The $60,000 wolf email from Defenders of Wildlife

Email inboxes are noisy.

So how do you make sure your best messages still break through — and how do you use those wins to boost results beyond the inbox?

For Defenders of Wildlife, the answer was simple: treat email as the testing ground for everything. 

At ENCC DC, Defenders of Wildlife and ABD Direct shared how an email-first approach raised more money, protected deliverability, and strengthened SMS and ads.

From cleaner lists to cross-channel reach
When Defenders and ABD joined forces in fall 2023, their first priority was ensuring emails actually reached supporters.

They built a dynamic segmentation model that prioritized engaged users and gradually expanded to less active ones. It wasn’t just a one-time list cleanup — it became a living system.

The results were striking:

That strong foundation let the team expand safely, protecting deliverability while growing revenue.

A reporting engine that powers rapid learning
Next came a shift from monthly to weekly reporting.

ABD built a three-part dashboard combining Engaging Networks data, custom table formulas, and performance benchmarks for Defenders’ unique audience. 

This allowed the team to spot trends quickly — and translate high-performing content into new tests across email, SMS, and ads.

That agility paid off: one high-performing email could spark dozens of follow-up opportunities elsewhere.

One wolf, eleven sends, and $60K later
The team’s now-famous “Wyoming Wolf” appeal started as a rapid-response email about a disturbing incident involving a wolf in Wyoming.

The first send went gangbusters, so they sent it again. And again. 

Over time, they tested versions with “fake forwards,” and refreshed subject lines, sending 11 variations of the same story that collectively raised over $60,000.

Each resend was strategically timed to coincide with relevant moments, such as Wolf Awareness Week — demonstrating that good content doesn’t expire quickly. 

Repetition, when executed thoughtfully, builds its impact.

Beyond the inbox
The Defenders team didn’t stop at email.

They adapted the same wolf and wildlife content for peer-to-peer texts, which raised $29,000 with a 420% ROI and reached 140,000 lapsed or inactive donors who weren’t opening emails.

On Meta, they transformed strong email content — like a bison appeal — into short-term, high-return ad campaigns that earned a 200% return on ad spend. 

Similar repurposing through Google Performance Max helped scale new donor acquisition.

The bottom line
By cleaning their list, tightening reporting, and recycling proven content, Defenders of Wildlife turned their email program into a digital strategy engine.

Their biggest insight: email isn’t just for fundraising — it’s where your best ideas begin.

Check our events list for more or reply to this email to submit one for consideration.

'Til next time!
Sara

P.S. Looking to add donors to your email list before year-end comes knocking? See how Civic Shout can help.