Independent Age - Mailchimp Integration | Adaptive Drupal Specialists

The Background

Independent Age required a fast-turnaround solution to support a new campaign, with only two weeks available for development.

The objective was to create a series of campaign-specific sponsor pages that could evolve throughout the campaign, initially launching with seven or eight pages and later expanding to ten.

These sponsor pages needed to integrate seamlessly with MailChimp for targeted email communications, offer flexible pricing and payment options, and provide a customisable donor experience. Additionally, enhancements to the thank-you process and social sharing capabilities were required to improve donor engagement.

The Requirements

Independent Age needed a campaign solution that could:

Provide customisable sponsor pages with evolving content throughout the campaign
Integrate with MailChimp to ensure targeted email communications
Support dynamic pricing and payment options for one-off and recurring donations
Allow for custom thank-you messaging tailored to different donor journeys
Enhance social sharing functionality to encourage greater reach and engagement

The Solution

User Experience

Flexible sponsor pages give Independent Age full control over the donation experience. Administrators can configure pages to fit campaign needs, choosing between long and short form formats to optimise engagement. This ensures fundraising initiatives balance user experience with data capture.

Custom thank-you pages enhance post-donation engagement, personalised for one-off or recurring donations. By improving this journey, Independent Age strengthens donor relationships and encourages further actions like social sharing or repeat contributions.

Integration

To improve donor engagement, we integrated MailChimp for automated campaign tagging and audience segmentation. Each sponsor page now assigns a configurable campaign tag when a user donates, ensuring personalised follow-up communications.

By leveraging audience segmentation, Independent Age can tailor outreach based on donation type and frequency. Recurring donors receive nurturing emails reinforcing their impact, while one-time donors are encouraged to give again. This automation reduces manual effort and enhances the donor journey.

Payment Flexibility

The donation system now features dynamic pricing configurations, allowing users to switch between one-off and recurring donations seamlessly. This flexibility lets donors choose the giving model that best suits them, increasing long-term engagement.

The form dynamically updates pricing and messaging based on selection, ensuring clarity and reducing friction in the donation process. Administrators can set predefined price points for consistency while allowing customisation, making it easier to support various fundraising initiatives and donor retention strategies.

Engagement

To boost campaign reach, we developed custom social sharing for WhatsApp and Twitter, allowing donors to share their support directly from the thank-you page. Pre-populated messages ensure consistent campaign messaging while enabling personalisation, making sharing quick and effortless.

Unlike generic share links, this integration tailors messages to the specific campaign and donor action. By leveraging high-engagement platforms, Independent Age benefits from organic promotion, increasing visibility and potential conversions.

The Approach

Rapid Development & Iteration

Given the tight timeframe, we adopted an agile approach, delivering an initial set of sponsor pages and iterating based on campaign needs. The foundation was built to allow quick expansion from the original seven or eight pages to ten as the campaign progressed.

Customisable Sponsor Page Enhancements

We restructured the way sponsor pages function, introducing new features such as configurable campaign tags for MailChimp, dynamic pricing options, and adaptable donation form layouts (short and long format). Additionally, we refined the thank-you process, ensuring tailored messaging for one-off and recurring donations.

Improved Social & User Engagement

To increase campaign reach, we developed new social sharing functionality for WhatsApp and Twitter, allowing donors to share pre-populated messages directly from the thank-you page. The payment flow was also optimised to improve clarity and ease of use, enhancing the overall donor experience.

The Future

With the campaign framework now in place, Independent Age has a scalable and adaptable model for future fundraising efforts. Potential next steps include deeper integration with third-party event and donation platforms, further personalisation of the donor journey, and expanding the social sharing features to include additional networks.

Learn more about our ongoing relationship with Independent Age here.