jeff patrick
5 Key Metrics to Improve Your Email Campaigns
Jeff Patrick, Common Knowledge
How did your last email fundraising appeal perform? Did your new email template work? Were your copy and creative on the mark? Did you raise as much revenue as you planned?
Email marketing is the foundation for most nonprofits' education, advocacy, volunteering, and fundraising efforts online and the best practices for evaluating email marketing campaigns are well established. But nonprofits continue to underutilize ways to measure and evaluate the success of these campaigns.
It's not hard to take the first step to improving your email campaign performance through evaluation and optimization.
An Intimate Look at a Successful Online Fundraising Campaign
Jeff Patrick, President, Common Knowledge
Online fundraising -- specifically the email appeal -- is successful when you manage to bundle the long list of fundraising best practices into one package and send it on to your e-supporters.
The Breast Cancer Fund ran a successful campaign, achieving their goal of $10,000 -- with just two emails sent four days apart -- by doing many things right. They got the online fundraising fundamentals correct, and two of them in particular: the email envelope and the email body.
Using this real campaign, I'll unravel these two important best practice components and highlight key tactics and benchmarks to give you a bucket of new tricks for your next email fundraising campaign.