Case Study: Re-Inspiring Donors for Amina's Hope Foundation

Project Overview

To demonstrate our specialized approach for the non-profit sector, we developed this case study for the conceptual organization, 'Amina's Hope Foundation.' This project showcases a targeted 2-part email campaign designed to solve a critical challenge for NGOs: re-engaging lapsed donors by reminding them of their impact and clearly communicating a new, urgent need.

The Challenge

Like many NGOs, Amina's Hope Foundation had a significant number of "one-and-done" donors. These individuals had made a single donation in the past but had not responded to subsequent generic newsletters or annual appeals. Their communication failed to bridge the gap between a past donation and a future need, leaving thousands of dollars in potential funding untapped from a once-warm audience.

The Lunora Solution

We designed a concise, high-impact 2-part email campaign rooted in the psychology of giving. The strategy was to Reconnect with Gratitude, then Inspire with a Story.

1. Email 1: The Impact Report (No Ask): The first email was purely about stewardship. It was designed to thank the donor for their previous contribution and show them, through a powerful story, exactly what their money helped achieve. Crucially, this email did not ask for another donation. Its only job was to rebuild the emotional connection and remind the donor of their positive impact.

2. Email 2: The Urgent Story (The Ask): Sent a few days later, this email built on the goodwill of the first. It introduced a new, specific, and urgent need through the eyes of one individual. By making the problem personal and the solution tangible, it created a compelling reason for the re-engaged donor to give again.

The Emails in Action

Here’s a look at the two emails that re-engaged past donors.

1. The Impact Report: A stewardship-focused email to thank donors and show the results of their past support, with no new donation ask.

2. The Urgent Story: A compelling, story-driven appeal that presents a new, tangible need and a clear call to action.

The Projected Results

This targeted campaign is designed to cut through the noise and speak directly to the donor's desire to make a difference.