The results for this campaign were impressive to say the least. There was a 5 percent increase in the number of gifts and a 15% increase in total contributions over the previous year. The average gift through direct mail was $119.20 and through email the average gift was $229.63. Online gifts from the email accounted for over $ 10,000 in additional giving.
The cost to raise a dollar with email was a nominal 11 cents. The cost to raise a dollar by direct mail was also very low at only 20 cents. Thus, email achieved a 9 to 1 return on investment and direct mail achieved a 5 to 1 return on investment.
Clearly, the cross media approach using email had a big impact on results compared to just using a single channel.
Needless to say, ABCH is extremely pleased again with their relationship with ME. They appreciate ME’s desire to help them navigate more toward cross media fundraising. In the future, ME suggests testing personalized URLs to capture more email addresses, present videos and engage donors more through social media.