Web Copy & Email Series

The Client: The National Women’s Health Network (The NWHN) is a consumer-supported nonprofit dedicated to improving the health of all women by disseminating accurate, unbiased health information and advocating for progressive health policy.

The Challenge: Members, i.e., supporters who donate at least $25 annually, are the backbone of the organization. The NWHN wanted to attract new members from a younger demographic and convert some of their casual supporters into member-level donors.

The Solution: I used some of the most popular health content from their website to create an emailbased mini-course. This course, dubbed “The Health Empowerment Academy,” guides learners through finding and evaluating credible health information and reviews proven self-advocacy techniques for medical settings. The series culminates in a “graduation” and a request for the learner to continue their ongoing learning by becoming a member.

Result Highlights:

The course attracted over 50 subscribers within the first few hours of launch, and attracts new subscribers daily

The launch compelled a long-time supporter of the NWHN to write in and congratulate us on a worthy project well-done.

To date, the email series has an average email open rate of 52.6% (over 28% higher than the average open rate for the NWHN general email blasts)

To date, the email series has a conversion rate (i.e., the number of people in the email nurture sequence who made a membership-level donation), of 4% (and counting)this is an incredible result, as the average conversion rate for nonprofits running similar campaigns is around 1.1%!