Case Study: NSPCC achieves greater email engagement and donation recovery with Adestra

NSPCC Uses Automation to Improve the Supporter Experience and Ultimately Drive Revenue

NSPCC, the UK children’s charity focused on child protection, needed a way to automate more of its email marketing so its small team could save time, improve engagement, and increase donor lifetime value. Working with Adestra and its email automation tools, including transactional email support and Conversion Capture, NSPCC aimed to improve triggered communications and personalize messages for donors and event supporters.

Adestra implemented automated donation confirmations, failed-payment alerts, abandoned donation emails, automated blog-based newsletters, and tailored event participation journeys that adjusted timing and volume based on signup date. The results included an average recaptured donation value of £38 from abandoned donation emails, and for Big Board Game Day, the automated journey delivered four times as many email opens and a 21% higher click-to-open rate versus the previous manual approach.

NSPCC