Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

WWP had to invest more funds than had previously been used in this campaign due to declining performance of the Google grant and a general decline in email response across the sector. But the testing created a data-driven strategy that ensured the best possible performance. More than 14,648,921 impressions were served from the Google Grants, paid search engine marketing and remarketing campaigns, and a new evergreen control SEM ad was identified; 57 different emails were sent with an average 15.87 percent open rate, 5.92 percent clickthrough rate and .07 percent conversion rate; and $9 million in gross revenue was raised through 60,952 gifts at an average of $147.72. That represents a 224 percent increase in giving over the same period in 2012.