The document discusses how email has become an important tool for nonprofit relationship building and communication. It provides tips on growing email lists, segmenting lists, email design, and using landing pages. Integrating online and offline communications through a centralized database is important. Testing campaigns and adjusting based on results is also recommended.

1. The New World of eMail Communications: The Newest Tools for Relationship Building By: Andy Zellers [email_address]

2. How is the Economy Affecting Giving? Image Source: http://www.emu.edu.tr/mbalcilar/econconference/index_files/global-economy_0.jpg

3. How is the Economy Affecting Giving? 52.3% of donors are still planning to give the same amount or more in donations for 2009—only 17% are planning to give LESS Donors plan to give less through direct mail, telemarketing, door-to-door canvassing and MORE through online giving and in kind gifts instead of cash *Overall Online Gifts have increased 26% in 2008 THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE LARGER THEIR GIVING AND ENGAGEMENT! Source: Philanthropy In A Turbulent Economy: Penelope Burk March 2009 * Source: NTEN Benchmark Study 2009

4. The Rules Still Apply (It’s all about relationships… not technology)

5. Note: There are many email vendors and solutions out on the market but it is important to be able to make sure that your choice of solution can integrate with your database so that you can target and segment your communications

6. Why Has Email Become So Important? People are busy…they want to communicate/interact on their own time Email is inexpensive… Email provides virtually instant access to friends and supporters Email is a great equalizer Email is measurable

7. Reads email before snail mail More comfortable online Busy, satisfies interests on own schedule Expects information to be personalized Expects immediate feedback Demands information on progress/ stewardship Wants a way to share experiences with others online Today’s Supporter

8. No Email List? No Problem… Whether you have some contacts or are starting from scratch, anyone can grow a strong email list The three most important factors in effective email list-building are: Where and how you acquire the addresses How you welcome each new subscriber How you manage the relationship after the opt-in Source: EmailLabs

9. Grow Your List Online Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures Use Search Engine Optimization/ Marketing to increase traffic and subscriptions Investigate alliances or partnerships with similar or complementary organizations to reach common supporters Advertise your newsletter/services/cause through a 3 rd party list

10. Grow Your List Offline Ask for email addresses at every touch point Instruct staff to capture email addresses over phone when appropriate Include your website address on all printed materials Offer an incentive to register (contest, raffle) to collect emails

11. Now that I have permission… Hook them early, and keep them engaged over time Optimize the welcome message Send follow up message within a week (or less) After a few months of active email, survey lists to see if you are meeting expectations

12. Why Segmentation is Important Segmentation breaks your audience into manageable parts If the goal is building relationships, it helps to know who you are talking to Segmenting your list will lead to more targeted messages If you don’t segment, you are treating every one of your recipients like they are the exact same type of person

13. How to be a Good Sender In your messages, always include: The purpose; why you are sending it to the reader A clear way to unsubscribe. Consider offering alternative ways to receive emails, such as: Receiving newsletters monthly vs. weekly Change of address (home vs. business email) Sign up via RSS Link to your homepage Privacy policy Physical/street address of your organization Don’t get caught in spamtraps

14. How Important is that Header? 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message 73% based that decision on the "From" name 69% percent based the decision on the subject line Source: 2007 Email Sender and Provider Coalition (ESPC) study

15. Use Landing Pages to Increase Conversions So I got them to click…now what? Landing pages are a natural extension of email, regardless of message The goal of most landing pages is to persuade a visitor to complete a transaction Landing page effectiveness is measured by conversion rate You should test landing page elements like you would test email or direct mail

16. Example Landing Page

17. A Few Email Design & Usage Tips Keep truly important items above the fold Ask subscribers to add your from address to their address book Host images on your web site rather than embedding them Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions) Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . )

19. 6 Most Common Mistakes with emails: Not Asking/Surveying your entire constituency for communication preferences such as using survey monkey or other free survey tools to find out your prospects and donors general communication preferences Not Asking for emails on website such as “sign up for our eNewsletter” and tell us what you’re interested in Not Asking Permission before sending mass emails to your constituents to begin with

20. 6 Most Common Mistakes with emails: 4. Not Testing and SPAM checking what email looks like prior to sending on different email browsers and SPAM checking will catch items that may compromise your deliverability 5. Not reviewing deliverability/click-through reports during campaign 6. Not adjusting future campaigns based on lessons learned and adjusting and after the email campaign is over – TRY SOMETHING DIFFERENT if it was not as successful as you intended

21. Real Life Example…. Dec 11: Subject line: Urgent Appeal: Your gift to CRS is vitally important! Straight Appeal Static donation form Raised $112k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

22. Dec 29: Subject line: Only 48 hours left to make a tax-deductible gift! Added “hotspot” text Added video message from our president (that plays right on the donation form) Added a strong pull-quote Raised $112k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

23. Dec 31: Subject line: Final Deadline: Last chance to make a tax-deductible gift New “hotspot” text Kept video message from our president New pull quote Raised $119k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

24. Are your communications integrated? Integration directly in/out your database Online & Offline Communications Customizable Cut down on mailing, administrative time & costs Accessible from mobile phone, laptop, home computer Measureable results

25. What does fully integrated mean to you?

26. Add enewsletters, events, links to Social Networking Sites eTapestry records the number of times a site was shared through these Share links on each social networking site, as well as the number of times individuals clicked on the shared link.

