Creating email campaigns that increase donations while saving time & money


Published on

In this ASI Learning Lab from the 2012 AFP Techknow Conference, learn how you can expect to see your bottom line increase by just by using your data to personalize and target your email messages.

Published in: Education, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Welcome to the ASI Learning Lab. ASI is proud to be a founding sponsor of AFP Techknow and this learning lab. We are a privately-owned software company that has served the not-for-profit market for over 20 years and we have thousands of customers in more than 20 countries worldwide. Our core product offering is iMIS Donor Management software and we have more than 100 partners worldwide who service, support, or build applications for iMIS.
  • With iMIS, you can manage your donor data, online giving, personal fundraising pages, online communities, and website from one centralized database. iMIS provides powerful self-service options, social networking capabilities, and customized web pages—with no programming necessary—that empower donors to use the latest tools to help further your cause, register for your special events, and continue to provide financial support. Your donors and other constituents can also engage with your organization from their smart phones or tablets while on the go. This level of service helps you attract new supporters and keep them coming back. You can also engage your donors by creating your own private online community that empowers them to connect with others who share their enthusiasm for your cause. A private online community can also differentiate your organization, boost satisfaction rates, provide valuable donor feedback, and encourage continued support. iMIS also allows donors to recommend your fundraising campaigns, events, resources and other content from your website to social media sites—such as Facebook, Twitter, YouTube and LinkedIn—to expand your organization’s visibility and spark viral fundraising opportunities. To learn more just visit the ASI booth right behind you (#209)!
  • This number, is what you can expect to see your bottom line increase by just by using your data to personalize and target your messages. Show of hands, who here feels as though they could utilize the data they have more? Who here feels as though the time it would take is just something they don’t have to tackle this?Today we will fix this
  • Good afternoon everyone, I am jeanette brown and I will be your host for today.For those of you who don’t know who Informz is,– we are an email service provider with a range of solutions, including those you see on your screen.  And because these solutions all live on one platform, the data is captured and can be leveraged again and again. All too often I see the difficulties of having data here and there and nothing really talks to one another, which can be a big struggle with many organizations. Making them talk will allow you to work smarter and not harder.
  • First up, challenges. This should all sound very familiar to you. In a study it was found that keeping data was very challenging.Next, staffing, budget and I assume time falls into that, then integrating email with other outlets. In no way is email the only communication outlet you should be using, but it does need to integrate and complement other outlets.And lastly, data systems. Having a data platform that collects actions, demographics, etc, connect with your email platform is invaluable. Why? First, it helps reduce the challenge of having inaccurate data because users can update it in one place and it is done across the board. Next, and I will show you a variety of examples today on how having data flow freely between two systems can automate your email communication and effectiveness of it even more. First step,
  • Create a plan. And this plan is to look at all areas
  • Such as, look at your asset inventory, this includes covering what type of technology you have, staff and what projects you want to tackle first.Goals, always think of baby steps, you will walk out of here with great ideas, see examples from others, start with a plan, pick one campaign, one event, to start making changes.And with email, comes with different ways to communicate. Email is your driver, use it to deliver information in videos, what is going on your social media sites.This all requires a plan
  • And you want to use a calendar. This is hard to read, but it gives you an idea of what I am referring to. Use a calendar and share with other departments. We are here to discuss fundraising right, but many of us work at associations, non-profits that have meetings, membership and marketing departments. It is essential that this calendar is shared. Because all too often we hear members are getting over communicated. Ok, so we have set the stage for planning. Time to communicate
  • I am going walk through in less than hour how to integrate email, social and video. And how this can be used to cultivate donors and then how to maintain them.
  • First speak to who they are. because
  • One size does not fit all when it comes to communication
  • What data do you pull on, member status and if they are a past donor? That is great data to use, but what aboutGenderPlace they liveBirthdayFinancial statusWhat do they read onFamily sizeEducationProfession and lastlyGenerationData leads the way in what your strategy should be. It is essential in taking this data and using it to convert nonmembers to members But what about those that already joined, how do we make them
  • The key to creating a relevant message is to find the people to send it to. Smaller lists do result in higher engagement due to the increased targeting. So start targeting by using your data you already have. Take this for example
  • Pull directly from your database to ensure you have top notch data, and have it update your email lists in real time.This also feeds back into your database so you can pull more accurate lists, which then become those smaller niche lists.
  • So, past donors, what do we usually do, we message them with, as a past donor, as a past donor, you helped us last year, please donate again, right.Why not just communicate to them during the campaign, without making the ask?
  • This email went out at the start of their summer toy drive, and just shared with their past donors that they donated last yearClick And informed them once again, how their donation was used last year. We do this usually at the close of the campaign, but we need to cultivate these relationships, build them, create that trust all year long. Do this even during the campaign and you may just surprise yourself.Here, they had someone open it 16 times and donate in the end, without even the ask. Just a simple thank you. So look, this simple message, with out an ask, received a donation.
  • Next, this group utilized behavioral data based on the actions the user took in an email. So after the that first email,
  • They sent this email to follow up to those that opened the email but did not convert. Here they made the ask. Reaching out to a group who showed you that they were engaged, it is time to leverage that excitement and follow up with themAnd they found an open rate of 37%. That is much higher than the average 20% open rate we mostly see on other emails. This group, the group that shows that they are engaged in your emails, they need to be nurtured and encouraged to donate again.Once you send it out, data is important to justify your efforts.
  • Of course, standards stats, open, click throughs are good, but what about connecting your efforts with the financial outcome?Using a report similar to this, shows a correlation of donations directly after the send date of your email. Of course additional factors can effect this but hopefully your strategy doesn’t overlap efforts but spreads them out.Remember I talked about integrated systems, this is an example of that, this is a report that is unique to our iMIS integration, which it pulls directly from their database, activity tables. So no more manually creating tables, trying to figure out which email, message, etc, created the best results.
  • So we talked about email, how about social media.How can social media be used to advance your efforts.We all use it right, but does it really work?
  • Shared emails delivered an average increase in reach of 24.3%. If shared emails, such as forwarding it, just think about a platform where you could increase your reach 4-7x more due to everyone’s size of a network.
  • Take a look at this.First, the ask to give occurred during nurses week. When they choose to give, there is an option to download a facetime banner image to use for that month. These images are friendly, useful and an easy way to share the message to a larger audience.
  • Next, all of us hopefully include these but do you use the data. Do you identify those who actually share your pages, forward on an email CLICK
  • This information is a great resource to trigger a thank you or even thank them in your status or next e-newsletter. Everyone loves to see their names in lights.
  • So to conclude, some basic tips to add to what you are doing
  • And lastly, video
  • Video can improve your click thru rates by almost 50%In this example, they included it as a PS. Using a PS is a great way to get readers to see something important
  • Next, always use a play button on your screenshot. We all love to push play
  • Quick tipsAlways include in your subject line, keep them short, post everywhere, just like your social media sign ups and manage your keywords.
  • So your campaign has ended, relationship building is essential to keep the trust growing.
  • First up a simple message
  • And what about someone’s birthday. Here, they combined video with this as well.
  • And those donors who donated their time, do you try to grow their involvement?
  • So a simple thank you, reminding them how valuable they are as a volunteer.This is a great area to test, test out different requests.Also use a video. My only tip is to not ask for money right after they volunteer, gain their trust, gain their commitment, use your data to identify those that are active that year in your emails prior to going for the ask.
  • And of course, thank you messages
  • Again, wonderful place to use video, video of other volunteers, the recipients of the donation, from the person that called them to get the donation, etc.
  • And if you want to do something that does not ask for money from them,
  • And lastly, always, have an immediate response to their registration as a donor or volunteer
  • But please, avoid what you see here, don’t keep the template the same, don’t have another ask for money, keep this as a simple reciept for their actions.
  • Creating email campaigns that increase donations while saving time & money

