ActionAid: from interest to action

Many users arrived on the sponsorship page, started the journey, and then dropped off. For ActionAid, the challenge was to turn that interest into concrete support by working on timing, messaging, and coordination between systems. With magnews and CRM integration, a flow was built capable of guiding people all the way to the final decision.

In partnership with

How It Started

High traffic but incomplete conversions

Unfulfilled intentions that were difficult to recover

Disconnected communications across platforms and touchpoints

With the support of magnews marketing automation integrated with our CRM, we were able not only to improve and more effectively monitor existing communication flows, but also to design new ones to reach our supporters at the best and most suitable moment for each individual’s needs. For a fundraising strategy that puts the donor at the center, this is essential.

CHIARA COLOMBO - HEAD OF DONOR BASE DEPARTMENT AT ACTIONAID

A single flow between CRM and marketing automation

The project combined data and communication into a single system. The integration between magnews and CRM made it possible to build an automated workflow capable of reacting to user behavior, alternating touchpoints, and maintaining continuity throughout the entire journey.

Key steps

Integration between CRM and platform

Automated workflows at key decision moments

Personalized messages based on data

Data and communications triggered together

Follow-up on intentions

Recovery of users who did not complete the sponsorship.

Smoother flow management

Continuous monitoring of intentions, conversions, and cancellations.

And the results?

More controlled flows across all stages of the relationship

More targeted communications based on user behavior

Greater effectiveness in conversion management

What can you learn from this story?

It’s not enough to drive traffic: you need to guide users through to conversion
CRM and marketing automation work best when they work together
Message timing is as important as content

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