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Email Marketing Strategy For Fundraising By NGO
 

Email Marketing Strategy For Fundraising By NGO

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how to use email marketing for fundraising by NGO

how to use email marketing for fundraising by NGO

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    Email Marketing Strategy For Fundraising By NGO Email Marketing Strategy For Fundraising By NGO Presentation Transcript

    • Email Newsletter Marketing - The Essence Tools To Increase Your Business By Corsen Yeoh To Wave Evolution (M) Sdn Bhd
    • The core practice of the "Email Savvy"
      • Blasting email out the door is easy, but creating newsletters that actually work, in the context of a flow of communication that genuinely engages people, that can actually be much harder. It's become especially true in today's world of spam-inundated mailboxes. This series will help you develop and maintain a newsletter marketing model that avoids common pitfalls, implements best practices, and moves you in the direction of continual improvement of your systems for engaging your stakeholders.
      • Session 1: The Email Newsletter Marketing Model
      • Session 2: Common Flaws of Newsletters and How to Fix Them
      • Session 3: Creating Effective Content for Email Newsletters
    • Session 1: The Email Newsletter Marketing Model
      • Most organizations cannot easily answer the question: What is the purpose of your email newsletter? And those that can often don't have strategically valid answers. This seminar will address this issue by covering how to:
      • understand the Email Newsletter Marketing Model
      • use the model to tie your email efforts together into a coherent strategy
      • develop a consistent framework of online permission with your stakeholders
      • develop strategically meaningful objectives for your newsletter
      • identify criteria for success and metrics for online marketing
      • This seminar is right for you if you are either launching an email newsletter or ready to take a critical look at what you are already doing. If you are looking for rigor and strategic strength to your online communication, this seminar will give you a powerful framework for achieving those goals.
    • Session 2: Common Flaws of Newsletters and How to Fix Them
      • Email newsletters draw their inspiration from web sites, from essays, from paper newsletters, all the while dealing with the fact that people spend an estimated 20 seconds on any given piece of email. Content often feels like it was written by a committee. This seminar will tackle these issues and others, including how to:
      • avoid being perceived as spam
      • increase your newsletter subscription rate
      • avoid having the email newsletter be an organizational afterthought
      • reduce the time to prepare the newsletter
      • use tactics based on research, rather than anecdote
      • keep from sounding like a commercial newsletter
      • This seminar is right for you if you have responsibility for an email newsletter or an online communication strategy that includes one. This seminar will give you both quick and lasting ways to avoid the common newsletter mistakes.
    • Session 3: Creating Effective Content for Email Newsletters
      • Your content is the bridge between you and your stakeholders. It communicates your values, your desires for the relationship you want with them, and of course, your issues. But much nonprofit email newsletter content is either unsuited to the goals of the newsletter or labor intensive to compile. This seminar will look at how to:
      • streamline the production of your newsletter content
      • reduce conflicts and competition for space in the newsletter
      • use a genuine and engaging human voice
      • use honesty and transparancy to win loyal readers
      • decide what layout will work best for you
      • This seminar is right for you if you have responsibility for the content of an email newsletter or for communication policy in general in your organization. You'll leave with some solid insight and tools into dealing with one of the email newsletter's greatest ongoing challenges.
    • Preventing the Spam Epidemic
    • "Email is more important than my web site!"
    • "Email is more important than my web site!"
      • web sites, web sites, web sites.
      • They are spending enormous amounts of money and staff time on their web sites and it's the rare exception that the organization even has enough of an email strategy to have a newsletter.
      Why is this happening? Is it because web sites are pretty and email is mostly text? Is it because people love graphic design? Is it because this is the approach that is pushed by the consulting firms? Is it perhaps because thinking about email is a little more difficult, as it is a constantly moving target? I don't know the reasons for sure, but I do know that something can be done.
    • Recommending "Three Rules of Email"
      • Rule #1:
      • Resources spent on email strategies are more valuable than the same resources spent on web strategies.
      • Rule #2:
      • A web site built around an email strategy is more valuable than a web site that is built around itself.
      • Rule #3:
      • Email oriented thinking will yield better strategic thinking overall.
      to help organizations develop a genuine Internet strategy and avoid being seduced by their own web presence:
    • Rule #1: Resources spent on email strategies are more valuable than the same resources spent on web strategies.
      • However unglamorous it might be, email is the killer application of the Internet. It is person-to-person communication, and the one thing that breaks down barriers faster than anything else on the net. Consider these facts:
      • Everybody on the net has email and most of them read most of their messages.
      • People visit far fewer websites than they get email messages.
      • Email messages are treated as To Do items, while bookmarks are often forgotten. Email is always a call to action.
      • Email is handled within a familiar user interface, whereas each website has to teach a new interface.
      • Email is a very personal medium.
