In the fast-evolving world of nonprofit marketing, capturing attention and inspiring action is no small feat. Yet, a recent campaign we powered at GoodUnited achieved just that, delivering a remarkable 61.81% open rate and an extraordinary 37.72% click-through rate through a carefully crafted Messenger-based engagement strategy. 

This campaign, focused on connecting with supporters around a deeply meaningful cause, showcases how strategic content, paired with the right platform, can drive transformative results for nonprofits. Let’s dive into how we achieved these stellar outcomes and what other organizations can learn from this success.

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The Power of Purpose-Driven Engagement

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Nonprofits thrive when they forge authentic connections with their supporters. This campaign, running for just 12 days in early 2025, aimed to spark engagement by inviting subscribers to learn more about a mission-critical initiative. By leveraging Facebook Messenger—a platform known for its conversational immediacy—we crafted a journey that resonated emotionally and prompted action.

The results speak for themselves:

• 61.81% open rate: Far surpassing typical email benchmarks (20–30%), this metric reflects a message that grabbed attention from the moment it landed.
• 37.72% click-through rate: Outpacing even Messenger campaign averages (10–20%), this shows subscribers didn’t just open the message—they acted on it.
• 80.8% of CTA responses chose “Learn More”: Compared to just 19.2% selecting “No Thanks,” this highlights a compelling call-to-action that inspired curiosity and commitment.
• 69.2% follow-up engagement rate: Among a select group who affirmed their interest, nearly 7 in 10 continued the conversation, signaling deep investment in the cause.

These metrics aren’t just numbers—they’re proof that when messaging aligns with audience values, nonprofits can achieve unprecedented engagement.

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Strategic Messaging: The Heart of the Campaign

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At GoodUnited, we believe that great content starts with understanding the audience. For this campaign, we designed a Messenger journey that spoke directly to supporters’ emotions and motivations. Here’s how we did it:

1. Emotional Resonance: The campaign’s narrative tapped into the cause’s emotional core, creating an immediate connection. By focusing on the mission’s impact, we crafted a message that felt personal and urgent, driving the 61.81% open rate.
2. Clear and Compelling CTAs: Our “Learn More” and “No Thanks” quick-reply options made it easy for subscribers to engage. The 80.8% preference for “Learn More” shows that the CTA was both enticing and aligned with audience interests.
3. Conversational Flow: Messenger’s interactive nature allowed us to create a dynamic journey. After subscribers clicked “Learn More,” we followed up with tailored messages that sustained interest, leading to the 69.2% follow-up engagement rate.
4. Platform Advantage: By choosing Messenger over traditional email, we leveraged its high visibility and immediacy, contributing to the 37.72% click-through rate—a testament to the platform’s power for nonprofit engagement.

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Visualizing Success: Campaign Performance at a Glance

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To illustrate the campaign’s impact, we’ve created a chart comparing our key metrics to industry benchmarks for nonprofit email and Messenger campaigns. This visual underscores how our strategy outperformed expectations.

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Note: Email benchmarks sourced from Mailchimp (2023); Messenger benchmarks based on industry reports (e.g., ManyChat).

This chart highlights the campaign’s dominance: the 61.81% open rate falls at the high end of Messenger benchmarks and triples email averages, while the 37.72% click-through rate soars beyond both. The 80.8% “Learn More” preference and 69.2% follow-up engagement further demonstrate the campaign’s ability to captivate and retain supporters.

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Why These Results Matter

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For nonprofits, engagement is the foundation of impact. This campaign’s stellar metrics translate into real-world outcomes:

• Deepened Connections: The 69.2% follow-up engagement rate indicates that supporters didn’t just click—they invested in a conversation, paving the way for long-term relationships.
• Actionable Insights: The 80.8% “Learn More” responses provide valuable data on highly engaged subscribers, enabling the nonprofit to refine future targeting.
• Amplified Reach: High engagement rates signal a message that resonates, setting the stage for broader advocacy or future fundraising success.

While this campaign didn’t focus on revenue, its engagement metrics lay the groundwork for downstream impact, from donor cultivation to program participation.

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Lessons for Nonprofits: How to Replicate This Success

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The results of this campaign offer a blueprint for nonprofits looking to boost engagement. Here are key takeaways:

1. Craft Emotionally Compelling Content: Connect with your audience’s values to drive opens and clicks. Our 61.81% open rate stemmed from a narrative that felt personal and urgent.
2. Leverage Messenger’s Power: Use Messenger for its high visibility and conversational flow. The 37.72% click-through rate shows how this platform can turn interest into action.
3. Design Clear CTAs: Make it easy for supporters to engage with quick, relevant options like “Learn More.” The 80.8% preference for this CTA proves the value of simplicity.
4. Follow Up Strategically: Sustain engagement with tailored follow-ups. The 69.2% follow-up rate highlights the impact of nurturing interested subscribers.
5. Measure and Refine: Track metrics beyond opens and clicks, like CTA preferences and follow-up engagement, to understand what drives success and inform future campaigns.

Looking Ahead: Building on Engagement

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This campaign’s success is just the beginning. By identifying highly engaged supporters (those 80.8% who chose “Learn More” and 69.2% who continued the conversation), the nonprofit can now target these individuals for deeper involvement—whether through advocacy, volunteering, or future fundraising. At GoodUnited, we’re committed to helping nonprofits turn engagement into lasting impact, using data-driven strategies and platforms like Messenger to amplify their missions.

Ready to elevate your nonprofit’s engagement? Let’s connect to craft a campaign that resonates, inspires, and delivers results like these.