Inspiring Donors with Email Appeals

148%

increase in YOY giving

16.6%

increase in email file size

193%

increase in online donations

“Working with the Alpha Dog digital team has felt like more of an extension of our own development team than working with a vendor.  Their years of experience, combined with knowledge on the emerging trends has aided us in making the best decisions for our fundraising program.”

Manager of Special Gifts & Partnerships

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The Challenge

Low Donation Revenue from Email

The Animal Rescue League of Iowa was wanting to see growth in their digital fundraising program. Their original email program only consisted of direct mail companion emails, meaning that the organization was not taking full advantage of their email list.

Email Appeal Strategy

The Solution

Telling Their Story

RKD encouraged the organization to connect with their email recipients by sharing their rescue stories. Our email appeal strategy focused on animal rescue and emergency medical need stories. We also included an online-only match campaign, to drive overall digital growth.

Email Appeal Strategy

Breakthrough

Revenue Generating Email Campaigns

Just as you would tell a story in any direct mail fundraising campaigns, it’s important to remember to do the same in your email appeal strategy. Informing the donors of rescue stories and emergency need situations inspired them to give. Implementing this strategy increased email generated revenue from 1% to 34% within a year.

Just as you would tell a story in any direct mail fundraising campaigns, it’s important to remember to do the same in your email appeal strategy. Informing the donors of rescue stories and emergency need situations inspired them to give. Implementing this strategy increased email generated revenue from 1% to 34% within a year.

Email Appeal Strategy