Maximize Donor Engagement With Multichannel Integration

In the second test, WWF followed up the call with an e-mail that included a link to a donation form tied to the campaign, and an end-of-campaign e-mail as well. The campaign, which was still ongoing at the time of the presentation, generated $204,000 offline to date. The during-campaign e-mail had an 18.4 percent open rate, 1 percent clickthrough rate and resulted in four gifts online totaling $150. The end-of-campaign e-mail had a 12.6 percent open rate, 0.9 percent clickthrough rate and generated an additional 60 gifts totaling $4,000.