Demystifying Digital Fundraising_Part 2_Email.pptx
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Demystifying Digital Fundraising_Part 2_Email.pptx
- 1. Demystifying Digital Fundraising W E B I N A R S E R I E S B R O U G H T T O Y O U B Y
- 3. OUR GOA L Inspire ideas to integrate your direct mail program with digital fundraising efforts and provide your team solutions to improve your existing efforts to reach committed donors!
- 4. Today’s Hosts Moderator Megan Buchheit Senior Digital Account Executive Meg Brackett Manager, Co-op Operations Christa Chappel Senior Account Executive
- 5. PA R T 2 : E M A I L Ideas to improve your email capabilities in order to communicate with your community about your work and ask for their support
- 6. Today's Agenda: EMAIL BEST PRACTICES Strategy Audience Timing Track and Measure Other items to consider
- 7. STRATEGY
- 8. G O O D Single Fundraising Email
- 9. B E T T E R Multi-series Themed Campaign with Ask and Follow Up
- 10. Best Priming emails with Cultivation and Engagement Multi-channel message with coordinated landing page, social media, custom URL donation page Testing B E S T
- 11. AUDIENCE D ATA S E G M E N TAT I O N
- 12. Full Email File (Donors, Supporters, Volunteers) Receive same email A Single List G O O D
- 13. Multiple Lists B E T T E R FULL FILE Donors Donor-focused email Volunteers Supporter-focused email
- 14. FULL FILE Donors Lapsed Donors We Miss You Active Donors Lo$ Donors Please Give Hi$ Donors You Are Special Non-Donors Increase your support Segment based on engagement B E S T
- 15. TIMING
- 16. Quarterly Communication G O O D
- 17. Monthly Communications B E T T E R
- 18. Bi-Weekly Communication B E S T
- 20. Collect Results for the Year G O O D
- 21. Review campaign results and adjust strategy for the future B E T T E R
- 22. Review Results vs. Benchmarks and Implement Tests for Growth Opportunities B E S T
- 23. OTHER ITEMS TO CONSIDER
- 24. Vary the Content
- 26. Think of the DUX: Donor (User) Experience
- 27. Invest in A Welcome Series
- 29. Questions
- 30. THANK YOU! E M A I L U S : coop@lautmandc.com V I S I T : mealsonwheelscoop.com
Editor's Notes
- Christa to Welcome everyone Meg - Tell us where you are from while we are waiting, we are recording this and will share the slide. Remember to record Meg – to do poll. Ask people to let us know their platforms, and how many active email subscribers you have.
- Megan Before we jump into best practices, we did want to share some platforms that other MOW co-op partners are using and what other nonprofits that LMNC works with are using. Some send emails, some have donation pages, and some do both As an agency, we have experience and knowledge in all of these and many more. So again, if you have a platform specific question at any point, feel free to ask away. Also we know that your platforms can limit you so some of our recommendations today are dependent on your platform but we can always provide you with solutions to challenges you may face
- Christa THINGS TO REMEMBER Although marketing and PR efforts do fall in line with most fundraising efforts our recommendations are merely keeping fundraising top of mind. Remember our demographics in targeting individuals for fundraising online is slightly younger than in the mail but still 50+ - there are opportunities for younger age engagement online. But the goal there is to keep cultivating those relationships so that when they are able to donate with disposable income they will. We always want to keep in mind that we are not our donors or supporters (although we may donate and support causes) but we don’t want to get a tunnel vision that we know best. Recommendations are based on historical results within the nonprofit industry, Lautman Maska Neill & Company’s clientele and Meals on Wheels Co-op Partners ALSO You may recall how our format was for Part 1 we will follow the same format today going through best practices of a good place to start, better place to be and the best possible way you can end up.
