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Friday, March 14 • 3:30pm - 5:00pm
Email Matters – Two Case Studies from Acquisition to Conversion

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No matter the size of your fundraising shop (small, medium, or large), email levels the playing field. Email is a single touch point in your online program, and we're going to focus on what has worked (and failed to work) to build your new supporter pipeline and boost the conversion rate for each and every fundraising email you send. This is an interactive dialogue kicking off with two case studies of email programs in action from The UN Refugee Agency Canada and Cornell Lab of Ornithology.

What participants will learn:

1) How to use inbound marketing strategies such as organic search and google grant traffic to build your list (we increased our file by 56%).

2) How to grow an integrated email program with the goal of making it the biggest slice of your direct response pie (email revenue has increased by 50% in 2014


Nicola Leckie

Online Marketing Manager, Cornell Lab of Ornithology
Nicola Leckie is on the Online Marketing Manager at the Cornell Lab of Ornithology. Her professional passion is to drive business results by applying analytics to creative marketing initiatives. She has direct mail and CRM experience with several Fortune 500 companies in the... Read More →
avatar for Holly Wagg

Holly Wagg

Head of Donor Digital Experiences, Goodworks
Holly Wagg (CFRE) is a consultant at Good Works - a Canadian fundraising and communications agency that builds human connections between donors, causes and charities. Although she had an 8-track player in her childhood bedroom, she doesn't consciously remember a time where you... Read More →

Friday March 14, 2014 3:30pm - 5:00pm EDT
Delaware B
  Strategy, Breakout

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