E-mail Campaign of the Year: Susan G. Komen Race for the Cure

According to Event 360's Therese Grohman, the segmentation and personalization of the messages are what helped to boost overall fundraising from all sources by 8.43 percent from the 2009 effort. Overall, the 2010 race saw more registrants and better individual fundraising results.

E-mails in the campaign were personalized according to things like level of fundraising — Power Fundraiser (those who raised $275 or more), Low-Balance Fundraiser (those who raised between $1 and $274) and Zero-Balance Fundraiser (those who had not yet begun to fundraise) — participation levels (team captains and volunteers, for example); and even attitude (determined by answers to questions regarding willingness to fundraise) and behavior (interaction with the website).