1. Marathon Run to Stop Animal Abuse Jukka Myllyniemi, PETA UK

2. Peer to Peer email campaign PETA supporter got a place in the 2014 London Marathon and wanted to raise funds for us Email campaign to our donors list, “from one supporter to another”. “Why I support PETA” Same runner had participated in previous year’s marathon and we did a similar email campaign in 2013.

3. Goals Raise funds to support our work. Target £6000 Promote our new Peer to Peer fundraising programme ‘PETA Pack’ Strengthen donor relationships

4. Campaign elements Four Three email appeals – personalisation based on past behaviour by using profiles Donation page with customised thermometer Thank you page with option to send Good Luck message & start own personal fundraising page Auto-responder thank you email encouraging to set up your own personal fundraising page ‘Report back’ email to tell how marathon went, how much was raised & to thank donors

6. Personalisation Profile: Donated to appeal ‘London Marathon 2013’

7. personalisation

21. Results £9300 raised (goal £6000) 512 gifts Over 100 Good Luck messages Approx 20 personal fundraising pages set up

22. Conclusions/What would I do differently? Set the goal higher! (ended up cancelling last emails) More and better personalisation Better use of images Introducing an option to leave a message also on other donation pages?