Magic Breakfast “Back to School” email campaign
A short 6 week email campaign to bring in both cash and direct debit donations, themed around “Back to School”.
Themes and ideas
The emails were sent across 6 weeks, from the end of August to the beginning of September. Themed around ‘back to school’ the hope was that highlighting the need for school breakfast as kids headed back to school after the summer would result in more donations.
Some key ideas and themes were that children may not have had access to regular, healthy meals over the summer, that the new terms marks a new start academically and school breakfast can help support academic success, and the importance of breakfast for secondary school students, who are currently excluded from the Government’s current national breakfast programme.
The emails
These emails were sent over the span of 6 weeks, to non-direct debit donors.
Email 1
This email tapped into the nostalgia of childhood breakfasts, whilst highlighting that not everyone has access to a nutritious breakfast when not at school
Email 2
This email highlights the attainment gap for teenagers who eat breakfast and those who don’t. It also highlights the gaps in the Government’s national school breakfasts programme.
Email 3
This email marks International Day of Charity and the peak of the campaign in terms of donation asks. It includes quotes and stories from a headteacher about why breakfast is so important.
Email 4
This email highlights some of the children who we don’t typically think of when we think of children who would benefit from school breakfast. This includes children on certain medications who can only eat at certain times of the day. children with long commutes to school and children with sensory needs.
Email 5
This email highlights some of the children who we don’t typically think of when we think of children who would benefit from school breakfast. This includes children on certain medications who can only eat at certain times of the day. children with long commutes to school and children with sensory needs.
Email 6
This email was only sent to those who donated. It highlighted the impact their donations will have and thanked them for their generosity.
Results
£6,110.80 raised
146 donations overall, from one-off cash donations, to monthly or annual direct debits.
2 new annual direct debits at £37.20 a year
17 new monthly direct debits at £1,82.10 a month
127 one-off donations at £5,891.50
45% average open rate
Averaging 7,400 opens per email.
1.1% average open rate
Averaging 222 clicks per email.