http://www.youtube.com/watch?v=hvFMRQodduA

5 appeals each year

Mail version to existing and potential supporters

Webpage – redesigned landing page last year

Email to supporters

Reminder email to supporters

Four segments

• Never made a donation previously but taken action on food campaign

• Never made a donation previously and not taken action on food campaign

• Previous one-off donor• Regular giver

Different emails and different prompt amount

Targeting by segment

Two different emails for each segment

Each went to 10% of the segment – email which performed best (brought in most money) went to remaining 80%

Split testing emails

Some stats

• 154 donations from first emails128 donations from reminder email

• 62% of income from first email38% from reminder email

• £18.94 average donation from first email£14.03 average donation from reminder

• 122 donations from first-time donors160 donations from existing donors

• £8 average donation from £3 prompt£23 average donation from £20 prompt