Email Campaigns: Anatomy 101 Annaliese Hoehling, Membership & Outreach, NTEN http://nten.org
What is a “campaign” anyway? <ul><li>A set of emails with one objective/goal </li></ul><ul><li>Conducted over a time perio...
When to use a campaign? <ul><li>Annual fundraising drive </li></ul><ul><li>Annual membership drive </li></ul><ul><li>Long-...
How to Plan Your Campaign <ul><li>Define your objective/goal: Strategically </li></ul><ul><ul><li>Advocacy? </li></ul></ul...
How to Plan Your Campaign <ul><li>Define your objective/goal: Quantitatively </li></ul><ul><ul><li>Advocacy? </li></ul></u...
How to Plan Your Campaign <ul><li>Define timeline and messaging frequency </li></ul><ul><ul><li>1 Month? (advocacy, for ex...
How to Plan Your Campaign <ul><li>Define audience and segments </li></ul><ul><ul><li>Returning donors vs. new donors? Acti...
Planning Example <ul><li>NTEN 08/09 Renew Campaign : c. 1000 lapsed members (expire dates 10/1/2006 - 12/31/2007)  </li></...
How to Track Your Campaign <ul><li>From  Raising Thousands (if Not Tens of Thousands) of Dollars with Email , by Madeline ...
How to Track Your Campaign <ul><li>Basic metrics to track: </li></ul><ul><ul><li>Sent  (# emails sent – note that not all ...
More Tracking <ul><li>For testing effectiveness, other things to track: </li></ul><ul><ul><li>Subject lines </li></ul></ul...
Example Campaign Tracking <ul><li>Use spreadsheet to track campaigns, and compare multiple campaigns over time </li></ul><...
2010 eBenchmarks Study with M+R Strategic Services <ul><li>31 Groups </li></ul><ul><li>By Sector </li></ul><ul><li>Civil/L...
Email Messaging Results by Message Type http://nten.org
Email Open Rates by List Size http://nten.org
Email Unsubscribe Rates by List Size http://nten.org
Where to Get More Help <ul><li>Data and Research for Comparison: </li></ul><ul><ul><li>M&R Strategic Services:  http://www...
Where to Get More Help <ul><li>Tools, Strategy, and Advice </li></ul><ul><ul><li>Idealware.org:  </li></ul></ul><ul><ul><u...
Some Recommended Resources <ul><li>Nonprofit eBenchmarks Study from M+R & NTEN ( http://e-benchmarkstudy.com ) </li></ul><...
Thank You <ul><li>Stay in touch: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter.com/annaliese_h ...
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Nonprofit Email Campaigns: Anatomy 101

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"Email Campaigns: Anatomy 101

With all the buzz about social media and social networks, sometimes we forget that email is still king when it comes to communicating with our supporters and constituents. Even across different age and community demographics, email is a key component of your outreach and fundraising efforts.

To make it work for your fundraising and advocay goals, though, you'll need to be strategic about how you use email as part of your communications strategy.

This presentation covers:

* What makes a campaign a ""campaign"" anyway?
* Tips and Templates for your email campaign plan
* How to track your campaign with metrics
* Where to get more help

Intended for: nonprofit staff and leaders who want to jump-start or improve their email communications strategy. This session is best for beginners in nonprofit communications and fundraising roles. Come with your questions, examples, and colleagues!"

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  • Nonprofit Email Campaigns: Anatomy 101

