Case Study: Building a Donor Base Through E-mail, Part 1

The Colson Center agreed on the membership route, and with KMA, a comprehensive e-mail program was designed to do three things:

• acquire new names for the organization;
• convert subscribers and ministry friends into donors and members; and
• inspire donors to give to multiple opportunities.

Testing, testing
One thing KMA and Pursuant learned through past experiences with other clients is that short-form e-mail content that focuses on getting recipients to click in the e-mail and then get the full value proposition on the landing page typically seems to work best.