KMA helps the George W. Bush Presidential Center

Enhance Their Email Appeals

KMA, a Pursuant company, created an optimized campaign that helped the Bush Presidential Center take their email program from good to spectacular

Client Profile
The George W. Bush Presidential Center advances public policy solutions based on the principles of freedom, opportunity, responsibility, and compassion.

Challenge
The George W. Bush Presidential Center’s email appeals were performing above the nonprofit sector’s benchmark 0.15% response rate, but the Center wanted its email program to work harder.

Solution
KMA, a Pursuant company, developed a campaign to optimize every step of the user experience, from the email inbox to the donation web page. It was based on a formula that identifies and isolates messaging variables:

eme= rv(of+i) – (f+a)©

In this formula, eme represents the email effectiveness index. The variable rv represents the relevance of the message: Does it speak to the readers’ needs, desires, and expectations? By zeroing in on donor expectations, KMA multiplied the impact of the message offer (of)—the underlying belief that inspires the donors’ generosity—and the incentive (i) to act. Testing also enabled KMA to reduce the friction (f) that slows donors down, and the anxiety (a) that stops them cold.

Results
As soon as the campaign began producing results, KMA examined every element of the messaging through the formula’s lens. It then was able to enhance positive message aspects (relevancy, offer, and incentive) and minimize the negatives (friction and anxiety). The results were breakthrough: a 139.87% lift in clickthrough rate produced a 38.28% lift in revenue.

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