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Located near Denver, Colorado, Luvin Arms Animal Sanctuary stands as a beacon of hope for abused and neglected farmed animals. But their mission transcends simply rescue and rehabilitation. Through each animal’s journey, Luvin Arms weaves powerful narratives that inspire compassion, connection, and action within their community.
Despite housing hundreds of powerful animal rescue stories, Luvin Arms’ emails failed to emotionally captivate their audience. While their large subscriber list represented an eagerly compassionate community, the sanctuary’s one-size-fits-all email blasts fell flat. Open rates were below 20% and there was a significant subscriber churn.
To improve Luvin Arms’ email presence, we dive deep in the sanctuary’s mission and each resident’s journey. From traumatic rescues to joyful awakenings, we tried to understand the full emotional spectrum behind Luvin Arms.
Our strategic content pillars became “Varied Vignettes” and “Personalized Pathways” – allowing each newsletter, campaign and fundraising appeal to engage multiple audience senses. Through richly-detailed scenes, supporters could vividly imagine the sights, smells and personalities awaiting them at the sanctuary. They felt each animal’s resilience, struggle and ultimate redemption.
For the annual gala, we didn’t just highlight logistics – we shared overlooked resident backstories that exemplified why this event’s funds proved so vital. Even routine communications recounted poignant moments of healing, hope and humble beginnings.
Our “Personalized Pathways” initiative identifies key segments whose values and motivations align with Luvin Arms’ mission.
Customer/Audience Research
Direct Mail Copywriting
Landing Page Copy
Campaign Theme & Messaging
Email Copy
Targeting specific groups, like in the Paryushan Campaign, for the Jain community proved effective in engaging and mobilizing supporters.
The average open rate nearly doubled from 16.8% to 32.3%.
At the September Gala 2023, the sanctuary raised $1mn in contribution.
This ultimately translated in an incredible support from the donor community.
I want to say BIG thank you for everything you have done for Luvin Arms animal sanctuary. Right from planning till the email reaching subscriber Inbox, everything went so well. Really really appreciate all that you do for us.
Development Director, Luvin Arms Animal Sanctuary
Ajeva’s brand communication & marketing content resulted in a stronger positioning & easier client acquisition.
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