Embed Size (px)
DESCRIPTION
amfAR, The Foundation for AIDS Research, took home a Direct Marketing Fundraisers Association (DMFA) Package of the Year award in the Email Fundraising category. SankyNet Vice President Paul Habig gave this great presentation on 9/28 to showcase the campaign's success.
Citation preview
amfAR and SankyNet Wednesday, September 28, 2011
Best Email Campaign:Best Email Campaign:
amfARamfARYear EndYear End
September 28, 2011September 28, 2011
Presented by:
Eric MuscatellDirector of Philanthropy, amfAR
&
Paul HabigExecutive Vice President, SankyNet
amfAR and SankyNet Wednesday, September 28, 2011
E-Appeal
Subject Line 1: Subject Line 1:
New Year’s Resolution New Year’s Resolution for the Curefor the Cure
Sent: Sent: December 29, 2010December 29, 2010
Subject Line 2: Subject Line 2:
Last day for a 2010 tax Last day for a 2010 tax deductiondeduction
Sent:Sent: December 31, 2010 December 31, 2010
From:From: amfAR, The amfAR, The Foundation for AIDS Foundation for AIDS ResearchResearch
amfAR and SankyNet Wednesday, September 28, 2011
Creative Strategy
•TimingTiming – part of a larger, integrated – part of a larger, integrated campaigncampaign
•BrevityBrevity – less than 125 words – less than 125 words
•TestingTesting – used previous data – used previous data
•SegmentationSegmentation – know your audience – know your audience
•TechniqueTechnique – re-send to all segments – re-send to all segments
•StewardshipStewardship – sent an – sent an acknowledgmentacknowledgment
amfAR and SankyNet Wednesday, September 28, 2011
Copy and Design Strategy
• Subject Line Front Subject Line Front & Center& Center
• Upfront Call to Upfront Call to ActionAction
• Multiple AsksMultiple Asks• Using Photos that Using Photos that
Humanize the Humanize the CampaignCampaign
• AccomplishmentsAccomplishments• Stewardship & Stewardship &
Follow-UpFollow-Up
amfAR and SankyNet Wednesday, September 28, 2011
Copy and Design Strategy
• Subject Line Front Subject Line Front & Center& Center
• Upfront Call to Upfront Call to ActionAction
• Multiple AsksMultiple Asks• Using Photos that Using Photos that
Humanize the Humanize the CampaignCampaign
• AccomplishmentsAccomplishments• Stewardship & Stewardship &
Follow-UpFollow-Up
amfAR and SankyNet Wednesday, September 28, 2011
Copy and Design Strategy
• Subject Line Front Subject Line Front & Center& Center
• Upfront Call to Upfront Call to ActionAction
• Multiple AsksMultiple Asks• Using Photos that Using Photos that
Humanize the Humanize the CampaignCampaign
• AccomplishmentsAccomplishments• Stewardship & Stewardship &
Follow-UpFollow-Up
amfAR and SankyNet Wednesday, September 28, 2011
Copy and Design Strategy
• Subject Line Front Subject Line Front & Center& Center
• Upfront Call to Upfront Call to ActionAction
• Multiple AsksMultiple Asks• Using Photos that Using Photos that
Humanize the Humanize the CampaignCampaign
• AccomplishmentsAccomplishments• Stewardship & Stewardship &
Follow-UpFollow-Up
amfAR and SankyNet Wednesday, September 28, 2011
Copy and Design Strategy
• Subject Line Front Subject Line Front & Center& Center
• Upfront Call to Upfront Call to ActionAction
• Multiple AsksMultiple Asks• Using Photos that Using Photos that
Humanize the Humanize the CampaignCampaign
• AccomplishmentsAccomplishments• Stewardship & Stewardship &
Follow-UpFollow-Up
amfAR and SankyNet Wednesday, September 28, 2011
Copy and Design Strategy
• Subject Line Front Subject Line Front & Center& Center
• Upfront Call to Upfront Call to ActionAction
• Multiple AsksMultiple Asks• Using Photos that Using Photos that
Humanize the Humanize the CampaignCampaign
• AccomplishmentsAccomplishments• Stewardship & Stewardship &
Follow-UpFollow-Up
amfAR and SankyNet Wednesday, September 28, 2011
Results
CAMPAIGN STATISTICS
Year End Total
# Emails Sent 58,203
Open Rate 8.80%
Click-Through Rate 0.89%
# Donations 230
$ Donated $40,479.67
Average Donation $176.00
Cost to raise $1 $0.06
Cost per piece $0.04
Overall Response Rate 0.40%
amfAR and SankyNet Wednesday, September 28, 2011
Donor Highlights
•Online Donor Segment Online Donor Segment Highlights:Highlights:
Over 18% open rateOver 18% open rate
Over 1.25% response rateOver 1.25% response rate
Over 52% click conversion Over 52% click conversion raterate
Almost $204 average giftAlmost $204 average gift
amfAR and SankyNet Wednesday, September 28, 2011
Campaign Highlights
•Overall Campaign: Overall Campaign:
$115,825 raised $115,825 raised
681 donations681 donations
$170.08 average gift$170.08 average gift
amfAR and SankyNet Wednesday, September 28, 2011
www.amfar.orgwww.amfar.org
www.sankynet.comwww.sankynet.com
Thank You!Thank You!
