Calendar Year End Email series drives significant revenue

Calendar Year End
Date Published
Kate Ryan

The Situation

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.

The Strategy

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, Allegiance Fundraising 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, rather than 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 ResultsCalendar Year End

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.

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