Calendar Year End Email series drives significant revenue
Southern California classical music station KUSC had always focused its fundraising efforts around traditional channels, leveraging direct mail and email around on-air membership drives in January, April, and September. Though these campaigns had always been successful in their own right, KUSC wanted to increase revenue at Calendar-Year-End (CYE), when there was no membership campaign to fundraise around.
KUSC wanted to set the right tone in this CYE campaign, because classical music donors generally have a high average gift and retention rate. Together, Agency Services and KUSC developed an email series for current and lapsed donors to remind them that time was running out to make a tax-deductible gift for 2017.
The emails, presented as helpful and encouraging, not pushy, included a “Countdown” headline, consistent branding throughout the series, and included a “thank-you” message. The emails increased urgency with each send and blasted in the last week of December including the 31st.
The Calendar-Year-End emails were a big success overall. Average gift for the series was $112, and the final net revenue was more than 30 times the cost for the project. The station is thrilled in the investment it made in its Calendar-Year-End fundraising tactics and has included a repeat of the effort in 2018.