Best Non-profit Email Message Campaign

The Greenpeace monthly donor is politically liberal, skewing slightly female with an average age of 20 to 34. This donor pledges an average of $19 per month, though they can give any amount above $10. Most Greenpeace donors are acquired through street canvassing. Passionate about the environment and already familiar with environmental issues, these donors demonstrate their altruism through involvement with established nonprofits as well as going out of their way to help others. We’ve also learned donors would prefer to be recognized for their support through an email or letter, rather than with a phone call or branded item.

BKV is seeking to determine whether or not an email welcome series can increase monthly donor retention. Of course, we want donors to open the emails and take action whenever asked, but ultimately, we would like to see the donor churn rate decrease. This will be measured by the current donor retention rate, which we hope to improve by 2.4%.

To that end, the Welcome Test Series features aggressive, action-oriented headlines, as well as candid, highly saturated imagery that reflects the donor in her natural (that is, altruistic) habitat. Copy and imagery welcome the donors into a vibrant, active community committed to change.

Contributors:

Executive Vice President, Chief Creative Officer, Partner:	Alan Blose
Senior Art Director:	Lee Summers
Copywriter:	Nicole Incardone
Director of eCRM Technology:	Billy McNair
Account Service:	Virginia Doty, Ansley Jackson

BKV

Location: US