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VSO logoMay 2013 | Bringing video and personalisation into their campaign meant an increase in engagement of over 50% between VSO and their valuable donors.

Company name: VSO (Voluntary Service Overseas)
Designed and developed by:
Amanda Usterud

Campaign details

Subject line: VSO Exclusive News Report from Jon Snow

Open: 42%
Click: 18%


What data was used?

An automatically generated list of donors, sent as a transactional ‘Thank You’ email after signing up to a monthly donation.

Who was the campaign targeted at?

Recent donors to VSO who signed up via door to door fundraisers.


To thank donors for their support, build the relationship between donors and VSO, and reduce attrition.

What makes this a performing campaign?

VSO wanted to do something a little out of the ordinary to thank their donors and increase engagement in the future. Using donor data, YouTube, and MessageFocus, they combined a number of automation and personalisation tools to send a really special message.

Like many retailers and charities, VSO use a transactional email to send an automated thank you to anyone who’s just made a donation. But they really ramped up the personalisation in this campaign. The donor’s name is featured as an integral part of the message, along with an image and statement from the specific volunteer they were sponsoring. The real highlight of the message though, is the custom YouTube video, embedded into the email, making it extra alluring and driving an increase in clicks.

The results

This campaign has double the results of previous automated thank you emails.

Even better, once they’ve viewed their personalised video, the campaign recipient is on VSO’s YouTube page, where they can stay to watch and share loads more engaging content, a great way for VSO to expand their reach beyond their core donor base, in a friendly and genuine way.

Want to know more?

For more information on how we can help you create performing campaigns contact us today.

Full email campaign

VSO email