BALTIMORE--(BUSINESS WIRE)--People for the Ethical Treatment of Animals (PETA), the largest animal rights organization in the world, was presented with an Innovator Award in the Best Email Communications category for its strategic use of email to create stronger relationships with its constituents and engage them effectively with content that speaks to their personal interests. All award winners were recognized at a ceremony last night at Convio’s Client Summit, the company’s annual user conference where more than 800 nonprofit clients, partners and industry thought leaders gather as a community to share common experiences and effective strategies for nonprofits.
“We are flattered to have won an Innovator Award for the second year in a row,” said Joel Barlett, Director of Marketing at PETA. “This formal recognition of our efforts reinforces the effectiveness of our sophisticated email marketing strategy, which we have developed and refined over time. By using Convio’s extensive toolkit, we have perfected the science of getting the right content to the right people at the right time via email. We can strategically target and segment our audience in ways that were not possible before we started to use Convio. Over the past year, we have continuously met and exceeded our online communication goals many times over.”
PETA has improved its email results, specifically open and click-through rates, by segmenting its audience and conditionalizing content, including subject lines, based on location, interest, level of involvement, donation status, campaign involvement and more. This targeted communication strategy has boosted open rates of email campaigns to existing constituents from 10 percent to as high as 63 percent. New constituents receive a welcome series of emails, which educates the individuals about the organization and how to get involved. These messages play an instrumental role in building a solid foundation for a long relationship of advocacy and financial support.
Thirteen other nonprofits received Innovator Awards and were recognized in categories including Best Overall Use of Convio, Best Integrated Marketing Campaign, Best List Growth, Best Website, Best Online Fundraising Campaign, Best Advocacy Campaign, Best Special Events Fundraising, Best Peer-to-Peer Fundraising, Best Use of New Media, Best Use of Convio Open, Common Ground CRM Visionary, and Applying CRM to Manage Your Mission. All Convio clients were eligible to submit nominations for the awards.
"This is an impressive group of winners that embrace the idea of innovation and exemplify this year’s Summit theme of No Boundaries,” said Gene Austin, CEO of Convio. “We are privileged to honor some of the brightest minds in the nonprofit sector today who are using technology as a catalyst to connect people with their missions reaching more people than ever before for the greater good, and very pleased to share this knowledge with the entire nonprofit sector.”
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More information on the 2010 Summit Innovator Award Winners and Finalists can be found at www.convio.com/2010innovators.
People for the Ethical Treatment of Animals (PETA), with more than 2 million members and supporters, is the largest animal rights organization in the world. We focus attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: factory farms, laboratories, the clothing trade, and the entertainment industry. We work through public education, cruelty investigations, research, animal rescue, special events, celebrity involvement, and protest campaigns. For more information, please visit www.peta.org.
Convio is a leading provider of on-demand constituent engagement solutions that enable nonprofit organizations to more effectively raise funds, advocate for change and cultivate relationships with donors, activists, volunteers, alumni and other constituents. For more information, please visit www.convio.com.