    1. 1. Creating email campaigns thatincrease donations while saving time & money
    2. 2. Advanced Solutions International (ASI)
    3. 3. iMIS Donor Management Software
    4. 4. ASI Learning Lab• Monday: 10:00-11:00: The Blurring of Web, CRM, and Social Media (Robin Fisk, ASI)• Monday: 11:15-12:00: Seeing the value of “social” data through the eyes of the Guide Dog Foundation for the Blind (Chelsea Tafarella, Guidedog Foundation & Maneesha Sharma, C- Systems)• Monday: 3:45-4:45: Social Fundraising and Events (Claire Kerr, Director, Artez)• Tuesday: 11:00-11:45: Get personal — Taking the next step in marketing segmentation (Richard Gaines, Salesian Missions & Bob Lane, Lane Services)• Tuesday: 11:45-12:30: Creating email campaigns that increase donations while saving time & money (Jeanette Brown, Informz)
    5. 5. 30%
    6. 6. Challenges Faced Retaining accurate contacts Lack of staffing and budget Integrating email with other outlets Integrating data systems
    7. 7. Creating a Plan Conduct asset inventory Set realistic goals Diversify communications Plan your communications
    8. 8. Donor Cultivation
    9. 9. Utilizing Email
    10. 10. Speak to Who They Are
    11. 11. Number of recipients
    12. 12. Past Donor
    13. 13. Behavioral Targeting
    14. 14. 37% open rate!
    15. 15. ROI Tracking
    16. 16. Social Media
    17. 17. 24.3%
    18. 18. Social Tips  Include an email sign-up  Share stories  Post pictures  Thank donors in status
    19. 19. Video How-To
    20. 20. Video How-To Subject Line  <90 seconds  Cross Promote  Keywords
    21. 21. Donor Management
    22. 22. Simple Message
    23. 23. Foot in the Door
    24. 24. Thank You
    25. 25. Immediate Response
    26. 26. Final Notes Target donors based on actions  Humanize your communications  Integrate technologies
    27. 27. Questions?• Jeanette Brown••• Visit us at booth #308