We assisted Conway Ministry Center in their funding campaign by way of developing an email marketing strategy. In this campaign, we identified three target markets: those who have never donated, those who have donated between $1 and $4,999, and those who have given $5,000 and above.
After segmenting their list of 1,200 emails into these 3 groups, we loaded these emails into Mailchimp, their EMS (Email Marketing Software). From here, we were able to develop 3 automated journeys with relevant messaging and customer journeys.
For the first group of 890 recipients, our aim was to invite them to donate at least $1. We sent out a series of 5 emails, which shared the story of Conway Ministry Center, its mission and goal.
The second group of 196 recipients received a series of 3 emails thanking them for their previous gifts and requesting an additional gift or to forward the email to a friend who would be likely to give.
Finally, the last group received a single email asking for a one-to-one conversation with Spring, the director of Conway Ministry Center. This was the chosen action because these donors had a history of giving large gifts in person and with checks.
