Email Marketing to Maximize Online Giving Results
If you can’t say it in 140 characters, is it really worth saying? “ [Social networking sites and blogs have] overtaken per...
You’ve got  mail  a friend request “ Email has had a good run as king of communications. But its reign is over.” “ Why Ema...
A rising tide lifts all posts The number of worldwide email users will increase to almost 1.9 billion by 2013 compared wit...
So is email having its last gasp?
The reports of my death are greatly exaggerated. - Sincerely, Email Email's ROI in 2009 was  $43.52  for every dollar spen...
The Obama factor Who here hasn’t heard... “What can we learn from the Obama  campaign?”
The Obama factor Who here hasn’t heard... “What can we learn from the Obama  campaign?” (Edelman Report: Social Pulpit)
What works or    at UC Berkeley: e-newsletters <ul><li>14 E-Newsletters with some overlap:  Campus, Athletics (300K), Alu...
What    at UC Berkeley: e-newsletters Buried soft ask:
What    at UC Berkeley: e-newsletters Buried soft ask:
What works or    at UC Berkeley: email solicitations <ul><li>newsy, deadline-driven appeals </li></ul><ul><li>end of year...
What works or    at UC Berkeley: email solicitations Avg. Gross Response # Mailed Campaign $496 ($450) $150 $171 $107 $8,...
What works at UC Berkeley: email solicitations
What    at UC Berkeley: email solicitations 155,295 mailed, .01% response, $781 gross, $98 avg.
Elements of a successful email marketing campaign <ul><li>a solicitation policy  </li></ul><ul><li>a plan (ideally, part o...
Frustrating elements of an email marketing campaign
Frustrating elements of an email marketing campaign
Elements: solicitation policy <ul><li>goals for sending email </li></ul><ul><li>limit on # of emails sent to alumni each m...
Elements: solicitation policy, survey <ul><li>Question 1: Does your campus have a formal policy aimed at keeping departmen...
Elements: solicitation policy, survey <ul><li>Question 2: Does your campus have a formal policy that all campus mass email...
Elements: solicitation policy, survey <ul><ul><ul><li>Question 3: Does your campus have a formal policy that, however mass...
Elements: an integrated marketing plan <ul><li>Convio (CASE OS ’08) </li></ul><ul><li>World Wildlife Fund achieved a 40% b...
Elements: email addresses UC Berkeley has 430,714 Alumni; 150,809 email addresses (35%)
Elements: email addresses Strategies for securing emails (Pursuant)
Elements: segmentation, testing, delivery
Elements: Message <ul><li>subject line  (use your org. name) </li></ul><ul><li>who is it from  (prof or recognizable alum)...
Elements: Message Fordham University esolicitation Donor acquisition piece that strives to make gifts feel personal and co...
Elements: Message UC Berkeley/Haas esolicitation Interactive messaging engages recipients  (MainSpring) 13.1% estimated co...
Elements: call to action <ul><li>go straight to your giving form </li></ul><ul><li>divert no attention from your giving fo...
Elements: receipts (Orbees)
Elements: stewardship Connect without asking for anything - say Thanks!  (Pursuant)
Elements: measurable results <ul><li>open rate </li></ul><ul><li>click through rate </li></ul><ul><li>response rate </li><...
Discussion
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Email Marketing To Maximize Online Giving Results

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Presented at CASE Online Strategies Conference, Nov. 2009

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Email Marketing To Maximize Online Giving Results

  1. 1. Email Marketing to Maximize Online Giving Results
  2. 2. If you can’t say it in 140 characters, is it really worth saying? “ [Social networking sites and blogs have] overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications.” Global Faces and Networked Places Nielsen report, March 2009
  3. 3. You’ve got mail a friend request “ Email has had a good run as king of communications. But its reign is over.” “ Why Email No Longer Rules...” Jessica E. Vascellaro Wall Street Journal - Oct. 12, 2009
  4. 4. A rising tide lifts all posts The number of worldwide email users will increase to almost 1.9 billion by 2013 compared with over 1.4 billion in 2009. Email Statistics Report, 2009-2013 The Radicati Group May 2009 Heavy social media users are also using email more. NielsenWire “ Is Social Media Impacting How Much We Email?” Sept. 28, 2009 While email use has been declining among college students for several years, this trend has reversed in 2009. The reason? Smartphones. Mike Hanley, Director, Institute for Mobile Media Research
  5. 5. So is email having its last gasp?
