Create a compelling subject lineIt’s the candy bar, not the wrapper! Good: “Turn a $10 donation into $1,010” Bad: “Animal Humane Society takes part in Give to the Max Day”Keep it short, easy-to-readLong, wordy e-newsletters don't get read. Instead, organizations should use short, personalized emails to supporters giving clear instructions for participation.Share your campaign goal and deadline. Let people know how much you need and the date you need it by to create a sense of urgency. Combining this with your email updates, will generate a higher response rate. Keep the goal visible, in print, on your website, at meetings, everywhere.Go for clean and not busyUse an imageA photo included with the quote or short story is worth a thousand words and sometimes hundreds of dollars.Tell a story (a very short story!)Include a short example of how the dollars will be used. Explain how “My” gift makes a difference even if it's only $10Create excitementSend out one or two campaign updates via email. Let people know how you are doing with the campaign. Get them excited about the results or concerned that you are not yet meeting the goal.Include a “Call to action”Make it easy to act - a few clicks, tops.Make it clear what will happen when people act - what good will result?
E mail marketing & fundraising fundamentals
E-mail Marketing & Fundraising Fundamentals
About GiveMNGiveMN is a collaborative nonprofit ventureto grow charitable giving in Minnesotaand move more of it online.GiveMN is an independent 501(c)3support organization of theMinnesota Community Foundation, which is anaffiliate of Minnesota Philanthropy Partners.
Agenda1. What to include in your emails2. Timing tips3. Design tips4. Fundraising dos and don’ts5. Examples6. Q & A
Why email? It’s the 1st social network.• Donors use email• Donors forward your emails• Donors are comfortable with the technology• It’s integrated – mobilephones, tablets, desktops, and laptops• It may be the one thing that isn’t blocked atwork
Why e-newsletters?• Keep supporters and advocates informed• Solicit donations• Share success stories• Be transparent about your work• Build relationships
Write emails that get read• Spend your time and mental energy on thesubject line (it’s the only text you’re virtuallyguaranteed to have read)• Go for “clean” not “busy”• Go for “succinct” not “wordy”• Create a sense of urgency• Include one strong call to action and make it easyto know what to do
Write mobile-friendly emails• Keep paragraphs to 1 to 2 sentences• Give links white space (fingers will thank you)• Include great photos• How do your emails render on a smartphone?
Email timing• It depends on your purpose: informsupporters, solicit donations, share stories• Monthly for informational emails or sharingstories• Event driven emails for soliciting donations• It’s about being timely, relevant, andresponsive
Segmentation• Donors• Volunteers• New donors (new in the past 3 months?)• Recurring donors• Segment by interest area
Triggers• New e-newsletter sign ups• Action based triggers such as ‘clicked throughto a link’• Birthday emails
Designing better emails• Keep it clean – avoid clutter• Make links, images, or buttons easy to touch(think mobile)• Limit to 1 photo
Five Tips for e-Engagement• Strategic. Plan and be thoughtful.• Consistent. Use common message or theme.• Integrated. Anticipate and expectcross-channel giving.• Congruent. Use unique strength of channel.• Intentional. Drive toward stated goals.
Thoughts on Donor Email• You’re not writing so donors will read.You’re writing so donors will act.• All fundraising copy should sound likesomeone talking. (George Smith, Tiny Essentials of Writing for Fundraising)• Why us? Why now? Why should donors care?• Pronoun check!
E-appeal dos (and don’ts)• DO: Speak as a real person• DO: Short, relevant, compelling• DO: Illustrate. Vivid, emotional need or impact• DO: Storytelling should bepersonal, individual, local, relatable• DO: The “ask.” Motivate reader to click and act• DO: Motivate readers. Timely impact of ask