Email Marketing to Support
Year-Round Online Fundraising
Joleen Ong
Marketing & Publications Director, NTEN
About me
@joleendearest @NTENorg #MFOM14
About NTEN
@joleendearest @NTENorg #MFOM14
Agenda
1. Core Concepts of
Online Fundraising &
Email Marketing
2. Group Activity: Year-
Round Content
3. Takeaways: Creat...
Online Marketing Channels
Email Marketing
Newsletters, advocacy updates, appeals
Social Media 1.0 – The Originals
Facebook...
Online Fundraising
• Average gift: $68
• Email list growth: +16%
• Online giving: +14%
• Nonprofit social media
audiences ...
Don’t wait until December!
@joleendearest @NTENorg #MFOM14
Donor Stewardship Practices
• Need to cultivate &
maintain
relationships
• Demonstrate
effectiveness &
impact
• Acknowledg...
It hasn’t changed...
@joleendearest @NTENorg #MFOM14
It’s just a lot noisier, quicker, and
with more channels to use
@joleendearest @NTENorg #MFOM14
• How do you communicate with
donors? (and how often?)
• How can/do donors communicate
with you?
@joleendearest @NTENorg #...
@joleendearest @NTENorg #MFOM14
Ratio for audience engagement
• Ask yourself:
• Are you listening?
• Is this content helpful and relevant?
• Would my audi...
What organizations do you
support and why?
@joleendearest @NTENorg #MFOM14
Top 5 Reasons Why People Donate
1. I believe in the cause
2. I want to make change happen
3. I have friends or family who ...
Crowded Market:
How to Stand Out?
Different
RelevantCredible
@joleendearest @NTENorg #MFOM14
Effective Relationship Building:
Starts with Trust!
Source: Edelman Trust Barometer 2014@joleendearest @NTENorg #MFOM14
Recognition Requires Repetition
*Source: Edelman Trust Barometer 2013@joleendearest @NTENorg #MFOM14
Communicating can help!
@joleendearest @NTENorg #MFOM14
Think
Content
First!
@joleendearest @NTENorg #MFOM14
@joleendearest @NTENorg #MFOM14
Survey “doughnut”
@joleendearest @NTENorg #MFOM14
How to get content?
@joleendearest @NTENorg #MFOM14
Get integrated!
Don’t forget that your colleagues are
stakeholders & your organization has one
personality!
@joleendearest...
Email Newsletters
• Builds supporter list
• Subscribers =
supporters
• Content creation
• Creates culture of
reporting
• V...
Email Marketing Best Practices
1. Compelling
Headline: Get their
attention to open
2. Short & sweet:
Less is more
3. Inclu...
Email Marketing Best Practices
4. Call to Action: What is
the goal of the email?
What do you want them
to do?
5. Test, tes...
+1150% Subscribers in 4 Years
• Improved content
through survey
• Collaboration and
partnership
• Subscribe opportunities
...
(Social) Timing is Everything
Know your audience!
@joleendearest @NTENorg #MFOM14
• Morning (6AM-
Noon)
• Lunchtime (Noon-
2PM)
• Afternoon (2-5PM)
• Evening (5-10PM)
@joleendearest @NTENorg #MFOM14
Poll:...
Best Times to Promote your Work
6-
10AM
Source: Science of Social Timing: http://blog.kissmetrics.com/science-of-social-
...
Newsletter Analytics
Service Provider: Constant Contact
 Other services: HighRoad Solution, Vertical Response, Mail
Chimp...
Control:
“Extended Early Bird pricing with this invitation!”
Test:
“You're invited: I want YOU in my track for Impact
Lead...
Control:
“Scholarship applications for 14LCS due tomorrow!”
Test:
“Summit. Scholarships. Deadline tomorrow!”
Control:
“Meet the wizard behind your website’s curtain”
Test:
“How to build your brand and audience with great
content”
Content Plan
• Date (Timing)
• Goals
• Channel
• Audience
• Content
@joleendearest @NTENorg #MFOM14
Holidays: Human Rights Day, International
Women’s Day, May Day, Mother’s Day
Anniversary: Year Established, Report Launched,
Disaster, Impact
Birthdays: Cesar Chavez, Mahatma Gandhi, Martin
Luther King
National Events: Election Day, Veterans Day
Global Action: GivingTuesday, Earth Hour
More ideas: http://bit.ly/npwritingprompts
Post Your Ideas!
Quick & Dirty Content Plan
Key Takeaways
• Fundraising is dependent on relationship
building
• Think about the goals of your message
• Know your audi...
Stay Connected
@joleendearest
@NTENorg
www.facebook.com/NTENorg
www.linkedin.com/in/joleenong
joleen@nten.org
www.nten.org...
Email mkt fundraising_gift2014
Email mkt fundraising_gift2014
Email mkt fundraising_gift2014
Email mkt fundraising_gift2014
Email mkt fundraising_gift2014
Email mkt fundraising_gift2014
Email mkt fundraising_gift2014
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"Email marketing to support year-end online fundraising efforts" - Presentation from the 2014 Money for our Movement Conference in Baltimore, http://bit.ly/MFOM2014

