Annual Email Appeals – Digital Solicitations

Role: Email Designer

Platform: Web

Client: MUSC Office of Development

Relationship: Employee

Description: In 2020 the Annual Giving Office sent 4 direct-mail solicitations, targeted to 10+ segments of current and potential donors. The digital communications team coordinated with Annual Giving to convert each solicitation into a corresponding email appeal.

I designed each batch of email appeals to mimic the experience of the print appeals, while remaining mobile friendly, ADA compliant, and meeting WCAG 2.0 standards.

At the completion of each round of appeals I tabulate the data on open and click rates to determine successes, or failures, of changes made in the designs.

Open Rate: 24% (13.62% Industry Average)
Click Rate: 0.6% (0.49% Industry Average)

Circa: 2020