In the dynamic worlds of digital fundraising and charity lead generation, one thing hasn’t changed: the need for high-quality leads at a reasonable cost. As charities strive to build and maintain meaningful supporter relationships, the value exchange model continues to prove its worth as a tool to help introduce new supporters.
We continue to test and optimise acquisition and regular giving approaches at HomeMade. The two-step, integrated digital and offline value exchange journey remains one of the most effective ways to generate leads, engage new supporters and convert them to regular donors. While some charities find it less effective at reactivating or upgrading existing supporters, our focus has been on its use as an acquisition tool.
What is a value exchange?
A value exchange campaign sees your charity offer something with inherent meaningful value to potential supporters in return for their contact details, typically their email address and phone number. Effective offers align closely with your mission and are perceived to be valuable enough that cold contacts consider sharing / exchanging their data for it.
The best value exchange products often have a physical component you can post to them. This not only adds considerable perceived value and often supporter delight but also gives your team a natural reason to follow up with a call to confirm the supporter’s delivery address.
3 reasons value exchange campaigns work
1. Many people love free, purpose-driven gifts
Freebies and samples are everywhere. With good reason since they help FMCG brands to build consideration and overcome reluctance to explore a new product. When tied to a great cause they can become more powerful. Your potential new supporter, modelled upon your current audiences, gets something useful or meaningful. They also feel good knowing they are connected to positive impact. This might introduce them to your cause for the first time. Or deepen an existing low-level awareness. Either way it establishes a connection and makes you more memorable. A beautiful and engaging physical item or personalised pack can then also provide an opportunity for the new connection to share their ‘unboxing’ or delight on social too.
2. It improves telefundraising interactions
As mentioned above, your telefundraisers aren’t starting cold since they have context. “I saw you downloaded our [really awesome] guide” is a much better opening than a generic pitch. This context builds rapport quickly and helps callers focus on what matters to the supporter.
Charities using value exchange campaigns consistently see:
- stronger contact rates since you can set the expectation as part of confirming capture of the lead’s data
- more authentic and appreciated conversations leading to deeper understanding about motivation as well as the core regular giving conversion
- robust ROI from the telemarketing activity
3. Warmer leads, better conversion rates and longer-term support
We all know the issues of seeking to convert very cold or averse ‘leads’ no matter the tactics tried. However, leads generated through a value exchange campaign have displayed intent and are more emotionally engaged. They’ve already taken a small action aligned with your cause, which means your follow-up conversations can be more relevant, personalised and effective.
For many of our clients, digital lead generation plus conversion via phone typically delivers higher conversion rates than more passive content interactions such as quizzes. Importantly we have also seen lower levels of churn / attrition among supporters connected to causes via this introductory journey.
How to create your own high-conversion value exchange
To stand out in 2025, your value exchange product must be well-crafted, engaging and strategic. Here’s our 5-point checklist to review your idea and shape it for success:
- Does it offer genuine supporter value that is unique to your cause?
- Will it appeal to a broad audience aligned with current supporter demographics? (Or, just as important sometimes, could it connect you to a new audience?)
- Is it visually attractive for display / promotion on digital channels?
- Is the value proposition instantly clear to your possible supporters?
- Based upon your current supporter profiles, will the campaign attract leads who are likely to convert to regular giving?
Case Study: Oxfam Aotearoa’s H2O Explorer Kit
We created the H2O Explorer Kit for Oxfam Aotearoa to engage parents, caregivers and their families. The aim was to get kids thinking about water inequality, tied to Oxfam’s urgent and inspiring clean water work across the Pacific.
The kit was visually appealing and included a range of assets to increase both engagement and perceived value. From fun science experiments for families to explore to a compelling case study about the importance of clean water access. Our “7-day water challenge” offered a gorgeous printed sticker chart and stickers to monitor progress and motivate completion of the challenge.
After its first month in market across New Zealand on Meta, we generated over 2,500 new leads at a remarkably cost-effective investment of less than $5 per lead.
We’re seeing above-average conversion levels to regular giving and getting great feedback from supporters who have enjoyed tackling the challenge. So much so that we’re considering a next step for them to continue their STEM / water inequality journey with Oxfam Aotearoa. Watch this space!
Let’s build a Value Exchange that converts
We don’t exist as an agency to just generate leads or improve consideration. We collaborate with our clients to build supporter interactions and journeys that lead to income, impact and lasting positive change.
If you’re looking to grow your donor community of regular givers, let’s talk about crafting a value exchange campaign that works for you!
Already using a value exchange but not seeing glowing results? Say hi, as we might be able to add some polish or tweak it for you to unlock more of its potential.