How many emails do you get in a day? For most people, the answer is too many.

Email is still a great way to reach people, but you have to make your message loud and unique for them to listen. Let’s look at the success that Susan G. Komen saw when it revamped its image and restructured its email campaign.

In 2009, the Susan G. Komen National Race for the Cure became the Susan G. Komen Global Race for the Cure, a name change that dovetailed Komen’s expansion of breast cancer advocacy and awareness programs overseas. The race became symbolic of Komen’s larger message of breast cancer as a global issue.

The organization also increased recruitment messaging, reminding participants of the local and global impact of their fundraising, and it emphasized team creation with pre-event activities and rewards for successful teams. After assessing target audiences, Komen sent a variety of basic instructional messages, motivational messages, and mission-based messages.

The result? Fundraising income (which comprises donations made specifically to teams and individual participants) came in at $3.1 million, nearly a $500,000 increase in comparison to the previous year. Remarkably, there was a decline in participation. Fewer participants were raising more money!

The Global Race for the Cure is proof that higher participation doesn’t necessarily equate to successful fundraising. To read more about how they have developed a focused approach by activating loyal supporters through messaging and program elements that recognize and celebrate fundraising achievement, check out our case study.

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