Case Study: Doubling campaign success on a global scale.

The Opportunity:

As a pilot for global use, the Aid Organisation wanted to encourage significantly more one-off donations during their yearly appeals. Their previous eDM campaigns were already optimised, yet donations were trending downwards. 

The team needed something new and fresh. An approach that would not just increase giving but also inspire and engage supporters deeply. 

The intention was to create a best-in-class approach that could scale worldwide to strengthen supporter engagement and increase appeal giving. 

The Approach:

The TrustLogic® brand tracker showed the potential: when trust rises, donors don’t just give more often — they give more. Average donation value increases ninefold when moving from trust-neutral to high-trust. 

We worked with the client team and their agency to design a trust-optimised campaign:

• Step 1: Insight — Using our 10-second TrustLogic® survey, we identified the critical drivers of trust for regular givers. They differed between segments and between those that highly trusted the organisation vs lower trust levels. The insights were worked up to ensure we could segment our campaign in the most relevant manner.

  
  

• Step 2: Campaign strategy — From these insights we built a Trust Architecture, mapping how trust needed to flow across all touchpoints.

  
  

• Step 3: Asset development — Emails were written to build trust from the subject line onwards. Content layered trust signals to encourage action. A landing page then carried that trust into conversion. All campaign assets were aligned with the identified trust drivers.

  
  

• Step 4: Data-driven scaling — We scaled up A/B testing by creating 5–6 rapid-test emails with different subject lines, copy, imagery, and calls to action. Each round revealed what built trust and motivated donations, and only the top-performing combinations made it into the live campaign.

The Results:

The effect was immediate:

• +17.4% in email open rate

• +81.4% in click-through rates

• +100% in funds raised

• +125% in donor engagement

The approach set a new standard, inspiring the organisation and the agency to apply the learnings across different assets and executions. Playbooks, training, and webinars were created to scale the approach globally, helping hundreds of thousands more people.

The Takeaway

TrustLogic® enables organisations and their partners to build campaigns that strengthen trust, drive growth, and deepen relationships for the long term.

Ready to trust-maximise your next campaign?

Let’s talk