Email Marketing
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Creating emails that people actually want to read
Raffle Email Marketing
To support an ambitious fundraising target for the fiscal year, I initiated a raffle as a new 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 participation.
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
Jackpot Total: $63,100
Total Calgary Food Bank Revenue: $55,401
Half of the jackpot total, $31,550, went to the winner and the Calgary Food Bank received the other half. However, the total revenue for the Food Bank was over $55,000 because the email blasts also had the option to donate instead of participating in the raffle.