Overall, we were very excited to see such encouraging numbers. This told us there was a level of respect and trust ("from" names make a huge impact on open rates). It also told us that our subject line was compelling (Top 10 Reasons e-Fundraising Gives You an Edge). We received several emails and phone calls with some questions but not one person said "yes" to our specific offer. However, this interest in other parts of our service offering proved interesting. Some feedback also indicated timing was bad - end of summer holidays can be like that.

We therefore sent out a second email on September 14th, announcing an extension of the offer. We changed the subject line (e-Fundraising Offer Extended) and the results were as follows:

Again, we were encouraged. And again the test was interesting. While not one prospect signed up for our "special offer", we continued to receive emails and phone calls requesting general information and other types of services. One such example is Candlelighters - a not-for-profit volunteer organization that provides comfort and resources to young cancer patients being treated at the Children's Hospital of Eastern Ontario and to those they depend on for strength and support. They wanted help developing an electronic version of their print newsletter. They also wanted to add an automated email sign-up system to their web site. We helped them achieve both.

Lessons Learned:

Essentially these test emails helped open the lines of communication. As well, we can now confirm that all offers must be tailored to the unique needs of any given organization - it's not a one size fits all scenario.

And we're happy to report that we're now engaged in numerous conversations with many smart fundraising professionals. Helping them break into this exciting e-space in 2005 will be one of our top priorities.

As well, it is important to imagine if this test had it been print only. Yikes! All the insight we gained through open rates and click-throughs would not have been possible. And it's unlikely that a second direct mail piece would have been sent given the low conversions on the first drop. And it was the second email that gave us the most leads.

Yes conversions count but interest levels do too. Clearly we have a list of contacts that are interested in hearing from us and having the lines of communication open. Test. Measure. Refine. That's the ultimate lesson we have learned.

Are you an e-fundraiser looking to maximize online opportunities in 2005? Contact us today! For more on e-fundraising including comments from our own Gary Thomas, read this interesting article in Marketing Magazine.