Boosting lead engagement for World Vision Australia with personalised nurtures

Challenge

World Vision Australia had a large contact database but lacked a structured nurture program to engage and convert them. The objective was to establish credibility, build personalised relationships with potential sponsors and existing contacts, and deliver relevant information through nurture emails to keep their audience engaged and top-of-mind.

Our solution

To address World Vision Australia’s challenge of engaging and nurturing contacts, Social Garden implemented a personalised marketing automation strategy using HubSpot.

Automated nurture sequences
We developed two tailored email nurture workflows: one for new leads and another for re-engaging existing contacts. These sequences delivered relevant messaging, guiding prospects through the decision-making process.

Lead scoring system
A scoring model was configured to prioritise high-potential leads based on their interactions and demographic data. This ensured that World Vision was able to focus on contacts who were most likely to convert.

Optimised email content
Emails were refined with updated messaging, tone, and imagery to enhance engagement. We also conducted A/B testing to determine the most effective variations.

HubSpot Marketing Hub Implementation
We set up marketing automation system to streamline email delivery, track engagement, and improve audience segmentation.

Result

The implementation of a personalised marketing automation strategy delivered a significant uplift in engagement and lead nurturing for World Vision Australia. By refining their approach to outreach, they saw both stronger audience interactions and a notable increase in meaningful website visits.

The re-engagement emails achieved a 12.26% open rate, reflecting improved audience interest and stronger messaging resonance. With a 1.2% click-through rate, contacts were not just opening emails but actively engaging with the content, leading to 74 high-value website visits from nurtured leads.

By structuring their lead management and engagement strategy, World Vision Australia was able to reconnect with their database and keep their mission top-of-mind for potential sponsors.

The refreshed email approach fostered a more personalised relationship with potential sponsors, reinforcing trust in World Vision’s advocacy efforts. With optimised content and data-driven audience segmentation, they now have a scalable framework to sustain long-term engagement and drive continued growth in sponsorships.

From our perspective