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World Wildlife Fund

Uses Blackbaud Luminate Online to Meet its Online Constituent Communication Needs

For nearly 50 years, World Wildlife Fund (WWF) has been protecting the future of nature. The largest multinational conservation organisation in the world, WWF works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million globally. WWF’s unique way of working combines global reach with a foundation in science, involves action at every level from local to global, and ensures the delivery of innovative solutions that meet the needs of both people and nature.


  • WWF wanted to move away from several individual tools to an integrated online platform that could support its advocacy and fundraising initiatives, as well as synchronising with its offline database.
  • Unable to create donation forms and update web site content without the technical assistance of its web team, WWF wanted the ability to create forms and campaigns easily with content that was targeted to the recipient.
  • WWF emphasizes sustained giving donations in many of its online marketing efforts. However bank acquisitions and industry consolidation are just two of several issues that posed challenges when a donor’s credit card was impacted.


  • WWF selected Blackbaud’s Luminate Online, consisting of Blackbaud Email Marketing, Blackbaud Fundraising, Blackbaud Advocacy and Blackbaud Personal Fundraising in order to meet all of its online constituent communication needs.
  • Lumniate Online enables the creation of multi-series email campaigns that allow WWF to stay top-of-mind and prompt supporters to take the desired action, as well as creating dynamic ask strings based on a donor’s giving history and using conditionalised content to present targeted messaging based on supporters’ interests.
  • Non-technical employees are able to create advocacy campaigns – and integrate them with fundraising campaigns – easily and quickly.
  • Constituents are provided with a set of online tools enabling them to quickly and easily create tribute web sites which allow them to raise funds and drive support through their own personal networks.


  • WWF can now more closely monitor and optimise its sustained giving donations with Blackbaud’s new sustained giving credit card features.
  • The charity has boosted holiday giving campaign results by adding a deadline in the call to action. Sending a reminder email the day before the deadline led to a 55% boost in revenue.
  • Following implementation, WWF emailed sustaining donors and asked them to update their expiring credit card on file; 5% responded by using Blackbaud’s self-service online Gift Service Centre to update their credit card information.
  • The charity has launched a multi-service renewal campaign in which the second email in the series led to a 79% increase in revenue.

Serving the non-profit, charitable giving, and education communities for more than 35 years, Blackbaud (NASDAQ:BLKB) combines technology solutions and expertise to help organisations achieve their missions. Blackbaud works in over 60 countries to support more than 35,000 customers, including non-profits, schools and higher education institutions, healthcare organisations, foundations, and other charitable giving entities, and corporations.

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