Susan G. Komen for the Cure won a prestigious Marketing Sherpa 2011 Email Award for their 2010 Susan G. Komen Global Race for the Cure email campaign.
Remember that we called out MarketingSherpa’s 2011 email awards towards the end of last year? Well, one of our GraphicMailers, a large US based non-profit, won one of the awards!
We’ve summarized the report on their campaign below, but you can download the full report here.
Who they are
The Susan G. Komen for the Cure foundation is one of the largest organizations globally leading the fight against breast cancer. Susan Komen was herself diagnosed with breast cancer and fought against it. Her sister, Nancy G. Brinker, started the foundation after her death to honor Nancy’s promise to her sister to fight the battle against breast cancer. Since starting the foundation in 1982, they’ve managed to raise and invest approximately $ 1.5 billion in their cause.
Their San Francisco office is signed up with GraphicMail for their email marketing needs.
Their winning campaign
Every year they have a Susan G. Komen Global Race for the Cure. Participants sign up and pay a small registration fee, where after they raise funds for the cause. There is no minimum amount of funds they need to raise. Their email campaign is to encourage participants in their fundraising efforts and remind them of the difference they make.
They used the data at their disposal from previous fundraising campaigns to personalize and segment the campaign. Participants were segmented according to their teams, their attitude (determined by survey responses), how much money they had raised to date and how they interact with the foundation’s website. Based on this segmentation and analysis, they sorted the participants into different email lists.
There were a number of very targeted mailers sent out: To people who had raised less than $275; to participants who had raised more than $275; to participants who had not yet started their fundraising;
Participants who had not made use of the online Participant Center also received additional content in their emails encouraging them to do so. They also sent a completely different email to team captains assisting with motivational tools with which to boost their teams fundraising efforts.
As you can gather, this campaign made careful use of analysis, segmentation and relevance to target their subscribers – and with great effect!
The impact
Even with less participants than previous years the foundation was able to raise more money. Impressive! Their personalized, targeted campaign inspired their loyal supporters to raise even more money than usual.
Congrats Susan G. Komen foundation! We love how you’ve made your email marketing work for your cause.
*MarketingSherpa have published a gallery of this year’s 17 winners and their campaigns, with details on why each campaign won and what strategies they implemented. It’s a great place to get ideas for your own campaigns! Download it here.
To find out more about GraphicMail’s non-profit edition and how you can benefit from partnering with us, take a look at this.