five donor segments and gave each its own journey.
Every supporter received the same appeal on the same day, whatever they had given or when they had last heard from the organisation. Revenue moved only when the team sent more email — so unsubscribes climbed in the same months giving did.
Reporting lived in the email tool, so nobody could see what a segment was worth over a year. Only what a single send had earned.
We modelled two years of gift history and found five groups that genuinely differed: new, second-gift pending, recurring, mid-level and lapsed.
Each group got its own welcome, impact and ask sequence, triggered by gift size and programme rather than by send date.
Reporting moved out of the email tool: revenue by segment, second-gift rate and list health in a single view the team owns.
Annual online donations grew from $93K to $451K in nine months — with fewer total sends than the year before. The second-gift journey now runs without anyone scheduling it.
Bring us your goals and current numbers — we'll show you what a program like this could look like for you.