Improving Email Sends and Acquisition

Partnering with Genesys Works to Enhance Email Experience

Project Description

Charity Dynamics helped Genesys Works enhance its digital presence on its web properties and through quick email wins.

Challenge

  • Genesys Works needed to enhance its digital presence and strategy to help bring more people into its email file and then increase engagement.
  • The organization wanted to execute email micro-campaigns for end-of-year giving.

Charity Dynamics’ Digital Direct Response Services:

  • Annual Fund Campaign Planning
  • Email Design and Development
  • Social Media Strategy, Design and Content
  • Campaign Management
  • Donation Form Design and Development
  • Strategic Planning
  • Audience Segmentation
  • Sustaining Giving Strategy
  • Inbox Deliverability Optimization
  • Web and Email Testing
  • Platform Assessment and RFP Management
  • Change Management
  • Campaign Reporting and Forecasting
  • Email Optimization
  • Lightboxes
  • Website Email Acquisition
  • Welcome Series
  • Donation Conversion

Approach

  • We designed and built new email stationery in Pardot that can be used across all of Genesys Works’ websites.
  • We recommended and built out an email capture on Genesys Works’ website.
  • We designed and built two lightboxes—one focused on email acquisition and the other on EOY giving.
  • We delivered content strategy and copy for a primer campaign, Giving Tuesday and EOY that streamlined what was being sent out from the organization’s sites.

Results

  • Genesys Works saw an 111% increase of new prospects to its email file in the first month.
  • The new stationery delivered consistency of branding across all sites and better brand recognition as the organization began to take on email marketing.
  • Campaign copy that incorporates more alumni storytelling will help launch the full plan in 2019.