From Clicks to Compassion: How We Fueled Mercy Ships' Mission
Mercy Ships, an international charity that operates hospital ships providing free healthcare services, joined forces with Eden in 2023. Their goal was to enhance their lead generation efforts by reaching out to like-minded individuals who resonate with their mission. This case study explores the collaborative journey between Mercy Ships and Eden, focusing on the strategies implemented and the outcomes achieved.
Solution
In early 2023, Mercy Ships and Eden initiated discussions to explore a Trusted Connections partnership. The first campaign launched in June 2023, aimed to seamlessly integrate Mercy Ships' offer with Eden's customer base. The collaborative effort involved both development teams working together to ensure that an automated email would be generated as soon as a customer signed up for Mercy Ships' offer. This immediate response mechanism was crucial in maintaining engagement and interes
In addition to the email automation, Mercy Ships included informational leaflets about their work in 92,500 orders over five campaigns. These leaflets provided recipients with an insight into the impactful work Mercy Ships does, encouraging them to learn more and get involved.
Implementation
The implementation phase required close cooperation between Eden's and Mercy Ships' development teams. They focused on creating an efficient system that would automatically trigger an email from Mercy Ships once a customer expressed interest by signing up. This technical integration ensured there were no delays, maintaining the momentum of the customer's interest.
"To date, they have received approximately 1,700 leads through this collaborative effort. "
Benefits/Outcome
The Trusted Connections partnership has proven to be highly effective for Mercy Ships. To date, they have received approximately 1,700 leads through this collaborative effort. The immediate email response system and the inclusion of leaflets in orders have significantly enhanced their lead generation capabilities, ensuring their message reaches a broad and engaged audience.
The charity has already received 60 donations from these new contacts, of which 15 are recurring so will continue to support Mercy Ships in future years. At present the lifetime value is over £3,500 and the charity expects this to grow, as the number of prospects added to their database increases with each mailing they send to contacts added to the CRM through this campaign.
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