  6. 6. The reports of my death are greatly exaggerated. - Sincerely, Email Email's ROI in 2009 was $43.52 for every dollar spent on it. Down from $45.06 in 2008 - DMA (2009, 2008) Email drove an average of $0.14 in revenues per delivered message . - Epsilon &quot;Q3 2008 Email Trends and Benchmark&quot; (Jan 2009) Email presently generates 21.6% of total revenue from campaigns. - Direct Marketing Association &quot;The Integrated Marketing Media Mix&quot; (2008) The aggregate sum raised online by [113 universities responding, $58.5M raised] is equal to 1.4 percent of their total philanthropic support raised through all routes. - CASE survey (2009)
  7. 7. The Obama factor Who here hasn’t heard... “What can we learn from the Obama campaign?”
  8. 8. The Obama factor Who here hasn’t heard... “What can we learn from the Obama campaign?” (Edelman Report: Social Pulpit)
  9. 9. What works or  at UC Berkeley: e-newsletters <ul><li>14 E-Newsletters with some overlap: Campus, Athletics (300K), Alumni Association, Schools </li></ul><ul><li>Berkeley Online : 95K alumni (21.23% open), 17K non-alum (22.94% open) </li></ul><ul><li>top stories: budget cuts, extraordinary students, YouTube links, athletics </li></ul><ul><li>experimenting with localization </li></ul><ul><li>not a replacement for print </li></ul><ul><li>buried soft ask </li></ul>
  10. 10. What  at UC Berkeley: e-newsletters Buried soft ask:
  11. 11. What  at UC Berkeley: e-newsletters Buried soft ask:
  12. 12. What works or  at UC Berkeley: email solicitations <ul><li>newsy, deadline-driven appeals </li></ul><ul><li>end of year emails; tax benefit by 12/31 </li></ul><ul><li>reminders for regular donors </li></ul><ul><li>class campaigns video/email </li></ul><ul><li>track solicitation codes in online giving form </li></ul><ul><li>DM pitch, student/donor testimonials </li></ul><ul><li>expensive flash solicitations; flash for parents </li></ul><ul><li>flash with soft ask: great traffic, no gifts </li></ul>
  13. 13. What works or  at UC Berkeley: email solicitations Avg. Gross Response # Mailed Campaign $496 ($450) $150 $171 $107 $8,425 ($40,585) .02% (.12%) 77,098 (67,956) <ul><li>End of FY ’08 </li></ul><ul><li>(HTML) June </li></ul><ul><li>(End of Tax Y ’08) </li></ul>$1,950 .01% 110,599 <ul><li>Sophomore Reflects ’08 </li></ul><ul><li>(HTML) Sept. </li></ul>$8,874 .24% 21,167 Homecoming Pre-event ’09 (email) Sept. $5,545 .25% 21,167 Class Campaign Kick Off ’08 (flash) April
  14. 14. What works at UC Berkeley: email solicitations
  15. 15. What  at UC Berkeley: email solicitations 155,295 mailed, .01% response, $781 gross, $98 avg.
  16. 16. Elements of a successful email marketing campaign <ul><li>a solicitation policy </li></ul><ul><li>a plan (ideally, part of a larger marketing plan) </li></ul><ul><li>email addresses </li></ul><ul><li>segmentation and testing </li></ul><ul><li>delivery mechanism </li></ul><ul><li>a message that stands out and gets read </li></ul><ul><li>a call to action that translates into gifts </li></ul><ul><li>receipts, stewardship </li></ul><ul><li>measurable results </li></ul>
  17. 17. Frustrating elements of an email marketing campaign
  18. 18. Frustrating elements of an email marketing campaign
  19. 19. Elements: solicitation policy <ul><li>goals for sending email </li></ul><ul><li>limit on # of emails sent to alumni each month </li></ul><ul><li>how email will be used to solicit contributions </li></ul><ul><li>frequency/timing of emails across campus </li></ul><ul><li>tools available on campus </li></ul><ul><li>strategy for fixing bad/undeliverable email </li></ul>
  20. 20. Elements: solicitation policy, survey <ul><li>Question 1: Does your campus have a formal policy aimed at keeping departments from deluging constituents with email? </li></ul><ul><li>No, it’s a free for all (20) </li></ul><ul><li>Yes, there’s a gatekeeper who reviews all (12) </li></ul><ul><li>Yes, gatekeeper for certain mass emails, such as appeals (14) </li></ul><ul><li>Who is the gatekeeper for your outgoing emails? </li></ul><ul><li>How can you convince orgs to do away with shadow databases? </li></ul>
