Elevating monthly giving

Opportunity

Mission Aviation Fellowship (MAF) partnered with Masterworks to develop an experiential sustainer program that would captivate and retain their donor base. They aimed to create a recurring giving experience that resonated deeply with their supporters, leveraging innovative engagement strategies.

Solution: Flight Crew

Masterworks used a human-centered, co-creative design process to develop Flight Crew, an experience-driven sustainer program designed to engage donors through interactive chatbot storytelling, virtual reality (VR) experiences, and thrilling flight videos. This multifaceted approach reimagined the donor experience, providing immersive and captivating ways for supporters to connect with MAF’s mission.

Strategic implementation

Interactive chatbot storytelling: To simulate the excitement of MAF’s missions, we developed an interactive chatbot that allowed donors to virtually experience flights. Using text, images, and embedded videos, donors could follow flights in real time, gaining insight into the challenges and triumphs of MAF’s operations.

VR experiences: We adapted MAF’s VR films to a mobile experience that transported donors into the cockpit, offering a first-person perspective of MAF’s missions. This immersive technology allowed donors to feel the impact of their contributions in a new and exciting way.

Thrilling flight videos: We centered the ongoing experience on immersive members-only flight videos that showcased the dramatic and moving aspects of MAF’s work, resonating with donors’ fascination with aviation and remote missions.

Impact

Masterworks’ collaboration with MAF on the Flight Crew program revolutionized their general donor strategy and far exceeded expectations. All of the first-year goals were achieved within the first 90 days after launch.