DMFA E-mail Renewal Package of the Year: amfAR Holiday/Year-End E-mail

The e-mail was also accompanied by a lightbox on amfAR’s website, a transparency that covered the homepage and had similar graphics as the e-mail itself.

The e-mail hit donors on Dec. 29, just three days before the new year. It went to 59,121 amfAR donors and had a response rate of 0.40 percent, bringing in $40,480 by itself. The cost to raise a dollar was just 6 cents, and the average gift was $176.