  21. 21. Elements: solicitation policy, survey <ul><li>Question 2: Does your campus have a formal policy that all campus mass emails must be sent through a single delivery mechanism (an email marketing engine, your online community, an outsourced vendor, etc.) </li></ul><ul><li>Analysis: Decentralization won 2 to 1 </li></ul><ul><li>Yes, we have a formal policy (15 ) </li></ul><ul><li>No, each department uses its own tool (29) </li></ul><ul><li>Advancement Services is not involved (6) </li></ul>
  22. 22. Elements: solicitation policy, survey <ul><ul><ul><li>Question 3: Does your campus have a formal policy that, however mass emails are delivered, campus departments must keep email addresses (including opt-out requests) in sync with the Advancement database? </li></ul></ul></ul><ul><ul><ul><li>Voluntary compliance won by nearly 2 to 1. </li></ul></ul></ul><ul><ul><ul><li>Yes, we have a formal policy (14) </li></ul></ul></ul><ul><ul><ul><li>No, it's up to each department (27) </li></ul></ul></ul><ul><ul><ul><li>Advancement Services is not involved (7) </li></ul></ul></ul><ul><ul><ul><li>Who issues policy requiring compliance: </li></ul></ul></ul><ul><ul><ul><li>VP of Advancement </li></ul></ul></ul><ul><ul><ul><li>Advancement Services </li></ul></ul></ul><ul><ul><ul><li>External Affairs </li></ul></ul></ul><ul><ul><ul><li>Alumni Relations/Advancement </li></ul></ul></ul><ul><ul><ul><li>Advancement Services </li></ul></ul></ul>
  23. 23. Elements: an integrated marketing plan <ul><li>Convio (CASE OS ’08) </li></ul><ul><li>World Wildlife Fund achieved a 40% better response rate via multi-channel campaign. </li></ul><ul><li>University of Texas annual fund donors were sent an email with Flash video before being solicited by phone; this approach improved the receptiveness to the telemarketing phone call and increased giving. </li></ul><ul><li>Rice </li></ul><ul><li>1,600 young alumni donors </li></ul><ul><li>45% new or lapsed </li></ul><ul><li>9x more online donors than direct mail; 3x more than telefund </li></ul>email | microsite
  24. 24. Elements: email addresses UC Berkeley has 430,714 Alumni; 150,809 email addresses (35%)
  25. 25. Elements: email addresses Strategies for securing emails (Pursuant)
  26. 26. Elements: segmentation, testing, delivery
  27. 27. Elements: Message <ul><li>subject line (use your org. name) </li></ul><ul><li>who is it from (prof or recognizable alum) </li></ul><ul><li>timing (T-Th; evening, FB-weekend) </li></ul><ul><li>who writes/edits/approves? </li></ul><ul><li>does the design work on multiple platforms? </li></ul><ul><li>( design for gmail , once you get it right, save your template) </li></ul><ul><li>does message enhance or support other efforts? </li></ul>
  28. 28. Elements: Message Fordham University esolicitation Donor acquisition piece that strives to make gifts feel personal and connected to individual campaigns. Sent before launch of a comprehensive campaign. (MainSpring) Results: Open - 36% View - 22% Click - 1.3%
  29. 29. Elements: Message UC Berkeley/Haas esolicitation Interactive messaging engages recipients (MainSpring) 13.1% estimated completion rate to giving buttons 22.9% estimated completion rate to all of the buttons
  30. 30. Elements: call to action <ul><li>go straight to your giving form </li></ul><ul><li>divert no attention from your giving form </li></ul><ul><li>links vs. buttons (a small test) </li></ul>
  31. 31. Elements: receipts (Orbees)
  32. 32. Elements: stewardship Connect without asking for anything - say Thanks! (Pursuant)
  33. 33. Elements: measurable results <ul><li>open rate </li></ul><ul><li>click through rate </li></ul><ul><li>response rate </li></ul><ul><li>Tracking solicitation codes </li></ul><ul><li>UC Berkeley offers a solicitation code via a URL in Give to Cal for an entire browser session </li></ul><ul><li>?sc=yoursolicationcode &quot; at the end of any givetocal URL </li></ul><ul><li>https: //givetocal . berkeley . edu/browse/ ? u=50 &?sc=A125678 </li></ul>
  34. 34. Discussion

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