Summary
This document is a report detailing the transformation of the cash welcome journey for St Mungo's, presented at the ENCC-UK 2022 event. It outlines the history of the email program, including supporter involvement and the acquisition of cash and regular giving donors. The report highlights significant increases in donations during the pandemic, with a 150% rise in donations from email and a 425% increase in emails sent. Key learnings from the campaign include the importance of being reactive, the effectiveness of split testing, and the impact of subject line personalization on open rates. The tailored cash journey incorporated marketing automation and resulted in improved engagement metrics, such as a 52% open rate and a 180% increase in revenue. The document concludes with next steps for further enhancing fundraising efforts, including audience insights and system integration for better personalization.
