Tech4Good Denver - Sept 2013 forum: rmpbs gives day email marketing

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  • 1. Rocky Mountain PBS Colorado Gives Day Email Marketing Strategy
  • 2. 2010 & 2011 Online Strategy 2010: • 1 eblast • Donate on CGD message • 8,000+ non-members • 16% open rate; .57% CTR • 2 Weekly E-News ads • Other online promotion: • 1 Web tile ad • 2 Facebook posts • 2 Tweets 2011: •2 eblasts • 52,800+ people (all but recent givers) • Schedule a donation message • 17% open rate; .16% CTR • 54,000 people (all) • Donate today message • 16% open rate; .14% CTR • 1 Thank you eblast with survey • 550+ people, 72 responses (13% CTR) • 2 Weekly E-News ads • Other online promotion: • 1 Web tile ad • 2 Facebook posts before & 12 day-of* • 2 Tweets before & 9 day-of* • Banner ad on homepage day-of* *More posts than planned during due to CGD tech difficulties.
  • 3. 2012 Online Strategy 36.1% 18.1% 6.9% 0.0% 1.4% 51.4% 20.8% 0% 10% 20% 30% 40% 50% 60% Ireceivedan emailfrom Rocky… IsawaPublic Service Announceme… Isawiton rmpbs.orgor inRocky… IsawRocky Mountain PBS'… Iwatched Rocky Mountain… Fromanother Colorado GivesDay… My family/friends toldme… How did you hear about CGD?• 2 eblasts + reminder • “Schedule” message…with • Dynamic content varied to 3 groups: • Active • Lapsed • Non-Members • No open? Sent again. • 17% open rate; .16% CTR • “Donate today”…with dynamic content, same groups • 20% open; .55% CTR • 1 Thank you eblast with survey • 830+ people • 68 responses (9% CTR) • Other online promotion: • 1 Web tile ad • 8 Facebook posts • 13 Tweets • Banner ad on homepage
  • 4. $14,313 $63,587 $92,161 $- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 $90,000 $100,000 FY11 FY12 FY13 Total Gross Revenue 135 583 837 0 100 200 300 400 500 600 700 800 900 FY11 FY12 FY13 Total Contributions $106.02 $109.07 $110.11 $103.00 $104.00 $105.00 $106.00 $107.00 $108.00 $109.00 $110.00 $111.00 FY11 FY12 FY13 Average Gift The Results…