Spruce up your e-nNewsletter!


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Learn how to upgrade your e-newsletters to inspire your readers to act, donate, and spread the word!

Topics we’ll cover:
- Building your subscriber list
- Creating compelling content
- Effective design and layout
- Tips for success
- Case studies

Presentation by: Amy Huynh, Marketing & Communications Coordinator, CanadaHelps

The 2011 MyCharityConnects webinar series is generously supported by Direct Energy.

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Spruce up your e-nNewsletter!

  1. 1. Spruce up your Email Newsletter! May 11, 2011 The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.
  2. 2. Today’s PresenterAmy Huynh Marketing & Communications Coordinator
  3. 3. reminders You can hear us, but we can’t hear you Presentation slides will be available on www.mycharityconnects.org/pastwebinars For the best webinar experience, close all other applications Turn up your computer’s volume Have questions? Type questions in the Questions Log
  4. 4. What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. CanadaHelps is giving made simple.
  5. 5. AgendaBuilding Your Subscriber List The 3 Cs to Email Newsletter Success Email Newsletter Design & Management About MyCharityConnectsQ&A
  7. 7. Collect emails wherever & whenever you can!• Build your list online (sign-up boxes, after a survey, on your website & blog, in your email signature)• Build your list offline (at events, on printed materials)
  8. 8. Get permission.Don’t be a spammer! • Tell people what you will use their email address for • Establish and provide a privacy statement regarding your email list and stick to it • Let people know that their email address will not be shared
  9. 9. • Tell your potential subscribers what you are going to offer them in your newsletter • Tips? Exclusive articles and updates? Rewards?Tell people why they should sign up.
  10. 10. Keep it simple! Make it easy.• Registration should be easy to find on your website• Sign-up process should be pleasant, quick, simple• Important to make unsubscribing just as simple• Use an email marketing service to minimize complications and keep your newsletter professional
  11. 11. Use an Email Marketing Service• Helps to keep your newsletter professional• Efficient and effective design, distribution and tracking tools• Focus on functionality: ease of use and speed• Remember to ask for non-profit/charitable pricing or discounts! www.constantcontact.com www.verticalresponse.com www.mailchimp.com (offers a free plan)
  13. 13. CONTENT
  14. 14. Notes on: Content• Create timely, helpful and interesting content• Focus on developing high quality donor-centered material• Highlight the parts of your success stories that motivate your supporters the most• Take advantage of current successes to build support for future work• Take credit by giving credit to others
  15. 15. Ideas & Tips• Tell your stories through their stories• Before & After: campaign success and progress reports• Survey your readers to find out what they want to hear! (www.surveymonkey.com)• Track reader interest and trends through the data provided by your email service provider• 80% valuable content & 20% “ask”
  16. 16. COMMUNITY
  17. 17. • Building/maintaining relationships through email• Engagement with your organization should be easy, fun and meaningful• Integrate social networking tools and features • Empowers your supporters to help your mission• Be transparent = Build trust Notes on: Community
  18. 18. Ideas & Tips• Make each reader feel they can and are making a difference• Ask for feedback and input to gain insights• Take readers “behind the scenes” of your organization• Let your supporters write some content• Personalize if you can
  19. 19. CALL TO ACTION
  20. 20. Notes on: Calls to Action• Let your readers know what to do next• Make following through as simple and specific as possible• Explain what their action would accomplish and what would happen next• Follow-up in your next newsletter
  21. 21. • Need• Solution• Cost• Urgency• Donor Context• Donor Benefit
  22. 22. Ideas & Tips• Include multiple and varying calls to action in every issue• Balance the frequency of asks with high-quality inspirational stories• Encourage subscribers to send the e-newsletter to friends• Include your Donate Now! button
  24. 24. Keep it Scannable• Design for the skimmer • People devote 51 seconds, on average, to an e-newsletter• Accommodate for the preview pane• Put the important stuff at the top• For longer stories, provide links to view entire article• Implement a table of contents
  25. 25. Stand Out• Make every word of your subject line count• Although counterintuitive, studies have shown longer subject lines have greater click-through rates• Avoid words like: “coupon” / “FREE” / “$”• Keep the layout simple, clean and consistent• Add some visual appeal
  26. 26. • Gives potential subscribers an example of what they’ll get • Allows access to information • Can help drive traffic to your websiteArchive Online
  27. 27. • Subscribe to other e-newsletters • charitable sector in general • your sub-sector • any organization you admire!• See what works and what doesn’t Learn from Others
  28. 28. Track Your Stats• Find out if your email is being clicked/opened• Find out which articles are most popular• Use the data to continually improve your e- newsletter
  29. 29. • Decide how often you’re going to publish and stick to it• Readers will get into the habit of receiving your newsletter Keep a Regular Schedule
  31. 31. www.mycharityconnects.orgfree online resources Information about technology Video demonstrations More webinars Past webinar recordings & slides Learning opportunities Events across the country
  32. 32. MyCharityConnects Conference 2011 JUNE 6 – 7 | MaRS Centre, Toronto• Join us for thought-provoking keynotes, practical how-to workshops and plenty of chances to learn from other non-profits about what works online… and what doesn’t!• A partner in Net Change Week www.mycharityconnects.org/2011Conference
  33. 33. Upcoming Webinars www.mycharityconnects.org/webinars• May 25 – 10 Tips to Improve Your Website• June 15 – Getting the Most From your MyCharity Account & Reports• June 29 – Know Your Website: An Intro to Google Analytics• July 20 – YouTube’s NonProfit Program & The Fundamentals of Video Storytelling• August 17 – Orientation for Newly Registered Charities with CanadaHelps
  34. 34. Keep in touch! info@canadahelps.org www.twitter.com/canadahelpswww.slideshare.net/MyCharityConnects www.facebook.com/canadahelps www.youtube.com/canadahelps