Pro Bono Work

Each year the Email Experience Council chooses a nonprofit with an email challenge and assembles a team of expert members to help them achieve their goals. We think there's no better way to showcase the power of email marketing than to demonstrate its incredible return on investment in the nonprofit sector, where manpower and financial power are especially precious. Our Nonprofit Projects also provide members with a chance to expand their skillsets and network with peers—all while giving back to the community.

2006-2007: Ryan Andrew Kaiser Memorial Foundation

The Ryan Andrew Kaiser Memorial Foundation (RAKMF) raises and donates grants and funding for the care and cure of pediatric heart patients. The New Jersey-based organization was established in late 2003 by Andy Kaiser after his 6-year-old son, Ryan, who was born with Complex Congenital Heart Disease, died unexpectedly. RAKMF's mission is to:

1. financially assist local families with critically ill children, who may not otherwise be able to afford proper healthcare.
2. provide grants and funding to doctors and hospital groups that specialize in the care and cure of pediatric heart patients, and
3. fund, plan and build childrens playgrounds.

The Goal:

The primary goal was to introduce email into the fundraising and news sharing mix. A secondary goal was to update the website with an email opt-in option, and a donation capability. Most efforts would be focused on a pre-event newsletter series to support Ryan's Run, RAKMF's fundraising 5K run. Multichannel efforts included using the email series in conjunction with social networks and radio to drive awareness and participation in Ryan's Run and solicit donations.

The Result:

RAKMF used email and a Gather.com group to drive people to tune into a live radio interview with Andy Kaiser, as well as a recorded version of the interview, which discussed the foundation and its upcoming Ryan's Run event. Rented lists to a very targeted and local group helped drive awareness as well as interest in the event. Finally, email opt-in on the site enabled RAKMF supporters to stay up to date on events leading up to the event, following the event and to learn more about donations being made. All together, the promotional effort doubled online donations, while also growing its email list by 10%.

The Team:

• Project Co-Chair - Jeanniey Mullen of the eec
• Project Co-Chair - Paul Beck of OgilvyOne worldwide
• Jim Scova of VentureDirect
• Michelle Eichner of Pivotal Veracity
• Dave Dabbah of Lyris
• Steve Carey of eStara
• Theresa Lewis of CBS Radio
• Tom Gerace of Gather.com