Effective Use of Email to Improve Online Fundraising Results

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npEXPERTS from around the nonprofit sector have joined forces to bring you battle proven online fundraising ideas and marketing tips. http://www.blackbaud.com/npexperts by Farra Trompeter | Vice President Big Duck

Technology Economy & Finance

6/26/2013 Footer 1
WANNA RAISE MONEY
ONLINE? DON’T FORGET
ABOUT EMAIL
Practical ways to connect with supporters, activate
donors, and raise money online.
www.bit.ly/npEXPERTS
Tweeting? Use #npEXPERTS …

6/26/2013 Farra Trompeter | www.BIgDuckNYC.com 2
Farra Trompeter
Vice President, Big Duck
@farra | @bigduck
#npEXPERTS

bigducknyc.com | #npEXPERTS | Blackbaud.com

bigducknyc.com | #npEXPERTS | Blackbaud.com
What we’ll cover
• Why email?
• Four steps to use email to raise money
• Q & A

bigducknyc.com | #npEXPERTS | Blackbaud.com
Why email?

bigducknyc.com | #npEXPERTS | Blackbaud.com
Let’s start with why they give
http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf
• I believe in the cause [65%]
• I want to help make change happen [30%]
• I have friends/family who support it [20%]
• I know someone who has recvd services [19%]
• The charity asked for my help [18%]
• I want to set a good example [16%]
• I want to connect with others… [15%]
• I have recvd services from this org [12%]

bigducknyc.com | #npEXPERTS | Blackbaud.com
… and where they want to
hear from you
http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf

bigducknyc.com | #npEXPERTS | Blackbaud.com
53% of donors leave due to the
charity’s lack of communication
~ Jay Love, Bloomerang
http://www.nonprofitmarketingblog.com/site/why_donors_stop_their_support image: archiexpo.com

bigducknyc.com | #npEXPERTS | Blackbaud.com
Step 1:
Collect emails

bigducknyc.com | #npEXPERTS | Blackbaud.com
Ask for info—and use it
http://www.parentprojectmd.org

bigducknyc.com | #npEXPERTS | Blackbaud.com
Invite them to join in-person

bigducknyc.com | #npEXPERTS | Blackbaud.com
Be where they are
https://www.facebook.com/casefoundation

bigducknyc.com | #npEXPERTS | Blackbaud.com
Step 2:
Roll out the
welcome mat

bigducknyc.com | #npEXPERTS | Blackbaud.com
Step 3:
Coordinate
communication

bigducknyc.com | #npEXPERTS | Blackbaud.com
http://www.fundraising123.org/node/863
Create an editorial calendar

bigducknyc.com | #npEXPERTS | Blackbaud.com
http://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media
Diversify Calls-to-Action

bigducknyc.com | #npEXPERTS | Blackbaud.com
Your emails should
1. Clearly ask supporters to do something
2. Give a reason to take the action – simply
3. Feature someone they can relate to
4. Connect to the look/feel of a landing page
5. Make sense if it was forwarded

bigducknyc.com | #npEXPERTS | Blackbaud.com
Step 4:
Say thank you

bigducknyc.com | #npEXPERTS | Blackbaud.com
Tell donors how gifts will help

bigducknyc.com | #npEXPERTS | Blackbaud.com
Report back on results

bigducknyc.com | #npEXPERTS | Blackbaud.com
Feature donors in emails

bigducknyc.com | #npEXPERTS | Blackbaud.com
Q & A

bigducknyc.com | #npEXPERTS | Blackbaud.com
Resources
• npEXPERTS ebook
https://www.blackbaud.com/nonprofit-resources/npexperts
• Big Duck blog
http://www.bigducknyc.com/blog
• Blackbaud: Charitable Giving
Reporthttps://content.blackbaud.com/CharitableGivingRep
ort.html
• NTEN: Nonprofit Donor Engagement Benchmark Study
http://www.nonprofitdonorengagement.com/CD_Nten_Ben
chmarkReport_Final.pdf

bigducknyc.com | #npEXPERTS | Blackbaud.com
Contact Farra & Big Duck
bigducknyc.com
farra@bigducknyc.com
facebook.com/bigduck
twitter.com/bigduck
twitter.com/farra

bigducknyc.com | #npEXPERTS | Blackbaud.com
Thanks!

6/26/2013 Farra Trompeter | www.BIgDuckNYC.com 31
NPEXPERTS > DOWNLOAD THE FREE EBOOK
Connect with supporters, activate
donors, and raise money online.
Nonprofit experts share their extensive
knowledge and expertise in:
- Online marketing and fundraising
- Email communication
- Social media
- Mobile engagement
Download the npEXPERTS eBook and
register for free webinars at
www.blackbaud.com/npEXPERTS

6/26/2013 Farra Trompeter | www.BIgDuckNYC.com 32
Luminate™ Online helps you understand your online supporters and improve
online fundraising performance. You'll have everything you need to acquire more
constituents, build online fundraising campaigns and nurture sustainable donor
relationships.
http://bit.ly/LuminateOnline

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Effective Use of Email to Improve Online Fundraising Results

1. 6/26/2013 Footer 1 WANNA RAISE MONEY ONLINE? DON’T FORGET ABOUT EMAIL Practical ways to connect with supporters, activate donors, and raise money online. www.bit.ly/npEXPERTS Tweeting? Use #npEXPERTS …

2. 6/26/2013 Farra Trompeter | www.BIgDuckNYC.com 2 Farra Trompeter Vice President, Big Duck @farra | @bigduck #npEXPERTS

3. bigducknyc.com | #npEXPERTS | Blackbaud.com

4. bigducknyc.com | #npEXPERTS | Blackbaud.com What we’ll cover • Why email? • Four steps to use email to raise money • Q & A

5. bigducknyc.com | #npEXPERTS | Blackbaud.com Why email?

