Alex Lloyd, director and Sarah Casey, head of client services, 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. Making the most of
your email list

2. Email Tools

3. Email Service Providers Advocacy Tools
Fundraising Tools
All-in-one
email/advocacy/fundraising Tools

5. Motivation
Ability
Trigger
BJ Fogg’s Behaviour model

7. Ability
Make it as quick and easy as possible to take your desired
action
● Simple, clean forms
● “It only takes two minutes”
● One click actions
Think: How can I make this quicker and easier?

9. Trigger
● Email
● Call-to-action
● Clear, direct, unambiguous
● One is not enough
Think: How can I provide more triggers?

11. Motivation
● Theory of change
● Urgency/deadline
● Aspiration - identity and values
Think: What emotion am I making the reader feel, and why
will it motivate them to engage with my cause?

12. Theory of Change
Think: How can I show potential supporters that joining our
email list and becoming a supporter will make a difference?

13. Urgency
Think: What is it important that people engage with our
cause now?

15. Aspiration - Identity and values
Think: How can I encourage people to publicly express that
they share our values?

16. Aspiration - Status
Think: How can I encourage a wide group of people to engage
with our cause?

17. Motivate your supporters to
keep engaging

19. You want them to be more
than just a passive
audience

20. Create a Movement Story

21. 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

22. Narrative
1. Where are we now?
2. Where do we want to be?
3. What can our supporters do to help get us there?

23. Reprieve -
a small charity doing digital well

25. Set up welcome email series for new supporters.
This is your chance to build a relationship.
Say thank you. And then say it again.
Emphasise their part in the movement.

26. Segmentation and Testing
Think: How do I prove or disprove my assumptions about
what our supporter want to do?

27. Testing doesn’t have to be
complicated
Think: Can I run a subject line test on my next email?

28. Questions?

29. 11 July 2018
London
#CCsmallcharity
Small charities
communications conference

30. 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