This document discusses tactics for engaging website and email users, including: - Using social media feeds and sharing on websites and confirmation pages. - Segmenting mailings and customizing content in newsletters, surveys, and prompts. - Sending automated email series after donations, registrations, or to welcome new donors/registrants with updates over 3 weeks. - Testing emails using A/B testing and ensuring emails display properly on different devices. - Allowing opt-outs of specific campaigns instead of full unsubscriptions and promoting social media as an alternative connection channel.

1. BBNC Engagement

2. Current Tactics
Social Media
• Feed on Home Page
• Robust Social Media Connect Page
Providing Relevant Content
• Segmented Mailing
• Conditional Content in Newsletters
• Personalized Content
• Surveys
• Personalized Prompts for Further Engagement

3. Website Tactics
Social Sharing on Key Webpages

4. Website Tactics
Social Sharing on Confirmation Pages

5. Website Tactics
Lightbox for Email/Registration Sign-up

6. Email Tactics
Social Sharing on Confirmation
and Engagement Emails

7. Email Tactics
3 Weeks Later3 Weeks Later
Additional Ways to Connect — blog, social
media links
2 Weeks Later2 Weeks Later
Update Progress Email (info-graphic)
1 Week Later1 Week Later
Who We Are Email
DonationDonation
Welcome Campaign for
Donors and Registrants
(Automatic Email Series)
• Each email in the series is
set up as a weekly
scheduled email.
• The email pulls it’s mailing
list from a dynamic query.
(For example, the first email in
the series would pull a query
that identifies first time donors
that made a donation in the
last 7 days.

8. Email Tactics
Welcome Series Data
• People who open one of your Welcome Series emails are 20%–30% more
likely to open emails long term.1
• The average open rate for Welcome emails is 50%, making them 86% more
effective than email newsletters.2
• Subscribers that receive a Welcome note show 33% more long term brand
engagement.3
• 88% of the top non-profits do NOT send a Welcome series;4 however,
automated Welcome email is a no-brainer.
1 http://powerthruconsulting.com/case-studies/whats-email-welcome-series-worth/
2 Marketing Sherpa
3 Cheifmarketer.com
4 Online Fundraising sponsored by Dunham + Company
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9. Email Tactics
Types of Triggered Email Series
• Email signup welcome series
• Donation welcome series
• Event registration welcome series
• Community signup welcome series
• Membership purchase welcome series
• Membership expiring series
• Monthly donor credit card expiring series
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10. Email Tactics
Testing Emails Using a/b Testing Tool
1. Target audience
2. Landing page
3. Subject line
4. Call-to-action link
Blackbaud Confidential 10

11. Email Tactics
Engagement Reading Environment
There are third party tools available that help you test for all kinds of
readers and devices and can also supplement your email reports.
They work with your current email service provider tools.
• Emailonacid.com
• Litmus.com

12. Email Tactics
Robust Opt-Out Page
• Associate e-mails
with campaigns so
constituents can
opt-out from that
campaign instead
of unsubscribing
altogether.
• Promote social
media
as another channel
through which to stay
connected.
• Different
“subscriptions” are
created by using
attributes.

13. Questions?