3. 5 appeals each year Mail version to existing and potential supporters Webpage – redesigned landing page last year Email to supporters Reminder email to supporters

5. Four segments Never made a donation previously but taken action on food campaign Never made a donation previously and not taken action on food campaign Previous one-off donor Regular giver Different emails and different prompt amount Targeting by segment

6. Two different emails for each segment Each went to 10% of the segment – email which performed best (brought in most money) went to remaining 80% Split testing emails

12. Some stats 154 donations from first emails 128 donations from reminder email 62% of income from first email 38% from reminder email £18.94 average donation from first email £14.03 average donation from reminder 122 donations from first-time donors 160 donations from existing donors £8 average donation from £3 prompt £23 average donation from £20 prompt