1. Kate Kleinschmidt
@katet1
Case Study: Kiva

2. Rethinking How We Give

3. About Kiva
Connect people
through lending to
alleviate poverty
80+ countries
1,200,000+
lenders
$643,000,000+
in loans raised

4. Loan Volume by Day – Oct 2014

5. Kiva Email Pre-2012

6. Kiva Email 2014

7. Kiva Email 2014

8. Testing!

9. From Name
3.73% Response Rate - $248K
4.48% Response Rate - $311K

10. Subject Line
29.49% Open Rate18.58% Open Rate
Wait until the last minute? You forgot. We got your back.

11. Message Length
7700 Users
3750 Users

12. Image Usage
0.58% CTR
0.49% CTR

13. Video Usage
0.70% CTR, 0.13% Response
0.83% CTR, 0.10% Response

14. Stats vs. Story
Colombia Lenders: $0.41/recipient
South America Lenders: $0.27/recipient
Colombia Lenders: $0.80/recipient
South America Lenders: $0.18/recipient

15. Experiment with New Tactics

16. Templates

17. Fwd Style
$206K $324K
Whoever decided that more personal
emails should be included in outreach
strategies directed at long-time
supporters deserves a high-five; we get
desensitized to the standard green-
bordered reminders.
Ok! Will do. I've been
swamped! Thanks for
the kick in the butt.
Hello Chelsa - Thanks so much for
the personal message. I've been
swamped with work and keep
meaning to do this, but when I saw
a personal message coming from an
actal person, I was guilted into
acting now (in a good way). Thanks
for taking the time to do that, and I
relent my original amount plus
more
Thanks for the reminder!
Sorry I kept forgetting to
lend out my Kiva funds, but I
just now went online and
did it.

18. Animated

19. What’s next?

20. Kiva email in 2015+

21. -Lender Focus (break down transaction/marketing barrier)
-Email Signup!
-Milestone Automated Program
-Send Time Optimization
-Unsubscribe Rework
Kiva email in 2015+

22. Thanks!
www.kiva.org/mpeis
Make your first Kiva loan for free (thanks to some generous
sponsors).
Questions/Feedback:
Kate Kleinschmidt
kate@kiva.org