Learn how to upgrade your e-newsletters to inspire your readers to act, donate, and spread the word! Topics we’ll cover: - Building your subscriber list - Creating compelling content - Effective design and layout - Tips for success - Case studies Presentation by: Amy Huynh, Marketing & Communications Coordinator, CanadaHelps The 2011 MyCharityConnects webinar series is generously supported by Direct Energy.

1. Spruce up your Email Newsletter!
May 11, 2011
The 2011 MyCharityConnects
Webinar Series is generously
supported by Direct Energy.

2. Today’s Presenter
Amy Huynh
Marketing & Communications Coordinator

3. reminders
 You can hear us, but we can’t hear you
 Presentation slides will be available on
www.mycharityconnects.org/pastwebinars
 For the best webinar experience, close all other applications
 Turn up your computer’s volume
 Have questions? Type questions in the Questions Log

4. What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
CanadaHelps is giving made simple.

5. Agenda
Building Your Subscriber List
The 3 Cs to Email Newsletter Success
Email Newsletter Design & Management
About MyCharityConnects
Q&A

6. BUILDING YOUR SUBSCRIBER LIST

7. Collect emails wherever &
whenever you can!
• Build your list online (sign-up
boxes, after a survey, on your
website & blog, in your email
signature)
• Build your list offline (at events,
on printed materials)

8. Get permission.
Don’t be a spammer!
• Tell people what you will use their
email address for
• Establish and provide a privacy
statement regarding your email list and
stick to it
• Let people know that their email
address will not be shared

9. • Tell your potential subscribers what
you are going to offer them in your
newsletter
• Tips? Exclusive articles and
updates? Rewards?
Tell people why they should sign
up.

10. Keep it simple!
Make it easy.
• Registration should be easy to find on your website
• Sign-up process should be pleasant, quick, simple
• Important to make unsubscribing just as simple
• Use an email marketing service to minimize
complications and keep your newsletter professional

11. Use an Email Marketing Service
• Helps to keep your newsletter professional
• Efficient and effective design, distribution and tracking tools
• Focus on functionality: ease of use and speed
• Remember to ask for non-profit/charitable pricing or
discounts!
www.constantcontact.com
www.verticalresponse.com
www.mailchimp.com (offers a free plan)

16. THE THREE CS TO EMAIL
NEWSLETTER SUCCESS

17. CONTENT

18. Notes on: Content
• Create timely, helpful and
interesting content
• Focus on developing high quality
donor-centered material
• Highlight the parts of your
success stories that motivate
your supporters the most
• Take advantage of current
successes to build support for
future work
• Take credit by giving credit to
others

20. Ideas & Tips
• Tell your stories through their stories
• Before & After: campaign success and progress reports
• Survey your readers to find out what they want to hear!
(www.surveymonkey.com)
• Track reader interest and trends through the data provided by your
email service provider
• 80% valuable content & 20% “ask”

21. COMMUNITY

22. • Building/maintaining relationships
through email
• Engagement with your
organization should be easy, fun
and meaningful
• Integrate social networking tools
and features
• Empowers your supporters to help
your mission
• Be transparent = Build trust
Notes on: Community

25. Ideas & Tips
• Make each reader feel they can and are making a
difference
• Ask for feedback and input to gain insights
• Take readers “behind the scenes” of your organization
• Let your supporters write some content
• Personalize if you can

26. CALL TO ACTION

27. Notes on: Calls to Action
• Let your readers know what to do next
• Make following through as simple and specific as possible
• Explain what their action would accomplish and what would
happen next
• Follow-up in your next newsletter

28. • Need
• Solution
• Cost
• Urgency
• Donor Context
• Donor Benefit

30. Ideas & Tips
• Include multiple and varying
calls to action in every issue
• Balance the frequency of asks
with high-quality inspirational
stories
• Encourage subscribers to send
the e-newsletter to friends
• Include your Donate Now!
button

31. NOTES ON DESIGN &
MANAGEMENT

32. Keep it Scannable
• Design for the skimmer
• People devote 51 seconds, on average, to an e-newsletter
• Accommodate for the preview pane
• Put the important stuff at the top
• For longer stories, provide links to view entire article
• Implement a table of contents

33. Stand Out
• Make every word of your
subject line count
• Although counterintuitive,
studies have shown longer
subject lines have greater
click-through rates
• Avoid words like: “coupon”
/ “FREE” / “$”
• Keep the layout simple,
clean and consistent
• Add some visual appeal

34. • Gives potential
subscribers an
example of what
they’ll get
• Allows access to
information
• Can help drive traffic
to your website
Archive Online

35. • Subscribe to other e-newsletters
• charitable sector in general
• your sub-sector
• any organization you admire!
• See what works and what doesn’t
Learn from Others

36. Track Your Stats
• Find out if your email is being clicked/opened
• Find out which articles are most popular
• Use the data to continually improve your e-
newsletter

37. • Decide how often you’re
going to publish and
stick to it
• Readers will get into the
habit of receiving your
newsletter
Keep a Regular Schedule

38. ABOUT MYCHARITYCONNECTS

39. www.mycharityconnects.org
free online resources
 Information about technology
 Video demonstrations
 More webinars
 Past webinar recordings & slides
 Learning opportunities
 Events across the country

40. MyCharityConnects Conference 2011
JUNE 6 – 7 | MaRS Centre, Toronto
• Join us for thought-provoking keynotes,
practical how-to workshops and plenty of
chances to learn from other non-profits
about what works online… and what
doesn’t!
• A partner in Net Change Week
www.mycharityconnects.org/2011Conference

41. Upcoming Webinars
www.mycharityconnects.org/webinars
• May 25 – 10 Tips to Improve Your Website
• June 15 – Getting the Most From your MyCharity
Account & Reports
• June 29 – Know Your Website: An Intro to Google
Analytics
• July 20 – YouTube’s NonProfit Program & The
Fundamentals of Video Storytelling
• August 17 – Orientation for Newly Registered
Charities with CanadaHelps

42. Keep in touch!
info@canadahelps.org
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps
www.youtube.com/canadahelps