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Oxfam's targeted e-mails yield Gift Aid conversions

Oxfam's targeted e-mails yield Gift Aid conversions

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.

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.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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