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: