Sarah Casey, head of client services and Alex Lloyd, co-founder and director, Forward Action Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Five ways to grow your
email list – then keep
people interested!

2. So, when it comes to
email, what do we already
know?

3. 1. Best way for mobilising your supporters to take action
2. When done well, emails can raise a lot of money
3. Email is still the most cost-effective channel for 1:1
communication with your supporters

4. The Challenge…
With so many companies vying for our
attention, we need to find a way to cut
through the noise

5. We need to find innovative ways to recruit
people and encourage them to support
your organisation

6. 1. Petitions

7. Petitions still work*
*(When done well)

9. The technology you are using is key to
your petitions success
Run A/B testing to optimise your approach

11. 30% Share
Rate Increase
400% Donate
Rate Increase

13. 2. Handraisers

14. ‘Handraisers’ ask people to:
● Stand-up against some sort of injustice
● Publicly re-affirm their values
● Prove they’re on the right side of history

15. These can be used when:
● You don’t have a specific petition live
● You don’t have a concrete theory of change
● You don’t do advocacy/need an alternative
offering

18. Growth beyond the
petition

19. When looking at all of these examples,
consider where your list growth is coming
from

20. 1. Promote sharing through your current
list
2. Use Facebook Ads to drive additional
growth

21. 3. Personalised
Engagement Tools

22. Tell users some personal insight about
themselves
The answer should be different for each
person engaging with the tool

23. Good for when you’ve already ‘picked the
low hanging fruit’
Are an engaging way to widen the appeal
of your campaign’s message

24. 1. Make it personally
relevant and curiosity
piquing

26. 2. Make it quick and easy
and / or fun to get your
result

28. 3. Reference users’ results
in the Facebook share
post and ‘pass it on’ to the
next person

31. 4. Quizzes

33. 1. Create something people want to
engage with
Choose your hook - and make sure it
links with your campaign’s message

35. 2. Challenge Framing
“Hardly anyone can correctly identify
the following 9 African countries”

36. 3. Think about the user experience
● Strip the design back
● Make sure it is easy to use
● Keep copy to a minimum

37. 5. Votes

38. ● People love to tell you what they think
● People love to see if other people agree
with them
● People love to express their personality

40. So, you’ve added
thousands of new emails
to your list. What next?

42. Create a Movement Story

43. 1. It must have big-picture goals and stories
2. It must have real-world impact
3. It must build a community
4. It must create collective ownership
5. It must be bigger than any one campaign

44. People aren’t solely ‘campaigners’ or
‘eventers’, ‘volunteers’ or ‘regular givers’

45. Don’t limit your digital communications
by only offering one action to take
Create a rolling digital communications
programme

46. You want to make your first follow-up ask
hours after new supporters sign-up to
your email list

47. We recommend sending 1-2 emails per
week

48. So what should these
emails include?

52. Surveys and polls empower your
supporters and make them feel more
connected with your organisation

54. Set up welcome email series for new supporters
Find ways to offer behind-the-scenes insight
Regularly thank supporters and emphasise their
part in the movement

55. Ensuring that you can
communicate with your new
supporters after GDPR comes into
play is key

56. It is becoming more important to create
content people want to engage with
We need to create a reason for people to
want to continue to hear from you

57. Any Questions?

58. Content strategy:
planning and delivering
standout content
22 February 2018
London
#CharityContent

59. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk