How American Heart Association Reactivated More Than Half a Million Lapsed Subscribers to Drive Fundraising
Thursday, July 15th, 2021
1:30 PM - 2:30 PM: Breakout 6
Although an omni channel approach that includes an email component brings overall lift to organizations' fundraising efforts, it can be a struggle to effectively implement digital acquisition programs. A recent report identified a 2% decrease in email list size after a 7% average YoY growth. This decline combined with a drop in the number of touches to subscribers has challenged organizations to look for new ways to expand their email universe. What they are finding is that email acquisition continues to be hard and requires a new approach.
Join Sherry Minton in this session, as she describes how the American Heart Association was able to identify a segment of 6M+ lapsed donors and subscribers and re-activate more than 450K of them in time for Giving Tuesday and year-end fundraising efforts. Using a predictive marketing approach, the American Heart Association partnered with Data Axle to combine data cleansing, a new creative approach, deliverability services, and a testing and learning strategy to grow their mailable database.
Learning Outcome #1
By attending this session participants will learn: Learn how paying close attention to your inbox rates at the ISP level will ultimately help you increase revenue and improve donor retention.
Learning Outcome #2
By attending this session participants will learn: Discover how a multi-touch email strategy and bold creative can improve reactivation rates.
Learning Outcome #3
By attending this session participants will learn: Uncover important KPI's for measuring your deliverability.