This document provides strategies for an advanced behavioral email marketing approach for non-profits. It discusses why email is an effective channel, the problem of list decay over time, and the importance of personalization. The document outlines a strategy to convert subscribers to one-time donors through low-friction acquisition and personalized messaging. It then recommends how to convert one-time donors to recurring donors through regular newsletters, highlighting the value of recurring donations, and providing thank you gifts. Specific email templates are proposed for each stage along with goals, features, and tips.

1. The Art of Advanced Email
Strategies
By: David CAaronson
Digital Inbound

2. Agenda
1. Why Email is the Best
2. Overview of List Decay
3. Behavior Based Email Strategy
4. Segmentation & Automation
5. Subscribers to One-Time Donors
6. One-Time Donors to Recurring Donors
7. Questions

3. Email is the Best

4. How Most People
Deal with Email

5. Email is:
1. Ubiquitous
2. Intuitive
3. Flexible

6. Goal: Create a behavioral email strategy
that solves tangible goals for nonprofits.

7. Who are you emailing?

8. 22%
Average Email List Decay Per Year

9. YEAR 1
500 People

10. YEAR 2
500 People
22% Decay
110 Lost Forever
390 People

11. YEAR 3
500 People
22% Decay
110 Lost Forever
390 People
22% Decay
196 Lost Forever
304 People

12. You Need to Fight List Decay

13. Behavior Based Email Strategy

14. Personalization is the key to fighting list decay
Personalized Marketing: leverage data analysis
and digital technology to deliver individualized
messages and product offerings.

15. Behavior Email Overview
Timely Personal
Action Based
Behavioral
Email

16. Personalization comes in many flavors
Demographics
Age
Location
Gender
Ethnicity
Action-Based
Source
Page Views
Downloads
Engagement
Customer Journey
Subscriber
One-time Donor
Recurring Donor
Champion

17. Segmentation & Automation

18. 42%
Marketers who do not send targeted email messages
(MarketingProfs2016)

19. Subscribers
One-Time
Donors
Recurring
Donors
Inactive/
Unsubscribes

20. Rivers & Pools

21. Subscriber
Regular
Updates
Onboarding Upgrade
1Time
Donor Upgrade
Recurring
Donor
Mix Goal Oriented Marketing Automation Flows
with Pools of Regular Email Updates

22. A few big questions:
1) How to turn subscribers to 1-time donors
2) How to turn One Time Donors to Recurring
Donors
3) How to fight inactive / unsubscribes

23. Subscribers to One-Time Donor

24. One-Time DonorsSubscribers
1
Acquire
subscribers with
low-friction lead
capture methods
2
Collect
engagement info
for personalized
outreach
3
Use personalized
messages for
one-time
donation
4
Follow-up with
additional infoon
your non-profit
cause

25. Subscribers
1. Acquire subscribers in a low
friction way.
2. Use content to acquire more
info.
3. Use data to have more
personalized email to
subscribers

26. Note on Marketing Automation
Marketing Automation
exist to make your life
easier, engage with
folks faster, and track
goals more effectively.

27. Welcome
Email
About Us
Special Offer
Make them feel welcome & set
expectations
SHOW type of programs
contributions go to.
Offer something special to
encourage 1-time donation
Automated Marketing Emails for Non-Profits

28. Welcome Email
GOAL: Provide a short synopsis of the cause,
problem and provide links to additional
information
FEATURES:
❑ Compelling visual
❑ Clear articulation of problem +cause
❑ Single CTA =LearnMore

29. About Us
Goal: Show what your organization has
accomplished and express the value of
contributions.
FEATURES:
❑ Video +Images
❑ Numerical expression ofaccomplishments
❑ Single CTA - Focused on seeing more of
the value

30. Ask for Donation
Goal: Encourage a 1-time donation to
support the cause
FEATURES:
❑ Compellingoffer to act now
❑ Copy has sense of Urgency +
Impact
❑ Two CTA’s - Focus on support
with info to learnmore.

31. Special Offer
Goal: Encourage a 1-time donation to support
the cause
FEATURES:
❑ Compellingoffer to act now
❑ Copy has sense of Urgency +Impact

32. Email Pro-Tips
● Create content that helps
people understand what their
contribution goes to.
● Focus on the cause and try to
inspire immediate action.
● Use “real” images to engage
subscribers
● Mobile optimized emails

33. One-Time Donor to Recurring Donor

34. How to keep people engaged
1. Create a newsletter to provide relevant updates
2. Use recent news events to encourage engagement +
action
3. Include link to become recurring donor in all update
emails

35. Newsletter
Recurring
Donor Ask
Thank-You
Regular updates to encourage
connection to cause
SHOW the valueof becoming
arecurring donor
Share something special
Marketing Emails for 1-Time Donors

36. Newsletter
Goal: Regular updates to encourage
connection to thecause.
FEATURES:
❑ Monthly updates
❑ Highly visual
❑ Mix of images, videos and blog content

37. Recurring Donor Ask
Goal: Join a group of recurring donors.
FEATURES:
❑ Packages of differentoffers
❑ Ability to donate 1-time
❑ Clear value props on impact

38. Thank-You
Goal: Provide something special for
supporting on a regular basis
FEATURES:
❑ Clear expression ofgratitude
❑ Special information for recurringmembers

39. THANK YOU!
Download the presentation at
http://diginb.us/2iUQW2p
David C Aaronson, Email: david@digitalinbound.com