American Indian College Fund – Vote for your Favorite PSA

GOLD: Category: Interactive: E-mail

Engaging Donors in the Mission
To groom American Indian College Fund donors for online interaction before prime fundraising season in the fall, we created an engaging and interactive campaign that asked for nothing but participation. The first message invited them to visit the College Fund’s website to view public service announcements (PSAs) and vote for the one they liked best. The second message told them the results of the voting to date, asked nonparticipants to vote, and encouraged everyone to forward the email to family and friends. More than two-thirds (69%) of those who opened the message responded. And nearly 8% of the whole 5,500-name email list even responded with heartfelt and supportive comments.