D2P Special Update -- Cambodia

1. Reporting E-mail Performance

2. KH SPECIAL UPDATE
Donors + Fundraisers from Q4 2012
KEY TAKEAWAYS
Learnings from special e-mail and video
E-MAIL + VIDEO PERFORMANCE
Open rates, plays and comparison to RW 131 video update
SOCIAL + FEEDBACK
Summary of performance on ZD + social media channels

3. KEY TAKEAWAYS
Reporting video updates perform consistently
» Update video was well received by supporters
» We received one e-mail
» Zero negative comments e-mailed or on social about 137 delay.
» The e-mail performed well (normally)
» Open rate of ~43% (fundraisers) and ~38% (donors).
» Click-through-rate was higher — ~17% (fundraisers) and ~9% (donors).
» Update video continues to be played and shared over time
» The proportion of views (non-unique) on Vimeo to audience size hovers around 12-15% (for special
updates for Rwanda and Cambodia).
!
» Further questions — Does the video truly mitigate any supporter dissatisfaction? Does the video
need to come from a cw staff member (Steve Chee)? How is the video format received for other
updates such as a midterm (Update2)?

4. E-MAIL PERFORMANCE
Donors + Fundraisers from Q4 2012 (Sept) receiving a special video update from Steve Chee
KH Fundraisers KH Donors Industry Benchmark
Send Size 740 2,133
Open Rate 43.64% 38.53% 13%
CTR 17.54% 9.11% 2.9%
CAMBODIA
Grant 137

5. FUNDRAISERS
CAMBODIA

6. Special Update Video
Fundraisers and donors to the Q4 2012 Cambodia (video)

7. Video performance on Vimeo
Special update (Cambodia vs. Rwanda)
CAMBODIA UPDATE RWANDA UPDATE
1,347
PLAYS ON VIMEO
mycw audience — ~11K 10
LIKES ON VIMEO
4
COMMENTS ON VIMEO
484
PLAYS ON VIMEO
mycw audience — ~3K 1
LIKES ON VIMEO
0
COMMENTS ON VIMEO

8. QUALITATIVE SUPPORTER FEEDBACK
TWITTER
» @zag08 — “I love getting updates from @charitywater on projects I helped fund, it really
makes a day better. From August 2012: http://vimeo.com/104662147 ”
» @saaasbo — “We've helped build some wells with @charitywater - you can too. See how it
helps a community. http://vimeo.com/104662147 #cupofcoldwater”
» @ryanjoehalsey — “dude. @darionrroberts @charitywater still sending me updates about your
birthday campaign from 2 years ago. so cool. ”
» @pherbearJust received the best update from @charitywater regarding a birthday fundraiser I
donated to in 2012. http://vimeo.com/104662147