The Challenge

After the first vote of no-confidence in the leader of a Canadian political party, the fiscal position of Canada’s New Democratic Party – who is funded entirely by grassroots donations – was at a low point. During the 2019 federal election, the first under leader Jagmeet Singh, the low fundraising numbers forced the party to run a shoestring campaign.

Traditionally the party of the underdog, the NDP partnered with Metric to build their online fundraising program to make sure they had the financial resources to take on the Liberals and Conservatives – and win.

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Our Solution

Metric’s team brings deep experience building up grassroots digital fundraising programs. Led by Michael Roy, our team members have trained staff and run online fundraising programs for four Canadian political parties. Metic Partner Michael Roy helped set the Canadian record for the largest number of donors to a Canadian political party in history.

Our team applied that experience to building a full-service digital fundraising program, building quarterly content calendars around the party’s fundraising targets, working with party staff to identify issues and ensure a simple approval process, and writing and delivering compelling, technically-sophisticated emails with the goal of quarterly revenue growth.

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The Results

Working together with the NDP team, we were able to increase consistent quarterly revenue on digital channels, with digital becoming the NDP’s largest revenue channel.
In the 2021 election, the party raised nearly as much as it had in the 2015 campaign when they started the election ahead in the polls.

Metric also transitioned the NDP to a new online fundraising tool (Action Kit), developed new supporter journeys, and integrated A/B testing of emails and pages, and developed an online monthly giving program.