Project

WWF

The Mission:

WWF wanted to transform the supporter journey for its flagship animal adoption programme, replacing a simple three-email journey with a more personalised experience that reflected each supporter's relationship with the charity. The goal was to build stronger supporter loyalty, improve retention and ultimately increase fundraising income.

However, with multiple adoption types, payment methods, gift purchases and 14 different animals to support, delivering relevant communications at scale had become increasingly complex. WWF needed a smarter, data-driven approach that could personalise every interaction throughout the supporter lifecycle.

The Approach:

Map the full supporter journey from adoption to renewal

Create personalised communications for every supporter interaction

Automate engagement using data, insight and behavioural triggers

The Solution:

Euler worked with WWF to redesign its entire adoption journey, creating a personalised, automated supporter experience that adapts to individual behaviour, preferences and adoption history.

Using insight and automation, Euler built a sophisticated multi-stage journey that delivered relevant communications throughout the supporter lifecycle. Dynamic content, behavioural triggers and personalised messaging ensured supporters received communications based on the animals they sponsored, how they engaged with previous emails and where they were in their adoption journey.

The solution also introduced automated renewal journeys, cancellation pathways, cross-sell opportunities and personalised recommendations, while integrating multiple systems to support supporters with multiple adoptions. The result was a more engaging supporter experience that reduced manual effort and enabled WWF to continually optimise its fundraising communications.

Inside the Solution:

How did WWF personalise the supporter journey?

Using supporter data, behavioural insight and dynamic content, WWF was able to tailor communications based on individual actions, preferences and adoption types.

How did WWF manage multiple supporter journeys?

A flexible journey framework enabled communications to adapt to different supporter scenarios, ensuring each individual received relevant content throughout their relationship with WWF.

How was automation used to improve engagement?

Automated triggers helped deliver timely communications at key moments in the supporter lifecycle, creating a more consistent and responsive experience.

What made the solution scalable?

The new approach enabled WWF to deliver more sophisticated supporter experiences while reducing manual effort and making ongoing optimisation easier.

Performance Highlights:

Here's what we achieved through a combination of data, technology and expertise.

35% More Renewals Served

Personalised renewal journeys helped WWF reach more supporters with relevant renewal communications.

15% Lower Cancellation Rate

More relevant, timely communications reduced supporter churn and improved retention.

£30,000 Saved Income

Improved retention delivered significant fundraising value within the first year.

Hear from
WWF:

PeopleStage has enabled us to use insight to predict what our supporters want, creating personalised campaigns that have driven levels of engagement we have not achieved before, elevating our supporter experience, and ultimately inspiring more people to join us in our fight for our world.
Julia Morgan Director of Supporter Operations and Data Services