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Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
Email Marketing To Maximize Online Giving Results
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Email Marketing To Maximize Online Giving Results

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Presented at CASE Online Strategies Conference, Nov. 2009

Presented at CASE Online Strategies Conference, Nov. 2009

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  • It’s worth asking: why are we still talking about Email Nielsen came out with a comprehensive study showing that social media had finally edged out email as the preferred online activity of choice. This set off a flurry of debate.
  • From the article: email was better suited to the way we used to use the Internet—logging off and on, checking our messages in bursts. Now we have a more integrated personal communication strategy More debate...
  • The fact is that email use is still on the rise - just not as fast a rise as social networking Email is still the foundation for online communication, even if it’s taking a different shape and may be completely unrecognizable in the future. Professor Mike Hanley, director of the Institute for Mobile Media Research, has been tracking the interactive and mobile habits of college students for more than five years. While email use has been declining among college students for several years, this trend has reversed in 2009. The reason? Smartphones. As students get access to email-capable phones, they are using email more.
  • Current students all have e-mail accounts provided by BC.Although that article indicated we would stop offering email accounts, BC has yet to implement that plan.
  • Email still brings in some money and is a significant component in an integrated marketing plan.
  • Beth Braxton’s summary
  • Edelmen report
  • No campuswide calendar for email newsletters, although it’s in the works: does anyone here track outgoing newsletters across campus? eNonprofit study says people get an average of 3.5 emails a month from an organization. - fundraising messages saw a .15% unsubscribe rate in 2008, informational/news/etc had .12% unsubscribe Open rates have fallen - in line with eNonprofit benchmark study: open 17>16, clickthrough 2.4 down .5% Informally polled school/colleges about online as a replacement for print as a result of budget cuts; units are reducing print size, but not looking to replace with online due to low percentage of email addresses and feeling that older population won’t go online to read.
  • Sent out a special editon of Berkeley online with a video (created by Involver) and a soft ask - we got NO donations from this ask.
  • Sent out a special editon of Berkeley online with a video (created by Involver) and a soft ask - we got NO donations from this ask.
  • Examples: end of reunion campaign berkeley, video email from other school, reminder from emery, natalie coughlin, obama inauguration video Campaign kickoff flash 08: 25% response rate, $5,545
  • http://givetocal.berkeley.edu/emails/2007/04/u5898a/index.html
  • We were surprised when this one bombed because it was sent out when Natalie Coughlin was appearing in the Olympics, so there was a current events appeal - but tye type of appeal (wordy, too much like dm appeal) and marketing to donors in July may have caused it to flop. http://givetocal.berkeley.edu/emails/2008/07/v6619a/index.cfm
  • UC Berkeley hasn’t updated our esolicitation policy since 2002; working toward an online solicitation calendar, but don’t have it yet. We are able to track and schedule solictiations if they are sent through our tool, but this doesn’t cover all solicitations on campus.
  • UC Berkeley hasn’t updated our esolicitation policy since 2002; working toward an online solicitation calendar, but don’t have it yet. We are able to track and schedule solictiations if they are sent through our tool, but this doesn’t cover all solicitations on campus. Survey respondent
  • Dan talked a lot about integrated marketing campaigns UC Berkeley doesn’t send a lot of e-communications. We send 2-3 class campaigns emails. 1 parent fund email. 1-4 calfund emails. http://www.mainspringmc.com/rice/ccya/email_sample.html http://annualfund.rice.edu/ccya/index.html Anyone talk about their plan?
  • Report out on what other University’s rates are... eNonprofit: 19% of email addresses “went bad” annually, due to bouncing or unsubscribes - the same as in 2007.
