Sponsored by:
Email Marketing 101 – Beyond the
Monthly Newsletter
Rich Dietz
August 20, 2013
Use Twitter Hashtag #npweb
Pa...
Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 59...
Sponsored by:Part
Of:
Coming Soon
Sponsored by:
Today’s Speakers
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.
Assisting with chat questions:
J...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
5
Email Marketing 101
Beyond the Monthly Ne...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
6
Our Speaker
Rich Dietz
Founder of Nonprof...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
7
Best Practices?
• A “best practice” = wha...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
8
Agenda
1. Introduction
2. Building Your L...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
9
1. Introduction
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
10
Strong Foundation
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
11
Maslow’s Hierarchy of Needs
http://en.wi...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
12
Online Hierarchy of Needs
Need a strong
...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
13
Email is Still #1
Many new “tools”
in th...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
14
Email is still the most effective online...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
15
2. Building Your List
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
16
No Magic Bullet
There is no one single t...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
17
Ideas to Grow Your Email List
Quick Idea...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
18
Sign up form on your site
Adding an opt-...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
19
Incentives for Sign Up
Need a strong rea...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
20
Run a Contest
Sign up / spread the word....
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
21
Email Signature
How many emails do you s...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
22
The “Evil” Popup
www.greenpeace.org/usa/...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
23
3. Email Best Practices
Based on the top...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
24
#1 Rule – No Spamming
Only email to Conf...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
25
Test, Test, Test
Best Practices are a st...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
26
Write Awesome Content
More spam please!?...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
27
Monthly Newsletter - #FAIL
Monthly newsl...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
28
Email Design
The Simple Way – use a temp...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
29
Best time to send?
It Depends…
• Really ...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
30
Subject Lines
Keep it short
• Around 30-...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
31
Subject Lines
Relevant and enticing
• Li...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
32
Frequency
Don’t fear the unsubscribe
• P...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
33
Welcome Series
Series of emails automati...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
34
Mobile Friendly Email (next level)
Proba...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
35
4. Storytelling
Potentially the biggest ...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
36
danariely.com
Why Stories?
Campaigns (wi...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
37
Stories = Connection
Create emails and c...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
38
Storytelling Example
rememberme.ushmm.or...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
39
Action Steps
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
40
Action Steps
Commit to trying some new e...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
41
Sign Up for our email list
Get updates
a...
Online Fundraising 101
www.NonprofitRD.com
Email Marketing www.NonprofitRD.com
42
@nonprofitrd
www.NonprofitRD.com/FB
www....
Upcoming SlideShare
Loading in...5
×

Email Marketing 101 – Beyond the Monthly Newsletter

1,666

Published on

How successful are your email marketing campaigns?
Are you still creating emails the same way you were years ago?
Does your email marketing consist of a monthly newsletter that few people actually read?

Most nonprofits are using email to reach out, inform and solicit their supporters in some manner. However, many nonprofits are not fully utilizing the medium to maximize their results. If you feel your email marketing could use a little help or want to take it to the next level, this webinar is exactly what you need.

In this jam-packed webinar we will highlight a number of successful tactics and strategies you can start using immediately to increase your efforts, including:

- How to build your email list
- How to write subject lines that get emails opened
- The power of storytelling via email
- How to write email content today – it is different than it used to be!

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,666
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
54
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Email Marketing 101 – Beyond the Monthly Newsletter

