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  1. 1. EMAIL<br />
  2. 2. Types of email communications<br /><ul><li>Advocacy
  3. 3. Fundraising
  4. 4. Informative</li></li></ul><li>Email newsletter facts and figures<br /><ul><li>Benefit-laden or intriguing subject lines increase open rates.
  5. 5. Email newsletter click-through rates are nearly double that of email fundraising appeals, showing constituents’ willingness to click items with a lower level of commitment than a fundraising ask.</li></ul>M+R Strategic Services 2009 eNonprofit Benchmarks Study<br />
  6. 6. Email newsletter tips:<br />Design<br /><ul><li>Place the most important articles at the top
  7. 7. Appeal to skimmers: use headlines, subheads, and short chunks of text
  8. 8. Have a consistent banner and a prominent sidebar
  9. 9. Rely less on the use of images by maximizing the use of HTML for an exciting, interesting layout</li></li></ul><li>Email newsletter tips:<br />Content<br /><ul><li>Mix informative articles (how-tos, top ten lists, Q&As, success stories) with calls to action and fundraising appeals
  10. 10. Adjust topics with what’s happening in the news
  11. 11. Tell stories to engage donors in our work, to reinforce their giving decisions, to inspire them to do more, and to encourage more word-of-mouth marketing on our behalf
  12. 12. Include fun stuff!</li></li></ul><li>Email newsletter tips:<br />Personalize<br /><ul><li>Make the newsletter sound as though it’s written by one staff person speaking directly to one supporter
  13. 13. Talk about the staff, donors, or volunteers involved in the work and include pictures of people
  14. 14. Give articles bylines
  15. 15. Write in a casual, conversational style
  16. 16. Ensure that if someone hits “reply,” a real person will see their message and respond</li></li></ul><li>Email newsletter tips:<br />Make taking action easy<br /><ul><li>Once our supporters read the newsletter, what’s next?
  17. 17. Include specific calls to action and links that make following through as simple as possible
  18. 18. Keep in mind that click-through rates for donation and take action links in email newsletters are still considerably lower than click-through rates for stand-alone action alert emails and donation appeals</li></li></ul><li>Our email newsletter plans:<br />Create content<br /><ul><li>Set an editorial calendar
  19. 19. Collect stories from:
  20. 20. Employees
  21. 21. People we help
  22. 22. Our supporters
  23. 23. Get volunteers to take pictures at our events and set up a photography archive</li></li></ul><li>Our email newsletter plans:<br />Build and maintain our list<br />Address capturing<br /><ul><li>Have sign-up form in the same place on every page of the website
  24. 24. Allow people to segment themselves by interest
  25. 25. Tag and target stories accordingly</li></ul>List maintenance<br /><ul><li>Consistently remove bounced emails
  26. 26. Make it easy to opt out</li></li></ul><li>Our email newsletter plans:<br />Monitor results<br />How many people are:<br /><ul><li>Opening the email?
  27. 27. Clicking on links? Which ones?
  28. 28. Following through on calls to action, like donating?
  29. 29. Unsubscribing?
  30. 30. Not receiving emails because our newsletters bounce?</li></ul>Ask for feedback: ratings for each issue, additional comments<br />