Humane Society International Australia is a not-for-profit organization on a mission to build a world where people treat animals and nature with respect and compassion. As an international organization, they are incredibly effective with results including 70 species nominated and listed for protection, and legal protections for nearly 7 million hectares of wildlife habitat. 

Their Australian team is tasked with building awareness, driving action, and raising funds across four focus areas — marine life, Australian wildlife and habitats, animal welfare, and international wildlife. 

The challenge

Like most not-for-profits, Humane Society International Australia has a lean marketing team working tirelessly to inspire their audience to take action on important issues and donate funds to help forward their mission. 

They had a lot to communicate and plenty of great ideas — but they were facing difficulties with a clunky legacy system that was slowing them down. 

“We were using Engaging Networks and it was just too basic. You couldn’t even add a CTA button to emails easily, we’d outgrown it and needed something modern,” shared Sabrina Nizeti, Digital Marketing and Social Media Coordinator.  

They needed a marketing automation platform that was efficient and simple, but powerful enough to support their most targeted and creative campaigns.

The tech stack upgrade

During a tech stack upheaval, Humane Society International Australia made the switch to Ortto. They were impressed with the intuitive interface and ease of use, and the ability to consolidate data from all their sources to find the exact audience they needed. 

“Our outreach is targeted — we use Salesforce as our CRM and integrate it into Ortto. Then we use Ortto’s filtering tools to find the audience we need. For example, we might look for people who have previously taken an action on a duck hunting campaign — then we can send them related campaigns and any communications around campaign progress and wins,” Sabrina explained.

With their data connected in Ortto, Humane Society International are free to build highly-targeted, personalized, and action-orientated campaigns quickly. 

Driving change through targeted outreach 

“We use New/Mode which is a platform that helps not-for-profit organizations build petitions and click-to-call campaigns that reach decision-makers. Email is our top-performing tool for generating these actions — so we regularly send targeted communications through Ortto with a CTA button that leads to the New/Mode campaign,” Sabrina explained. 

The team also uses Ortto to welcome new audience members from co-branded initiatives with other not-for-profits and send relevant communication about campaign wins. This regular drip of relevant and targeted communication ensures their audience is engaged and HSI is top of mind. 

When the team has a new idea or needs to troubleshoot, they turn to our support team. “Your live chat support is the best of any chat I’ve used before. Everyone is so quick to respond. We use it a lot because we’re a small team and we’ve got a lot of new ideas, so we just jump into the chat and get an answer immediately or within a couple of hours. This means we can get the most out of the product.” 

Results:

Ortto’s ease of use, powerful segmentation, and live chat support help the Humane Society International Australia quickly set up campaigns that nudge their audience to take action. With the right audience targeted and clear messaging, they’ve achieved click rates as high as 30%. 

If you want to help the Humane Society International build a better future for animals and nature, visit their website and sign up to join the movement.