Isabel Shea

Associate Director, Online Fundraising WETA TV26 / Classical WETA 90.9 FM

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Secrets to WETA’s Record-Breaking Year-End Email Campaign

Membership, #GivingTuesday, calendar year-end, email

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It’s not uncommon for a station to generate about 30% of its annual fundraising between Thanksgiving and New Year’s Eve. But does your email during that period generate 60% of your annual email revenue? In 2017, WETA’s year-end email campaign did just that.

WETA’s 19 calendar-year-end email appeals generated 60% of all email revenue for 2017. The station saw a four-year 142% rise in CYE revenue that resulted from a comprehensive strategy beginning with Giving Tuesday and running through December 31.

Consider the following three recommendations that could significantly amplify the results of your own year-end email campaigns:

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