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Valley Gives 2018 How to use email for fundraising

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Valley Gives 2018: Social Media workshop by John Haydon. Hosted by Community Foundation of Western Massachusetts

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Valley Gives 2018 How to use email for fundraising

  1. 1. How to Use Email for Fundraising
  2. 2. Presented by JOHN HAYDON #ValleyGives How to Use Email for Fundraising Email is a passport for the web
  3. 3. Presented by JOHN HAYDON Community Network Crowd How to Use Email for Fundraising Community Network Crowd Your list
  4. 4. Presented by JOHN HAYDON Community Network Crowd How to Use Email for Fundraising Reach directly Reach through your community Reach through SEO, social, ads, etc.
  5. 5. Presented by JOHN HAYDON Community Network Crowd How to Use Email for Fundraising Where is the money?
  6. 6. Presented by JOHN HAYDON Community Network Crowd How to Use Email for Fundraising Least likely to give Gives when influenced by a friend
 (in your community) Most likely to give Where is the money? Source:
 Blackbaud Giving Trends
 M&R Benchmarks
 Fundraising Effectiveness Project
  7. 7. Presented by JOHN HAYDON Community Network Crowd How to Use Email for Fundraising Where should you spend 80% of your time?
  8. 8. Right message Right person Right time
  9. 9. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives All supporters are not created equal: • Donors • Volunteers • Advocates • Marginal interest • Event attendees • Sweepstake participants • Newsletter subscribers
  10. 10. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives All donors are not created equal: • First-time donors • Returning donors • Monthly donors • Major donors • Gave over a year ago • By donation amount • By program
  11. 11. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Each email software has tools that segment members based on subscriber activity. Three ways to segment subscribers: A) New list: Adds subscriber to a new list. B) Tagging: Adds a tag to the subscriber. C) Grouping: Creates a group within an existing list (MailChimp). Practice smart segmentation
  12. 12. Your subject line’s one job?
  13. 13. Open
  14. 14. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives •Recency to online interaction •Recency to offline interaction •Recognition of the sender •Subject line •Relevance Factors that influence open rates
  15. 15. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Subject line strategy #1: Make a promise and keep that promise
  16. 16. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Subject line strategy #2: Offer access
  17. 17. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Subject line strategy #3: Make it about them
  18. 18. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Subject line strategy #3: Make it about them Two most important words: 1. “You” 2. Their first name
  19. 19. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Two Must-Sees in One Email! (Sender: Stoneham Theatre) One More Week Until One Seed at a Time (Sender: Museum of Science) Last Chance to Win a Custom Bike while Supporting WBUR (Sender: WBUR) "My daughter's friend was shot last night" (Sender: Moms Rising) Forward this: (Sender: Barack Obama) Pick up the phone right now (Sender: Barack Obama) Important announcement (Sender: Barack Obama) Pink has a new color (Breast Cancer Foundation) This is bad: (Sender: Barack Obama) Other examples
  20. 20. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Engaging donors emotionally is the key to successful copywriting. Refine your subject lines with AMI Institute’s Emotional Marketing Value Headline Analyzer. Cool tool for fine-tuning your subject line
  21. 21. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives A) Write 2-3 variations of subject line. B) Test both with 5-10% of your list. C)Send winner to the rest of your list. Let your subscribers vote for the best subject line
  22. 22. Your email message’s one job?
  23. 23. Click
  24. 24. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives •People •Problem •Payoff 3 p’s of the perfect email message
  25. 25. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives 3 p’s of the perfect email message
  26. 26. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives A)Second person narrative (“you”). B)Use their first name. C)Use additional merge fields Write like you’re writing to your favorite donor
  27. 27. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives A) With deadlines B) With matches C)With need D)With urgent language Create a sense of urgency
  28. 28. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Email CTA Best Practices: 1) Clear and easy to understand. 2) Verb-impact formula. 3) Ask 3 times in each message.
  29. 29. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives A) Send test message to yourself. B) Open it on your mobile device. C)Make sure it’s easy to read. D)Make sure ALL links work. Design and test for mobile
  30. 30. empowered by Email Campaign Planning Workbook John Haydon Email Message Worksheet Sender: Subject line (write 3 variations): Pre-header: First sentence (grab their attention): Email message (2-3 short paragraphs): Call-to-action (include 3 variations throughout email): Click Here To Download
  31. 31. Timely triggers
  32. 32. Winning Email Drip Campaigns Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Blasting your list: the good • Easy to send • Consistently touch donors • Measure engagement • Segment subscribers Examples: • Newsletters • Action alerts • Campaign launch
  33. 33. Winning Email Drip Campaigns Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives • Can be an interruption • Engagement rates can be low • Difficult to drive multiple actions • Competing action calls Blasting your list: the bad Examples: • Newsletters • Action alerts • Campaign launch
  34. 34. Winning Email Drip Campaigns Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Benefits of drip campaigns: • Triggered by subscribers • Timely and relevant • Repeatedly invites action • Engagement rates are higher Examples: • On-boarding emails • Follow-up series • Action triggers • Retention series
  35. 35. Creating an effective donor welcome email series
  36. 36. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Dear friend, You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. Sincerely, [signature] P.S. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. You. Creating an effective donor welcome email series Jeff Brook’s email template •First paragraph:You. •Second paragraph:You. •Third paragraph:You.
