Email mkt fundraising_gift2014
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"Email marketing to support year-end online fundraising efforts" - Presentation from the 2014 Money for our Movement Conference in Baltimore, http://bit.ly/MFOM2014 Workshop description: Email is not dead; it’s one of the most powerful, low-cost tools that nonprofits can use to communicate with their donors. Nonprofits often make the mistake of waiting until the end of the year to ask for support, but there’s a lot they can be doing year-round to ensure “the ask” is not a cold one. Learn how to leverage email marketing for fundraising, recent nonprofit benchmarks, and how to get started in your organization.
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Email mkt fundraising_gift2014
- 1. Email Marketing to Support Year-Round Online Fundraising
- 2. Joleen Ong Marketing & Publications Director, NTEN About me @joleendearest @NTENorg #MFOM14
- 3. About NTEN @joleendearest @NTENorg #MFOM14
- 4. Agenda 1. Core Concepts of Online Fundraising & Email Marketing 2. Group Activity: Year- Round Content 3. Takeaways: Create a Draft Content Plan @joleendearest @NTENorg #MFOM14
- 5. Online Marketing Channels Email Marketing Newsletters, advocacy updates, appeals Social Media 1.0 – The Originals Facebook, LinkedIn, Twitter, FourSquare, YouTube, Google+, RSS Feeds Social Media 2.0. – Visual Media Pinterest, Vine, Instagram @joleendearest @NTENorg #MFOM14
- 6. Online Fundraising • Average gift: $68 • Email list growth: +16% • Online giving: +14% • Nonprofit social media audiences grew faster than email or website • Learn more:http://bit.ly/2014benchm arks @joleendearest @NTENorg #MFOM14
- 7. Don’t wait until December! @joleendearest @NTENorg #MFOM14
- 8. Donor Stewardship Practices • Need to cultivate & maintain relationships • Demonstrate effectiveness & impact • Acknowledge donors for the support @joleendearest @NTENorg #MFOM14
- 9. It hasn’t changed... @joleendearest @NTENorg #MFOM14
- 10. It’s just a lot noisier, quicker, and with more channels to use @joleendearest @NTENorg #MFOM14
- 11. • How do you communicate with donors? (and how often?) • How can/do donors communicate with you? @joleendearest @NTENorg #MFOM14
- 13. Ratio for audience engagement • Ask yourself: • Are you listening? • Is this content helpful and relevant? • Would my audience want to share this? @joleendearest @NTENorg #MFOM14
- 14. What organizations do you support and why? @joleendearest @NTENorg #MFOM14
- 15. Top 5 Reasons Why People Donate 1. I believe in the cause 2. I want to make change happen 3. I have friends or family who support this cause 4. I know someone who received services from this organization in the past 5. The charity asked for my help @joleendearest @NTENorg #MFOM14
- 16. Crowded Market: How to Stand Out? Different RelevantCredible @joleendearest @NTENorg #MFOM14
- 17. Effective Relationship Building: Starts with Trust! Source: Edelman Trust Barometer 2014@joleendearest @NTENorg #MFOM14
- 18. Recognition Requires Repetition *Source: Edelman Trust Barometer 2013@joleendearest @NTENorg #MFOM14
- 19. Communicating can help! @joleendearest @NTENorg #MFOM14
- 22. Survey “doughnut” @joleendearest @NTENorg #MFOM14
- 23. How to get content? @joleendearest @NTENorg #MFOM14
- 24. Get integrated! Don’t forget that your colleagues are stakeholders & your organization has one personality! @joleendearest @NTENorg #MFOM14
- 26. Email Newsletters • Builds supporter list • Subscribers = supporters • Content creation • Creates culture of reporting • Visibility across departments • Improves SEO @joleendearest @NTENorg #MFOM14
- 27. Email Marketing Best Practices 1. Compelling Headline: Get their attention to open 2. Short & sweet: Less is more 3. Include Visuals: A picture says a thousand words @joleendearest @NTENorg #MFOM14
- 28. Email Marketing Best Practices 4. Call to Action: What is the goal of the email? What do you want them to do? 5. Test, test, test: Create a library to see what works for your org @joleendearest @NTENorg #MFOM14
- 29. +1150% Subscribers in 4 Years • Improved content through survey • Collaboration and partnership • Subscribe opportunities • Social media channels • Timing @joleendearest @NTENorg #MFOM14
- 30. (Social) Timing is Everything Know your audience! @joleendearest @NTENorg #MFOM14
- 31. • Morning (6AM- Noon) • Lunchtime (Noon- 2PM) • Afternoon (2-5PM) • Evening (5-10PM) @joleendearest @NTENorg #MFOM14 Poll: What time do you open promotional emails?
- 32. Best Times to Promote your Work 6- 10AM Source: Science of Social Timing: http://blog.kissmetrics.com/science-of-social- timing-2 3-5PM 5-7PM 7-10PM @joleendearest @NTENorg #MFOM14
- 33. Newsletter Analytics Service Provider: Constant Contact Other services: HighRoad Solution, Vertical Response, Mail Chimp, Salsa, Convio @joleendearest @NTENorg #MFOM14
- 34. Control: “Extended Early Bird pricing with this invitation!” Test: “You're invited: I want YOU in my track for Impact Leadership in San Francisco!”
- 35. Control: “Scholarship applications for 14LCS due tomorrow!” Test: “Summit. Scholarships. Deadline tomorrow!”
- 36. Control: “Meet the wizard behind your website’s curtain” Test: “How to build your brand and audience with great content”
- 37. Content Plan • Date (Timing) • Goals • Channel • Audience • Content @joleendearest @NTENorg #MFOM14
- 44. Holidays: Human Rights Day, International Women’s Day, May Day, Mother’s Day
- 45. Anniversary: Year Established, Report Launched, Disaster, Impact
- 46. Birthdays: Cesar Chavez, Mahatma Gandhi, Martin Luther King
- 47. National Events: Election Day, Veterans Day
- 48. Global Action: GivingTuesday, Earth Hour More ideas: http://bit.ly/npwritingprompts
- 49. Post Your Ideas!
- 50. Quick & Dirty Content Plan
- 51. Key Takeaways • Fundraising is dependent on relationship building • Think about the goals of your message • Know your audience • Remember that your colleagues are important stakeholders • Test, test, test! • Remember to communicate often – it’ll make the year-end ask a lot easier! @joleendearest @NTENorg #MFOM14
Editor's Notes
- Ileana to do introduction
- The last time I was in Baltimore, I was protesting the death penalty at the Supermax during Amnesty International’s NE Regional Conference in 2007. At the time I was a student at TCNJ, heavily involved in campus organizing around topics such as the War in Iraq, death penalty, NAFTA/CAFTA, and advocating strongly for Fair Trade. With all of this – I sought to become a professional activist, where it was my job to make people care, and mobilize them to take action. What I learned: there are many things in this world that people care about, and should care about – it’s on you to help them understand why this is important. The best activists I’ve ever worked with are ones I’d consider friends – how can you build a movement externally without having the strong network internally. And it speaks to fundraising in general – donors should be respected for their time and commitment, and it’s on you to engage them. Donors see your organization as a whole, not as silos.
- Largest membership organization of nonprofit professionals who put technology to use for their causes Over 50,000 members in NTEN’s community (check it out!) Annual conference: the Nonprofit Technology Conference (NTC) Provides resources for nonprofits: publications, white papers, events, and webinars
- And on all of these
- Times are relative to time zone