SAN BRUNO, CA — (Marketwired) — 04/25/13 — , a non-profit organization bringing clean, safe drinking water to people in developing nations, partnered with (NASDAQ: MKTG), a leading provider of email and , to educate, inspire and engage over 15,000 supporters and raise more than $2 million for charity: water-s . Using the , charity: water was able to bring a new degree of sophistication and targeting to its email marketing program, which resulted in record levels of donor engagement and money raised for clean water.
“Every aspect of the September Campaign is grounded in inspiring and connecting people to the need for clean water in Rwanda,” said Paull Young, Director of Digital at charity: water. “Through smart email segmentation and targeting, the Responsys Interact Suite enabled us to begin building one to one relationships with our donors in a way that just isn-t possible yet with social media. I strongly believe email marketing had a direct impact on our ability to break the 2012 September Campaign fundraising goal and keep our community connected, informed and energized about raising money for clean water.”
Each year on September 7, charity: water-s birthday, the organization launches the , its largest annual fundraising campaign. In each of these annual campaigns, charity: water takes on the water crisis in one country. In 2010, it was for projects in the Central African Republic; in 2011, it was to purchase a drilling rig and equipment for partners in northern Ethiopia; and in 2012, charity: water set an aggressive target of raising $1.7 million to support water projects in Rwanda-s Rulindo District, which it exceeded by reaching $2,000,527 raised.
For the 2012 September Campaign, Responsys worked with charity: water to transform its email marketing strategy from what had been several mass email blasts to a regular cadence of highly personalized messages dedicated to educating, inspiring and engaging subscribers. charity: water used the Responsys Interact Suite to target subscribers based on their level of engagement with the emails and progress toward their fundraising goals. For example, an to new subscribers and to people who had opened charity: water-s email the previous week. charity: water also delivered weekly with campaign updates, inspiring videos and photos from Rwanda, and fundraising tips from active campaigners.
Throughout the September Campaign, email marketing served as charity: water-s principal lever for re-activating and encouraging fundraisers to continue their efforts, while at the same time building the foundation for long term relationships with their donors. charity: water saw a 21 percent increase in open rates over last year-s campaign, plus 58 percent of people who started a fundraising campaign actively raised funds, compared to 50 percent in previous years. More importantly, charity: water exceeded its fundraising goal and will help more than 26,000 people in Rwanda get clean water.
“charity: water absolutely understands how to put the customer, or in its case the donor, first,” said Scott Olrich, Chief Marketing Officer at Responsys. “By sharing the impact each donor has on the movement to bring clean water to all corners of the world and inspiring them to continue towards their fundraising goals, charity: water is building relationships that will sustain for many years. Non-profit and for-profit digital marketers alike can learn from their approach to donor engagement across the entire lifecycle.”
To learn more about the success of charity: water-s 2012 September Campaign, with Sarah Salisbury, Digital Marketing Manager at charity: water.
: Learn how @charitywater exceeded its 2012 September Campaign fundraising goal with smart digital marketing from @Responsys
Responsys is a leading provider of email and cross-channel marketing solutions that enable companies to engage in relationship marketing across the interactive channels customers are embracing today–email, mobile, social, the web and display. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys- New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: Southwest Airlines, LinkedIn, LEGO, Orbitz, United Airlines, Dollar Thrifty, Avis Europe, Deutsche Lufthansa, UnitedHealthcare and American Family Mutual Insurance Company. For more information about Responsys, visit .
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Heather MacKinnon
Responsys
Sarah Salisbury
charity: water
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