The goal of the campaign was to expand YIVO’s reach and acquire new prospects. The campaign was a huge success and reached nearly 12,000 people. Open rates were 27.2%, click-through rates were 10%, action rates were 3%, and the organization acquired almost 300 new email subscribers.
The formula used for developing the campaign will be mirrored for others going forward. Already YIVO has implemented similar campaigns, including a sustainer campaign which resulted in 16 new sustainers. In January, YIVO will host an online class on Yiddish and already has 800 people signed up.