2014 Gold Awards for Fundraising Excellence Multichannel ($10 Million and Over) Winners

WWP had to invest more funds than had previously been used in this campaign due to declining performance of the Google grant and a general decline in email response across the sector. But the testing created a data-driven strategy that ensured the best possible performance. More than 14,648,921 impressions were served from the Google Grants, paid search engine marketing and remarketing campaigns, and a new evergreen control SEM ad was identified; 57 different emails were sent with an average 15.87 percent open rate, 5.92 percent clickthrough rate and .07 percent conversion rate; and $9 million in gross revenue was raised through 60,952 gifts at an average of $147.72. That represents a 224 percent increase in giving over the same period in 2012.