Workshop description: Email is not dead; it’s one of the most powerful, low-cost tools that nonprofits can use to communicate with their donors. Nonprofits often make the mistake of waiting until the end of the year to ask for support, but there’s a lot they can be doing year-round to ensure “the ask” is not a cold one. Learn how to leverage email
marketing for fundraising, recent nonprofit benchmarks, and how to get started in your organization.

Published in: Government & Nonprofit
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  • Ileana to do introduction
  • The last time I was in Baltimore, I was protesting the death penalty at the Supermax during Amnesty International’s NE Regional Conference in 2007. At the time I was a student at TCNJ, heavily involved in campus organizing around topics such as the War in Iraq, death penalty, NAFTA/CAFTA, and advocating strongly for Fair Trade.

    With all of this – I sought to become a professional activist, where it was my job to make people care, and mobilize them to take action. What I learned: there are many things in this world that people care about, and should care about – it’s on you to help them understand why this is important. The best activists I’ve ever worked with are ones I’d consider friends – how can you build a movement externally without having the strong network internally. And it speaks to fundraising in general – donors should be respected for their time and commitment, and it’s on you to engage them. Donors see your organization as a whole, not as silos.
  • Largest membership organization of nonprofit professionals who put technology to use for their causes
    Over 50,000 members in NTEN’s community (check it out!)
    Annual conference: the Nonprofit Technology Conference (NTC)
    Provides resources for nonprofits: publications, white papers, events, and webinars
  • And on all of these
  • Times are relative to time zone
  • Email mkt fundraising_gift2014

