The six-week campaign resulted in more than $1.5 million in funding for public-school projects. More than $750,000 of that total was from individual donors funding projects online; the balance came from foundations and other grant sources. The campaign dramatically outperformed DonorsChoose’s previous e-mail marketing. Response rates for back-to-school messages were five times as high as the organization’s average full-list e-mails. Thanks to this viral marketing, one-third of the “citizen philanthropists” participating in the campaign were first-time donors.
Multichannel Stars
The six-week campaign resulted in more than $1.5 million in funding for public-school projects. More than $750,000 of that total was from individual donors funding projects online; the balance came from foundations and other grant sources. The campaign dramatically outperformed DonorsChoose’s previous e-mail marketing. Response rates for back-to-school messages were five times as high as the organization’s average full-list e-mails. Thanks to this viral marketing, one-third of the “citizen philanthropists” participating in the campaign were first-time donors.