APT E-Renewal Series proves to be a thrilling investment!

Date Published
12/06/2019
Author
Brett Jones

The Situation

Alabama Public Television has a successful multi-channel renewal program that includes direct mail and email appeals. The station first implemented a three-part e-renewal series into its program back in FY17. Year-one results were strong, with the e-renewal series seeing a 30% open rate, a 13% click-through rate, and a 6% conversion rate. Therefore, we expanded upon our activity for this program in the spring of 2018 by adding two more email efforts, for a total of five e-renewal notices. 

The Strategy

The five emails coordinate with the first five letters of APT’s 7-effort direct mail series. Deployment for these emails is scheduled for the 25th of each month, which is the same day that the direct mail notices drop. Messaging is similar across both channels, with the email content reinforcing the direct mail letter copy. 

The Result

Adding additional e-renewal notices improved results for both the online and offline efforts! By expanding the e-renewal series, we saw an 81% increase in web revenue compared with the previous year. The added e-renewal communications helped to boost gross income by 12% compared to the prior year from the direct mail efforts. 

Since the additional digital communications have not caused any adverse effects on APT’s key performance indicators (such as open rates, click-through rates, and the number of unsubscribes), we plan to add two more e-renewal notices in the year ahead to fill out the series so that every direct mail renewal will have a corresponding email.

About the Author:
Brett Jones
Vice President of Client Management, Agency Services

Role at the Company

I lead the Agency Services Client Management team. I challenge the team to continually improve our strategy, creative and service, and develop new ideas, so we can provide better solutions and outcomes to our clients.

What excites you about your work at AFG?

I love fundraising! In my career I have had the chance to work with many different organizations that are doing incredible work and really making a difference. I enjoy helping them meet and exceed their goals so they can advance their missions. 

If you weren’t at AFG, what would you be doing?

I have always wanted to work with non-profits and love fundraising. It’s my way of contributing to the greater good. I can’t imagine what else I would do!

What are your hobbies/interests outside AFG?

I love reading, ice skating, and going to the beach in the summer, but most of I love spending time with my daughter.

What’s something most people don’t know about you?

Brett is my middle name. I’m actually Sara Brett. But don’t call me Sara if you want me to answer!

What’s your favorite childhood memory?

I remember the first time I rode a bike without training wheels. I was so proud of myself. I was so excited to visit my neighborhood friends by myself.

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