Confluence
Customer Success Story

Ouray Chamber Resort Association
Southwest Colorado

success-story

OURAY ACHIEVE OUTSTANDING FUNDRAISING GOALS WITH JEEP RAFFLE DURING UNCERTAIN TIMES

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Customer Profile

Located in the heart of the San Juan Mountains in Southwest Colorado. Ouray is known as the “Switzerland of America”. The mountains and canyons surrounding Ouray are filled with some of the West’s most unforgettable scenery, and make for the perfect destination for outdoor adventures year-round. For over half a century, the Ouray Jeep Raffle has been a successful, community-oriented fundraiser that raises $100,000 to support local environmental nonprofits that promote trail responsibility in and around Ouray, Colorado.

The Challenge

Ouray did not achieve its 2019 fundraising goal for its annual jeep giveaway and amid the COVID-19 pandemic, was falling behind in its 2020 goal. Ouray partnered with Confluence to close the gap and generate $60,000 in raffle ticket sales between November 15, 2020, to December 31, 2020.

The Approach

As a new partner for Ouray, CO, Confluence was the full-service, multi-channel partner the city of Ouray needed to achieve its goals. For Ouray, Confluence built a multi-channel digital fundraising program utilizing email, paid social, programmatic, and strategy.

For the digital fundraising program, Confluence developed personas and deployed personalized messages with new video assets at each touchpoint providing continuous strategic insights based on program performance. Confluence provided industry-leading advice and support including fundraising strategy, innovative content, strong account management, and performance analytics.

Reporting was provided via on-demand budget pacing and performance, in a single dashboard, with full visibility specifically designed to monitor KPIs essential to the program in real-time.

The Outcome

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Y/Y Revenue Growth

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in 5 Days

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Email Conversion Rate

Confluence hit the goal quickly, within days vs weeks, leveraging targeted, personalized multi channel approach to drive engagement and raffle ticket purchase – promoting both the raffle give away and Ouray Tourism, achieving extraordinary year over year revenue growth.

“We can not be more pleased with the results Confluence delivered to us” – Julie Duckles, Board Member, Ouray Tourism Board

“The raffle promotion has been run every year for the last 47 years and we have never been able to exceed our sales target within such a short time. Their quick to action, flawless execution, and their understanding of our target audience are key factors to the outstanding performance they delivered. I can not recommend Confluence highly enough as a Revenue Marketing agency.”

– Bill Hall, President of Sustainable Tourism Roadmap Committee

Keys to Success

1. Creating highly effective, personalized outreach messaging that resonated with target audience and personas

This is one of the most critical success factors of any campaign. Focusing on Ouray’s target market, Confluence developed personas and created effective, personalized messages for all digital channels.

2. Combining proven fundraising discipline with best-in-class media strategic planning

Confluence’s methodology is quick, strategic and performance-based. This allowed for effectively deploying well planned and executed campaigns in a very short timeframe exceeding set objectives and goals.

3. Advanced email data cleanse to optimize inbox performance

Confluence is data-focused to maximize results. Prior to launching any campaigns, Confluence leveraged industry expertise to cleanse and segment both prospect and customer data to optimize performance.

4. Key Performance Indicators Dashboard

A single source dash board was created to provide real-time results and full visibility to Ouray board members and management of core KPIs.

About Confluence

Confluence is a revenue generation agency that specializes in providing tailored strategies, actionable roadmap, and execution services for business leaders who are committed to developing a revenue generation focus in their organization. With over 50 years of combined industry experience in revenue generation, Confluence team helps companies create a winning revenue generation engine within their organization addressing their strategy, resources, systems, processes & structure that affect their ability to generate revenue. The outcome is the creation of a robust “Revenue Generation Engine” that is able to deliver desired revenue outcome. Confluence then takes it further to assist companies to tailor design an action plan and Confluence team works hand in hand as part of the client’s revenue generation engine to execute that plan.

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