charity: water Raises $2 Million for Clean Water Through Innovative Digital Marketing With Responsys

charity: water Raises $2 Million for Clean Water Through Innovative Digital 
Marketing With Responsys 
Responsys Interact Suite Enabled Record Levels of Donor Engagement
for charity: water's 2012 September Campaign 
SAN BRUNO, CA -- (Marketwired) -- 04/25/13 --  charity: water, a
non-profit organization bringing clean, safe drinking water to people
in developing nations, partnered with Responsys, Inc. (NASDAQ: MKTG),
a leading provider of email and cross-channel marketing solutions, to
educate, inspire and engage over 15,000 supporters and raise more
than $2 million for charity: water's 2012 September Campaign. Using
the Responsys Interact Suite, charity: water was able to bring a new
degree of sophistication and targeting to its email marketing
program, which resulted in record levels of donor engagement and
money raised for clean water.  
"Every aspect of the September Campaign is grounded in inspiring and
connecting people to the need for clean water in Rwanda," said Paull
Young, Director of Digital at charity: water. "Through smart email
segmentation and targeting, the Responsys Interact Suite enabled us
to begin building one to one relationships with our donors in a way
that just isn't possible yet with social media. I strongly believe
email marketing had a direct impact on our ability to break the 2012
September Campaign fundraising goal and keep our community connected,
informed and energized about raising money for clean water." 
Each year on September 7, charity: water's birthday, the organization
launches the September Campaign, its largest annual fundraising
campaign. In each of these annual campaigns, charity: water takes on
the water crisis in one country. In 2010, it was for projects in the
Central African Republic; in 2011, it was to purchase a drilling rig
and equipment for partners in northern Ethiopia; and in 2012,
charity: water set an aggressive target of raising $1.7 million to
support water projects in Rwanda's Rulindo District, which it
exceeded by reaching $2,000,527 raised. 
For the 2012 September Campaign, Responsys worked with charity: water
to transform its email marketing strategy from what had been several
mass email blasts to a regular cadence of highly personalized
messages dedicated to educating, inspiring and engaging subscribers.
charity: water used the Responsys Interact Suite to target
subscribers based on their level of engagement with the emails and
progress toward their fundraising goals. For example, an email was
sent each week to new subscribers and to people who had opened
charity: water's email the previous week. charity: water also
delivered weekly newsletter emails with campaign updates, inspiring
videos and photos from Rwanda, and fundraising tips from active
Throughout the September Campaign, email marketing served as charity:
water's principal lever for re-activating and encouraging fundraisers
to continue their efforts, while at the same time building the
foundation for long term relationships with their donors. charity:
water saw a 21 percent increase in open rates over last year's
campaign, plus 58 percent of people who started a fundraising
campaign actively raised funds, compared to 50 percent in previous
years. More importantly, charity: water exceeded its fundraising goal
and will help more than 26,000 people in Rwanda get clean water.  
"charity: water absolutely understands how to put the customer, or in
its case the donor, first," said Scott Olrich, Chief Marketing
Officer at Responsys. "By sharing the impact each donor has on the
movement to bring clean water to all corners of the world and
inspiring them to continue towards their fundraising goals, charity:
water is building relationships that will sustain for many years.
Non-profit and for-profit digital marketers alike can learn from
their approach to donor engagement across the entire lifecycle." 
To learn more about the success of charity: water's 2012 September
Campaign, watch a video interview with Sarah Salisbury, Digital
Marketing Manager at charity: water. 
Suggested Tweet on Today's @Responsys News 

--  Click to Tweet: Learn how @charitywater exceeded its 2012 September
    Campaign fundraising goal with smart digital marketing from @Responsys

About Responsys
 Responsys is a leading provider of email and
cross-channel marketing solutions that enable companies to engage in
relationship marketing across the interactive channels customers are
embracing today--email, mobile, social, the web and display. With
Responsys solutions, marketers can create, execute, and automate
highly dynamic campaigns and lifecycle marketing programs that are
designed to grow revenue, increase marketing efficiency, and
strengthen customer loyalty. Responsys' New School Marketing vision,
flexible on-demand application suite, and customer success-focused
services aim to deliver high ROI, increased levels of automation and
fast time-to-value. Founded in 1998, Responsys is headquartered in
San Bruno, California and has offices throughout the world. Responsys
serves world-class brands such as: Southwest Airlines, LinkedIn,
LEGO, Orbitz, United Airlines, Dollar Thrifty, Avis Europe, Deutsche
Lufthansa, UnitedHealthcare and American Family Mutual Insurance
Company. For more information about Responsys, visit  
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Heather MacKinnon
Sarah Salisbury
charity: water 
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