Client:

Treetops Kitty Cafe is a 501c3 non-profit, founded in 2016, and a rescue that pulls the majority of its cats from highly crowded shelters or intercepts them on their way there. Whether looking to adopt or just stop in to play, for a small entry donation, Treetops offers a unique experience for guests where they can mingle with all adoptable cats.

Goals:

Send bi-weekly newsletters with the main focus being the new Treetops Membership Club. Introduce the membership club and highlight the benefits of becoming a monthly donor.

Strategy:

This was the first newsletter sent to announce the new Treetops Membership Club. I wrote copy that leaned into the deep, emotional benefits supporters will experience by becoming a recurring monthly donor. I chose to personalize this newsletter by addressing the Treetops subscribers by their first names for a stronger connection. For this first newsletter, I highlighted a specific cat that is getting the medical help she needs from generous monthly donations to encourage membership.

Results:

My client saw immediate engagement with a 16% increase in recurring monthly donations.

Email Stats:

• Open Rate: 52.6%

• CTR: 2.6%