Two award winning marketing mavens, Jessica Best of emfluence and Merritt Engle of Merrigan Co., discuss real life nonprofit marketing efforts from their respective client bases. You will learn about their most successful campaigns and how you might be able to replicate their best practices for your own marketing needs. Both of these marketers are certain to impress. Jessica has lead training for dozens of organizations and was chosen as a speaker for the highly treasured South By Southwest Interactive conference in Austin. Not to be outdone, Merritt has a client list that others can only dream about and was recently named Direct Marketer of the Year by the local Direct Marketing Association for her lifetime achievements in the industry. Get ready for a charismatic and educational lunch that will spark your creativity and has the potential to increase the effectiveness of your next campaign. Our objective is simple; create a Networking Group for Nonprofit Marketers to share and learn about critical activities that focus on growth and sustaining your mission.

2. Welcome to the NonProfit
Peer to Peer Lunch
Brought to you by:

3. Introductions

4. Direct Mail Marketing
Merritt Engel
merritte@merriganco.com
@merrittengel or
@merriganco

7. Results
Response Rate: 8.26%
Average Gift: $38
Why it Worked: Authentic, Donor Recognition

10. Results
Mailed 6.5% more pieces
53% increase in response
41% increase in revenue
25¢ more revenue per piece mailed
Why it Worked: New Concept, Donor Involvement

11. Best Practices
Consider Creative Package Approaches
Be Authentic to Your Mission
Make Sure Message/Action is Easily Understood
Put the Donor at the Center, Always
Close the Loop on Promises Made in Appeals

13. Results
Open Rate: 31.77% (audience of 8,329)
Average Gift: $213
Why it Worked: Visual tie to mail, simple
message, reinforcement to match

14. Email Marketing
Jessica Best
jbest@emfluence.com
@bestofjess or
@emfluence

16.  Clear calls to
action, built-in
 Event-driven email
timing
 Text-only pre-header
 Strong images that
share the story

17. 40% pre-event
commitment
=
Weather-proof
donations

18.  Longer is ok if it’s
skimmable and visual

20.  Beautiful images
that capture
brand
 Needs the brand
name above the
fold
 Needs text above
the fold… or
anywhere!

22.  Text pre-header &
short image
header
 Tell the story
 Visual button and
text calls to action
 Balance of people
pictures & text

23.  “Video” in email
(where the still
shot is a
person/face)
 An image with
every story
 Frequency should
be regular

24. Subject lines
 Aim for < 80 characters
 Clearly communicate your offer/call to action
 Beware % $ !! FREE and other spammy things
Subject: Bikers for Babies – Why We Ride
Subject: Register now for Bikers for Babies
Subject: How your gift can change a child’s life
Subject: How You Can Touch the Lives of KC Kids

25. Subject lines
 Don’t ignore the “2nd subject line”

26. Bonus points = integrated

27. Questions