eNewsletters 201
Using Story to Optimize Your eNewsletters
November 21, 2010
Kevin Martone
Technology Program Manager
kevi...
Would You Open These?
Camp ABC eNewsletter
News from Camp ABC
Camp ABC Alumni eNewsletter
Camp ABC Summer Update
Camps Have Incredible Stories to Share
eNewsletters Can Share These Stories!
Strategy
5
Audience?
Donors
Prospects
Alumni
Current Families
Potential Families
6
Desired Outcome?
7
One Call to
Action!
Stories First … NOT Facts
"Facts don't have the
power to change
someone's story.
Your goal is to
introduce a new story
tha...
Stories Are Out There
Leverage Stories
There will be
no school on
Thursday!
Don’t Bury the Lead
A
B
C
D
E
Don’t Bury the
“Hook”
De-emphasize Non-Essential Content
Focus on Stories and Pictures
B
D
F
E
C
A
Use the Tools Effectively – Subject Lines
Use the Tools Effectively - Personalize
 Segmentation
 Photos
 Dialog
 Personal Stories
Segmentation
Worth a Thousand Words
Dialog Brings it Alive
 ?
Make it Personal
Make it Personal
Make it Personal
Make it Personal
 ?
Make it Personal
Call to Action
 Simple (Strong)
 Secondary (Subtle)
 Connect to Mission
Potential Calls to Action
 Enroll
 Donate
 Volunteer
 Register for an event
 Submit updated contact information
 Sub...
Call to Action
Call to Action
Secondary Calls to Action
 Subtle
Photos/Video
 Highly Engaging
Connect to Mission
 “Planting Seeds”
 Jewish experience in the
Deep South
You Have the Stories ….
… Now Use Them To Engage!
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eNewsletters 201: Using Story to Optimize your eNewsletters

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Presentation given at the Grinspoon Institute for Jewish Philanthropy's Annual Conference in Springfield, MA, November 2010. Focus on how to improve nonprofit eNewsletters - what will make your constituents open, read, and be engaged by your eNewsletters?

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eNewsletters 201: Using Story to Optimize your eNewsletters

  1. 1. eNewsletters 201 Using Story to Optimize Your eNewsletters November 21, 2010 Kevin Martone Technology Program Manager kevin@hgf.org Grinspoon Institute for Jewish Philanthropy
  2. 2. Would You Open These? Camp ABC eNewsletter News from Camp ABC Camp ABC Alumni eNewsletter Camp ABC Summer Update
  3. 3. Camps Have Incredible Stories to Share
  4. 4. eNewsletters Can Share These Stories!
  5. 5. Strategy 5
  6. 6. Audience? Donors Prospects Alumni Current Families Potential Families 6
  7. 7. Desired Outcome? 7 One Call to Action!
  8. 8. Stories First … NOT Facts "Facts don't have the power to change someone's story. Your goal is to introduce a new story that will let your facts in.” - Annette Simmons
  9. 9. Stories Are Out There
  10. 10. Leverage Stories
  11. 11. There will be no school on Thursday! Don’t Bury the Lead
  12. 12. A B C D E Don’t Bury the “Hook”
  13. 13. De-emphasize Non-Essential Content
  14. 14. Focus on Stories and Pictures
  15. 15. B D F E C A Use the Tools Effectively – Subject Lines
  16. 16. Use the Tools Effectively - Personalize  Segmentation  Photos  Dialog  Personal Stories
  17. 17. Segmentation
  18. 18. Worth a Thousand Words
  19. 19. Dialog Brings it Alive  ?
  20. 20. Make it Personal
  21. 21. Make it Personal
  22. 22. Make it Personal
  23. 23. Make it Personal  ?
  24. 24. Make it Personal
  25. 25. Call to Action  Simple (Strong)  Secondary (Subtle)  Connect to Mission
  26. 26. Potential Calls to Action  Enroll  Donate  Volunteer  Register for an event  Submit updated contact information  Submit a story/photo/testimonial about camp  Post something on Facebook
  27. 27. Call to Action
  28. 28. Call to Action
  29. 29. Secondary Calls to Action  Subtle
  30. 30. Photos/Video  Highly Engaging
  31. 31. Connect to Mission  “Planting Seeds”  Jewish experience in the Deep South
  32. 32. You Have the Stories ….
  33. 33. … Now Use Them To Engage!

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