DMFA Package of the Year: amfAR

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amfAR, The Foundation for AIDS Research, took home a Direct Marketing Fundraisers Association (DMFA) Package of the Year award in the Email Fundraising category. SankyNet Vice President Paul Habig gave this great presentation on 9/28 to showcase the campaign's success.

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DMFA Package of the Year: amfAR

  1. 1. Best Email Campaign: amfAR Year End September 28, 2011 Presented by: Eric Muscatell Director of Philanthropy, amfAR & Paul Habig Executive Vice President, SankyNet
  2. 2. <ul><li>E-Appeal </li></ul><ul><li>Subject Line 1: </li></ul><ul><li>New Year’s Resolution for the Cure </li></ul><ul><li>Sent: December 29, 2010 </li></ul><ul><li>Subject Line 2: </li></ul><ul><li>Last day for a 2010 tax deduction </li></ul><ul><ul><li>Sent: December 31, 2010 </li></ul></ul><ul><ul><li>From: amfAR, The Foundation for AIDS Research </li></ul></ul>
  3. 3. <ul><li>Creative Strategy </li></ul><ul><li>Timing – part of a larger, integrated campaign </li></ul><ul><li>Brevity – less than 125 words </li></ul><ul><li>Testing – used previous data </li></ul><ul><li>Segmentation – know your audience </li></ul><ul><li>Technique – re-send to all segments </li></ul><ul><li>Stewardship – sent an acknowledgment </li></ul>
  4. 4. <ul><li>Copy and Design Strategy </li></ul><ul><li>Subject Line Front & Center </li></ul><ul><li>Upfront Call to Action </li></ul><ul><li>Multiple Asks </li></ul><ul><li>Using Photos that Humanize the Campaign </li></ul><ul><li>Accomplishments </li></ul><ul><li>Stewardship & Follow-Up </li></ul>
  5. 5. <ul><li>Copy and Design Strategy </li></ul><ul><li>Subject Line Front & Center </li></ul><ul><li>Upfront Call to Action </li></ul><ul><li>Multiple Asks </li></ul><ul><li>Using Photos that Humanize the Campaign </li></ul><ul><li>Accomplishments </li></ul><ul><li>Stewardship & Follow-Up </li></ul>
  6. 6. <ul><li>Copy and Design Strategy </li></ul><ul><li>Subject Line Front & Center </li></ul><ul><li>Upfront Call to Action </li></ul><ul><li>Multiple Asks </li></ul><ul><li>Using Photos that Humanize the Campaign </li></ul><ul><li>Accomplishments </li></ul><ul><li>Stewardship & Follow-Up </li></ul>
  7. 7. <ul><li>Copy and Design Strategy </li></ul><ul><li>Subject Line Front & Center </li></ul><ul><li>Upfront Call to Action </li></ul><ul><li>Multiple Asks </li></ul><ul><li>Using Photos that Humanize the Campaign </li></ul><ul><li>Accomplishments </li></ul><ul><li>Stewardship & Follow-Up </li></ul>
  8. 8. <ul><li>Copy and Design Strategy </li></ul><ul><li>Subject Line Front & Center </li></ul><ul><li>Upfront Call to Action </li></ul><ul><li>Multiple Asks </li></ul><ul><li>Using Photos that Humanize the Campaign </li></ul><ul><li>Accomplishments </li></ul><ul><li>Stewardship & Follow-Up </li></ul>
  9. 9. <ul><li>Copy and Design Strategy </li></ul><ul><li>Subject Line Front & Center </li></ul><ul><li>Upfront Call to Action </li></ul><ul><li>Multiple Asks </li></ul><ul><li>Using Photos that Humanize the Campaign </li></ul><ul><li>Accomplishments </li></ul><ul><li>Stewardship & Follow-Up </li></ul>
  10. 10. <ul><li>Results </li></ul>CAMPAIGN STATISTICS Year End Total # Emails Sent 58,203 Open Rate 8.80% Click-Through Rate 0.89% # Donations 230 $ Donated $40,479.67 Average Donation $176.00 Cost to raise $1 $0.06 Cost per piece $0.04 Overall Response Rate 0.40%
  11. 11. <ul><li>Donor Highlights </li></ul><ul><li>Online Donor Segment Highlights: </li></ul><ul><ul><li>Over 18% open rate </li></ul></ul><ul><ul><li>Over 1.25% response rate </li></ul></ul><ul><ul><li>Over 52% click conversion rate </li></ul></ul><ul><ul><li>Almost $204 average gift </li></ul></ul>
  12. 12. <ul><li>Campaign Highlights </li></ul><ul><li>Overall Campaign: </li></ul><ul><ul><li>$115,825 raised </li></ul></ul><ul><ul><li>681 donations </li></ul></ul><ul><ul><li>$170.08 average gift </li></ul></ul>
  13. 13. www.amfar.org www.sankynet.com <ul><li>Thank You! </li></ul>

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