How many year-end emails are you sending?

Gaby Gollub · December 2020

I would love to know how many fundraising emails you'll be sending to your supporters, especially on Dec. 30 and 31. Big thanks to anyone who replies! Bonus points if you can let me know how this compares with your end-of-2019 emails (more, same, fewer).

Many thanks and happy holidays,

Gaby

Gaby Gollub

Manager, Digital Fundraising

World Wildlife Fund

Philip Nawrocki · December 2020

We are sending four Year End giving emails the week of December 28.

They are continuing our story we started in November. This will be the conclusion. We are sending one on Monday and Wednesday and 2 on Thursday (one a.m. and one p.m.)

This is the same cadence we have done for the past few years. We analyzed last years and removed one email on New Years Eve as we believe we can still get the same performance/donations with two emails.

Happy Holidays!

Phil

Summer Gill 2 · December 2020

Hi Gaby,

We are sending 16 emails total for our 2020 Year-End campaign:
(2 versions per send; 1 for general audience and 1 for past EOY donors). For the week of December 27-31 we are sending 1 on 12/28, 1 on 12/30, and 6 on 12/31 (2 in AM; 2 at noon; 2 in PM).

This is similar in cadence to our 2019 Year-End campaign except we did not incorporate any additional testing into the campaign. In 2019, we used send #5 as a resend of the best performing from a test done on sends #3 & 4. This year we reduced the number of emails and that meant we needed to exclude any additional testing and used multiple patient stories throughout the campaign vs. using 1 patient story for the entire campaign like we did in 2019.

Have a safe and happy holiday season!

Summer Gill

Senior Digital Marketing Specialist

Texas Children's Hospital

Gaby Gollub · December 2020

Thanks so much for your responses, Summer and Phil! Hope your campaigns are very successful.

If anyone else would be willing to share your year-end email plans, I'd be very grateful.

Thanks very much and happy holidays,

Gaby

How many year-end emails are you sending?

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