While its portmanteau of the word for moustache, "mo," and "November" has been a wildly successful branding strategy for the Melbourne-born charity Movember, it has also created some misperceptions about the nonprofit’s true north.
“We want to be known for more than men growing moustaches in the month of November,” says Meaghan Bilinski, director of digital marketing and automation. “We want to be known for the work we’re doing to change the face of men’s health.”
So far, the nongovernment organization has raised nearly $1 billion from private donations, which it uses to fund more than 1,200 medical research projects aimed at helping men win their battles against prostate cancer, testicular cancer, and mental health problems.
About 95% of Movember’s revenue comes from its 5 million participants (of which 90% are men and 10% are women, mostly between the ages of 25 and 45) who fundraise on its behalf. The remaining 5% of its funds come from direct donations.
But marketing to millions of members participating in hundreds of activities, living in 21 different countries, and speaking dozens of languages created big problems for Movember’s three-person email marketing team.
“For every one email I’d send out, I had to create 39 different versions of it,” says email marketing manager Paige McCallum. “It could take weeks to get an email out, and that was after the copy was already written.”
After years of rummaging through spreadsheets to execute each campaign, in May 2017, Movember’s marketing team upgraded to Oracle Eloqua. Now, if the team wants to tailor its message for hockey fans in Canada or women in the US who’ve raised over $150, “in a few clicks, we can pull 15 to 20 different characteristics into a single email segment,” McCallum says.
In its first campaign running on the Eloqua platform, McCallum’s team saw a 48% increase in funds raised from email. “Shifting our efforts from building 39 different versions of emails to focusing on segments that bring in the majority of our funds, has been the single biggest factor in getting more donations from our email marketing campaigns,” McCallum says.