    1. 1. Email Marketing to Support Year-Round Online Fundraising
    2. 2. Joleen Ong Marketing & Publications Director, NTEN About me @joleendearest @NTENorg #MFOM14
    3. 3. About NTEN @joleendearest @NTENorg #MFOM14
    4. 4. Agenda 1. Core Concepts of Online Fundraising & Email Marketing 2. Group Activity: Year- Round Content 3. Takeaways: Create a Draft Content Plan @joleendearest @NTENorg #MFOM14
    5. 5. Online Marketing Channels Email Marketing Newsletters, advocacy updates, appeals Social Media 1.0 – The Originals Facebook, LinkedIn, Twitter, FourSquare, YouTube, Google+, RSS Feeds Social Media 2.0. – Visual Media Pinterest, Vine, Instagram @joleendearest @NTENorg #MFOM14
    6. 6. Online Fundraising • Average gift: $68 • Email list growth: +16% • Online giving: +14% • Nonprofit social media audiences grew faster than email or website • Learn more:http://bit.ly/2014benchm arks @joleendearest @NTENorg #MFOM14
    7. 7. Don’t wait until December! @joleendearest @NTENorg #MFOM14
    8. 8. Donor Stewardship Practices • Need to cultivate & maintain relationships • Demonstrate effectiveness & impact • Acknowledge donors for the support @joleendearest @NTENorg #MFOM14
    9. 9. It hasn’t changed... @joleendearest @NTENorg #MFOM14
    10. 10. It’s just a lot noisier, quicker, and with more channels to use @joleendearest @NTENorg #MFOM14
    11. 11. • How do you communicate with donors? (and how often?) • How can/do donors communicate with you? @joleendearest @NTENorg #MFOM14
    12. 12. @joleendearest @NTENorg #MFOM14
    13. 13. Ratio for audience engagement • Ask yourself: • Are you listening? • Is this content helpful and relevant? • Would my audience want to share this? @joleendearest @NTENorg #MFOM14
    14. 14. What organizations do you support and why? @joleendearest @NTENorg #MFOM14
    15. 15. Top 5 Reasons Why People Donate 1. I believe in the cause 2. I want to make change happen 3. I have friends or family who support this cause 4. I know someone who received services from this organization in the past 5. The charity asked for my help @joleendearest @NTENorg #MFOM14
    16. 16. Crowded Market: How to Stand Out? Different RelevantCredible @joleendearest @NTENorg #MFOM14
    17. 17. Effective Relationship Building: Starts with Trust! Source: Edelman Trust Barometer 2014@joleendearest @NTENorg #MFOM14
    18. 18. Recognition Requires Repetition *Source: Edelman Trust Barometer 2013@joleendearest @NTENorg #MFOM14
    19. 19. Communicating can help! @joleendearest @NTENorg #MFOM14
    20. 20. Think Content First! @joleendearest @NTENorg #MFOM14
    21. 21. @joleendearest @NTENorg #MFOM14
    22. 22. Survey “doughnut” @joleendearest @NTENorg #MFOM14
    23. 23. How to get content? @joleendearest @NTENorg #MFOM14
    24. 24. Get integrated! Don’t forget that your colleagues are stakeholders & your organization has one personality! @joleendearest @NTENorg #MFOM14
    25. 25. Email Newsletters • Builds supporter list • Subscribers = supporters • Content creation • Creates culture of reporting • Visibility across departments • Improves SEO @joleendearest @NTENorg #MFOM14
    26. 26. Email Marketing Best Practices 1. Compelling Headline: Get their attention to open 2. Short & sweet: Less is more 3. Include Visuals: A picture says a thousand words @joleendearest @NTENorg #MFOM14
    27. 27. Email Marketing Best Practices 4. Call to Action: What is the goal of the email? What do you want them to do? 5. Test, test, test: Create a library to see what works for your org @joleendearest @NTENorg #MFOM14
    28. 28. +1150% Subscribers in 4 Years • Improved content through survey • Collaboration and partnership • Subscribe opportunities • Social media channels • Timing @joleendearest @NTENorg #MFOM14
    29. 29. (Social) Timing is Everything Know your audience! @joleendearest @NTENorg #MFOM14
    30. 30. • Morning (6AM- Noon) • Lunchtime (Noon- 2PM) • Afternoon (2-5PM) • Evening (5-10PM) @joleendearest @NTENorg #MFOM14 Poll: What time do you open promotional emails?
    31. 31. Best Times to Promote your Work 6- 10AM Source: Science of Social Timing: http://blog.kissmetrics.com/science-of-social- timing-2 3-5PM 5-7PM 7-10PM @joleendearest @NTENorg #MFOM14
    32. 32. Newsletter Analytics Service Provider: Constant Contact  Other services: HighRoad Solution, Vertical Response, Mail Chimp, Salsa, Convio @joleendearest @NTENorg #MFOM14
    33. 33. Control: “Extended Early Bird pricing with this invitation!” Test: “You're invited: I want YOU in my track for Impact Leadership in San Francisco!”
    34. 34. Control: “Scholarship applications for 14LCS due tomorrow!” Test: “Summit. Scholarships. Deadline tomorrow!”
    35. 35. Control: “Meet the wizard behind your website’s curtain” Test: “How to build your brand and audience with great content”
    36. 36. Content Plan • Date (Timing) • Goals • Channel • Audience • Content @joleendearest @NTENorg #MFOM14
    37. 37. Holidays: Human Rights Day, International Women’s Day, May Day, Mother’s Day
    38. 38. Anniversary: Year Established, Report Launched, Disaster, Impact
    39. 39. Birthdays: Cesar Chavez, Mahatma Gandhi, Martin Luther King
    40. 40. National Events: Election Day, Veterans Day
    41. 41. Global Action: GivingTuesday, Earth Hour More ideas: http://bit.ly/npwritingprompts
    42. 42. Post Your Ideas!
    43. 43. Quick & Dirty Content Plan
    44. 44. Key Takeaways • Fundraising is dependent on relationship building • Think about the goals of your message • Know your audience • Remember that your colleagues are important stakeholders • Test, test, test! • Remember to communicate often – it’ll make the year-end ask a lot easier! @joleendearest @NTENorg #MFOM14
    45. 45. Stay Connected @joleendearest @NTENorg www.facebook.com/NTENorg www.linkedin.com/in/joleenong joleen@nten.org www.nten.org @joleendearest @NTENorg #MFOM14

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