eNewslettersand the Path to Donor HappinessOctober 25, 2012www.luttrellcommunications.com
Presenter            Karen Luttrell has been leading digital marketing              initiatives for 13 years. She has laun...
Urgent Problem: Donor RetentionOnly 1/3 of charities surveyed inspired a second gift from at least 4 out of 10 new donors....
eNews & Donor RetentionRelationship building is the key to retaining  donors. An effective eNewsletter can be an  importan...
4 Steps to Take with Your eNews1   Get opened2   Get read3   Build relationships4   Refine and Repeat
1. Get OpenedOnly around 20% of nonprofit e-mails are actually opened.   From Reason Digital article written in 2010, cit...
Step 1: Get opened1. From line-   make it from a real person-   never from info@ or no-reply@2. Subject line-   make it to...
Step 2: Get read6. Design for legibility5. Use photos and captions4. Use language that is simple and easy to read3. Use gr...
Get Read cont’dThe #1 way to get read is…Provide quality content that donors WANT   to read.Quality content:        Provi...
Step 3: Build RelationshipsGreat content provides “donor love”   Tom Ahern in presentation for past AFP Congress, gives o...
Build Relationships cont’d   Say thank you early and often   Speak directly to a single donor   Give the donor credit ...
Build Relationships cont’dSample phrases for “creating donor love”   Thank you   Because you helped   Your gift made th...
Email by Canadian Women’s Foundation, used with permission.
Building Relationships con’tdTelling Great Stories   How, and where, to find your organization’s stories   Point of View...
Building Relationships cont’d2-way communication and encouraging action Ask for input Provide a series of actions that r...
Back to our sample email
Step 4: Refine and Repeat•   Listen•   Test and track•   Revise and continue         frequent, consistent communication  ...
SummaryMake Your Donor eNewsletter: Brief Frequent Easy to read Personal Informative Emotional Overflowing with gra...
Resources and ReadingSofii.org The Showcase of Fundraising Innovation and Inspiration: http://www.sofii.org/Association of...
Questions?Questions welcome. And please keep in touch.   @karenluttrell   karen@luttrellcommunications.com   www.luttre...
Thank You   Thank you for being great participants today.   Thanks Kiran and Claire and Artez for inviting me    and for...
eNewsletters and the Path to Donor Happiness
eNewsletters and the Path to Donor Happiness
eNewsletters and the Path to Donor Happiness
eNewsletters and the Path to Donor Happiness
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eNewsletters and the Path to Donor Happiness

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From a webinar on donor email newsletters, presented for Artez Interactive in October 2012.

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eNewsletters and the Path to Donor Happiness

  1. 1. eNewslettersand the Path to Donor HappinessOctober 25, 2012www.luttrellcommunications.com
  2. 2. Presenter Karen Luttrell has been leading digital marketing initiatives for 13 years. She has launched and managed email newsletters for local, national and international charities and not-for-profits. Karen is a member of AFP and IABC and she volunteers as VP Communications for the Professional Writers Association of Canada Toronto Chapter. You can tweet to her at @karenluttrell or visit her at www.luttrellcomunications.com.
  3. 3. Urgent Problem: Donor RetentionOnly 1/3 of charities surveyed inspired a second gift from at least 4 out of 10 new donors. The Agitator Donor Retention Survey Results (2011) http://www.theagitator.net/communications/donor- retention-survey-results/
  4. 4. eNews & Donor RetentionRelationship building is the key to retaining donors. An effective eNewsletter can be an important part of your donor retention plan.  immediate  frequent (and affordable)  personalized  easily integrated with other channels and rich media (audio, video)
  5. 5. 4 Steps to Take with Your eNews1 Get opened2 Get read3 Build relationships4 Refine and Repeat
  6. 6. 1. Get OpenedOnly around 20% of nonprofit e-mails are actually opened. From Reason Digital article written in 2010, citing mail chimp international as source for the stat http://www.reasondigital.com/better-charity- emails/
  7. 7. Step 1: Get opened1. From line- make it from a real person- never from info@ or no-reply@2. Subject line- make it topic-specific, not just “newsletter”- clever is good, but clear is better- tell what readers will get out of opening & reading it- Aim for 50 characters or less so it doesn’t get cut off
  8. 8. Step 2: Get read6. Design for legibility5. Use photos and captions4. Use language that is simple and easy to read3. Use great headlines and subheads to capture & keep attention2. Personalize it (name, type of support)
  9. 9. Get Read cont’dThe #1 way to get read is…Provide quality content that donors WANT to read.Quality content:  Provides value  Informs & inspires  Creates a personal connection  Builds relationships****
  10. 10. Step 3: Build RelationshipsGreat content provides “donor love” Tom Ahern in presentation for past AFP Congress, gives one of the best explanations I’ve heard of how to speak to donors to create connection and good will Donor love is his term in the presentation – Great way to think of it!
  11. 11. Build Relationships cont’d Say thank you early and often Speak directly to a single donor Give the donor credit Use “you” and “your” (not “us” “our” “we”) Tell stories that show howyour donor made a difference Use numbers – with care, and perhaps not in the way you would think Use two-way communication (engage)
  12. 12. Build Relationships cont’dSample phrases for “creating donor love” Thank you Because you helped Your gift made the difference You helped prevent… You helped build… Your investment, your support, your generosity You made it possible You helped so many peopleSee also:How to Write Successful Fundraising Letters, by Mal Warwick (Appendix C, 90 Ways to Use the Word “You”)Showcase of fundraising innovation and inspiration (soffi.org), particularlty the Women’s Royal Voluntary Service face-to-face postcard at http://www.sofii.org/showcase- item?hall=274&id=39&pos=1
  13. 13. Email by Canadian Women’s Foundation, used with permission.
  14. 14. Building Relationships con’tdTelling Great Stories How, and where, to find your organization’s stories Point of View Questions to ask Caveats
  15. 15. Building Relationships cont’d2-way communication and encouraging action Ask for input Provide a series of actions that require increasing involvement Recognize action Integrate with other channels
  16. 16. Back to our sample email
  17. 17. Step 4: Refine and Repeat• Listen• Test and track• Revise and continue  frequent, consistent communication Split testing info: www.marketingprofs.com Tracking & measuring online marketing: Search the TechSoup Canada blog
  18. 18. SummaryMake Your Donor eNewsletter: Brief Frequent Easy to read Personal Informative Emotional Overflowing with gratitude to the donor***
  19. 19. Resources and ReadingSofii.org The Showcase of Fundraising Innovation and Inspiration: http://www.sofii.org/Association of Fundraising Professionals Member Resources (presentations from Congress)The best times to send email for opens and click-through (MarketingProfs)How to get your email newsletter opened and read (blog post)Using your newsletter to create an ambassador corps (blog post)The Non-Designer’s Design Book, by Robin Williams (book on graphic design concepts)Picture Perfect Communications (article at charityvillage.ca)
  20. 20. Questions?Questions welcome. And please keep in touch. @karenluttrell karen@luttrellcommunications.com www.luttrellcommunications.com www.facebook.com/LuttrellCommunications Tel. +1 647-287-4344
  21. 21. Thank You Thank you for being great participants today. Thanks Kiran and Claire and Artez for inviting me and for hosting and giving us all the chance to be here and share together today.

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