Tag Archives: email

DopDay Marketing creates Content Strategy for UW BEDC

After reviewing 2 years email and newsletters sent by the UW BEDC to their donors, DopDay Marketing identified some easy fixes to improve overall channel performance.

  • The use of “Newsletter” in their subject line led to a 10% drop in open rates of their emails.
  • Emails with fewer than 5 articles saw click through rates drop by 20% or greater.
  • 75% of the call-to-action in the email was “READ MORE”
  • Of the 3 unique audiences, the content was not distributed in a consistent or coherent manner.

The UW BEDC has begun testing alternate subject lines to find the right combination to keep their open rates high.  DopDay Marketing is working with them to develop a content calendar that will help provide a higher level view of the content by month.  The calendar will help ensure that messages are being delivered to each audience, that the CTAs are varied and that each of their programs are getting the appropriate attention.  We also included a social media check sheet to make it easier to keep track of messaging that is distributed in other channels.

Dopday Marketing improves response rates by 8% for UW BEDC

The UW BEDC asked for help from Dopday Marketing help building a small dollar donar strategy using avenues such as social media and email to engage with their community.

Any good marketing campaign begins with data.  After analyzing 4 of their UW BEDC donor databases, Dopday Marketing identified some opportunities to improve their fundraising efforts by improving email.

Recent donors were not being added to their distribution list and alumni connected to the UW BEDC were donating to the UW, just not to the UW BEDC.  Dopday Marketing recommended improving the process to get recent donors on the email list immediately; featuring donors in social media with a public “Thank You!”; and improving message specificity to ensure affiliated alumni send some of their donor dollars toward the UW BEDC.

The UW BEDC began adding the recent donors to the email list – which grew the list by 7%.  Additionally, response rates improved by 8% month over month.

Next Steps: Dopday Marketing will be analyzing the email channel to find ways to improve response rates.

About the UW BEDC

Since 1995, the Business and Economic Development Center at the University of Washington Michael G. Foster School of Business has engaged students in learning experiences that bolster the competitiveness of hundreds of minority-owned, women-owned and other small businesses. A win for students. A win for the economy. The results? More than $85 million in new revenue generated and more than 6,000 jobs created and retained across Washington state.