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What!?!
You Mean There’s More to It than Just
Writing Copy for the Fundraising Email
Wednesday, March 23 | 3:30 pm - 5:00 ...
#16NTCintegratedContent @hrc #MicroContent
@lautmandc 2
Donor’s User
Xperience
Look at your next campaign from
the donor’s perspective
Ask yourself about all the
messages the don...
Consider the DUX!
• Who’s name do I see in the subject line?
• Do I get the gist of the message?
• Do I know what to do?
•...
Sender
Test how it will appear across
platforms/devices
#16NTCintegratedContent @hrc #MicroContent @lautmandc 7
Test Senders
Personal Organizational
#16NTCintegratedContent @hrc #MicroContent @lautmandc 8
Subject Line
An easy place to do A/B testing!
#16NTCintegratedContent @hrc #MicroContent @lautmandc 9
Subject Line Tests
“Renew Rachel” “Renew for $50 Rachel”
#16NTCintegratedContent @hrc #MicroContent @lautmandc 10
Preview Text
Make sure you have some!!
Using personalization is a nice
touch, but TEST!
#16NTCintegratedContent @hrc #Micr...
Call Out Boxes
Should…
… Have a sense of urgency
… Be compelling
… Be actionable
… Use a deadline
… Show the donor’s impac...
Testing the Language
Goal was # of People Goal was a $$ Amount
#16NTCintegratedContent @hrc #MicroContent @lautmandc 13
Calls to Action
• Personalize button
• Check box as button
• CTA vs. Ease of Use
#16NTCintegratedContent @hrc #MicroConten...
Step-By-Step
✔ Choose Sender
✔ Write Subject
✔ Write Preview Text
#16NTCintegratedContent @hrc #MicroContent @lautmandc 15
Land on
Petition
✔ Write copy for Header
✔ Write copy for
Call to Action Button
#16NTCintegratedContent @hrc #MicroContent...
Post Action
Where will you take them?
 Write copy for post
action landing page
#16NTCintegratedContent @hrc #MicroContent...
Post Donate
Where will they Land?
✔ Write copy for landing page
✔ Write copy for triggered
emails
#16NTCintegratedContent ...
Other Channels Need Words, too…
Copy in Social Images Copy Post Action
#16NTCintegratedContent @hrc #MicroContent @lautman...
Even a Video
Needed WORDS!
#16NTCintegratedContent @hrc #MicroContent @lautmandc 20
…
…
#16NTCintegratedContent @hrc #MicroContent @lautmandc 21
We’re Here to Help…
Let’s Get To It!
Ann Crowley
Vice President,
Membership & Online
Strategy
@HRC
Tiffany Neill, CFRE,
Pa...
16NTCintegratedCampaign
16NTCintegratedCampaign
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16NTCintegratedCampaign

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What? You mean there's more to it than just writing copy for a fundraising email?

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16NTCintegratedCampaign

  1. 1. What!?! You Mean There’s More to It than Just Writing Copy for the Fundraising Email Wednesday, March 23 | 3:30 pm - 5:00 pm | #16NTCintegratedCampaign Ann Crowley Vice President, Membership & Online Strategy @HRC Tiffany Neill, CFRE, Partner, Lautman, Maska, Neill & Company @lautmandc #16NTCintegratedContent @hrc #MicroContent @lautmandc 1
  2. 2. #16NTCintegratedContent @hrc #MicroContent @lautmandc 2
  3. 3. Donor’s User Xperience Look at your next campaign from the donor’s perspective Ask yourself about all the messages the donor is going to see/read throughout the course of your campaign DUX! #16NTCintegratedContent @hrc #MicroContent @lautmandc 5
  4. 4. Consider the DUX! • Who’s name do I see in the subject line? • Do I get the gist of the message? • Do I know what to do? • What do I read after I take the first action? • What then? #16NTCintegratedContent @hrc #MicroContent @lautmandc 6
  5. 5. Sender Test how it will appear across platforms/devices #16NTCintegratedContent @hrc #MicroContent @lautmandc 7
  6. 6. Test Senders Personal Organizational #16NTCintegratedContent @hrc #MicroContent @lautmandc 8
  7. 7. Subject Line An easy place to do A/B testing! #16NTCintegratedContent @hrc #MicroContent @lautmandc 9
  8. 8. Subject Line Tests “Renew Rachel” “Renew for $50 Rachel” #16NTCintegratedContent @hrc #MicroContent @lautmandc 10
  9. 9. Preview Text Make sure you have some!! Using personalization is a nice touch, but TEST! #16NTCintegratedContent @hrc #MicroContent @lautmandc 11
  10. 10. Call Out Boxes Should… … Have a sense of urgency … Be compelling … Be actionable … Use a deadline … Show the donor’s impact #16NTCintegratedContent @hrc #MicroContent @lautmandc 12
  11. 11. Testing the Language Goal was # of People Goal was a $$ Amount #16NTCintegratedContent @hrc #MicroContent @lautmandc 13
  12. 12. Calls to Action • Personalize button • Check box as button • CTA vs. Ease of Use #16NTCintegratedContent @hrc #MicroContent @lautmandc 14
  13. 13. Step-By-Step ✔ Choose Sender ✔ Write Subject ✔ Write Preview Text #16NTCintegratedContent @hrc #MicroContent @lautmandc 15
  14. 14. Land on Petition ✔ Write copy for Header ✔ Write copy for Call to Action Button #16NTCintegratedContent @hrc #MicroContent @lautmandc 16
  15. 15. Post Action Where will you take them?  Write copy for post action landing page #16NTCintegratedContent @hrc #MicroContent @lautmandc 17
  16. 16. Post Donate Where will they Land? ✔ Write copy for landing page ✔ Write copy for triggered emails #16NTCintegratedContent @hrc #MicroContent @lautmandc 18
  17. 17. Other Channels Need Words, too… Copy in Social Images Copy Post Action #16NTCintegratedContent @hrc #MicroContent @lautmandc 19
  18. 18. Even a Video Needed WORDS! #16NTCintegratedContent @hrc #MicroContent @lautmandc 20
  19. 19. … … #16NTCintegratedContent @hrc #MicroContent @lautmandc 21
  20. 20. We’re Here to Help… Let’s Get To It! Ann Crowley Vice President, Membership & Online Strategy @HRC Tiffany Neill, CFRE, Partner, Lautman, Maska, Neill & Company @Lautmandc Rachel Kottler Digital Account Executive @Lautmandc Robin Perry Director, Creative Services & Marketing @Lautmandc #16NTCintegratedContent @hrc #MicroContent @lautmandc 22

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