About Heifer International
Heifer International is a non-profit organization whose mission is to end hunger and poverty in partnership with the communities they serve. Their programs support small-scale farmers around the world, creating lasting change from the ground up. It begins with the gift of livestock and training, followed by mentorship to help project participants earn a living income, build a business, and ultimately to gain access to supply chains and markets. A process that allows families to break the cycle of poverty and their communities to flourish.
Challenge
Typically, NGO’s will use imagery of utter poverty, despair and a sense of hopelessness to drive emotive behaviors from potential donors. Heifer prefers to focus on the positive outcomes they bring to the communities they support and turned to Jebbit to find a unique approach to highlight their work and drive donations.
There were two specific use cases in which Heifer was looking for creative solutions. First, they wanted to launch digital experiences that would EDUCATE their audience about the Heifer international mission in a way that was interesting and fun. Second, they wanted to ENGAGE their audience in a meaningful way to drive long term value for the organization.
Solution
To solve both the education and engagement factors, Heifer International launched two types of digital experiences: Trivia quizzes and Personality quizzes.
By leveraging these two experience types, Heifer was able to provide a genuine value exchange to their audience by testing their knowledge, teaching them something and entertaining them. These value exchanges also align directly with Heifer’s goals of wanting to educate and engage their audience so it’s a win - win for both the organization and their audience.
Heifer took full advantage of the ease of launching across multiple platforms and launched everywhere their audience is most engaged. For them that was onsite, in emails and on social media.
Results
Heifer International saw some above average results with their experiences, including a:
98% engagement rate
85% completion rate
41% lead capture rate
What does that mean exactly?
It means Heifer International was able to achieve their goal of driving donations for their mission by utilizing tactics that are not widely seen across other NGOs. On top of that, they met and exceeded their goals for education and engagement which not only gets them a gold star for results, but helps them to further spread awareness about their mission.
