Christmas Challenge 2009
WWF Case Study

Best ever fundraising campaign for World Wide Fund for Nature

The Christmas Challenge 2009 raised over £250,000 for WWF making it twice as successful as any previous fundraising campaign. The Christmas Challenge demonstrated how matched funding can inspire online giving with the WWF receiving £120,000 in donations through theBigGive.org.uk, eclipsing the £5,000 raised online in their (non-matched) 2008 appeal.

Attracting new donors

WWF used the 2009 challenge to bring in new donors to their organisation. Their press advertising campaign encouraged 492 new donors to make an average donation of £58 at a profit of £20,000.

Inspiring Existing Supporters to Give 60% More

WWF inspired much larger donations from their regular supporters. A mailing to their £3/month donors brought in 700 donations averaging £25 each.

WWF sent out direct mail to over 5,000 of their higher value donors. The online response rate was 3.8%, bringing in £16,725 from 202 donors. The average donation of £83 was a 63% increase on the 2008 average donation for high value donors in WWF’s 2008 Christmas marketing campaign (not part of The Big Give's Challenge).

The response from lower value donors rose by 59% from £17 to £27.

Increasing support by email

By informing their supporters by email about the opportunity to have their donation doubled, WWF received over £35,000 from 770 donors.