Getting More People To Open Your Nonprofit eNewsletter

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Ever been frustrated by writing your nonprofit e-newsletter? Ever wondered what to say, or how to get people to click donate? How do you get people to just look at your email and sign up to be the sponsors for your next event? Mazarine Treyz will help you get more e-newsletter opens and signups.

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Getting More People To Open Your Nonprofit eNewsletter

  1. 1. What are some of your issues with your e-newsletter? a) It's written by committee b) No one signs up for it c) No one clicks donate through it d) No one opens it e) Only my friends read it. Poll questions
  2. 2. What are you hoping to get out of today? a) New e-newsletter subject lines b) Tactics to get people to open the e-newsletter c) E-newsletter headlines d) All of the above e) A magic bullet system that will allow me to achieve millionaire status in 5 seconds Poll questions
  3. 3. What You'll Learn Today 1) Best Subject Lines 2) Formatting rules 3) Cheapest & most useful email clients 4) Innovations in e-newsletters 5) Case studies of incredible e-newsletters 6) What kind of photos to use 7) Where to put the donate button 8) Lolcats (just checking to see if you're paying attention!)
  4. 4. What is your most powerful social media tool? Pop Quiz! a.) Twitter b.) Facebook c.) Email d.) Blog e.) Your face
  5. 5. Why is email so important?
  6. 6. What are the best subject lines? 1. Free 2. New 3. At last 4. This 5. Announcing 6. Warning! 7. Just released 8. Now 9. Here's 10. These* FACT: No one will donate via your enewsletter if you can't get them to OPEN it. These subject lines pique curiosity * From Cashvertising by Drew Whitman AND LISTS! (From Smithsonian Magazine)
  7. 7. What are the best subject lines? 11. Last chance 12. Hurry 13. Quick 14. Easy 15. Sensational 16. Remarkable 17. Revolutionary 18. Startling 19. Just Arrived 20. Important Development 21. Introducing 22. The Truth About 23. Offering 24. Suddenly 25. Amazing These sorts of headlines are favored by Dr. Mercola, who has one of the biggest circulation e-newsletters in the world.
  8. 8. What are the best subject lines? Warn people about something. Use I Use the word You Feature your offer Use the word Why or How Use the word breakthrough Example from Dr. Mercola's website
  9. 9. Must Know Use the words You, How, Announcing Test your subject lines Using the subject line “Our quarterly newsletter” is not going to cut it. What are the best subject lines? Must Do Subscribe to these e-newsletters and LEARN:  Dr. Mercola  Tom Ahern  Smithsonian  NAPCO Online Marketing  Wild Woman Fundraising
  10. 10. What are some e-newsletter formatting rules? Remember a big header with a real headline. Always have a caption with your picture. Give us a big picture of what you're doing Black writing on a white background is easiest to read. Sans serif fonts
  11. 11. Make your headline POP! (Example on the right from Tom Ahern's Enewsletter) Make sure you have a text only version that can stand alone, without pictures Think of this formula: 1 email, 1 purpose What are some e-newsletter formatting rules?
  12. 12. Case studies of incredible newsletters Start with the word YOU Keep making the donor the hero, help them feel involved Good headline!
  13. 13. Personal, conversational tone “How” is a strong opener Picture of the problem & captionWhat to do? Call to Action Case studies of incredible newsletters
  14. 14. Innovations in e-newsletters The Gates Foundation uses lists The Gates Foundation is not above shocking people, AND using the word YOU
  15. 15. What do you notice here? What technique is this using? Innovations in e-newsletters
  16. 16. Previews of enewsletters From Smithsonian.com Innovations in e-newsletters
  17. 17. Segment Your Target Audience based on what they click on. Are you looking for:  Donations  Sponsorships  Volunteers  In-Kind Donations  Gala event attendees  Family & friends of people you serve Segment your e-newsletters
  18. 18. How can we improve these e-newsletters? What can we change to make this more effective? Instead of this headline, try: “Do you like riding your bike for good causes? Join us on August 11th!” Change headline to “Save Money on Your Taxes” (with a Tax-Deductible Gift to CVCJ)
  19. 19. Your Turn! What do you see? How can we improve these e-newsletters?
  20. 20. Poll questions Have you surveyed your e-newsletter subscribers to see where they hear about you? a) Yes b) No c) I'm far too busy to do that. Have you surveyed your current donors to see where they hear about you? a) Yes b) No c) Only informally.. no process for this.
  21. 21. Cheapest and most useful email clients? MailChimp Pros Free for up to 2,000 subscribers Easy to edit the format of the enewsletter Democracy Now uses MailChimp, must be working for them!
  22. 22. Emma You have to pay $30 after 1,000 subscribers You have to pay $45 after 2,500 subscribers Hard to make custom e- newsletter signups A lot of people don't use images in their emails, or check email on their phone, and a custom design doesn't help there. Offers custom design services for your emails Pros Cons Cheapest and most useful email clients?
  23. 23. iContact Hard to make custom enewsletter signups Not double opt-in, more likely to be marked as spam. Their customer support is outsourced overseas Cons Cheapest and most useful email clients?
  24. 24. Constant Contact It looks different in each email client, which can be frustrating More expensive than other options, $30 for over 500 emails Hard to make custom enewsletter signups You're more likely to be marked as spam. Data you get is not actionable Their customer support is in America and they pick up the phone pretty fast. Connects with Donor Perfect database Pros Cons Cheapest and most useful email clients?
  25. 25. Pros Cons $19/month for up to 1,000 subscribers Can create many e-newsletter signup forms easily Easy to segment list Easy to see data about list Best deliverability rates Double opt-in means fewer email signups Cannot just add names from speaking engagements Their WSIWIG editor is difficult to use. Aweber Cheapest and most useful email clients?
  26. 26. Pros Cons Can create many e-newsletter signup forms easily Easy to segment list Single opt-in Tech support is native English speakers Sometimes emails don't get sent Had a DDOS attack a month or two ago GetResponse Cheapest and most useful email clients?
  27. 27. What kind of photos NOT to use  Administrators in a row  People waving goodbye  Fuzzy close ups of thank you notes.  Open sores.  Sexy teenagers  Men with mustaches
  28. 28. What kind of photos to use  Children  Animals  Pictures of your constituents being helped by your staff.  Pictures of staff helping solve the problem. Screenshots from RLSB Little Heroes Appeal 2012 by Craig Linton
  29. 29. Where to put the donate link You don't have to be fancy. Look at this piece of genius from Marie Forleo. One Link. One purpose. Nice headline!

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