  • http://www.pursuantgroup.com/uofsc/dau08/email_1.asp?tpgid=7160&sn=1r Created by Pursuant Group
  • 1 email had an HTML Email Button, 2 funds on landing page (2 gifts / $200) 1 was HTML with no button, just links in the email, 2 funds on landing page (4 gifts / $750)
  • http://www.mainspringmc.com/fordham/fuaf1/itspersonal.html
  • http://www.mainspringmc.com/fordham/fuaf1/itspersonal.html
  • http://www.supportingadvancement.com/web_sightings/esolicitations/samples/berkeleyl/mindmap.html
  • UCB did a test on a 2/09 parents fund mailing: 5061 donors in each test; 1 email had an HTML Email Button, 2 funds on landing page (2 gifts / $200) 1 was HTML with no button, just links in the email, 2 funds on landing page (4 gifts / $750) http://www.supportingadvancement.com/web_sightings/esolicitations/samples/rice/rice_sammy_thankful.swf Multipart/alternative emails contain both a plain text and a HTML part. Which part is shown to the user is determined by their email client, and (in some cases) by their choice.If an email client cannot render HTML messages, it will display the plain text version. HTML-enabled email programs will usually show the rich HTML version, but some let the user decide which they prefer. But there's another, maybe just as convincing one: spam filters.Spammers like to fool junk mail filters by inserting random words, poems and what not, possibly in the plain text part only so that the majority of recipients will never see them.To counter this trick, some spam filters check whether the contents of the text/plain and the text/html parts do match. To make sure your message is not regarded as spam, make sure this is so. Of course, you can include a link to a full-graphic version on your web site in the plain text part.
  • UC Berkeley provides both an e-receipt and a paper receipt. Do any universities here offer donors to receive e-receipt only? If you’re interested in how to work social media into your integrated marketing plan - attend my next session.
  • http://www.pursuantmedia.com/ucla/stewardship/brochure/students/1108/default.asp?tpgid=0&sn=112008s
  • If you’re interested in analytics, attend Meg’s next session on Measuring Outcomes Entire browser session allows us to track if multiple gifts are made, or if someone makes a gift - but not to the intended gift
  • Transcript

    • 1. Email Marketing to Maximize Online Giving Results
    • 2. If you can’t say it in 140 characters, is it really worth saying? “ [Social networking sites and blogs have] overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications.” Global Faces and Networked Places Nielsen report, March 2009
    • 3. You’ve got mail a friend request “ Email has had a good run as king of communications. But its reign is over.” “ Why Email No Longer Rules...” Jessica E. Vascellaro Wall Street Journal - Oct. 12, 2009
    • 4. A rising tide lifts all posts The number of worldwide email users will increase to almost 1.9 billion by 2013 compared with over 1.4 billion in 2009. Email Statistics Report, 2009-2013 The Radicati Group May 2009 Heavy social media users are also using email more. NielsenWire “ Is Social Media Impacting How Much We Email?” Sept. 28, 2009 While email use has been declining among college students for several years, this trend has reversed in 2009. The reason? Smartphones. Mike Hanley, Director, Institute for Mobile Media Research
    • 5. So is email having its last gasp?
    • 6. The reports of my death are greatly exaggerated. - Sincerely, Email Email's ROI in 2009 was $43.52 for every dollar spent on it. Down from $45.06 in 2008 - DMA (2009, 2008) Email drove an average of $0.14 in revenues per delivered message . - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009) Email presently generates 21.6% of total revenue from campaigns. - Direct Marketing Association "The Integrated Marketing Media Mix" (2008) The aggregate sum raised online by [113 universities responding, $58.5M raised] is equal to 1.4 percent of their total philanthropic support raised through all routes. - CASE survey (2009)
    • 7. The Obama factor Who here hasn’t heard... “What can we learn from the Obama campaign?”
