Email is the most effective way to communicate directly with your supporters any time you want. This session will focus on how to ensure that your supporters will continue to receive, open, and act on your messages. Once you have great messages, it’s time to grow your audience. This session will also cover several key ways to grow your list of online supporters. Attendees Will Walk Away With: • Understanding the impact of timing and frequency in email messaging • Ideas on improving the content and relevance of your messages • Learn strategic ways to grow your list of supporters Eric Rardin Eric is a Director of Nonprofit Services at Care2, an online community of over 13 million people who support charities and causes. Prior to joining Care2 Eric designed and executed integrated advocacy campaigns. Eric has an MBA from the Carey School of Business at Johns Hopkins University.

1. This Ain’t Your Mama’s Newsletter:
How To Get Your Email Campaigns Noticed

2. (My mamma doesn’t have an e-newsletter)
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3. Session overview
• Five keys to effective email campaigns
– Timely
– Relevant
– Actionable
– Content matters – from subject line on
– Thank your supporters honestly and often
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4. Session overview
• Four deal breakers you must avoid
– Multiple asks
– Broken links
– No tracking
– Making the donor work
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5. Session overview
• Eight ways to grow your support base online
- Collect email addresses on your web site
- Leverage offline communications
- Encourage pass along (Viral Marketing)
- Online advocacy
- SEM, SEO, and co-registration (e.g. Care2)
- Asking supporters to market for you (e.g. Web 2.0)
- List swap or hosted email– with another nonprofit or
corporate partner
- E-Appends
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6. Three keys to effective email campaigns: Timely
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7. Three keys to effective email campaigns: Relevant
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8. Three keys to effective email campaigns: Actionable
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9. Three keys to effective email campaigns: Subject lines
matter
Subject lines matter:
Worst subject line ever?
Best subject line ever?
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10. Three keys to effective email campaigns: Thank your
supporters honestly and often
Do this:
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11. Three keys to effective email campaigns: Thank your
supporters honestly and often
Not this:
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12. Four deal breakers you must avoid
– Multiple asks
– Broken links
– No tracking
– Making the donor work
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13. Four deal breakers you must avoid: Multiple asks
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14. Four deal breakers you must avoid: Broken links
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15. Four deal breakers you must avoid: No tracking
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16. Four deal breakers you must avoid:
Making the donor work
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17. Eight ways to grow your support base online
1. Collect email addresses on your web site
2. Leverage offline communications
3. Encourage pass along (Viral Marketing)
4. Online advocacy
5. SEM, SEO, and co-registration (e.g. Care2)
6. Asking supporters to market for you (e.g. Web 2.0)
7. List swap or hosted email– with another nonprofit or
corporate partner
8. E-Appends
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18. 1. Collect email addresses on your web site
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19. 2. Leverage offline communications
• E-mail ask on a direct mail reply or insert
• Separate mailing – postcard or PURL mailings
• PSAs, press releases, events, telemarketing, DRTV, video,
mobile campaigns, social media, bloggers
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20. 3. Encourage pass along (Viral Marketing)
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21. 4. Online advocacy
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22. 5. Cost per lead
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23. 5. Search Engine Marketing (SEM)
Paid Ads
Organic Results
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24. 6. Asking supporters to market for you (e.g. Web 2.0)
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25. 6. Asking supporters to market for you cont.
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26. 6. Asking supporters to market for you cont.
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27. 7. List swap or hosted email– with another nonprofit
or corporate partner
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28. 8. E-Appends
Third-party vendors who match your offline file against their permission database
• Permission messaging
• Inexpensive, can acquire a lot of emails at once
• Be careful – use reputable vendors
• Tend to be less responsive
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29. Discussion
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