  37. 37. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Thank you, Betty! Because of you, more kittens have their very own ball of yarn to play with. Thank you! You helped source the finest kitten-friendly wool. Not only that, you helped our team of kitten- handlers ball the yarn, organize the yarn into much-needed sizes and colors, and herd the kittens with tuna fish and catnip. Without you, all these amazing achievements would’t have been possible. From all of us here at Kittens Mittens, THANK YOU, THANK YOU, THANK YOU! Herb - The Cat in Charge Thank you email template •First paragraph:Thank you •Second paragraph: Details about donor impact •Third paragraph: Donor impact and thank you Creating an effective donor welcome email series
  38. 38. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Tips for refining: •Read out loud in front of a mirror •Remove jargon •Reduce copy by 50% Thank you, Betty! Because of you, more kittens have their very own ball of yarn to play with. Thank you! You helped source the finest kitten-friendly wool. Not only that, you helped our team of kitten- handlers ball the yarn, organize the yarn into much-needed sizes and colors, and herd the kittens with tuna fish and catnip. Without you, all these amazing achievements would’t have been possible. From all of us here at Kittens Mittens, THANK YOU, THANK YOU, THANK YOU! Herb - The Cat in Charge Creating an effective donor welcome email series
  39. 39. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Tips for your first draft: •Write as if you’re talking to your favorite donor •Write in second person narrative •Talk about specific bite-sized impact
  40. 40. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Tips for asks: •Your help is still needed •Offer bite-sized opportunity •Thank 7 times for every ask
  41. 41. empowered by Presented by: John HaydonCreating an Effective Donor Onboarding Email Series Email Message Worksheet Instructions: Complete this worksheet for each email. Sender: Subject line (write 3 variations): Pre-header: First sentence (grab their attention): Email message (2-3 short paragraphs): Call-to-action (include 3 variations throughout email):
  42. 42. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Write a series that supports the donor retention cycle Creating an effective donor welcome email series
  43. 43. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Email #1)Thank them for their donation A)Message content: Say thank you, talk about the impact they just made. B)Timing: Send immediately. C)Next action: Share your awesomeness (and this campaign) with your friends. Creating an effective donor welcome email series
  44. 44. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives A)Message content: Thank again, update them on their impact. B)Timing: If your donor system allows, create a rule to automatically sends these messages 14-30 days after the first gift was made. C)Next step: Encourage donor to make an even bigger impact by joining your monthly giving program, or making a second gift. Email #2) Remind them of their impact Creating an effective donor welcome email series
  45. 45. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives A)Message tone: Thank them for their gift, remind them how import their role is. B)Timing: If your donor system allows, create a rule to automatically sends these messages 30-60 days after the first gift was made. C)Next step: Encourage donor to make an even bigger impact by joining your monthly giving program, or making a second gift. Email #3) Ask them to give again Creating an effective donor welcome email series
  46. 46. Welcome donors with email
  47. 47. 7 key factors that encourage donors to keep giving
  48. 48. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives 1. Donor perceives your organization to be effective in trying to achieve its mission. 2. Donor knows what to expect from your organization with each interaction. 3. Donor receives a timely thank you. 4. Donor receives opportunities to make her views known. 5. Donor is given the feeling that she is part of an important cause. 6. Donor feels her involvement is appreciated. 7. Donor receives information showing who is being helped. What keeps donors coming back?
  49. 49. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Donor perceives your organization is effective in trying to achieve its mission. 1. Org: Feed My Starving Children 7 key factors that encourage donors to give again and again How to influence donor perceptions: •Share impact stories that depict success •Remind the donor about the impact of their gift •Invite donors to get updates on social media •Invite donors to get updates in a newsletter
  50. 50. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Donor knows what to expect from your org with each interaction. 2. Consistent, quality communications: •About their gift (thank you receipt) •About the impact of their gift •About other ways to get involved •About their interests 7 key factors that encourage donors to give again and again
  51. 51. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Donor receives a timely thank you. 3. Quickly thank the donor: •Speed says you value their gift •Many donors won’t return if there’s no thank you •About other ways to get involved •About their interests •Task board members with thanking donors 7 key factors that encourage donors to give again and again
  52. 52. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Donor receives opportunities to make her views known. 4. Value what your donors have to say: •Ask them why they gave their first gift •Ask them what programs they want to support •Ask them how likely they’d tell their friends 7 key factors that encourage donors to give again and again
  53. 53. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Donor is given the feeling that she is part of an important cause. 5. Remind donors the importance of impact: •Remind them what’s at stake •Remind them how important their role is •Share top news stories about your cause 7 key factors that encourage donors to give again and again
  54. 54. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Donor feels her involvement is appreciated. 6. Consistently express appreciation for involvement: •Say thank you with each gift •Thank them quickly and sincerely •Thank them 7X for each ask •Thank them in ways that they won’t forget •Have board members make phone calls 7 key factors that encourage donors to give again and again
  55. 55. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Donor receives information showing who is being helped. 7. Tell donors about about the people being helped: •Tell stories about people being helped •Connect their gift to the impact •Give donor opportunities to dive in deeper •Share before / after stories 7 key factors that encourage donors to give again and again
  56. 56. Thank you!
  57. 57. Presented by JOHN HAYDONHow to Use Email for Fundraising #ValleyGives Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA. Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd and 4th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

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