    • 8. The Obama factor Who here hasn’t heard... “What can we learn from the Obama campaign?” (Edelman Report: Social Pulpit)
    • 9. What works or  at UC Berkeley: e-newsletters <ul><li>14 E-Newsletters with some overlap: Campus, Athletics (300K), Alumni Association, Schools </li></ul><ul><li>Berkeley Online : 95K alumni (21.23% open), 17K non-alum (22.94% open) </li></ul><ul><li>top stories: budget cuts, extraordinary students, YouTube links, athletics </li></ul><ul><li>experimenting with localization </li></ul><ul><li>not a replacement for print </li></ul><ul><li>buried soft ask </li></ul>
    • 10. What  at UC Berkeley: e-newsletters Buried soft ask:
    • 11. What  at UC Berkeley: e-newsletters Buried soft ask:
    • 12. What works or  at UC Berkeley: email solicitations <ul><li>newsy, deadline-driven appeals </li></ul><ul><li>end of year emails; tax benefit by 12/31 </li></ul><ul><li>reminders for regular donors </li></ul><ul><li>class campaigns video/email </li></ul><ul><li>track solicitation codes in online giving form </li></ul><ul><li>DM pitch, student/donor testimonials </li></ul><ul><li>expensive flash solicitations; flash for parents </li></ul><ul><li>flash with soft ask: great traffic, no gifts </li></ul>
    • 13. What works or  at UC Berkeley: email solicitations Avg. Gross Response # Mailed Campaign $496 ($450) $150 $171 $107 $8,425 ($40,585) .02% (.12%) 77,098 (67,956) <ul><li>End of FY ’08 </li></ul><ul><li>(HTML) June </li></ul><ul><li>(End of Tax Y ’08) </li></ul>$1,950 .01% 110,599 <ul><li>Sophomore Reflects ’08 </li></ul><ul><li>(HTML) Sept. </li></ul>$8,874 .24% 21,167 Homecoming Pre-event ’09 (email) Sept. $5,545 .25% 21,167 Class Campaign Kick Off ’08 (flash) April
    • 14. What works at UC Berkeley: email solicitations
    • 15. What  at UC Berkeley: email solicitations 155,295 mailed, .01% response, $781 gross, $98 avg.
    • 16. Elements of a successful email marketing campaign <ul><li>a solicitation policy </li></ul><ul><li>a plan (ideally, part of a larger marketing plan) </li></ul><ul><li>email addresses </li></ul><ul><li>segmentation and testing </li></ul><ul><li>delivery mechanism </li></ul><ul><li>a message that stands out and gets read </li></ul><ul><li>a call to action that translates into gifts </li></ul><ul><li>receipts, stewardship </li></ul><ul><li>measurable results </li></ul>
    • 17. Frustrating elements of an email marketing campaign
    • 18. Frustrating elements of an email marketing campaign
    • 19. Elements: solicitation policy <ul><li>goals for sending email </li></ul><ul><li>limit on # of emails sent to alumni each month </li></ul><ul><li>how email will be used to solicit contributions </li></ul><ul><li>frequency/timing of emails across campus </li></ul><ul><li>tools available on campus </li></ul><ul><li>strategy for fixing bad/undeliverable email </li></ul>
    • 20. Elements: solicitation policy, survey <ul><li>Question 1: Does your campus have a formal policy aimed at keeping departments from deluging constituents with email? </li></ul><ul><li>No, it’s a free for all (20) </li></ul><ul><li>Yes, there’s a gatekeeper who reviews all (12) </li></ul><ul><li>Yes, gatekeeper for certain mass emails, such as appeals (14) </li></ul><ul><li>Who is the gatekeeper for your outgoing emails? </li></ul><ul><li>How can you convince orgs to do away with shadow databases? </li></ul>
    • 21. Elements: solicitation policy, survey <ul><li>Question 2: Does your campus have a formal policy that all campus mass emails must be sent through a single delivery mechanism (an email marketing engine, your online community, an outsourced vendor, etc.) </li></ul><ul><li>Analysis: Decentralization won 2 to 1 </li></ul><ul><li>Yes, we have a formal policy (15 ) </li></ul><ul><li>No, each department uses its own tool (29) </li></ul><ul><li>Advancement Services is not involved (6) </li></ul>
