Top 5 Email Fundraising Tips

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Don’t let anyone else tell you otherwise -- email is the workhorse of digital fundraising. It may not be the sexiest of all things online, but email gets results. Now, think about it. Is your email fundraising program generating the best return possible? It’s been estimated that the average value of an email address is close to $15 per year – and that’s just calculating online donations. Plus, online fundraising continues its year-over-year double-digit growth rate. This webinar will give you the 5 most important strategies for maximizing return on your email fundraising program. We’ll explore practical examples, pitfalls to avoid, best practices and share industry benchmarks so you can track your success. Unleash the potential of your email fundraising program and you’ll bring in more dollars online than ever before, and be the new star of your fundraising team.

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Top 5 Email Fundraising Tips

  1. 1. Top 5 Email Fundraising Tips
  2. 2. Taslim Somani StephenThomas.ca TODAY’S PRESENTER
  3. 3. WEBINAR REMINDERS • You can hear us, but we can’t hear you • Have questions? Type questions in the Questions Log • Turn up your computer’s volume • For the best webinar experience, close all other applications • Webinar slides will be shared 2
  4. 4. WHAT IS CANADAHELPS? • A public charitable foundation and registered charity • Through CanadaHelps.org, anyone can donate to any registered Canadian charity online • We have facilitated over $400 million in charitable donations online since our launch in 2000 • 14,500 charities use us to collect donations and fundraise online • Over 850,000 Canadians have donated through CanadaHelps • For donors, CanadaHelps is a one-stop-shop for giving. For charities, CanadaHelps is an online fundraising solution that is affordable, easy and secure WELCOME TO GIVING MADE SIMPLE!
  5. 5. 4
  6. 6. 5 Strategies for Growth
  7. 7. A bit about ST • • • •
  8. 8. What we’ll cover
  9. 9. Email Marketing:
  10. 10. Email marketing isn’t dead. • • • • • http://blog.hubspot.com/marketing/email-marketing-stats-list
  11. 11. http://nonprofitmarketingguide.com/freemembers/2014NonprofitCommunicationsTrendsReport.pdf?inf _contact_key=c1b41f4d1bd682018f21f975a2c3f5e2bea39a3a8cce1801a33816618597f938
  12. 12. Strategy #1:
  13. 13. First, a bit of math: •
  14. 14. Let’s work backwards first: $100,000 / $100 = 1000 gifts
  15. 15. How do you get 1000 gifts? 1000 / 0.5% = 200,000 emails
  16. 16. 200,000 emails!!!!! 200,000 emails = 2 x 100,000 = 4 x 50,000 = 10 x 20,000
  17. 17. Law of diminishing returns? • – • – – – – http://www.npengage.com/email-marketing/follow-email-techniques/
  18. 18. Get Serious & Grow • • • – – –
  19. 19. Test a Re-Activation Campaign • Separate Dormant from Deadwood • Define inactives: – Timeframe (no opens & no clicks) – Donation activity (online / offline) – LTV • What percentage of your list is inactive? • Re-engage – Update your email address / email preferences – Survey – Special offer
  20. 20. Strategy #2:
  21. 21. Nonprofit Email Benchmarks Blackbaud 2013 – Over 3000 nonprofits in North America
  22. 22. More Nonprofit Email Benchmarks M+R Benchmarks Study 2014 (53 nonprofits – LARGE)
  23. 23. Important Metrics
  24. 24. A plan for ongoing measurement: •
  25. 25. Strategy #3:
  26. 26. http://moosend.com/view/segmenting-your-mailing-list/280
  27. 27. Email Records • – – – – – – –
  28. 28. Segment based on objectives • – – • – –
  29. 29. Obama’s 2012 Email Campaign - SEGMENTATION http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing
  30. 30. Test, test, test. Then test some more. And test again. And again. Great tests: subject lines, copy vs. images, ugly vs. high-design, frequency,
  31. 31. Obama’s 2012 Email Campaign - TESTING http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing
  32. 32. http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing
  33. 33. Strategy #4:
  34. 34. Search Marketing
  35. 35. Facebook Targeted Advertising • Create a custom audience • Upload your email list • Target your contacts directly in Facebook!
  36. 36. Retargeting – – –
  37. 37. Strategy #5:
  38. 38. More people are reading email on Mobile Devices http://www.inboxmarketer.com/blog/infographic-email-opens-on-mobile- devices-steadily-growing
  39. 39. http://www.thinkwithgoogle.com/mobileplanet/en/ - Canada Report
  40. 40. http://www.thinkwithgoogle.com/mobileplanet/en/ - Canada Report
  41. 41. http://www.digitalleap.org/wp-content/uploads/2013/05/s-digital-leap-keynote-presentation-final-may-2.pdf
  42. 42. Principles of Responsive Email Design • Concise – Mobile audiences are time-sensitive! • Obvious – Emphasize calls-to- action with buttons, top-load information and link to mobile web pages • Streamlined – Cut non-critical content! http://www.inboxmarketer.com/resources/reports/pdf/guide_to_responsive_email.pdf
  43. 43. TIP! • Check out ipadpeek.com to see how your email is rendering on mobile devices Principles of Responsive Email Design
  44. 44. 5 Strategies for Successful Email
  45. 45. Questions?
  46. 46. More Charity Training
  47. 47. MYCHARITYCONNECTS Educational and training opportunities through MyCharityConnects www.mycharityconnects.org
  48. 48. UPCOMING WEBINARS www.mycharityconnects.org/webinars Google Analytics 101 by guest speaker Kathryn Snetsinger Date: Wednesday, April 30, 2014 Time: 2:00-3:00PM Eastern Time The Evolution of Planned Giving by guest speaker DeWayne Osborn Date: Wednesday, May 14, 2014 Time: 2:00-3:00PM Eastern Time
  49. 49. STAY IN TOUCH youtube.com/canadahelps @canadahelps facebook.com/canadahelps communications@canadahelps.org 1-877-755-1595

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