Marathon Run to Stop Animal Abuse

Jukka Myllyniemi, PETA UK

Peer to Peer email campaign

• PETA supporter got a place in the 2014 London Marathon and wanted to raise funds for us

• Email campaign to our donors list, “from one supporter to another”. “Why I support PETA”

• Same runner had participated in previous year’s marathon and we did a similar email campaign in 2013.

Goals• Raise funds to support our work. Target

£6000• Promote our new Peer to Peer fundraising

programme ‘PETA Pack’• Strengthen donor relationships

Campaign elements• Four Three email appeals – personalisation

based on past behaviour by using profiles• Donation page with customised thermometer• Thank you page with option to send Good Luck

message & start own personal fundraising page• Auto-responder thank you email encouraging to

set up your own personal fundraising page• ‘Report back’ email to tell how marathon went,

how much was raised & to thank donors

Personalisation• Profile: Donated to appeal ‘London

Marathon 2013’

personalisation

personalisation

https://secure.peta.org.uk/ea-action/action?ea.client.id=5&ea.campaign.id=35217

https://secure.peta.org.uk/ea-action/action?ea.client.id=5&ea.campaign.id=35217

https://secure.peta.org.uk/p2p/PETAPack/login

http://www.e-activist.com/ea-campaign/action.handleViewInBrowser.do?ea.campaigner.email=9venp42Wf5kQYXs8b486LlWg2j6%2FAzQf&templateId=30205

http://www.e-activist.com/ea-campaign/action.handleViewInBrowser.do?ea.campaigner.email=9venp42Wf5kQYXs8b486LlWg2j6%2FAzQf&templateId=30658

http://www.e-activist.com/ea-campaign/action.handleViewInBrowser.do?ea.campaigner.email=9venp42Wf5kQYXs8b486LlWg2j6%2FAzQf&templateId=31233

Results• £9300 raised (goal £6000)• 512 gifts• Over 100 Good Luck messages• Approx 20 personal fundraising pages set

up

Conclusions/What would I do differently?

• Set the goal higher! (ended up cancelling last emails)

• More and better personalisation• Better use of images• Introducing an option to leave a message

also on other donation pages?