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How to turn your supporters into inspired advocates with email nurturing

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If it were up to you (and it is), what would you prefer, timid sustainability or healthy growth? Your nonprofit may be able to sustain itself through a steady diet of one time donations but serious impact is fueled by recurrent, larger contributions. If you want to maximize the value of every constituent relationship you make, then you need a donor nurturing strategy.

In this webinar, Taylor Corrado, Nonprofit Marketer of HubSpot, will talk you through the best practices. Transform your new (and old) supporters into your most engaged and inspired advocates with a contextual email nurturing strategy.

Key Takeaways:

What is email nurturing and its benefits
The importance of the "Giving Cycle" and contextual content
How to best integrate nurturing with your other fundraising tactics
How to measure and report the impact of your email nurturing
What you can do today to start nurturing your supporters

Published in: Technology
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How to turn your supporters into inspired advocates with email nurturing

  1. 1. How to Turn Your Supporters into Inspired Advocates with Email Nurturing. July 25th, 2013 #fgwebinar
  2. 2. #fgwebinar
  3. 3. TAYLOR CORRADO Nonprofit Marketing Manager @TaylorLCorrado #fgwebinar
  4. 4. Slides will be sent after today’s session HOW THIS WEBINAR WORKS: 1 2 3 4 If you have questions, please put them in the question pane on your gotomeeting control panel Any questions after the webinar can go to tcorrado@hubspot.com Tweet at us @FirstGiving and @TaylorLCorrado and use the hashtag #fgwebinar
  5. 5. 1 Email nurturing and the benefits 2 The “Giving Cycle” and contextual content 3 Best practices to integrate with overall strategy 4 Measuring the impact of your nurturing 5 What you can do today to get started AGENDA #fgwebinar
  6. 6. What is email nurturing?1 #fgwebinar
  7. 7. #fgwebinar
  8. 8. Visitors Donors Fundraisers Event Participants #fgwebinar
  9. 9. Visitors Donors Fundraisers Event Participants Member s Sponsor s Major Donors #fgwebinar
  10. 10. Visitors Donors Fundraisers Event Participants #fgwebinar
  11. 11. Visitors Donors Fundraisers Event Participants #fgwebinar
  12. 12. Educational content+ context #fgwebinar
  13. 13. Educational content+ context #fgwebinar
  14. 14. Educational content+ context #fgwebinar
  15. 15. Educational content+ context #fgwebinar
  16. 16. Educational content+ context #fgwebinar
  17. 17. Benefits of Email Nurturing 4-10x the response rate than standard blasts Builds a relationship and trust Keeps your organization top-of-mind and helps with retention Improves your ROI #fgwebinar
  18. 18. The Giving Cycle2 #fgwebinar
  19. 19. AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards #fgwebinar
  20. 20. New e-newsletter subscriber #fgwebinar
  21. 21. SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks #fgwebinar
  22. 22. AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards #fgwebinar
  23. 23. #fgwebinar SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks
  24. 24. Who you are and what you do-Your mission and goals Why they should support you -Highlights from your annual report or a donor/fundrais er story How they can get involved - Upcoming events or volunteer opportunities What they can do to support your org- Ways to fundraise and/or give How to stay connected - Ways to follow the org online (social & your blog) Awareness Evaluation Support New e-newsletter subscriber example #fgwebinar
  25. 25. New event registrant #fgwebinar
  26. 26. Visitors Donors Fundraisers Event Participants #fgwebinar
  27. 27. Fundraisers Event Participants #fgwebinar
  28. 28. #fgwebinar AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates
  29. 29. Basic event Information and how to fundraise for the event Best practices to be an effective event fundraiser Reminder to email friends and family to ask for support/donations Post event update New event registrant example #fgwebinar
  30. 30. Best practices to integrate with your overall strategy.3 #fgwebinar
  31. 31. #fgwebinar
  32. 32. Integrate social icons in all your emails1 2 3 4 Offer a variety of content Test your email content / order of emails Keep your content up to date #fgwebinar
  33. 33. Measuring the impact: what metrics to follow.4 #fgwebinar
  34. 34. Open to Click rate1 2 3 Lead to donor/fundraiser/registrant rate Unsubscribe rate #fgwebinar
  35. 35. What you can do today.5 #fgwebinar
  36. 36. Organize your content.1 2 3 4 Create a detailed, step-by-step plan. Set a realistic timeline. Identify your challenges. 5 Identify and set your goals. #fgwebinar
  37. 37. http://offers.hubspot.com/optim izing-lead-nurturing #fgwebinar
  38. 38. http://tinyurl.com/kbeugba #fgwebinar
  39. 39. TAYLOR CORRADO Nonprofit Marketing Manager HubSpot @TaylorLCorrado tcorrado@hubspot.com www.hubspot.com #fgwebinar
  40. 40. Be a part of the FirstGiving Community Facebook: facebook.com/firstgiving Twitter: @firstgiving Online Fundraising blog: http://blog.firstgiving.com #fgwebinar
  41. 41. Interested in learning more about FirstGiving? Contact our Online Fundraising Consultants: Email: sales@firstgiving.com Telephone: 617-542-0010 x 4 #fgwebinar

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