    1. 1. Email Campaigns: Anatomy 101 Annaliese Hoehling, Membership & Outreach, NTEN http://nten.org
    2. 2. What is a “campaign” anyway? <ul><li>A set of emails with one objective/goal </li></ul><ul><li>Conducted over a time period </li></ul><ul><li>Targeted to specific audience(s) </li></ul><ul><li>NOT one email to everyone in your contacts list </li></ul><ul><li>NOT the same email sent out multiple times </li></ul>http://nten.org
    3. 3. When to use a campaign? <ul><li>Annual fundraising drive </li></ul><ul><li>Annual membership drive </li></ul><ul><li>Long-term advocacy appeal </li></ul><ul><li>Recurring/Automatic “welcome” or “get engaged” series to new subscribers </li></ul><ul><li>A campaign needs lead time for planning, and involves a progression of a message </li></ul>http://nten.org
    4. 4. How to Plan Your Campaign <ul><li>Define your objective/goal: Strategically </li></ul><ul><ul><li>Advocacy? </li></ul></ul><ul><ul><li>Fundraising? </li></ul></ul><ul><ul><li>Engagement? </li></ul></ul>http://nten.org
    5. 5. How to Plan Your Campaign <ul><li>Define your objective/goal: Quantitatively </li></ul><ul><ul><li>Advocacy? </li></ul></ul><ul><ul><ul><li># signatures </li></ul></ul></ul><ul><ul><ul><li># phone calls </li></ul></ul></ul><ul><ul><li>Fundraising? </li></ul></ul><ul><ul><ul><li>Total $ </li></ul></ul></ul><ul><ul><ul><ul><li># new donors </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increased $ from returning donors </li></ul></ul></ul></ul><ul><ul><li>Engagement? </li></ul></ul><ul><ul><ul><li># new event attendees </li></ul></ul></ul><ul><ul><ul><li># new volunteers </li></ul></ul></ul><ul><ul><ul><li># new subscribers </li></ul></ul></ul>Flickr: Caruba http://nten.org
    6. 6. How to Plan Your Campaign <ul><li>Define timeline and messaging frequency </li></ul><ul><ul><li>1 Month? (advocacy, for example) </li></ul></ul><ul><ul><ul><li>4 emails, 1/week? </li></ul></ul></ul><ul><ul><li>2 Months? (engagement, for example) </li></ul></ul><ul><ul><ul><li>4 emails, 1 every other week? </li></ul></ul></ul><ul><ul><li>3 Months? (membership drive, for example) </li></ul></ul><ul><ul><ul><li>6 emails, 2/month? </li></ul></ul></ul><ul><li>Don’t forget to factor in coordination with other channels like mailings, events, online buzz </li></ul>http://nten.org
    7. 7. How to Plan Your Campaign <ul><li>Define audience and segments </li></ul><ul><ul><li>Returning donors vs. new donors? Active vs. non-active? </li></ul></ul><ul><ul><li>Demographic segments? </li></ul></ul><ul><li>Define message arc </li></ul><ul><ul><li>What is the story that you need to tell? </li></ul></ul><ul><ul><li>What will each email add to the message? </li></ul></ul><ul><li>Make campaign calendar </li></ul><ul><ul><li>Include draft deadlines with time to review </li></ul></ul><ul><ul><li>Allow time for complementary tasks like web pages, postal mailings, etc. </li></ul></ul><ul><li>Add supporting staff and tasks </li></ul><ul><ul><li>Writers, designers, reviewers, executers </li></ul></ul>http://nten.org
    8. 8. Planning Example <ul><li>NTEN 08/09 Renew Campaign : c. 1000 lapsed members (expire dates 10/1/2006 - 12/31/2007) </li></ul><ul><li>Goal: 5% conversion = 50 Renews </li></ul><ul><li>Audience Segments: </li></ul><ul><ul><li>Vendors/Providers </li></ul></ul><ul><ul><li>Communications/Marketing/Fundraising Staff </li></ul></ul><ul><ul><li>IT Staff/IT Consultants </li></ul></ul><ul><ul><li>Other Nonprofit Staff </li></ul></ul><ul><li>Calendar and Messaging: </li></ul><ul><ul><li>Round 1 email: July 8/9/10 </li></ul></ul><ul><ul><ul><li>save money </li></ul></ul></ul><ul><ul><li>Round 2 email: July 21-25 </li></ul></ul><ul><ul><ul><li>get attention/be heard </li></ul></ul></ul><ul><ul><li>Round 3 email: Aug 4-8 </li></ul></ul><ul><ul><ul><li>get connected </li></ul></ul></ul><ul><ul><li>Round 4 email: Aug 18-22 </li></ul></ul><ul><ul><ul><li>achieve mission </li></ul></ul></ul><ul><li>Goal is high, but achievable, based on our data </li></ul><ul><li>Segments based on our key constituencies </li></ul><ul><li>Calendar has date range at this stage – to compensate for other communications factors </li></ul><ul><li>Each stage of campaign has one key message </li></ul><ul><li>Each message (“round”) will have 4 different emails </li></ul><ul><li>Progression of message designed for impact </li></ul>http://nten.org
    9. 9. How to Track Your Campaign <ul><li>From Raising Thousands (if Not Tens of Thousands) of Dollars with Email , by Madeline Stanionis </li></ul>http://nten.org
