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Marathon Run to Stop Animal Abuse
Jukka Myllyniemi, PETA UK
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Peer to Peer email campaign
• PETA supporter got a place in the 2014 London Marathon and wanted to raise funds for us
• Email campaign to our donors list, “from one supporter to another”. “Why I support PETA”
• Same runner had participated in previous year’s marathon and we did a similar email campaign in 2013.
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Goals• Raise funds to support our work. Target
£6000• Promote our new Peer to Peer fundraising
programme ‘PETA Pack’• Strengthen donor relationships
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Campaign elements• Four Three email appeals – personalisation
based on past behaviour by using profiles• Donation page with customised thermometer• Thank you page with option to send Good Luck
message & start own personal fundraising page• Auto-responder thank you email encouraging to
set up your own personal fundraising page• ‘Report back’ email to tell how marathon went,
how much was raised & to thank donors
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Personalisation• Profile: Donated to appeal ‘London
Marathon 2013’
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personalisation
personalisation
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Results• £9300 raised (goal £6000)• 512 gifts• Over 100 Good Luck messages• Approx 20 personal fundraising pages set
up
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Conclusions/What would I do differently?
• Set the goal higher! (ended up cancelling last emails)
• More and better personalisation• Better use of images• Introducing an option to leave a message
also on other donation pages?