Shriners Children's
Setup
Project
A 4-email October campaign with a 3X matching gift offer and a patient story.
Challenge
October is shoulder season in the fundraising calendar. Donors need a compelling reason not to wait until Giving Tuesday or year-end to give.
Role
Worked with the designer to write headers that met brand and template guidelines.
Teamed with strategy, design and production to resolve edits to the proof.
Collaborated with the whole team on feedback from the client.
Process
Email 1
Email #1 is typically a softer performer, and leading with the child's story is a common mistake. Instead, I opened with the offer and dropped the story in at just the right time to close the sale.
There was only time for one draft, so I invested the most time on Email #1 to set the campaign up for success.
I dug into the CMS to curate the best mix of assets, including the diagnosis, research and parent/doctor quotes.
Results
+200k
Increase in audience per email.
+12%
Conversion rate increase.
5X
YOY revenue increase for Email #1 alone.
6
Number of zeroes in overall YOY revenue increase.
Email 1
Email 2
Email 3
Email 4
Email 1
Email 2
Email 3
Email 4