What do donate buttons, click-thru rates, banners and list churn have in common? You need to know what these terms mean, and why they matter, if you’re implementing or managing email fundraising for your charity.
This speedy session will provide an overview of the ins and outs, both back end and front end, of how to set up and manage an email fundraising program. Starting with the anatomy of an email, we’ll review different types of emails (focusing on fundraising, advocacy and newsletters), how they can function and complement your existing fundraising/communications program, and share an overview of benchmarks and best practices. Then, we’ll hone in on a series of fundraising email case studies to show how email can function effectively in a variety of organizations at all different stages of program sophistication and maturity.