Project Details
DoGood Fundraising is a national support platform helping nonprofits and social-impact organizations access funding opportunities, tools, and resources. Their CEO and founder Rohit Mehta approached NOYADESIGNS for support in improving the performance and clarity of their monthly email newsletters through Mailchimp.
Over a quarter (3 months, 90 days), we restructured their email strategy, redesigned their newsletter layout, and implemented a content framework that significantly improved how their community received and interacted with their content.
The result was a dramatic increase in engagement, including a 175% increase in click-through rate, and a stronger, more intuitive communication flow.
Project Features:
- Newsletter content
- Design optimization
- Subject line & preview text strategy
- Audience engagement analysis
- Click-through optimization
- Email layout modernization
- Strategic CTA mapping
- Refinement for mobile devices
The Results (60 Days)
Here is the transformation:
| Month | Open Rate | Click-Through Rate (CTR) |
|---|---|---|
| September | 41.4% | 4.9% |
| October | 50.85% | 9% |
| November | 47.2% | 13.5% |
What These Numbers Mean
Our Approach
After reviewing DoGood’s past and current performance data, we identified a clear gap between strong open rates and low click-through behavior. This told us their audience was interested, but the newsletters weren’t guiding readers toward action effectively. By analyzing historical engagement trends, content length, call-to-action (CTA) placement, and mobile layout behavior, we distilled the opportunity into a focused three-point optimization strategy. First, we assisted Rohit and his team to clarify the message through stronger headlines and preview text. The use of emojis, engaging yet concise subject lines, and informative preview text continued to maintain solid open rates that maintained above the industry standard.
We reworked:
- Subject line structure
- Emotional triggers
- Curiosity hooks
- Preview text value statements
- Send day/time consistency
This alone raised opens from 41.4% → 50.85% the following month.
We redesigned the newsletter layout to drive more clicks by:
- Adding CTA buttons above the fold
- Simplifying the layout
- Using clear, action-oriented micro-copy
- Rewriting sections to encourage scanning
- Using a single “North Star CTA” instead of multiple competing links
This resulted in massive CTR improvements.
We optimized:
- Text hierarchy
- White space
- Headings
- Button spacing
- Image-to-text ratio
The goal: make each email easy to digest and actionable in under 20 seconds.
Our analysis revealed that DoGood’s audience didn’t need more emails, they needed different types of emails with clear, distinct goals. We restructured their communications into a multi-layered email ecosystem. We maintained their a monthly national, but regional-specific newsletter for broad storytelling and updates, a focused bi-weekly grant alert series for active portal subscribers, and finally targeted campaign emails to support events, promotions, and seasonal sales. This segmentation allowed each email to serve a single, strategic purpose while improving clarity, relevance, and overall performance.
Lastly, we redesigned and restructured the layout of all their newsletters. There were improvements made to the visual hierarchy of each blast. Emphasis was placed on making the content more scannable and appealing for mobile. Additionally, there was a redesign of the call-to-action experience making it more visible, compelling, and action-driven. This data-led approach ensured every design and content decision was rooted in real user behavior, not guesswork.
Before NOYA
After NOYA
