1. Rocky Mountain PBS
Colorado Gives Day
Email Marketing Strategy

2. 2010 & 2011 Online Strategy
2010:
• 1 eblast
• Donate on CGD message
• 8,000+ non-members
• 16% open rate; .57% CTR
• 2 Weekly E-News ads
• Other online promotion:
• 1 Web tile ad
• 2 Facebook posts
• 2 Tweets
2011:
•2 eblasts
• 52,800+ people (all but recent givers)
• Schedule a donation message
• 17% open rate; .16% CTR
• 54,000 people (all)
• Donate today message
• 16% open rate; .14% CTR
• 1 Thank you eblast with survey
• 550+ people, 72 responses (13% CTR)
• 2 Weekly E-News ads
• Other online promotion:
• 1 Web tile ad
• 2 Facebook posts before & 12 day-of*
• 2 Tweets before & 9 day-of*
• Banner ad on homepage day-of*
*More posts than planned during due to CGD tech difficulties.

3. 2012 Online Strategy
36.1%
18.1%
6.9%
0.0% 1.4%
51.4%
20.8%
0%
10%
20%
30%
40%
50%
60%
Ireceivedan
emailfrom
Rocky…
IsawaPublic
Service
Announceme…
Isawiton
rmpbs.orgor
inRocky…
IsawRocky
Mountain
PBS'…
Iwatched
Rocky
Mountain…
Fromanother
Colorado
GivesDay…
My
family/friends
toldme…
How did you hear about CGD?• 2 eblasts + reminder
• “Schedule” message…with
• Dynamic content varied to
3 groups:
• Active
• Lapsed
• Non-Members
• No open? Sent again.
• 17% open rate; .16%
CTR
• “Donate today”…with
dynamic content, same groups
• 20% open; .55% CTR
• 1 Thank you eblast with survey
• 830+ people
• 68 responses (9% CTR)
• Other online promotion:
• 1 Web tile ad
• 8 Facebook posts
• 13 Tweets
• Banner ad on homepage

5. $14,313
$63,587
$92,161
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
FY11 FY12 FY13
Total Gross Revenue
135
583
837
0
100
200
300
400
500
600
700
800
900
FY11 FY12 FY13
Total Contributions
$106.02
$109.07
$110.11
$103.00
$104.00
$105.00
$106.00
$107.00
$108.00
$109.00
$110.00
$111.00
FY11 FY12 FY13
Average Gift
The Results…