Day of Giving email campaigns

 

The following emails were sent in different years for the Foundation’s Day of Giving. Each had different returns. Understandably, the email with the best return was the latest one: the email with a simple, direct donation message and a dedicated landing page. 

With the end of third party cookies in the no-so-far future, it’s even more important to focus on other digital marketing techniques, and email marketing remains an incredibly powerful channel to explore further.

2020 day of giving email

This email was deployed prior to my employment.

AUDIENCE: This audience was limited to university alumni.

MESSAGE: There was no clear, concise message. 

LANDING PAGE: The email linked to two donation pages, but there was no clear landing page.

GIVEAWAY: There was no giveaway offered in this email.

2022 day of giving email

Thanks to my work, this email was the first time in the Foundation’s history a giveaway could be paired with online donations.

AUDIENCE: The email was sent to all former university donors, alumni, faculty and staff.

MESSAGE: The email had a donation message. 

LANDING PAGE: The email linked to the Foundation’s main donation page, but there was no separate landing page.

GIVEAWAY: A university t-shirt was offered as a giveaway.

NUMBEr of donations

The number of donations in 2022 increased by over 410% compared to 2020.

total donation amount

The total amount of donations increased by 320% in 2022 compared to 2020.

 

 

2023 day of giving email

This Day of Giving email had a dedicated landing page I developed. 

AUDIENCE: The email was sent to all former university donors, alumni, faculty and staff.

MESSAGE: The email had a donation message. 

LANDING PAGE: The email linked to a dedicated landing page.

GIVEAWAY: A university sweatshirt was offered as a giveaway.

2023 day of giving landing page

I developed this 2023 Day of Giving dedicated landing page to complement the 2023 Day of Giving email. 

NUMBEr of donations

The number of 2023 donations was 40% higher than the previous year’s.  

total donation amount

The total donation amount was 36% higher than the previous year’s.

engagement rate

The online user engagement rate for the 2023 Day of Giving was 76.5% higher than the previous year’s online user engagement rate. Most of this engagement came from organic social media.