We created an email series for Vera to educate the public on these complex issues and inspire them to give in support of Vera’s mission. Each email dives further into major aspects of Vera’s work in ending mass incarceration and and advancing criminal justice reform. This versatile campaign was successfully employed as both an email Welcome Series for new subscribers and prospects, and a Fall Campaign for current supporters. We also created social media posts that shared content with the emails in order to integrate this campaign across fundraising channels.
The first email introduces readers to a complex concept: incarceration trends across the United States. This quick email sends readers to a Vera report and primes them for a breakdown of the topic through graphics and easy-to-digest stats in the second email. Finally, the third email brings in the emotional aspect of why we must work to end mass incarceration with a personal letter from Vera’s President, Nick Turner. This final message coalesces all of the negative impacts of mass incarceration touched upon earlier, while focusing on the devastating human impact in order to drive the need to give – to help Vera end the cycle.
Location: United States