Overall, Bloomerang customers that sent fundraising appeals raised $1.35MM more during the COVID-19 crisis than they did during the same time period last year! We wanted to highlight some of those success stories here.
Maggie’s Place | Steady Support From Segmented Email Appeals
In this video, Steven from Bloomerang sits down (virtually) with Laurel from Maggie’s Place to talk about how they maintained a steady stream of support while the COVID-19 crisis changed how they provide services.
With multiple locations closing or partially-closing to in-kind drop-offs, MP needed to communicate what changes were happening on-site while also explaining that there was still a need. Several consecutive update emails were sent, each with a contextualized appeal for support. If that wasn’t enough, they also had a statewide day of giving to navigate. Laurel says that weaving in stories from service recipients and thank you’s to supporters was critical to their success.
Facility Restrictions + Appeal Email
With locations in two states, the first notification email since the crisis began was segmented to groups: supporters in AZ and those in OH. Subsequent emails would explain any changes or updates to services, but each contained an appeal. Even though item drop-offs would be prohibited, MP gave supporters additional ideas for how they could be supportive.
47% open rate, 1.7% click-through-rate
Subject: Response to COVID-19
Segmented Thank You + Appeal Email
MP was sure to send thank you emails to supporters but in a segmented fashion. Recent donors received a thank you without an ask, while those who hadn’t given received a version with an appeal.
Subject: We are Thankful for the Helpers and Supporters.
AZ Gives Day Appeal Email
Early April brought an annual statewide day of giving, which MP didn’t shy away from. Laurel says that they’ve raised 3x as much as they did last year.
Subject: Maggie’s Place stays committed to our moms.