Using Email Marketing to Drive Virtual Event Planning Success
When social distancing due to COVID-19 led St. Mary Catholic Schools in Neenah, Wisconsin, to switch from an in-person fundraiser, they turned to Writing by Design for assistance with their virtual event marketing.
Zephyrfest, the Catholic schools’ largest annual fundraiser, had been planned for May 2, 2020. Normally a large 750-attendee gala raises nearly half a million dollars each year, making the event a big deal for the school. Then the coronavirus shuffled into town in late March, and the school sent an email announcing the fundraiser would have to be moved to sometime in fall. But by mid-April, school supporters were having second thoughts on the postponement and pushed to see if there was a way to host a virtual event on the originally planned date. With less than two weeks left before the proposed event, they approached Writing by Design for assistance and a tall ask: Could we, would we, assist them with creating an email marketing campaign that would lead to measurable successes they could build on for future events?
… a strategy-focused approach to email marketing
While Writing by Design has loads of experience in email marketing, we had never done it in support of a virtual event, nor on a 14-day game clock. But we were up for the challenge—one of the many that COVID-19 tossed our way.
Absolutely miraculous! Using a Constant Contact newsletter issued just about every other day in tandem with coordinated Facebook posts, we engaged nearly 500 attendees who contributed almost $500,000 when all was said and done. Comments poured in during the online event from 14 states representing alumni and school supporters across the U.S. who had seen the email marketing campaign and joined the free online event on May 2.
Interested in learning more about the results of St. Mary Catholic Schools’ email marketing campaign, or asking questions about your own campaigns and how Writing by Design can help?
If you'd like to decline, we won't track your information when you visit our site. But, to comply with your preferences, we'll have to use just one tiny cookie so that you're not asked to make this choice again.
You can adjust all of your cookie settings by navigating the tabs on the left hand side.
Strictly Necessary Cookies
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.