Email Marketing
An email worth opening
Raffle Email Marketing
To support an ambitious fundraising target for the fiscal year, I introduced large-scale raffles as a new fundraising revenue stream for the Calgary Food Bank. Drawing on proven success from peer organizations such as AARCS, I developed a targeted email strategy to drive awareness, participation, and donor engagement.
Strategy and Content
The fall raffle ran from Oct 16 to Nov 21, filling a gap in the fundraising calendar and aligning with key dates such as World Food Day and Halloween.
Audience Segment: Donors who donated under $1,000 between Mar 2020 - August 31, 2025
Email Blast #1 Messaging: Launching the raffle on World Food Day as the Calgary Food Bank celebrated the one year anniversary of offering food choice to clients.
Email Blast #2 Messaging: Halloween theme, highlighting rising demand and the reality that nothing is scarier than food insecurity.
Email Blast #3 Messaging: Last call to participate in the raffle.
Results
Total Calgary Food Bank Revenue: $55,000+
The campaign generated a $63,100 jackpot, with $31,550 awarded to the winner and $31,550 going to the Calgary Food Bank. Combined with direct donations generated through the campaign, the total raised exceeded $55,000. Email communications supported both raffle participation and direct donations for supporters who preferred not to purchase tickets.