E-mail Campaigns of the Year: Trust for Public Land and People for the American Way

The year-end campaign was a stunning success for EDF. According to CCAH’s Lon Chapman, it raised more money online than in any previous year with a 9 percent increase over 2011, which was the previous record for most revenue raised in a campaign.

“Also, by increasing segmentation and timing of messages, we raised more money with less messaging (launched 3 million fewer e-mails than in December 2011) — thereby improving response rate and fatigue of the file,” he wrote.