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

What KMA found was that the short-form e-mail, as expected, had a staggering 1,209 percent increase in the clickthrough rate than the long-form control. However, when KDM looked at the donation, there was a 3.5 percent decrease in donations with the short-form e-mail compared to the long-form e-mail.