Revolution in World Missions
The organization's feature name accquistion piece is the book, "Revolution in World Missions", written by the founder. What could be done to help more people read and interact with the book once they receive it?
More Books. More Engagement.
Challenge
- Increase sponsorship of missionaries from those who have received the book.
- Encourage book recipients to dive into the book to understand its impact without having to read the book.
Solution
A triggered email follow-up series was already being sent to those who had ordered the book, encouraging them to consider sponsoring a missionary in Asia. In conjunction with the video and books teams, 10 videos were created that coincided with various chapters of the book. The book would encourage readers to go to a microsite (revolutionbook.org) to watch the videos and learn more. The email follow-up series was tweaked to mention the videos as well. The next phase is to start the Facebook sponsored posts to those who have received the book with a similar order and frequency as the emails.
Lead generating page - conversion rate 49%
Readers share their thoughts on the book
Opportunity for readers to do more
Results
- 1:1 ROI is now reached 6 months faster than before.
- The sponsorship conversion rate has increased.
- We are better able to understand which videos and stories in the book are more compelling, helping us improve subsequent versions.
Key Takeaways
- Test design assumptions. The order page is not attractive, but cleaner, more modern designs decreased conversion rates.
- People use QR codes to get "bonus" content.
- An engaged reader is a more qualified lead. Readers who visited the site were more likely to engage with other GFA content unrelated to the book.