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  • Thumbnail for Email Marketing For Advancement: Understanding the Impact of Email Solicitations on Donations at Colorado College
    Email Marketing For Advancement: Understanding the Impact of Email Solicitations on Donations at Colorado College by Whitney, Lona Maria

    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.