ASPCA Uses Convio to Increase Online Donations in 2007 by 126% from 2006Leading National Animal Welfare Organization Uses Integrated eCRM to Convert Prospects, Achieve Year over Year GrowthAUSTIN, TEXAS (March 10, 2008) — The American Society for the Prevention of Cruelty to Animals (ASPCA?) realized strong fundraising results in 2007, increasing online donations by 126% from 2006 in direct response to email solicitations. Working with Convio's Client Success Services team, the ASPCA achieved a strong 5.7% average registration conversion rate in 2007, with 22% of reported income from first-time monthly giving. In 2007, the ASPCA organically added an average of 28,000 new constituents each month to its email list — up 83% from 2006 of 15,000 per month. The ASPCA uses several tactics to grow its list organically, including launching online petitions and offering pet safety packages and free stickers to alert rescue workers. Email marketing accounted for $526,533 (9%) of overall revenue and $926,223 in projected income from monthly donors. Four years ago, ASPCA was losing access to a stream of new online constituents and needed to engage these constituents before list fatigue set in. "In partnership with Convio, the ASPCA developed a prospect conversion program that has helped us convert 5% of all new Web site registrants to donors within their first 12-months," said Betsey Fortlouis, Senior Director of Member Communications at the ASPCA. Through a series of four acquisition emails, beginning with a highly personalized acknowledgement that rewards constituents for opening the organization's email, the ASPCA communicates with new Web site registrants at the point of registration. "We are now building success every year through an integrated, multichannel approach that drives people to our Web site, with Convio supporting our needs to be able to communicate with them online and continue their engagement with our organization," said Fortlouis. About ASPCAFounded in 1866, the ASPCA? (The American Society for the Prevention of Cruelty to Animals?) was the first humane organization established in the Americas, and today has more than one million supporters throughout North America. A 501 [c] [3] not-for-profit corporation, the ASPCA's mission is to provide effective means for the prevention of cruelty to animals throughout the United States. The ASPCA provides local and national leadership in animal-assisted therapy, animal behavior, animal poison control, anti-cruelty, humane education, legislative services, and shelter outreach. The New York City headquarters houses a full-service, accredited animal hospital, adoption center, and mobile clinic outreach program. The Humane Law Enforcement department enforces New York's animal cruelty laws and is featured on the reality television series "Animal Precinct" on Animal Planet. For more information, please visit http://www.aspca.org/. About ConvioConvio is a leading provider of on-demand constituent relationship management software and services to nonprofit organizations to enable nonprofit organizations to more effectively raise funds, influence public policy and support their missions by leveraging the Internet to build strong relationships with constituents. The Company's online constituent relationship management, or eCRM, solution includes a suite of on demand software modules for fundraising, advocacy, email marketing and Web content management complemented by a portfolio of best-in-class consulting services. Convio's clients include American Red Cross, American Diabetes Association, American Society for the Prevention of Cruelty to Animals, National Multiple Sclerosis Society, Sierra Club, Susan G. Komen Foundation, and National Public Radio. For more information, please visit http://www.convio.com/. Press contact: |
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