  1. 1. Sponsored by: Email Marketing 101 – Beyond the Monthly Newsletter Rich Dietz August 20, 2013 Use Twitter Hashtag #npweb Part Of:
  2. 2. Sponsored by: Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 www.cjwconsulting.com (866) 598-0430 info@cjwconsulting.com Part Of:
  3. 3. Sponsored by:Part Of: Coming Soon
  4. 4. Sponsored by: Today’s Speakers Hosting: Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, 4Good Part Of: Rich Dietz President and Founder Nonprofit R + D
  5. 5. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 5 Email Marketing 101 Beyond the Monthly Newsletter Rich Dietz Nonprofit R+D rich@nonprofitrd.com @nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplus
  6. 6. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 6 Our Speaker Rich Dietz Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.
  7. 7. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 7 Best Practices? • A “best practice” = what works in your org • Testing is the key, – Much easier to do online – If it works, do more. – If not, try something else.
  8. 8. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 8 Agenda 1. Introduction 2. Building Your List 3. Email Best Practices 4. Storytelling
  9. 9. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 9 1. Introduction
  10. 10. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 10 Strong Foundation
  11. 11. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 11 Maslow’s Hierarchy of Needs http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
  12. 12. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 12 Online Hierarchy of Needs Need a strong Foundation
  13. 13. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 13 Email is Still #1 Many new “tools” in the press Email still takes the prize
  14. 14. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 14 Email is still the most effective online method • 69% prefer electronic over print communication • Cygnus Donor Survey • High Return on Investment (ROI) • $42 for every $1 spent - VerticalResponse Relatively inexpensive Easiest way to connect and follow-up • 7 touches – marketing principle • Follow up can be very effective – progress, success, more help Why Email Marketing?
  15. 15. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 15 2. Building Your List
  16. 16. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 16 No Magic Bullet There is no one single tactic that will fill your list The key is • Consistency • Multiple approaches
  17. 17. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 17 Ideas to Grow Your Email List Quick Ideas 1. Make it easy 2. Tell-A-Friend 3. Event registration forms 4. Add to paper forms Plus…
  18. 18. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 18 Sign up form on your site Adding an opt-in box to your website • Email provider can give you the code to do this Where should you put it? Everywhere. • Sidebar is a great start • Homepage • About page, program pages, etc. • Boom bar / hello bar Add an opt-in box below your content • If they read to the bottom, they like the content • Get them to sign up right then
  19. 19. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 19 Incentives for Sign Up Need a strong reason WHY • What are the benefits for THEM, not you Bribes, Gifts, Downloads • Give them that little extra for signing up Ideas for incentives • How-to, white paper, infographics, email series • T-shirt, bumper sticker, yard sign • Videos, success stories, updates • Matching Gifts - $1 for every signup • Get creative!
  20. 20. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 20 Run a Contest Sign up / spread the word.. Win prizes • I did this with RaffleCopter.com • Its fun and gives a reason to talk about it Super simple version • Raffle based on all current signups • Reward new and current subscribers • Encourages them to stay on your list
  21. 21. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 21 Email Signature How many emails do you send per day? • Why not use those opportunities Add links to your signature • Very easy to do • Can change as often as you like • Email opt-in, upcoming event, etc.
  22. 22. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 22 The “Evil” Popup www.greenpeace.org/usa/en/
  23. 23. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 23 3. Email Best Practices Based on the top questions I get asked about email
  24. 24. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 24 #1 Rule – No Spamming Only email to Confirmed Opt-ins • Spamming can do more damage than good • Lost account or bad reputation Quality over Quantity • I prefer double opt-in • Goal is not a huge list • Better to have a small responsive list Not building an email list • Building a relationship with people on your list • Eg./ Personal story
  25. 25. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 25 Test, Test, Test Best Practices are a start • A “Best Practice” is what works for YOU and your organization Testing is the only way to find what works • The Obama Campaign – tested everything • Many surprises -- “Hey” Ideas to test • Subject lines, layouts, graphics, calls to action, bribes, etc. • Each idea we discuss could have multiple versions or tests
  26. 26. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 26 Write Awesome Content More spam please!? No thanks. Write from a personal point of view • People want to connect with real people • Coffee with a friend • Eg/ My last newsletter, told a personal story • More positive comments than ever Use “You”, not “We” • More conversational - Makes them a part of the story
