How to fundraise using email (Charlotte Beckett)

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  • Today we’re going to look at the processes and benefits of integrating social media into your PR and comms
  • How to fundraise using email (Charlotte Beckett)

    1. 1. Email’s dead, long live email.How to fundraise using email webinar26th October 2012
    2. 2. HelloCharlotte Beckett, Head of Digital, The Good AgencyCharlotte.beckett@thegoodagency.co.uk@londoncharlotte@thegoodagency
    3. 3. Some context• The first email was sent in 1971• There are 3.146 billion email accounts worldwide• On average we send & receive 112 a day• 71% of email traffic is spam• 88% of smartphone users check their email at least once a day• By the end of 2012 more people will read emails on mobile than on desktop or webmail• 41% claim they would close or delete an email not optimised for mobile
    4. 4. 89% of us do it … Source: Ofcom research, Q1 2012
    5. 5. But not for long …Source: UKOM/Nielsen March 2012
    6. 6. Where are we doing it?
    7. 7. But that depends on when …
    8. 8. Why do it?• 77% preferred to receive permission-based promotions via email, 6% via social media• A similar survey found 69% with a preference for email as the channel for brand communications• 72% describe emails ROI as excellent or good. Only organic SEO scored better• 1 in 4 emails turn into a donation according to Blackbaud’s peer-to- peer fundraising research
    9. 9. We outperform other sectorsCharity emails:• Open rate – 23.25%• Click rate – 3.32%• Unsubscribe rate - 0.28%Average across all sectors/industries:• Open rate – 18.35%• Click rate – 2.95%• Unsubscribe rate - 0.15%
    10. 10. Thinking about strategy• Make it personal• Make it experiential• Make it exclusive• Make it shareable• Make it integrated• Make me do something• Make, measure, learn
    11. 11. Thinking about design, content & build• Be clear, be interesting, be yourself• Think about how, where & when Im reading your email• Make your call to action stand out• Unsubscribe is a legal requirement – make it easy• Dont fall foul of spam filters – think about trigger words, images• Test before you send
    12. 12. Just some of the top 100 trigger words
    13. 13. Thinking beyond the inbox• Automatic can be good• Keep it building, keep it clean• Love your segments, love your data• The email experience doesn’t stop at the email
    14. 14. Because this is what we want …

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