Oxfam's targeted e-mails yield Gift Aid conversions
Howard Lake | 6 June 2002 | News
The Internet Advertising Bureau reports that Oxfam tested targeted e-mails last year and enjoyed success with Gift Aid conversions.
In 2001 Oxfam GB ran a six-month programme of targeted e-mails to 15,000 supporters and compared the results against a segment of supporters from its e-mail database of 60,000.
The results of this test are reported in the Internet Advertising Bureau’s Digital Marketing Handbook, published in association with Revolution magazine.
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The results of the targeted e-mail tests were encouraging. For example, a Gift Aid conversion message resulted in 90% of the 1,200 people who clicked through from the e-mail to the Web site signing the Gift Aid statement.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.