E Renewal Revamp Significantly Improves Results!

THE SITUATION

The South Carolina ETV Endowment already had an integrated renewal program, with an email effort following up each month’s mailing in their 10 part membership renewal series. With a historically generous and highly responsive donor base, they became concerned when their e-renewal results began slipping and the monthly revenue declined well below its previous norm. They asked DMW Fundraising to take a look at the series and give it a tune-up.

THE STRATEGY

DMW Fundraising freshened the entire series, which up until then had an identical subject line each month. The previous series was graphically dull with just a logo for interest, and used stiff and formal language. The new series varies the subject lines, adding urgency as the membership expiration date approaches and passes, deploys a colored background along with images of favorite PBS programs “above the fold”, and uses informal, friendly language in quick-to-read bursts. And a specific, personalized renewal gift amount is requested on each appeal.

6500
average monthly revenue totals
ETV Downton Abbey

THE RESULTS

The ETV Endowment is very happy to be back “in the money” with their e-renewals! The response rates have jumped from well below 1% to an average of 1.25%. Average gifts are up from the $80 range to $130 and more. And monthly revenue totals have climbed back from the low $1,000s to consistently topping $6,500 per month!