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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 …

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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  • 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. Would You Open These? Camp ABC eNewsletter News from Camp ABC Camp ABC Alumni eNewsletter Camp ABC Summer Update
  • 3. Camps Have Incredible Stories to Share
  • 4. eNewsletters Can Share These Stories!
  • 5. Strategy 5
  • 6. Audience? Donors Prospects Alumni Current Families Potential Families 6
  • 7. Desired Outcome? 7 One Call to Action!
  • 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. Stories Are Out There
  • 10. Leverage Stories
  • 11. There will be no school on Thursday! Don’t Bury the Lead
  • 12. A B C D E Don’t Bury the “Hook”
  • 13. De-emphasize Non-Essential Content
  • 14. Focus on Stories and Pictures
  • 15. B D F E C A Use the Tools Effectively – Subject Lines
  • 16. Use the Tools Effectively - Personalize  Segmentation  Photos  Dialog  Personal Stories
  • 17. Segmentation
  • 18. Worth a Thousand Words
  • 19. Dialog Brings it Alive  ?
  • 20. Make it Personal
  • 21. Make it Personal
  • 22. Make it Personal
  • 23. Make it Personal  ?
  • 24. Make it Personal
  • 25. Call to Action  Simple (Strong)  Secondary (Subtle)  Connect to Mission
  • 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. Call to Action
  • 28. Call to Action
  • 29. Secondary Calls to Action  Subtle
  • 30. Photos/Video  Highly Engaging
  • 31. Connect to Mission  “Planting Seeds”  Jewish experience in the Deep South
  • 32. You Have the Stories ….
  • 33. … Now Use Them To Engage!