  27. 27. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 27 Monthly Newsletter - #FAIL Monthly newsletters no longer work • Too much content, lost in the inbox • Need shorter, engaging content • Tell stories over multiple emails Easy to digest / “Scanable” Get the click • Don’t put the whole article, click to read more • Video will have the highest click-through rates (3-5x higher) Single Call to Action in every email
  28. 28. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 28 Email Design The Simple Way – use a template from email provider • They will take care of all the tech stuff and make it look good • Pick a simple, short, easy to read template Beyond that.. Keep these in mind • Width of 640px or less • Important info “above the fold” • Test how it looks with “images disabled” • Don’t use large blocks of text – “scanable” • Fonts – “web safe” and easy to read • Test in multiple email clients • Outlook, gmail, yahoo, hotmail, etc.
  29. 29. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 29 Best time to send? It Depends… • Really need to test this with your audience • Weekday usually better than weekend • 10am usually better than 9am • Midweek usually better than Monday/Friday • Try different days and times and track
  30. 30. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 30 Subject Lines Keep it short • Around 30-35 characters, or it gets cut off • Need shorter, engaging content Avoid the spam filter • Avoid ALL CAPS, symbols, “free”, too many !!!!!!!! • Spam filters are based on formula • Too many points and you are spam Change it up • Don’t use the same subject on every email
  31. 31. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 31 Subject Lines Relevant and enticing • Literacy eNews – January 2011, OR 5 tips to create a life long reader Catch their eye • Be a little different, but not too much • Try one !, or other symbol • Ask a question or be a bit controversial • Use verbs and actions Test, Test, Test • Only way to know for sure • Obama campaign was always testing • The famous “Hey” subject line
  32. 32. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 32 Frequency Don’t fear the unsubscribe • Probably not going to be supporters anyways • May not happen anyways – • Case study – High vs. Low Frequency Emails • High Frequency Emails had: • 23% more money • 31% less unsubscribes More frequent “asks” • Not always for money – build a relationship • Other small favors and actions • Petition, Tell-a-friend, watch video, Like on facebook, etc.
  33. 33. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 33 Welcome Series Series of emails automatically sent • New subscribers, new donors, new volunteers… get creative! • Automated with your email provider (constant contact, mailchip, etc.) • Allows them to get to know you better over time Excellent Engagement • 4x more opens, 5x more clicks – Experian Marketing Services Ideas • Don’t ask for money again right away • Don’t bore them • DO tell them more about your work, staff, clients and especially… • Success stories
  34. 34. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 34 Mobile Friendly Email (next level) Probably need to start working on this • Some predict more email open on mobile than desktops by early 2014 • 82% of smartphone users check and send email • 61% close or delete if not mobile optimized Mobile email templates • Most providers have these now • Easy to use and set up However, is your website mobile friendly? • No sense in doing mobile email if your site is not ready for them
  35. 35. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 35 4. Storytelling Potentially the biggest impact you can make on your email marketing
  36. 36. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 36 danariely.com Why Stories? Campaigns (with stories) are compelling… • Donation pages are not Stories create an emotional connection •Emotion >> Rationality •Buy based on emotion / Rationalize it later with facts What donors want to hear about: • Organizational Impact (80%) • Success Stories (74%) • More details about the organization (71%) • Info on financial accountability (43%) Community Philanthropy 2.0 survey
  37. 37. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 37 Stories = Connection Create emails and campaigns with “stories” in mind • Individual stories are more effective • Inspire supporters with your passion • Across emails.. The Cliffhanger • Childhood Hunger vs. six-year old Marie http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/
  38. 38. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 38 Storytelling Example rememberme.ushmm.org/
  39. 39. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 39 Action Steps
  40. 40. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 40 Action Steps Commit to trying some new email strategies Select a few strategies or ideas and test Take action, collect results, evaluate results Take another action
  41. 41. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 41 Sign Up for our email list Get updates about our upcoming webinars and get our 5 part e-course: NonprofitRD.com/of101e
  42. 42. Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 42 @nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplusRich Dietz rich@nonprofitrd.com Email Sign up www.nonprofitrd.com/of101e Discount for Online Fundraising Course - www.NonprofitRD.com/email101
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×