Lost Emails, Found Money: How EFM Transformed a Dormant List into a Digital Fundraising Powerhouse
669% ROI
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998 New Donors
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586 Repeat Donors
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$94,640.14 in Donations
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669% ROI 〰️ 998 New Donors 〰️ 586 Repeat Donors 〰️ $94,640.14 in Donations 〰️
The Challenge
Despite its strong community ties and increasing engagement, this organization faced a surprising challenge: a decline in digital fundraising. After a decade of steady growth, 2024 was the first year their digital fundraising numbers were down.
One underutilized resource was a trove of email addresses—contacts collected when users signed up on the national website and selected their location. The organization received between 1,500 and 2,000 new email addresses monthly, but only about 30% of those contacts actively engaged with their newsletters and events.
For years, the organization followed standard email marketing practices:
They sent newsletters and event invitations to all new contacts.
Every six months, they removed unresponsive emails from their active lists.
Over time, they accumulated a massive list of “dead” emails—people who had never opened a message or interacted.
By 2024, that “dead” list had grown to 122,000 contacts—a potential goldmine of untapped supporters. But without a strategy to re-engage them, those names were just digital dust.
“For years, I held onto this so-called ‘dead’ email list, hoping to find a way to make it valuable.”
The Solution
This is where Electric Fork Media (EFM) stepped in. Instead of viewing these emails as a lost cause, we saw an opportunity. Using our data-driven digital marketing approach, we transformed what seemed like a dormant list into an active donor pipeline. Here’s how we did it:
Data Analysis & Audience Segmentation
We ran the list through our proprietary data analysis system to identify high-potential donors. Rather than treating all 122,000 contacts the same, we used our AI-powered predictive modeling to determine which individuals were most likely to respond to targeted outreach.
Social Media Re-Engagement Campaigns
We then reached out to potential donors where they already were—online. We connected those users with a premium, on-demand donor opportunity.
Messaging Personalization
Instead of generic fundraising appeals, we created messages that resonated with niche audiences, emphasizing the value of and impact on the community.
“I’ve always believed there was potential in these emails. EFM proved it—741 new donors, 421 sustainers, and a 464% return on investment in just six months generating over $60,725.”
The Results
The campaign (July 2024–May 2025) delivered extraordinary results:
998 new donors
586 repeat donors
669% return on investment
$94,640.14 in donations
These numbers are even more impressive, considering the organization initially faced a $66,000 budget shortfall in digital fundraising. EFM’s strategy brought the organization to a surplus in a challenging fundraising year.
“This test phase was just the beginning. Now, we’re applying the same strategy to other projects, and I can’t wait to see the results.”
A Model for Other Organizations
This isn’t just a win for one organization—it’s a blueprint for nonprofits nationwide. Many other organizations face the same challenge with dead or disengaged emails, yet few have explored re-engagement strategies like this.
We've proven that these lists are far from dead by leveraging data analytics, social media advertising, and hyper-personalized messaging. They are dormant assets waiting to be activated.
This campaign exemplifies what Electric Fork Media does best—transforming overlooked data into measurable revenue. We don’t just guess; we analyze. We don’t just advertise; we optimize.
This was more than a marketing campaign; it was a digital fundraising revolution. As we roll out phase two, we believe the best is yet to come.
Products Used In This Test:
EFM’s Data Archaeology delivers insights and real-time answers. We unify fragmented marketing data into actionable recommendations and immediately test those strategies for proven impact.