Personalized email marketing engagement is central to getting results whether it be fundraising for your nonprofit or raising alumni funds for your university. Learn best practices from some of the top innovators in the social sector.

1. Fundraising, Advancement, and Marketing
Mash-up
Chris Thomas
Chief Innovation Officer
Sierra Club
@cxthom
Jen Jurgen
Associate Director of Operations,
University Relations
Wesleyan University

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3. Marketing
Donors
Partners
Advocates
Community
Employees
Board
Community
Clients
Volunteers
HR ERP Payroll
The Connected Nonprofit
Analytics
System of
Record
System of
Intelligence
System of
Engagement
Program Management Fundraising
Analytics

4. Market
Recruitment
Engage
GL Housing HCM SIS LMS Degree
Audit
Financial
Aid
Meal
Plans
Payroll
Student Success
Analytics
Advancement
Prospects
Donors
Faculty & Staff
Parents
Corporations
Students
Alumni
The Connected Campus
System of
Record
System of
Intelligence
System of
Engagement

5. Sierra Club Innovation Program
Chris Thomas, Chief Innovation Officer, @cxthom

6. Goals – Presentation Overview
Create a multiverse of
engagement possibilities
Organize your user’s
experiences
Technology
implementation
1 2 3

7. Very few constituents have
“cross-pollenated” into other
forms of support to the
organization

8. Sierra Club Online Program
• 2.4m Members and Supporters
• 300m emails/year
• $5m online fundraising
• 620,000 online action takers
• 9m web visitors
• 160,000 AddUp users (since March)

9. Problems We're Solving
• Many opportunities to engage, low cross-pollenization
• Lack of context
• Unfulfilled fundraising potential
• Lack cohesive user experience
• Opportunity to optimze conversion

10. Description here.
Container resizes as needed.

11. Multiverse of
Engagement
Possibilities

12. Online Activist
Journey
Kelly signs a petition
she finds online to
support rejecting
Keystone XL oil
pipeline
Kelly begins the
Onboarding Inception
Journey, including 2
emails containing local,
Chapter-related
content
She receives further personalized
content, including an offer to
become a Sierra Club Member and
a regular newsletter, The Insider
Kelly continues to
receive email actions
and donation asks. She
makes a contribution
From here, we really
focus in on Kelly's
activism – sending her
action arcs that take
her main interests into
account
Kelly signs an EPA
action asking to
protect children from
coal emissions
pollution
Kelly begins a multi-
action arc on the EPA
issue
Her email actions and
AddUp actions are
reflected in her history,
and influence the
types of asks she
receives
Kelly receives a summary of her
actions and donations,, and
how they moved the needle on
her issues. She moves up to a
leadership role with the Sierra
Club

13. Rollout

14. Fundraising, Advancement, & Marketing Mash-up
Jen Jurgen
Associate Director of Operations, University Relations
Wesleyan University
Middletown, Connecticut

15. Best practices are those
practices that generally
produce the best results or
minimize risk.
- Chad White (Email Marketing Rules)

16. Goals – Presentation Overview
Onboarding and
Developing Best
Practices
Success of Wesleyan’s
#GivingTuesday
Campaign
Q & A
1 2 3

17. Onboarding and Developing Best Practices
• Our Approach – our constituent base does not change and we can’t lose them
• Use of data extensions (using data from fundraising database)
• Creating basic templates
• Strategic use of FROM, SUBJECT lines and planning timing of send
• Learning when and how to use segmentation, A/B testing, dynamic content
• Assigning a group of emails to a campaign for ease in reporting
• Preview/Testing and approval process

18. Wesleyan’s #GivingTuesday Campaign – 12/2/14
Goal = 1,000 gifts
Using a global movement to market our cause
Series of 9 emails:
• Introduce #GivingTuesday starting two weeks
prior
• Feature recognizable spokesperson (actor
Brad Whitford ’81)
• Highlight something constituents care about
(supporting financial aid)
• Provide updates on progress throughout the
day (4 emails on day of)
• Post-Campaign Follow-up with results (next
day)

19. The Journey
Consistent Messaging in All Areas
• Email Campaign
• Website
• Social Media

20. Sample Email Sends for Giving Tuesday Campaign
Sample 1:
Introduction to Campaign: 11/23
Sample 2:
Introduction to Campaign: Black Friday – 11/28

21. Sample Email Sends for Giving Tuesday Campaign
Sample 3:
Early Progress/Solicitation – 12/2, 8 AM
Sample 4:
Giving Progress/Solicitation – 12/2, 5 PM

22. Results
• Series of emails were sent to constituent base of 19,000
• Average deliverability rate of 99.6%
• Average open rate of 30.15%
• 10% conversion rate – over 2,000 gifts totaling $563,000

23. Questions?