      • Stop obsessing about how many hits your web site gets and start counting how much email interaction you have with your stakeholders. Stop waiting for people to discover your web site, and start discovering their mailboxes.
    • Rule #2: A web site built around an email strategy is more valuable than a web site that is built around itself.
      • On some company list, somewhere, someone right now is asking how they can get more traffic on their web site. And someone is answering by telling them how to put META tags in their site so they will get listed in search engines. This is so tired....
      • My answer to this tired question is simple:
      • Send them there with email!
      • Obviously this means there has to be a purpose for them to go to the web site that cannot be fulfilled with the email message itself. Some of the obvious ways that a web site can supplement your email strategy include:
      • gathering email addresses in the first place
      • archiving your relationships with stakeholders (ex: collecting the results of surveys)
      • serving as a library to back up your smaller email communications
      • providing actual online tools for your stakeholders
      • providing web forms that allow you to structure your communication and pull it into databases  
    • Rule #3: Email oriented thinking will yield better strategic thinking overall.
      • For Non-Profit Organization - The ability to process credit card transactions is the equivalent of having a checking account. It's not very interesting, and it's not actually fundraising. The true power of the Internet for fundraising (or any other stakeholder relationship) is the power of personal communication combined with the power of scale. Nonprofits know how to mobilize people on a personal level. By using the Internet appropriately, they can do so on a scale never before possible. And, it is works to ecommerce store too.
      • Understanding email will make this possible. True, not all personal, online communication takes place through email, but email is the canonical "closed loop relationship" that direct marketing managers understand so well. Applied well, it will allow nonprofits to succeed on a whole new level.
    • Twelve Ways To Fail at Email Marketing
      • 64% of organizations did not collect email addresses on their web site. Not collecting email addresses is like not answering the phone when a potential supporter calls. Not collecting email addresses is turning people away from engagement.
      1. Not Collecting Email Addresses
      • Recommend:
      • You should collect email addresses on the front page of your site, on any page that might motivate people to get more involved, and, probably, on every single page of your site. Indeed, the very purpose of many pages of your web site should be to motivate people to offer their email address to you.
      • In addition to your web site, every form -- whether online, on the phone or on paper, whether filled out by a stakeholder, a volunteer, or a staff member -- should collect their email address.
      • You should continue to keep addresses up to date, mostly through sufficiently frequent and relevant communication. Otherwise, your email address collecting is for naught.
      • It's easy to think of email as a cheap form of direct mail. This leads to a great many mistakes, the greatest of which is buying lists of email addresses. When you do that, you have crested the top of the slippery slope toward becoming a spammer.
      • When you buy a list of email addresses you start your relationship with everyone on that list from a position of distrust and disrespect.
      2. Buying Email Addresses
      • Recommend:
      • You can do cost effective campaigns to convert your existing stakeholders to the new channel of communication.
      • You can work with other list owners to "chaperone" an online introduction.
      • You can use dozens of small strategies for systematically building a list of people with whom you have genuine permission to correspond.
      • Organizations overinvest in their web sites at the expense of their email communication with their stakeholders.
      • Overinvestment in copy, where they spend more time and money to produce words for their web site.
      • Overinvestment in functionality, where they work hard to make a web site do various dynamic things, often those most easily performed by email.
      • Finally, they overinvest in planning, which means that they are overinvested at all levels.
      3. Investing More in Their Web Site than in Email Recommend: Email efforts take a double hit from this. First, they don't get the investment that they need in order to be successful. Second, to the extent that they get any attention at all, they end up revolving around the web strategies.
      • An email strategy does not need to be a standalone document. It can be part of a larger communication strategy. But that strategy needs to reflect the virtues of email by always having the entire communication loop in mind. Outbound communication is shaped by the desired inbound results. Inbound communication shapes the outbound in turn.
      4. Not Having an Email Strategy at All Recommend: You need to start plan the whole strategy now!
      • Organizations that don't make it easy for someone to offer their email address are often those that don't make it easy to contact them by email as well. But this problem extends even further and includes those organizations that hide their contact information behind layers of content or other obfuscations.
      • Of those organizations that do make it possible to reach them, very few have well organized procedures for responding to email from visitors. Organizations who will casually interrupt their staff to take phone calls, will treat email as an inconvenience to be shuffled to the bottom of the to do list. People expect email to be returned on much the same schedule as they expect phone messages to be returned, but many organizations fail to meet that expectation.
      5. Not Responding to Email Recommend: Why is this? In many cases it is simply sheer unfamiliarity with the medium. In some cases it is fear of being inundated with email. (Imagine complaining about being inundated with queries from potential supporters.) In some cases it's simply what can be called the "In Box Problem" -- there just is no place or person to whom the email is really supposed to go.