    10. 10. How to Track Your Campaign <ul><li>Basic metrics to track: </li></ul><ul><ul><li>Sent (# emails sent – note that not all emails in your list will be deliverable; for subsequent calculations, use # sent rather than list size) </li></ul></ul><ul><ul><li>Open rate * (# emails opened / # delivered emails) </li></ul></ul><ul><ul><li>Click-throughs (unique clicks of links in email) </li></ul></ul><ul><ul><li>Conversions > multiple ways to look: </li></ul></ul><ul><ul><ul><li>Total of actions or gifts (campaign goal) </li></ul></ul></ul><ul><ul><ul><li>% of opens who took action/donated (campaign effectiveness) </li></ul></ul></ul><ul><ul><ul><li>% of clicks who completed action (campaign effectiveness) </li></ul></ul></ul><ul><ul><ul><li>% of total sent who took action/donated (campaign effectiveness) </li></ul></ul></ul><ul><ul><li>* Open rate as an absolute metric isn’t as helpful as comparing to trends (against your own data or against comparable data from other orgs). </li></ul></ul>http://nten.org
    11. 11. More Tracking <ul><li>For testing effectiveness, other things to track: </li></ul><ul><ul><li>Subject lines </li></ul></ul><ul><ul><li>Sender names </li></ul></ul><ul><ul><li>Images in email </li></ul></ul><ul><ul><li>Formatting </li></ul></ul><ul><ul><li>Links/buttons </li></ul></ul><ul><ul><li>Copy/message </li></ul></ul><ul><ul><li>Timing of sending email </li></ul></ul>http://nten.org
    12. 12. Example Campaign Tracking <ul><li>Use spreadsheet to track campaigns, and compare multiple campaigns over time </li></ul><ul><li>You can add metric columns later if your tracking technology changes or you decide to update your campaign tracking goals, but try to be as consistent as possible for best analysis. </li></ul><ul><li>Look for patterns, red flags, and where to focus on improving results </li></ul>http://nten.org
    13. 13. 2010 eBenchmarks Study with M+R Strategic Services <ul><li>31 Groups </li></ul><ul><li>By Sector </li></ul><ul><li>Civil/Legal Rights </li></ul><ul><li>Environmental </li></ul><ul><li>International </li></ul><ul><li>Health </li></ul><ul><li>By List Size </li></ul><ul><li>Small – Under 100,000 deliverable email addresses </li></ul><ul><li>Medium – 100,000-500,000 deliverable email addresses </li></ul><ul><li>Large – Over 500,000 deliverable email addresses </li></ul>http://nten.org
    14. 14. Email Messaging Results by Message Type http://nten.org
    15. 15. Email Open Rates by List Size http://nten.org
    16. 16. Email Unsubscribe Rates by List Size http://nten.org
    17. 17. Where to Get More Help <ul><li>Data and Research for Comparison: </li></ul><ul><ul><li>M&R Strategic Services: http://www.mrss.com/publications </li></ul></ul><ul><ul><li>NTEN: http://nten.org/research </li></ul></ul><ul><ul><li>Providers who provide research and statistics: </li></ul></ul><ul><ul><ul><li>Convio </li></ul></ul></ul><ul><ul><ul><li>Blackbaud </li></ul></ul></ul><ul><ul><li>Other Consulting Firms With Educational Resources: </li></ul></ul><ul><ul><ul><li>Big Duck </li></ul></ul></ul><ul><ul><ul><li>DonorDigital </li></ul></ul></ul><ul><ul><ul><li>FireFly Partners </li></ul></ul></ul><ul><ul><ul><li>Nonprofit Marketing Guide </li></ul></ul></ul>http://nten.org
    18. 18. Where to Get More Help <ul><li>Tools, Strategy, and Advice </li></ul><ul><ul><li>Idealware.org: </li></ul></ul><ul><ul><ul><li>software reviews and comparisons, nonprofit considerations for selecting technology </li></ul></ul></ul><ul><ul><li>Techsoup.org: </li></ul></ul><ul><ul><ul><li>software donation program, resources </li></ul></ul></ul><ul><ul><li>NTEN.org: </li></ul></ul><ul><ul><ul><li>community of practitioners, educational programming </li></ul></ul></ul>http://nten.org
    19. 19. Some Recommended Resources <ul><li>Nonprofit eBenchmarks Study from M+R & NTEN ( http://e-benchmarkstudy.com ) </li></ul><ul><li>The Mercifully Brief Real World Guide to Raising Thousands (if Not Tens of Thousands) of Dollars with Email , by Madeline Stanionis ( http://tinyurl.com/Stanionis-book ) </li></ul><ul><li>Groundwire’s 2010 research/guide to email broadcast tools </li></ul><ul><li>( http://tinyurl.com/email-tool-comparison ) </li></ul><ul><li>Field Guide to Software for Nonprofits from Idealware ( http://idealware.org/field-guide ) </li></ul>http://nten.org
    20. 20. Thank You <ul><li>Stay in touch: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter.com/annaliese_h </li></ul></ul><ul><ul><li>Slideshare.net/ntenannaliese </li></ul></ul><ul><ul><li>NTEN Connect e-Newsletter: </li></ul></ul><ul><ul><li>http://nten.org/newsletter </li></ul></ul>http://nten.org

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