VSO wanted to do something different to drive interest in their work from new demographics.

Let Girls Learn took a bolder tone, leveraging current news and cultural talking points, spotlighting work done by volunteers alongside local communities to make a huge difference in their lives.

Paid and organic social, A/B tested landing pages on a microsite, and crowdfunding were key components driving email sign-ups. Short and longer term email journeys were developed to gauge interest in other areas of VSO’s work and the desire to support financially.

As well as insights gained, high open rates, retention rates, and in-year cash gifts were achieved.