Heifer International aims to combat some of the root causes of poverty, hunger, and food insecurity by investing in sustainable farming, women entrepreneurs, and community projects that bolster local economies.
We’d learned that cute animals and whimsical quizzes performed best with Heifer’s audience, but there were growing concerns that this type of creative did not show the nuance of Heifer’s value or their theory of change. We worked to better integrate the mission and impact model into the email program, without moving entirely away from the tried and true goat gimmicks and sacrificing fundraising revenue. With a clear understanding of Heifer’s services and role, our audience would be primed for more complex asks and monthly giving in the future.
