2014 EOY Appeal
PROJECT TEAM
VENDORS
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​Lisa Cottingham - Project Cordinator
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Tara Jones - Digital Coordinator
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​Julie Johnson
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​Alpha Graphics - Marc Stein - Print and Mailhouse
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Hampton Creative - Letter Design
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FoType - Chad Kellough - Landing Page Design
GOALS
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$195,000 for Q1 and Q2
STRATEGY
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Story Telling: Mt. Paka Project
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Segmentation
Segment A: Lower Level Donors and Organizations
- 14,613 Solicited
- Ask Range: $50 - $500
Segment B: Major Donors and Organizations
- 491 Solicted
- Ask Range: $250-$1,500
Segment C: Churches
- 100 Solicted
- Ask Range: $250 - $1,500
Lapsed Donors
- Donors who have not contributed in 2+ years
- Letter by Lisa asking to give
- 33 Solicited
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Eblast
Date Type Sent
11.25 Launch 16,457
12.22 Engineering 16,415
12.29 Two Day Push 16,361
12.30 Thank You 1,084
12.30 Lapsed Give 15,257
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Social Media
Date Type Reach Likes Comment Share
11.25 Launch 1,699 54 - 14
12.22 Mt. Paka Blog 1,492 21 2 11
12.23 Mt. Paka Blog 788 31 - 3
12.29 Eight Hours 1,111 30 - 1
12.30 Eight Hours 1,187 38 - 2
12.31 EOY Gift 682 10 - 2
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Blog posts
The Mount Paka Project Challenged our Engineers
- Author: Chris Bryan
- Published: December 22, 2014
Eight Hours, Every Day | Mount Paka, Kenya
- Author: Tara Jones
- Published: December 29, 2014
RESULTS
At a Glance
Income : $229,254.10
Expenses: $17,865.79
Mailed Solicitations: 15,137
Donors: 786
Average Gift: $284.43
Percent Participated: 5.11%
Expenses
Seg A Printing: $9,556.78
Seg B Printing: $988.11
Seg C Printing: $668.90
Letter Design: $1,500
Website Design: $2,952
Postage: $2,200 *approx ($.143/ea)
Total : $17,865.79
Income
Seg A: $86,761.56| 552 Donors
Seg B: $73,994.48| 96 Donors
Lapsed: $46,208.06 | 39 Donors
Eblast: $18,200 | 81 Donors
Online: $3,940 | 18 Donors
* misc: $150 | 2 Donors
Total: $229,254.10
Survey: What Brought You to the Site?
Friend 11
Email 6
Mailing 8
Website 1
Other 19
Four Year Eblast Performance Analysis
Three Year Facebook Performance Analysis
Four Year Cost Performance Analysis
COMMENTS
New Donors
​ 24 in total | donated $6,775
Four made donation through email
Remote and Challenging 2
You Still Have Time 1
Celebrate! 1
When asked " What Brought You to the Site" six responded
Refered by a friend 4
Email 2