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Making the most of your email list - Small charities communications conference, 11 July 2018

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Alex Lloyd, director and Sarah Casey, head of client services, Forward Action

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Making the most of your email list - Small charities communications conference, 11 July 2018

  1. 1. Making the most of your email list
  2. 2. Email Tools
  3. 3. Email Service Providers Advocacy Tools Fundraising Tools All-in-one email/advocacy/fundraising Tools
  4. 4. Motivation Ability Trigger BJ Fogg’s Behaviour model
  5. 5. Ability Make it as quick and easy as possible to take your desired action ● Simple, clean forms ● “It only takes two minutes” ● One click actions Think: How can I make this quicker and easier?
  6. 6. Trigger ● Email ● Call-to-action ● Clear, direct, unambiguous ● One is not enough Think: How can I provide more triggers?
  7. 7. Motivation ● Theory of change ● Urgency/deadline ● Aspiration - identity and values Think: What emotion am I making the reader feel, and why will it motivate them to engage with my cause?
  8. 8. Theory of Change Think: How can I show potential supporters that joining our email list and becoming a supporter will make a difference?
  9. 9. Urgency Think: What is it important that people engage with our cause now?
  10. 10. Aspiration - Identity and values Think: How can I encourage people to publicly express that they share our values?
  11. 11. Aspiration - Status Think: How can I encourage a wide group of people to engage with our cause?
  12. 12. Motivate your supporters to keep engaging
  13. 13. You want them to be more than just a passive audience
  14. 14. Create a Movement Story
  15. 15. 1. It must have big-picture goals and stories 2. It must have real-world impact 3. It must build a community 4. It must create collective ownership 5. It must be bigger than any one campaign
  16. 16. Narrative 1. Where are we now? 2. Where do we want to be? 3. What can our supporters do to help get us there?
  17. 17. Reprieve - a small charity doing digital well
  18. 18. Set up welcome email series for new supporters. This is your chance to build a relationship. Say thank you. And then say it again. Emphasise their part in the movement.
  19. 19. Segmentation and Testing Think: How do I prove or disprove my assumptions about what our supporter want to do?
  20. 20. Testing doesn’t have to be complicated Think: Can I run a subject line test on my next email?
  21. 21. Questions?
  22. 22. 11 July 2018 London #CCsmallcharity Small charities communications conference
  23. 23. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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