86% Increase
in click rates
40% Higher
proportion of recurring donors
At Brad Cecil & Associates, we leverage data-driven insights to refine campaign strategies and maximize donor engagement. This case study demonstrates how restructuring email design—focusing on hyperlinked text rather than clickable images—led to higher click-through rates and a significant increase in recurring gifts during a targeted campaign.
During a recurring giving campaign, we identified a gap in donor engagement for one email in the series. The email design, which prominently featured clickable images with suggested donation amounts, inadvertently shifted focus toward one-time giving. Our analysis revealed that this design diluted the emphasis on recurring gifts, which were the campaign’s core objective. The challenge was clear: redesign the email to elevate the recurring giving ask, clarify the call to action, and increase donor engagement.
Our hypothesis was clear: reducing the number of options would streamline decision-making, lower friction, and encourage donors to act confidently—potentially increasing both conversion rates and average gift size.
To address this challenge, we designed a controlled test to evaluate the impact of simplifying the email’s design:
The hyperlinked text allowed for a more direct approach, eliminating distractions and ensuring the recurring giving ask remained central to the donor’s experience. The design aligned with best practices for digital campaigns, emphasizing clarity and accessibility to reduce barriers to engagement.
Our redesigned email demonstrated the power of strategic simplification:
These outcomes underscore the importance of design and messaging alignment, particularly when the focus is on driving sustained donor support.
This case exemplifies BCA’s proactive approach to fundraising strategy. By identifying opportunities in campaign data and executing tailored solutions, we help clients achieve measurable growth and build stronger relationships with their donors.
For your organization, this means:
This case study shows how strategic refinements to your email design can create meaningful donor connections and amplify campaign success. Whether you’re looking to boost recurring giving or refine your digital engagement, BCA is ready to help you achieve your goals.
Let’s create a strategy together — contact Brad Cecil & Associates today.
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