Personalized email marketing engagement is central to getting results whether it be fundraising for your nonprofit or raising alumni funds for your university. Learn best practices from some of the top innovators in the social sector.

1. Fundraising, Advancement, and Marketing
Mash-up
Chris Thomas
Chief Innovation Officer
Sierra Club
@cxthom
Jen Jurgen
Associate Director of Operations,
University Relations
Wesleyan University

2. Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such
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any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our
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The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
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3. Who we are. What we do. How we do it.
Global Force
for Good
Two
Organizations
Salesforce
FoundationSalesforce.or
g
Product Development
& Distribution
Programs &
Grants
One
Model1% Product 1% Equity 1% Time
Pledge 1%
10 Free
Licenses
Deep
Discounts
Two
Product
Discounts
Three
Areas of
Reinvestment
Innovation Community Grants
Six
Nonprofit
Solutions
Fundraising Programs Engagement
Marketing Big Data Platform
Two
Social
Sectors Nonprofit Higher Ed
$85M+
Grants
920K+
Hours
25K+
Customers
$350M
+
Donated
Product

4. Celebrating 16 Years of Giving Back
1-1-1
Model
Adopted
$85M+
Grants
1% Equity
25K+
Nonprofits & Higher Ed
1% Product
Sharethemodel.org
920K+
Service Hours
1% Time

5. Marketing
Donors
Partners
Advocates
Community
Employees
Board
Community
Clients
Volunteers
HR ERP Payroll
The Connected Nonprofit
Analytics
System of
Record
System of
Intelligence
System of
Engagement
Program Management Fundraising
Analytics

6. Market
Recruitment
Engage
GL Housing HCM SIS LMS Degree
Audit
Financial
Aid
Meal
Plans
Payroll
Student Success
Analytics
Advancement
Prospects
Donors
Faculty & Staff
Parents
Corporations
Students
Alumni
The Connected Campus
System of
Record
System of
Intelligence
System of
Engagement

7. Sierra Club Innovation Program
Chris Thomas, Chief Innovation Officer, @cxthom

8. Goals – Presentation Overview
Create a multiverse of
engagement possibilities
Organize your user’s
experiences
Technology
implementation
1 2 3

9. Very few constituents have
“cross-pollenated” into other
forms of support to the
organization

10. Sierra Club Online Program
• 2.4m Members and Supporters
• 300m emails/year
• $5m online fundraising
• 620,000 online action takers
• 9m web visitors
• 160,000 AddUp users (since March)

11. Problems We're Solving
• Many opportunities to engage, low cross-pollenization
• Lack of context
• Unfulfiled fundraising potential
• Lack cohesive user experience
• Opportunity to optimze conversion

12. Description here.
Container resizes as needed.

13. Multiverse of
Engagement
Possibilities

14. Online Activist
Journey

15. Rollout

16. Fundraising, Advancement, & Marketing Mash-up
Jen Jurgen
Associate Director of Operations, University Relations
Wesleyan University
Middletown, Connecticut

17. Best practices are those
practices that generally
produce the best results or
minimize risk.
- Chad White (Email Marketing Rules)

18. Goals – Presentation Overview
Onboarding and
Developing Best
Practices
Success of Wesleyan’s
#GivingTuesday
Campaign
Q & A
1 2 3

19. Onboarding and Developing Best Practices
• Our Approach – our constituent base does not change and we can’t lose them
• Use of data extensions (using data from fundraising database)
• Creating basic templates
• Strategic use of FROM, SUBJECT lines and planning timing of send
• Learning when and how to use segmentation, A/B testing, dynamic content
• Assigning a group of emails to a campaign for ease in reporting
• Preview/Testing and approval process

20. Wesleyan’s #GivingTuesday Campaign – 12/2/14
Goal = 1,000 gifts
Using a global movement to market our cause
Series of 9 emails:
• Introduce #GivingTuesday starting two weeks
prior
• Feature recognizable spokesperson (actor
Brad Whitford ’81)
• Highlight something constituents care about
(supporting financial aid)
• Provide updates on progress throughout the
day (4 emails on day of)
• Post-Campaign Follow-up with results (next
day)

21. The Journey
Consistent Messaging in All Areas
• Email Campaign
• Website
• Social Media

22. Sample Email Sends for Giving Tuesday Campaign
Sample 1:
Introduction to Campaign: 11/23
Sample 2:
Introduction to Campaign: Black Friday – 11/28

23. Sample Email Sends for Giving Tuesday Campaign
Sample 3:
Early Progress/Solicitation – 12/2, 8 AM
Sample 4:
Giving Progress/Solicitation – 12/2, 5 PM

24. Results
• Series of emails were sent to constituent base of 19,000
• Average deliverability rate of 99.6%
• Average open rate of 30.15%
• 10% conversion rate – over 2,000 gifts totaling $563,000

25. Questions?