- For those of you unfamiliar with LMNC…. Christa Introduce LMNC Lautman Maska Neill & Company is an award-winning direct response consulting firm specializing in fully-integrated fundraising exclusively for nonprofits. Since our founding in 1992, we have had the privilege of helping hundreds of organizations meet their financial and organizational goals through our work as direct response fundraisers. Along the way, we have earned a reputation of being one of the most well-respected firms in the industry. Christa to introduce Meg: Meg Brackett Manager, Co-op Operations @Lautman Maska Neill & Company As Manager — Co-op Operations, Meg joins Lautman Maska Neill & Company with more than eight years of experience in production, marketing, and communications. At Lautman, Meg is a part of the digital team leading efforts for Facebook, Google Search, and Display online advertising. Christa to introduce Megan Buck-eite Senior Digital Account Executive As a Senior Digital Account Executive, Megan has more than seven years of experience working with nonprofits to help them achieve their goals, and she is passionate about digital communications and marketing. As part of the digital team at Lautman, Megan spearheads the digital campaigns for several of our clients, including the Parkinson's Foundation, The Actors Fund, Northern Westchester Hospital, and Virginia Hospital Center.
- Meg Today, we will be talking about email best practices. In part 1, we discussed website best practices as we feel your website is the starting point of having successful multi-channel campaigns. If a supporter or prospective supporter cannot find your website or navigate your website – how can they stay up to date on your good works, donate and support your cause? (Mention we have it recorded in case anyone missed it!) And now we are ready for emails! As we go along this series, you will see how each part integrates with each other. Feel free to ask any questions during this presentation or feel free to reach out after today’s session. And thank you so much for joining us!
- Meg These are the best practice topics for email that we will be covering today.
- Meg
- Meg Basic step one but we find a lot of clients are not always ready to ask for donations on email. They will send as a soft ask in a newsletter or ask in a PS. But, just like in the mail, asking for donations is the first step!
- Meg More than one touch, email inboxes are crowded, competition
- Megan RIF vote on your member card HRC “email 0” MOW “send a note” ASK IF ANY QUESTIONS?
- Meg
- Meg An email list that includes donors, supporters and volunteers. Unsubscribes/Opt Outs
- Meg Multiple email lists Donors Volunteers Unsubscribes/Opt Outs Each list receives emails related to their segment
- Megan Segmenting emails by recency, frequency, and monetary value Unsubscribe/Opt Outs Allows for more personalization (say something about verifying donor’s information emails?)
- Meg Best during the week days and test it, but test it!
- Meg 1 program update/impact email per quarter 1 fundraising email per month 1 cultivation email per quarter **overlap with your regular marketing and communications calendar and customize to your organizations needs and staff time**
- Meg 1 program update/impact email with fundraising ask per month 1 fundraising email every other month 1 cultivation email every other month Keep it simple
- Megan Campaign series 3-5 emails per month including cultivation, fundraising, engagement and program update/impact Doesn’t have to happen over night – work up to this. Some email platforms have limitations for the number of emails you can send.
- Meg
- Meg Unique Opens Unique Clicks Donations Unsubscribes, you what to make sure it doesn’t jump up dramatically Look at desktop/mobile
- Megan Testing is a good way to measure Open Rate Click Through Rate Response Rate Unsubscribe Rate Page Completion Rate (the number of people who made a gift over the number of people who clicked the donation form) $ raised/Avg gift
- Megan https://mrbenchmarks.com/
- Meg Mix it up! Subject lines, emojis, senders, photos, time of day, day of the week
- Megan We have shared best practices but results can vary. I’ve already shared about how great testing is and this is why – your program is unique and best practices only go so far. The more results you collect and more you learn about your donors, the more you can customize your program to what your donors respond to
- Meg How long it takes for donors to make a donation, emails are shorter, subject line, who is it from
- Megan What is a welcome series? 1-3 emails that someone who signs up for your emails receives before being folded into the larger list. Great way to connect with new supporters, share opportunities to engage (social media, volunteering, take a survey), and plant seeds to encourage future gifts. Right away is a good time to ask for a gift bc interest is high.
- Megan Email is just one channel among many – direct mail, website, social media, etc. Consistent messaging across all channels – pieces of a puzzle that work together
- Christa – I think its so important these days how everyone is more and more online and wants to hae more and more communication online and we don’t see that going awaqy even after vaccinations are complete. So these recommendations are for now and in the future.. Until of course the trends change and we have another webinar to fill you in on. Thank you so much for joining us today! Part 3 will be next month and will be focused on social media… we hope you can make it. If you have any questions, we are available.