Psych-based newsletter makeover
Read the newsletter here.
Creative team included Katie McNally, Nic Feeney, Anne-Marie Gray (all from USA for UNHCR), Jen Shang (from the Institute for Sustainable Philanthropy), and Jeff Brooks, Andrea Hopkins, and Tom Ahern
The goal: to see if a newsletter precisely tuned to the emotions of a quarter-million donors could significantly boost giving. (Spoiler alert: it’s working.)
Step 1: permission to experiment. The ED/CEO said absolutely.
Step 2: research by the Institute for Sustainable Philanthropy. Why do a quarter-million U.S. donors care so much about this refugee-assistance charity?
Step 3: assemble a dedicated team. Half are Case Writer pros. Half are insiders trained in psychologist Jen Shang’s new fundraising discoveries. Jen is the behind-the-scenes adviser.
The results? So far, donors have responded positively. Check back here for an update as we see the data.