27. Web Site Optimization 75% of donors will check your website before making a gift whether it is Online/Offline If Relationships are Built on Communications . . . Set yourself up for success! A Few Key Changes can Make a Huge Difference Your website = tool for engagement

28. 1. Learn from your content (Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed, where they stayed the longest, and what content produced actions.) 2. Make your content easy to consume (Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.) 3. Make your content ever changing (Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.) 4. Make your site easy to find (Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!) Keys to Building a Successful Web Site

30. Top Ten Traffic Sources

31. They’re at your website, now what do they do? Can they engage? Can they add content? (Web 2.0) Can they give or volunteer? Your goal – to get something from them!

32. Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database

33. Do you have an Online/Social Media Strategy? Google Adwords Media & PR E-mail Campaigns Social Networks Integration with Direct Mail Banner Ads on Homepage, Blog and eNewsletter

34. What is Social Media? Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. Source: Wikipedia, 2009.

37. Food for Thought…. Top 5 Most Visited Websites in the United States: Facebook is #3 YouTube is #4 MySpace is # 5 (Twitter is #14) Source: h ttp://www.alexa.com/topsites/countries/US

38. YouTube! Allows you to attract more traffic to your website Videos can easily be posted on website or as a link within an eBlast or eNewsletter FREE service to increase your visibility Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents

39. April 2009 Data comScore Video Metrix Service Video now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted 78.6% of total U.S. Internet audience viewed online video. Average video viewer watched 385 minutes of video, or 6.4 hours 107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer) The duration of the average online video was 3.5 minutes Source: BrightRoll

40. YouTube Takeaways… “ SHOP” Others Identify a few constituents who would like to share their story with others & record a few different testimonials each year Integrate with your website and eNewsletter blasts Get Creative!!

41. FACEBOOK What is Facebook?? A FREE, online social networking site that connects people through online communities Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old. Non profits can use Facebook to: Connect Brand Share your story Fundraise

42. FACEBOOK Users

43. FACEBOOK Takeaways… Real Life Application The Nature Conservency’s “Lil Green Patch” Case Study Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming 20K new cause members and $33K in support since Feb 2008 These results will most likely NOT be the case for your organization… HOWEVER, creating an online, Facebook presence will not hurt Creating a group of fans/people that advocate for your cause WILL increase your giving and support POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK Have an intern or student volunteer create these pages for you —they typically have the most knowledge and insight into what will sell to their generation of internet users!

44. Social Networks: Hints for Success It is not FREE, resources are required Being present is not enough, engage Be authentic, otherwise you will be exposed fast Endorsements matter, think forwarded emails! Measure Have something to say, must be regular or it dies fast Stephanie Miller, Email Insider, 2009

45. Real Life Story via the “New York Times”…

46. “ Web Site Story Continued” Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover all Admin Costs * Donors can Locate Their Well on Web via Google Earth

47. “ Web Site Story Continued” Charity: water * Raised $250,000 via Twitterfest * Raised $965,000 via Sept. Birthdays * Tons of Video * Easy to Engage * Giving is Joyous * Infectious with Youth/Boomers!

51. charity: water Was the $250,000 raised via Twitter the key fact? Was the $975,000 raised from Sept. birthdays the key fact? Is the way they have harnessed web/video technology the key? How about how they show impact via Google Earth? Communicating daily w/ 500,000+ followers!

52. A few vendors that currently offer this functionality include: Blackbaud: http://internet.blackbaud.com/ Active.com: http://www.active.com/ eTapestry: http://www.etapestry.com/ Firstgiving: http://www.firstgiving.org/

53. What is it? Personal Fundraising is a viral fundraising tool that uses the Internet and email to empower your constituents to raise funds for your organization. It allows your constituents to leverage their network of contacts and their passion for your cause and make personal appeals to their friends, family, and associates, thus generating new support for your organization.

54. By the Numbers: Average volunteer or event attendee sends over 30 emails 1 in 4 emails sent by a volunteer results in a donation Average online gift is over $70! Statistics from actual eTapestry client data, surveys and from http://www.e-benchmarksstudy.com

55. Real Life Examples of Personal Fundraising Success The Lupus Foundation of Minnesota recently hosted a Walk/5k Run event late in 2009. Utilizing Personal Fundraising technology costing under $1,000, the Lupus Foundation raised $60k in just a few weeks – doubling their increased goal once it was raised from the initial $10k to $30k!

57. Donor Loyalty How do you know which donors are loyal? Which are accessible? Which feel trapped? Which are at risk?

58. Why Measure? More NP’s Equal More Competition Appropriate Donor Strategy is Easier Donors Expect More Everyone Loves to Provide Their Opinion

59. Why Measure? More NP’s Equal More Competition Appropriate Donor Strategy is Easier Donors Expect More Everyone Loves to Provide Their Opinion Retaining Current Donors is Job # 1 Knowing Where to Focus is Essential Avoidance of Lapsed Donors is Huge

60. From your online donation/event registration page…

61. From your email campaigns…

62. 57% 2% 17% 23% n =55 accounts

63. There’s always survey monkey as a place to start!

64. Summary Segment your email list and send targeted messages Utilize social media to reach new people Create a website that allows people to take action and gives them a reason to come back Donor loyalty – you have their attention now keep it by giving them what they want

65. Questions?

66. Thanks! Andy Zellers [email_address] 317-336-3879