E-mail Campaigns of the Year: Trust for Public Land and People for the American Way
“Also, by increasing segmentation and timing of messages, we raised more money with less messaging (launched 3 million fewer e-mails than in December 2011) — thereby improving response rate and fatigue of the file,” he wrote.
Furthermore, the campaign also included an effort to reach more sustainers and recent donors by personalizing the message and acknowledging their recent gifts, resulting in 6 percent more gifts from multi-givers than in 2011.
“The campaign not only converted nondonors and engaged current supporters, but it engaged them repeatedly, and the boost in revenue broke records for EDF’s online program,” Chapman wrote.
Judge Pamela Grow liked the highly personalized and donor-focused feel of the e-mails, while judge Joe Boland wrote, “I love having donors involved in acquisition. It makes them a part of the grant. It’s innovative and brings a sense of community. Really engaging.”