6. bigducknyc.com | #npEXPERTS | Blackbaud.com Let’s start with why they give http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf • I believe in the cause [65%] • I want to help make change happen [30%] • I have friends/family who support it [20%] • I know someone who has recvd services [19%] • The charity asked for my help [18%] • I want to set a good example [16%] • I want to connect with others… [15%] • I have recvd services from this org [12%]

7. bigducknyc.com | #npEXPERTS | Blackbaud.com … and where they want to hear from you http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf

8. bigducknyc.com | #npEXPERTS | Blackbaud.com 53% of donors leave due to the charity’s lack of communication ~ Jay Love, Bloomerang http://www.nonprofitmarketingblog.com/site/why_donors_stop_their_support image: archiexpo.com

9. bigducknyc.com | #npEXPERTS | Blackbaud.com Step 1: Collect emails

10. bigducknyc.com | #npEXPERTS | Blackbaud.com Ask for info—and use it http://www.parentprojectmd.org

11. bigducknyc.com | #npEXPERTS | Blackbaud.com Invite them to join in-person

12. bigducknyc.com | #npEXPERTS | Blackbaud.com Be where they are https://www.facebook.com/casefoundation

13. bigducknyc.com | #npEXPERTS | Blackbaud.com Be where they are https://www.facebook.com/casefoundation

14. bigducknyc.com | #npEXPERTS | Blackbaud.com Step 2: Roll out the welcome mat

15. bigducknyc.com | #npEXPERTS | Blackbaud.com

16. bigducknyc.com | #npEXPERTS | Blackbaud.com

17. bigducknyc.com | #npEXPERTS | Blackbaud.com

18. bigducknyc.com | #npEXPERTS | Blackbaud.com

19. bigducknyc.com | #npEXPERTS | Blackbaud.com Step 3: Coordinate communication

20. bigducknyc.com | #npEXPERTS | Blackbaud.com http://www.fundraising123.org/node/863 Create an editorial calendar

21. bigducknyc.com | #npEXPERTS | Blackbaud.com http://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media Diversify Calls-to-Action

22. bigducknyc.com | #npEXPERTS | Blackbaud.com Your emails should 1. Clearly ask supporters to do something 2. Give a reason to take the action – simply 3. Feature someone they can relate to 4. Connect to the look/feel of a landing page 5. Make sense if it was forwarded

23. bigducknyc.com | #npEXPERTS | Blackbaud.com Step 4: Say thank you

24. bigducknyc.com | #npEXPERTS | Blackbaud.com Tell donors how gifts will help

25. bigducknyc.com | #npEXPERTS | Blackbaud.com Report back on results

26. bigducknyc.com | #npEXPERTS | Blackbaud.com Feature donors in emails

27. bigducknyc.com | #npEXPERTS | Blackbaud.com Q & A

28. bigducknyc.com | #npEXPERTS | Blackbaud.com Resources • npEXPERTS ebook https://www.blackbaud.com/nonprofit-resources/npexperts • Big Duck blog http://www.bigducknyc.com/blog • Blackbaud: Charitable Giving Reporthttps://content.blackbaud.com/CharitableGivingRep ort.html • NTEN: Nonprofit Donor Engagement Benchmark Study http://www.nonprofitdonorengagement.com/CD_Nten_Ben chmarkReport_Final.pdf

29. bigducknyc.com | #npEXPERTS | Blackbaud.com Contact Farra & Big Duck bigducknyc.com farra@bigducknyc.com facebook.com/bigduck twitter.com/bigduck twitter.com/farra

30. bigducknyc.com | #npEXPERTS | Blackbaud.com Thanks!

31. 6/26/2013 Farra Trompeter | www.BIgDuckNYC.com 31 NPEXPERTS > DOWNLOAD THE FREE EBOOK Connect with supporters, activate donors, and raise money online. Nonprofit experts share their extensive knowledge and expertise in: - Online marketing and fundraising - Email communication - Social media - Mobile engagement Download the npEXPERTS eBook and register for free webinars at www.blackbaud.com/npEXPERTS

32. 6/26/2013 Farra Trompeter | www.BIgDuckNYC.com 32 Luminate™ Online helps you understand your online supporters and improve online fundraising performance. You'll have everything you need to acquire more constituents, build online fundraising campaigns and nurture sustainable donor relationships. http://bit.ly/LuminateOnline

Editor's Notes

5% thought charity didn’t need them, 8% no info on how $ used, 9% non memory of supporting, 13% never got thanked, 18% poor service of communicatin

Effective Use of Email to Improve Online Fundraising Results

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