Re-engagment Campaign A: Oppia Foundation

01 — Project details

Campaign for Oppia’s first audience group: donors, volunteers, and strategic partners.

Supporters may still care about Oppia's mission, but their engagement has faded. The email campaign needed to revisit that connection without relying on guilt or pressure.

Client: Oppia Foundation
Project: Email re-engagement campaign
Audience: Donors, volunteers, and strategic partners
Objective: Reconnect inactive supporters with Oppia's mission and encourage them to get involved again.
Deliverables: Two-email re-engagement sequence, including subject lines, preview text, copy, and calls to action.

The decisions that shaped the campaign:

Audience understanding: Considered why supporters might disengage and what could encourage them to reconnect.
Campaign strategy: Developed a two-email sequence that moves from reconnecting supporters with the mission to showing them practical ways to contribute.
Messaging approach: Focused on shared values, community, and the idea that people can contribute in different ways, regardless of their available time or resources.

Email 1 — Reconnect with the mission

Remind supporters why Oppia's work matters and invite them to stay connected.

Email 2 — Show ways to contribute

Reduce the perceived barrier to involvement and present concrete opportunities to help.

02 — My Creative and Strategic

03 — The Copywriting

Breakdown of a Few Copy Decisions

Conversational opening: “It's been a while” acknowledges the gap in communication without guilt or pressure.
Mission-led messaging: Leading with Oppia's mission reminds readers why they connected with the organization.
Inclusive messaging: Recognizing different forms of support helps readers see a place for themselves in the community.
Addressing inbox fatigue: Acknowledging busy schedules validates why subscribers may have disengaged.
Multiple paths to action: Volunteer, donation, and partnership CTAs give readers different ways to support Oppia.

Early Results & Performance

A look at how the two-email welcome campaign performed in its first few weeks.

Researched → strategized → wrote → built → launched → measured → identified optimization opportunity.