The Canadian Centre for Men and Families (CCMF), a charitable organization focused on supporting the mental health and social well-being of boys, men, fathers, and their families, was in need of a better way to connect with their community. Manual email processes were time-consuming, prone to errors, and lacked the personalization needed to engage donors, clients, and supporters effectively.
To address this, a data-driven, automated email marketing strategy is used through Mailchimp , boosting not only operational efficiency but also audience engagement and campaign performance.
The Objectives
- Streamline CCMF’s email marketing workflow
- Reduce error rates and time spent on email creation
- Improve audience segmentation and personalization
- Drive higher open and click-through rates
Email marketing remains unmatched in its ability to deliver personalized, measurable, and cost-effective communication—when done right, it turns inboxes into brand-building opportunities.
The Strategy
Using Mailchimp’s automation and A/B testing features:
Automated Journeys:
For newsletters, event reminders, and program announcements
Template System:
Branded, reusable templates to maintain consistency and speed up production
Audience Segmentation:
Based on supporter behavior, interests, and donation history
A/B Testing:
Optimized subject lines, send times, and layout to maximize engagement
The Execution
I supported the development and deployment of several campaigns, starting with a monthly newsletter and scaling up to event-specific and donor-focused email series. Each campaign underwent internal proofreading and content polishing before delivery.
Key tools used:
- Mailchimp for automation and analytics
- Grammarly & Hemingway for error-free copy
- Google Sheets for contact management
The Results
- 40% reduction in time spent on email creation
- 15% decrease in error rates through centralized proofreading
- 20%+ increase in open rates through strategic A/B testing
- Clear improvement in subscriber engagement with personalized, targeted content
Professional Insights
To elevate email marketing further, organizations should:
- Implement advanced behavioral segmentation (e.g., last engagement date, donation frequency)
- Regularly clean mailing lists to maintain deliverability
- Schedule emails based on audience time zones and engagement trends
- Align messaging with campaign goals across social and email channels
The Conclusion
This project illustrates how strategic email marketing powered by automation and analytics can transform communication for non-profits. By combining tools like Mailchimp with thoughtful content and audience insights, I helped CCMF improve both its outreach capacity and message impact—making every email count.