#GTMD12: Maximizing email

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Email is one of the most powerful ways to drive donations on Give to the Max Day, so you'd better have your email strategy ready to roll ... and we're here to help. Join us as we provide an overview of some of the most time-tested, proven email strategies as well as the dos and don'ts of email marketing. Learn how to best use email for Give to the Max Day without annoying the very people you hope to inspire to give.
We'll cover:
What to include in your emails
Timing tips (When and how often)
Design tips to get your emails looking professional, sharable and exciting
Downloadable design resources for your emails, including GTMD12 logos and color specs

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  • How often to send emails is the wrong question and won’t get you or your team to the right answer. Content and context should drive timing when it comes to email.When you email someone multiple times in a week or in a day, “too much” or “just right” all depends on:Did you keep it short?Is it time sensitive? (What’s your answer to the question: why are you bothering me with this now? – it should be a good answer)Did you have a new reason to send the email, or is it the same old information as the last time?Do you have a strong, clear and simple call to action?
  • Create a compelling subject lineIt’s the candy bar, not the wrapper! Good: “Turn a $10 donation into $1,010” Bad: “Animal Humane Society takes part in Give to the Max Day”Keep it short, easy-to-readLong, wordy e-newsletters don't get read. Instead, organizations should use short, personalized emails to supporters giving clear instructions for participation.Share your campaign goal and deadline. Let people know how much you need and the date you need it by to create a sense of urgency. Combining this with your email updates, will generate a higher response rate. Keep the goal visible, in print, on your website, at meetings, everywhere.Go for clean and not busyUse an imageA photo included with the quote or short story is worth a thousand words and sometimes hundreds of dollars.Tell a story (a very short story!)Include a short example of how the dollars will be used. Explain how “My” gift makes a difference even if it's only $10Create excitementSend out one or two campaign updates via email. Let people know how you are doing with the campaign. Get them excited about the results or concerned that you are not yet meeting the goal.Include a “Call to action”Make it easy to act - a few clicks, tops.Make it clear what will happen when people act - what good will result?
  • An example of a short, clear call to action email
  • Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
  • Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
  • Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
  • Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
  • Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
  • #GTMD12: Maximizing email

    1. 1. Chat & Raise Hand Mute - *6 Unmute - *7If you lose your internet connection, you can rejoin by clicking on the link sent to you via email Be sure to call in via phone for audio: U.S. & Canada: 866.740.1260 Access Code: 3254294
    2. 2. Maximizing e-mail &eNewsletters
    3. 3. Jeff AchenDigital StrategistDana NelsonExecutive Director
    4. 4. Email – the 1st social network• People forward your emails• People are comfortable with the technology• It’s integrated – mobile phones, tablets, work & home computers have access
    5. 5. Email is mobileDonation links in email play perfectly with GiveMN Mobile
    6. 6. Email overload?How often is too often to send an email?
    7. 7. eNewsletters/eMail that gets read• Have a compelling subject line• Keep it simple (esp. for mobile)• Use compelling visuals (a photo or thumbnail linked to a video)• Share a brief story or testimonial• Create a sense of urgency• Include one strong call to action and make it easy to know what to do
    8. 8. What should I be doing now?• Use your eNewsletter to ask donors to save the date• Use your eNewsletter to get donors to enter the video contest• Develop an e-mail calendar through November 15 and identify your communication strategy• Create an email signature line for Give to the Max Day and include the link to your page
    9. 9. How should I use email before Give to the Max Day? • Starting November 8, you can ask your donors to schedule their Give to the Max Day donation • Communicate the prize details (why they should give) • Communicate what your nonprofit will be doing on that day and how your donors can take part
    10. 10. How should I use email on Give to the Max Day? • Remind donors to give today and remind them WHY • Do you have a matching grant? Tell them about it and provide at least 3 emails throughout the day with updates about the match • Thank your donors for their donations personally
    11. 11. Questions, comments?

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