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1. EMAIL MARKETING
Background Statistics

2. EMAIL DONATIONS
(CAF UK GIVING 2017, 2017)
• Older people are more likely to be asked to donate via direct email
• Only 16% of 16 – 24 year old claim to have been asked to donate via
email, against 44% of the older people

3. CHARITABLE GIVING STATISTICS UK
• In 2016 only 50% of the UK population believed that charities were
trustworthy
• People are willing to give more if they know exactly how the money is
spent and if they have evidence of impact
(CAF UK GIVING 2017, 2017)

4. CRITERIA OF EMAIL MARKETING
• Personalization is essential in order to create impact
• For mobile devices, emails should be image-heavy, the image should
contain the message itself
• Successful emails contain the value in the first two lines of text
• The emails should be optimized for different PC’s
(Customer relationship management, 2016)

5. STATISTICS
• Retention campaigns using email cost around $26,500 per 5,000 people
• Direct email campaigns, cost $69,600 per 5,000 people
• An email marketing campaign targeting 50,000 people only takes 6 hours to
prepare and run
• A direct mail campaign targeting around 50,000 people will take 17 days to
prepare and run
(Journal of marketing research,
2017)

6. AIDA MODEL
• The layout of the email will be written according
to the AIDA model
• First grab the attention, create interest, explain
the desire and call to action
(the balance, 2017)