Case Study: The VIA Institute on Character grows email revenue share 2.5x with Klaviyo

The VIA Institute on Character grows share of revenue from email 2.5x after switch to Klaviyo

The VIA Institute on Character, a global nonprofit focused on character strengths research and education, needed a more flexible email and CRM platform to keep up with rapid growth. Their previous system, Listrak, made automations hard to build, limited lifecycle messaging, and made subscriber data difficult to use strategically, slowing the team’s ability to scale.

The VIA Institute on Character switched to Klaviyo, using its B2C CRM, segmentation, forms, and AI tools to centralize data and build far more automated flows with less technical support. With Klaviyo, they increased live flows from 3 to 38, drove 54% of Klaviyo-attributed revenue from flows in 2024, and grew the share of revenue from email by 2.5x; their subscriber list also grew 13% in 2024.

The VIA Institute on Character

Sara Webb

Marketing Manager