Case Study: Building a Donor Base Through E-mail, Part 2

Results
As a result of these e-mail initiatives, the Colson Center rapidly grew its e-mail program and donor base. With the help of KMA, the ministry was able to:

• generate an e-mail response rate that is 513 percent better than the 2011 Convio Nonprofit Industry Benchmark E-Appeal Response Rate;
• increase e-mail revenue by 44.8 percent for the Colson Center;
• increase revenue by 426 percent of products by placing them as premiums as opposed to stand-alone products at a fixed price; and
• grow the monthly giving program — more than 10 percent of all Colson Center donors are sustaining or recurring donors.

Key to that success was the collaborative relationship between the organization and the agency, Kachuriak says.