Case Study

Relatable Copy + Communication Frequency

​A study on how prompting constituent feedback helps lift campaign engagement and conversion.​

Project background
Year-over-year donors were allowed to modify their communication preferences for the upcoming fundraising season.
Historically, email engagement and conversion have exaggerated peaks and valleys throughout a two-month fundraising campaign period during the holiday season. The goal of providing different communication frequency options was to yield better and more reliable engagement and conversion across the campaign.

Creative process
The goal was to empower donors to opt into a communication frequency preference and not tax staff. Donors received a primer email prompting them to indicate a communication frequency.
For this study, both communication frequency options read as appealing. The primer copy, overall, was crafted to be relatable.
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Final results
For this study, both communication frequency options read as appealing. The primer copy, overall, was crafted to be relatable.  
The addition of this primer email, and the overall change in brand tone, to the email solicit component of the fundraising campaign provided an overall lift in performance metrics and revenue.

• Open rate - 1% increase 
• Clickthrough rate - no change in clickthrough rate
• Click-to-Conversion rate - >100% increase (25% to 53%, year-over-year)

This email is part of a campaign with 8 unique touches, not including segmentation variants, retargets or re-sends, or stewardship emails.