Client

Fundraising campaign

Doe e Ganhe

From virtual to real, connecting reward…

Flyer: the fight for human rights goes on

Flyer: your donation becomes concrete action

Flyer: human rights do not exist only in the big debates

The challenge

How do you turn one-time support into a recurring donation? With a real reward. That was the turning point of Conectas Direitos Humanos' “Doe e Ganhe” (Donate and Get) campaign.

Strategy adopted

An appealing offer

Rewards the audience identifies with: stickers and posters with statements that create value.

Value anchoring

A bigger kit for those who go recurring: a clear incentive to move beyond one-time giving.

Frictionless conversion

A letter with a QR code and a unified donation form (one-time + monthly) that ease the checkout.

Multichannel reach

Email sequence + paid media on Meta and Google.

What we delivered

Physical kitsExclusive stickers + posters

Letter with QR codeDirect mail that converts to recurring

Unified donation formOne-time + monthly in a single interface

Relationship sequence4 automated themed emails

Media content3 videos + 4 artworks + PMax package

Paid media managementMeta and Google Ads

Development process

An integrated operation, from physical to digital

An integrated operation between the physical and the digital, connecting reward, automation, and performance:

Reward kit design (rich materials)

We structured two physical versions to apply a price-anchoring strategy: For one-time donors, a pack of 3 stickers with affirmative, inspiring phrases about human rights. As a higher-value incentive to convert supporters into recurring donors, we added 3 exclusive posters to the kit.

Internal conversion strategy (direct mail)

We created a tactical thank-you letter sent physically along with the one-time donors' kit. The piece takes advantage of the moment of peak engagement to reinforce Conectas' impact and carries a clear invitation (via a dedicated QR Code) to migrate to recurring giving.

Thank-you letter

Thank you for your donation! ♥

Your support protects those who defend human rights in Brazil. Along with your sticker kit, a special invitation:

Become a recurring donor

Point your phone camera at the code and turn one-time support into ongoing impact.

Doe e
Ganhe

Payment infrastructure and technology

We developed and configured an optimized donation form, unifying one-time and monthly contributions in an integrated, high-performance interface to reduce checkout abandonment.

Relationship journey and automation

We structured a sequential flow of up to 4 themed emails sent to the institution's current lead base. To expand organic reach, we designed integrated posts for Conectas' social media.

Automated sequence automated

Email · Day 1 sent
Thank you for supporting human rights
Email · Day 3 sent
The impact you help build
Email · Day 6 sent
How about making your support recurring?
Email · Day 8 sent
A quick invite to keep going together

Online media performance (paid traffic)

We planned and ran a boosting and performance strategy distributed from April to June. We created specific ads for Facebook Ads and Instagram Ads (Feed and Stories) and complete Google Ads campaigns (Search, Display, and PMax). In total: 3 high-retention videos (up to 20s), 4 static artworks/carousels, and the full package of native copy and layouts for PMax.

Flyer: you support human rights, of course you are the best

Flyer: give monthly and get an exclusive sticker and poster kit

Carrossel: Todos os dias

Carrossel: Porque doar

Carrossel: Doação única

The legacy

When supporters receive something they want to carry around (stickers and posters they stand behind), supporting the cause becomes a habit. That is how "Doe e Ganhe" grew, with recurring donations leading the way.

Credits

2026

Client: Conectas Direitos Humanos
Project management and client services: Giovana Ferreira
Design & art direction: Magnun Alves
Writing & copywriting: Pedro Targat
Online media & paid traffic: Pedro Bernardo

Direct mail

View case

Fundação Otacílio Coser

Fundação Otacílio Coser e Programa Escolaí

Communications management

Get in touch

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comercial@metrica.social (21) 96824-9017