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Email Marketing For Advancement: Understanding the Impact of Email Solicitations on Donations at Colorado College

by Whitney, Lona Maria

Abstract

This thesis helps build a better understanding of how email communications impact charitable giving to Colorado College. Specifically, it examined how email performance metrics commonly used to measure email performance translate into dollar amounts of donations. The findings of this research can be used to inform decisions regarding the college’s digital communication strategy and to create more effective, targeted communications that can increase the number of donations Colorado College receives per email sent out. The results of this research indicate that email performance metrics – specifically the open rate – can be used to determine how an email translated to donations. The coefficients on the open rate were used to develop a simplified email scoring system that gives the everyday email communicators of CC a tangible tool to gauge how their email actually performed.

Note

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Includes bibliographical references.

Administrative Notes

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College Tutt Library
PID
coccc:27055
Digital Origin
born digital
Extent
42 pages
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Jim Parco
Department/Program
Economics and Business
Degree Name
Bachelor of Arts
Degree Type
bachelor
Degree Grantor
Colorado College Tutt Library
Date Issued
2017-05