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Austin Pets Alive! Brought in 10% More Donors YoY on Giving Tuesday with Classy Studio

Mission

To pioneer comprehensive, innovative programs designed to save the animals most at risk for euthanasia

Challenge

Create a compelling Giving Tuesday campaign to support saving lives all year round

Solution

Classy Studio’s design flexibility and personalized support empowered Austin Pets Alive! to bring in 10% more donors year over year

“Our Classy Growth Strategist’s support set us up for a successful Giving Tuesday. She shared lots of design tips that we implemented, such as intelligent ask amounts, putting the donation form above the fold, and including a secondary call to action (CTA) for recurring donations on the Thank You page.”

– Li Martinez, Senior Philanthropy Communications Specialist

 

Giving Tuesday results with Classy:

$155,000

raised in one day

10% more

donors year over year

50% higher

average gift amount than the overall average for the year

Creating an optimized Giving Tuesday campaign with Classy Studio

Austin Pets Alive! was looking for a way to customize its campaigns even further this year. So when they saw the capabilities of Classy Studio, Classy’s donation website builder, they knew they wanted to use it for Giving Tuesday to optimize the campaign to raise more money to support saving lives all year round.

The team was most excited about Classy Studio’s drag-and-drop capabilities, which allowed them to do the setup themselves, saving time on intricate designing and coding that typically required a designer. The design flexibility minimized clicks for donors and left space for Austin Pets Alive! to tell a story through text and imagery.

Giving Tuesday campaign on Classy Studio with Intelligent Ask Amounts

Classy Studio functionality that Austin Pets Alive! took advantage of for its Giving Tuesday campaign:

  • Intelligent Ask Amounts uses machine learning to predict the amount a donor will most likely give based on past giving history.
  • An above-the-fold donation form keeps donors engaged during checkout, reducing the risk of donation abandonment.
  • A secondary CTA on the customizable Thank You page to immediately encourage donors to stretch their impact to become recurring donors.

We’ve been using Intelligent Ask Amounts, which can be a low-lift way to still offer some element of customization and personalization for our donors and make them feel like the ask is within their capacity to give.

Li Martinez

Senior Philanthropy Communications Specialist

All of this strategy paid off. On Giving Tuesday alone, Austin Pets Alive! raised $155,000, brought in 10% more unique donors, and had an average gift amount 50% higher than the overall average.

CTA on the Thank You page to encourage upgrading to a monthly gift

Empowering supporters to give forward on Instagram

With such an impressive social following (134,000+ followers on Instagram alone), Austin Pets Alive! is looking to maximize the channel its supporters interact with the most. Classy’s direct integration with Meta empowers donors to not only give back but also give forward with dynamic social sharing tools, which will power more life-saving work throughout the year. 

This integration will also make it easier for the Austin Pets Alive! team to track which donors are coming in through that particular channel since the donation checkout flow collects the same data as any other Classy donation form, a challenge many organizations have faced in the past on Instagram.

Austin Pets Alive’s Instagram post, one of its most popular social channels

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