What if you’re in business to NOT make a profit? No, I am not talking about losing business or operating in the red, but what if you’re a non-profit organization? How do you do more with less and still innovate to attract and retain donors? More communication, less communication, demographic focused or still working with direct mail, there’s a lot to think of …but going digital can really add value to your existing channels and help you discover and maximize new ones. Yet, the one connection non-profits have is authenticity and a story. For everyone else, are there things we can learn in the Retail, Travel and other industries from the non-profit space? By taking a wider vertical focus you can always learn more, especially from organizations where ROI is under even more intensive scrutiny than usual. Join Ryan Phelan, VP of Marketing Insights and Tristam Jones, Head of Account Management, in this energetic and worldwide discussion on the learnings from the non-profit space. You’ll walk away with: Clear examples of engagement campaigns in email from some of the top non-profit organizations Challenges facing the NFP sector and tips to overcome them How to take advantage of the unpredictable donation The top things the for-profit space can learn from non-profits Maximization of foundational email programs can help any marketer

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WEBINAR: What can NOT making a profit teach us! -
Lessons for us all from the Non-Profit industry!
Ryan Phelan | Tristam Jones
August 2016

2. Logistics
1. Yes, this is being recorded and will be sent out post webinar
2. You can hear us, we can’t hear you
3. There will be time for questions at the end
4. Tweet us @adestra
2

3. • Industry Experience
• Vice President Strategy, Acxiom
• Vice President, Strategy, BlueHornet
• Director, Email Marketing &
Acquisition at Sears Holdings
• Responsible for East Coast
Operations at Responsys
• Director Email & Online Advertising
at infoUSA
• Thought Leadership
• Respected thought leader and
national speaker
• Chairman Emeritus of the EEC
Board
• Board member, ESPC
• Advisory board member for DMNews
• Recognized as one of the top 40
Digital Marketing Strategists in the
country
• Regular contributor on ClickZ
Vice President, Marketing Insights
Ryan Phelan

4. • Sector Experience
• Head of Mass Participation &
Events, BHF
• Innovation lead, BHF
• Mass Participation Manager,
Breakthrough Breast Cancer
• Responsible for events and mass
campaigns marketing, Macmillan
Cancer Support
Head of Account Management
Tristam Jones

5. 5
• About Adestra
• Market Influences
• Non-Profit Characteristics
• Examples and Solutions
• Wrap up
• Q&A

6. Obsessive, award
Winning customer
service with 98.7%
client retention rate.
10 Years as a leader
in the email
marketing space with
thousands of users.
Account structure
for complex
organizations and
agencies.
Native Enterprise
tools that you will
use, not pay extra
for which maximizes
revenue.
In app chat, quick
response phone or
email to provide the
quickest service in
the industry.
We were founded on the principle that
marketing success takes more than
technology, and that’s why customer service is
at the heart of our business. We’re not just
Software as a Service, we’re Software and a
Service

7. WEBINARS | CONFERENCES | WHITEPAPERS | ARTICLES | VIDEOS | CONSULTANTS

8. This is what we want…

9. But this is what we get…

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When do you check your email?
(Check all that apply)
2016 Adestra Consumer Digital Benchmark and Usage Report

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Consumers want more than just discounts
Which of the following are your most important reasons for signing up to receive
emails from companies seeking your business? What else? (Check all that apply)

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Today, we talk about non-profits and what they can teach us

13. Remarkable Characteristics of Non-Profit Companies
Advantages
1. Engagement is easier
2. The tangible product is a personal
fulfillment
3. Data is key
4. Lack of digital dependence
Challenges
1. Demographic
2. “How to hug” moments
3. Predictable cycle
4. Transparency
5. Limited audience
6. Saturated Market
7. Lack of digital dependence
8. Digital Innovation
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There are innovators, but is the adoption widespread enough?

14. Innovation does not need to be big
14
Proportion of email system’s functionality used
When marketers were asked what percent of their current platform they actually use,
only 41% indicated that they use over half.
17% 42% 32% 9%
0 - 25% 26 - 50% 51 - 75% 76 - 100%
Email is one of the strongest performing channels in terms of ROI, but there is
still a lot of opportunity for users

15. Digital Innovation Example: Charity Water
Transactional change to not only
inform on transaction, but lead the
donor through the project!
More about the impact of the donation
over time.
Tell the story, even when it’s after
you’ve told it!
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16. Digital Innovation: CRUK MyProjects
Web-based platform to provide
transparency for the donation
Crowdfunding aspect
engenders “team” mentality (us
vs cancer)
How can your email
programme mirror and develop
this relationship?
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17. Digital Innovation of traditional
methods: virtual events
New technology can be
expensive, but how can you
use your existing stack in new
ways?
There are big rewards to be
reaped…
…and APIs mean merging tech
is easier than ever
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18. Lack of Digital Example: Apps
Sure, we have a few charities with
apps, but the penetration is not wide
spread. The question becomes, how
do we regularly make a non-profit
interactive?
• App to show in real time, how your
money is used (Charity Water)
• Photos from the front lines
• Social media highlights
• Appeal to the advocate and loyalist
• Just have (appropriate) fun
18
Red Cross App

19. Email is the preferred method and while money is being made in direct mail, proper use of email and
digital can yield greater rewards!
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If you could select a communication preference from a business which would you choose?
Lack of Digital Example: Email

20. Engagement Example
• Haiti Emergency Forward
sent April 18th raised:
• $33,406
• 448 gifts
• 1,395 click throughs
• 448 gifts
• Sent to 626,759
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• Fall Housing sent Feb 24th
raised:
• $153,821
• 784 gifts
• 2,458 click throughs
• Sent to 225,129

21. How to Hug Moments Example
It’s hard to communicate the “hug” of a
good feeling from a donation in an email.
Yet, communicating the why you would
donate can be easier with video.
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22. How to Hug Moments
You can “hug” at multiple
points of a range of supporter
journeys
This is an emotional
transaction so build on that
trust and make them feel
valued
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What can the rest of
us learn?
adestra webinar

24. Some thoughts
• Keep the customer informed and bring them closer to you
• Embrace existing and new technology
• Use email to build more than transactional relationships
• Make time for incremental innovation – it’ll pay off
• Adestra can support you in reaping the benefits
• Earn your customers’ trust – and never take it for granted
• And then keep it! Focus on content, relevance, timeliness, and permission
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Questions?
Did you know..
Our obsession is to make our customers successful by delivering
the right email-driven technology and awesome customer service.
We bring clarity to complexity.

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Thanks for joining!
(US) 855-835-0471 | (UK) +44 01865 242425
moreinfo@adestra.com