    • 22. Elements: solicitation policy, survey <ul><ul><ul><li>Question 3: Does your campus have a formal policy that, however mass emails are delivered, campus departments must keep email addresses (including opt-out requests) in sync with the Advancement database? </li></ul></ul></ul><ul><ul><ul><li>Voluntary compliance won by nearly 2 to 1. </li></ul></ul></ul><ul><ul><ul><li>Yes, we have a formal policy (14) </li></ul></ul></ul><ul><ul><ul><li>No, it's up to each department (27) </li></ul></ul></ul><ul><ul><ul><li>Advancement Services is not involved (7) </li></ul></ul></ul><ul><ul><ul><li>Who issues policy requiring compliance: </li></ul></ul></ul><ul><ul><ul><li>VP of Advancement </li></ul></ul></ul><ul><ul><ul><li>Advancement Services </li></ul></ul></ul><ul><ul><ul><li>External Affairs </li></ul></ul></ul><ul><ul><ul><li>Alumni Relations/Advancement </li></ul></ul></ul><ul><ul><ul><li>Advancement Services </li></ul></ul></ul>
    • 23. Elements: an integrated marketing plan <ul><li>Convio (CASE OS ’08) </li></ul><ul><li>World Wildlife Fund achieved a 40% better response rate via multi-channel campaign. </li></ul><ul><li>University of Texas annual fund donors were sent an email with Flash video before being solicited by phone; this approach improved the receptiveness to the telemarketing phone call and increased giving. </li></ul><ul><li>Rice </li></ul><ul><li>1,600 young alumni donors </li></ul><ul><li>45% new or lapsed </li></ul><ul><li>9x more online donors than direct mail; 3x more than telefund </li></ul>email | microsite
    • 24. Elements: email addresses UC Berkeley has 430,714 Alumni; 150,809 email addresses (35%)
    • 25. Elements: email addresses Strategies for securing emails (Pursuant)
    • 26. Elements: segmentation, testing, delivery
    • 27. Elements: Message <ul><li>subject line (use your org. name) </li></ul><ul><li>who is it from (prof or recognizable alum) </li></ul><ul><li>timing (T-Th; evening, FB-weekend) </li></ul><ul><li>who writes/edits/approves? </li></ul><ul><li>does the design work on multiple platforms? </li></ul><ul><li>( design for gmail , once you get it right, save your template) </li></ul><ul><li>does message enhance or support other efforts? </li></ul>
    • 28. Elements: Message Fordham University esolicitation Donor acquisition piece that strives to make gifts feel personal and connected to individual campaigns. Sent before launch of a comprehensive campaign. (MainSpring) Results: Open - 36% View - 22% Click - 1.3%
    • 29. Elements: Message UC Berkeley/Haas esolicitation Interactive messaging engages recipients (MainSpring) 13.1% estimated completion rate to giving buttons 22.9% estimated completion rate to all of the buttons
    • 30. Elements: call to action <ul><li>go straight to your giving form </li></ul><ul><li>divert no attention from your giving form </li></ul><ul><li>links vs. buttons (a small test) </li></ul>
    • 31. Elements: receipts (Orbees)
    • 32. Elements: stewardship Connect without asking for anything - say Thanks! (Pursuant)
    • 33. Elements: measurable results <ul><li>open rate </li></ul><ul><li>click through rate </li></ul><ul><li>response rate </li></ul><ul><li>Tracking solicitation codes </li></ul><ul><li>UC Berkeley offers a solicitation code via a URL in Give to Cal for an entire browser session </li></ul><ul><li>?sc=yoursolicationcode &quot; at the end of any givetocal URL </li></ul><ul><li>https: //givetocal . berkeley . edu/browse/ ? u=50 &?sc=A125678 </li></ul>
    • 34. Discussion

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