Email Fundraising Case Study: Blasting to Splits and Non-opens

I wanted to present you with a GENERAL analysis of one client’s current email fundraising results to assess the effectiveness of re-marketing splits and re-blasting to non-openers.

I’ll present a fuller analysis later after I analyze every single motive code.

In this case a three-way Split Test was developed (three different creatives) and run out to three 7% random sampling of the master file (no overlapping names).  The strategy was short cause email to long cause landing page (A), long cause email to short cause landing page (B), and short premium offer to short premium landing page – no cause (C). The blasting process then unfolded as shown below:

June 18 Split Test (A,B,C) = 36 gifts for $2897 from June 18-21.
A had 11.6% Opens, 22% Clicks, 6% gift conversions of 14 for $1,150 total
B had 11.2% Opens, 10.5% Clicks, 12.6% gift conversions of 13 for $1,555 total
C had 9.9% Opens, 19% Clicks, 7.7% gift conversions of 12 for $680 total
Based of these numbers we executed the following schedule of blasts:

June 22 Full Blast to B = 114 gifts for $8905 from June 22-23
June 24 Re-blast of B to Non-opens = 68 gifts for $4615 from June 24-28
June 29 Full Blast to A = 86 gifts for $6444
July 1 Re-blast of A to Non-opens = 75 gifts for $5503

Total Campaign (gifts still coming in) = 379 gifts for $28,364

Many of the details and nuances I have excluded from this post in order to display these general results that convey various blasting points re-fundraising for non profits.

Ranked by dollars given
$8905 from “winning” B Full Blast (114 gifts)
$6444 from “losing” A Full Blast (86 gifts)
$5503 from “losing” A Re-blast to Non-opens (75 gifts)
$4615 from “winning” B Re-blast to Non-opens (68 gifts)

Analysis of “Winning” version vs “Losing” version blasting
“Winning” B version of the eAppeal: $13,520 from 182 gifts
“Losing” A version of the eAppeal: $11,947 from 161 gifts

Remember, this is a first blush analysis, but it illustrates the point in general WHY it’s often meritorious to send both split test versions of your email fundraising efforts. If we had NOT sent the “LOSING” version, we would have FORGONE $12,000 in income from 161 givers.

Analysis of First Blast vs Re-blasts to Non-opens
First Blasts = $15,349 from 200 gifts
Re-blasts to Non-opens = $10,118 from 143 gifts

Same disclaimer here, but it illustrates the point WHY it’s often meritorious to send to non-openers. If we had NOT sent to Non-opens we would have FORGONE $10,000 in income from 143 givers.

Crazy idea:
If we HAD NOT SENT the “LOSING” version NOR SENT to Non-opens, we would have RAISED $11,802 from 150 givers and FORGONE $16,562 from 229 givers.

These are real time online fund raising results that have occurred during June 2009, also showing that despite the rotten economy, the right offer at the right time with the right executional effort can yield some very substantial results.

If you’d like some help to implement a plan like this, contact Pathmaker Marketing today at 623-322-3334 and we’ll do our best to help your not for profit organizations.

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