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Email Matters
Holly Wagg
If I can just add a
button I’m
confident that donations
will pour in!
LEarn
EmAil Matters
10-25%
41%
1/3
Single Touchpoint
Integrate
flickr@rob_fuel
Integrate
ESP to CRM
Net Community
Luminate
Lists
Front End
Front End
Dashboard
Benchmarks
12%
0.45%
0.18%
Metrics That Matter
15%
13%
0.07% – 0.16%
22%
$68 one-time; $21 monthly
Metrics That Matter
Analytics
Our goal
Who is this Email From?
When Should I send my email?
When Should I send my email?
When Should I send my email?
How Often
Types of Email
Open My email, pretty please!
•
•
•
4 ‘U’ of Subject Lines
Subject Line Examples
•
•
•
•
•
Design Matters
Design Matters
Design Crimes
•
• many different fonts
•
•
Tip! Alt Tags are Awesome
Copy Writing
Copy Writing
Copy Writing
Copy Writing
Before you hit Send
A/b Testing
Mobile-Optimized, not Friendly
•
•
•
•
Mobile
•
•
•
•
Welcome Series
Email and Direct Mail
Newsletter
Guest/Celebrity
StewardShip
Year-End Campaign
Year-End Emails
Campaigns
Monthly Giving
Matching Gifts
Special Events
Cross promotion
Thank you
Email Matters - How to Build an Online Giving Program
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Email Matters - How to Build an Online Giving Program

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Presentation by Holly Wagg at the 2014 LGBT Philanthropy Conference, Toronto, ON.

This super speedy session will provide an overview of the ins and outs, both back and front end, of how to set up and manage email campaigns. Starting with the anatomy of an email, we’ll go from writing to coding, while sharing benchmarks and best practices. Then, we’ll hone in on a series of case studies to show how email can function effectively in a variety of organizations at all different stages of program sophistication and maturity.

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Email Matters - How to Build an Online Giving Program

  1. 1. Email Matters
  2. 2. Holly Wagg
  3. 3. If I can just add a button I’m confident that donations will pour in!
  4. 4. LEarn
  5. 5. EmAil Matters 10-25% 41% 1/3
  6. 6. Single Touchpoint
  7. 7. Integrate flickr@rob_fuel
  8. 8. Integrate
  9. 9. ESP to CRM Net Community Luminate
  10. 10. Lists
  11. 11. Front End
  12. 12. Front End
  13. 13. Dashboard
  14. 14. Benchmarks 12% 0.45% 0.18%
  15. 15. Metrics That Matter 15% 13% 0.07% – 0.16% 22% $68 one-time; $21 monthly
  16. 16. Metrics That Matter
  17. 17. Analytics
  18. 18. Our goal
  19. 19. Who is this Email From?
  20. 20. When Should I send my email?
  21. 21. When Should I send my email?
  22. 22. When Should I send my email?
  23. 23. How Often
  24. 24. Types of Email
  25. 25. Open My email, pretty please! • • •
  26. 26. 4 ‘U’ of Subject Lines
  27. 27. Subject Line Examples • • • • •
  28. 28. Design Matters
  29. 29. Design Matters
  30. 30. Design Crimes • • many different fonts • •
  31. 31. Tip! Alt Tags are Awesome
  32. 32. Copy Writing
  33. 33. Copy Writing
  34. 34. Copy Writing
  35. 35. Copy Writing
  36. 36. Before you hit Send
  37. 37. A/b Testing
  38. 38. Mobile-Optimized, not Friendly • • • •
  39. 39. Mobile • • • •
  40. 40. Welcome Series
  41. 41. Email and Direct Mail
  42. 42. Newsletter
  43. 43. Guest/Celebrity
  44. 44. StewardShip
  45. 45. Year-End Campaign
  46. 46. Year-End Emails
  47. 47. Campaigns
  48. 48. Monthly Giving
  49. 49. Matching Gifts
  50. 50. Special Events
  51. 51. Cross promotion
  52. 52. Thank you

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