Holiday Email Series Generates Increased Email Revenue

The Challenge
A Southern Territory Division sought to raise funds through a holiday email campaign, attempting to combat the unprecedented fundraising roadblocks presented by the pandemic.

The Solution
Utilizing the iconic Salvation Army red kettles, we developed a seven-deployment email campaign to engage and appreciate donors targeted and customized to 35 different areas across the Division. The campaign included appreciation for past donations, volunteer opportunities, direct donation asks and more.

The Results
For every dollar spent, the Division earned $39. That is an increase of 22% over the previous year! The donor selection was based on a recency, frequency and monetary mix to achieve maximum results.