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Nonprofit Newsletters That Engage
            How to use email newsletters to raise awareness, strengthen
                         your relationships and help achieve your mission.




Copyright © 2011 Constant Contact Inc.
Agenda



                       The Key to An Engaging Newsletter

                       Why an Online Newsletter is Essential

                       The Right Content and Frequency

                       Design Tips That Drive Response

                       Getting Into The Email Inbox and Opened

                       Understanding and Using Email Reports
                                                                             Really
                                                                        quick and easy;
                        (Bonus Content: Getting Supporters Signed Up)        highly
                                                                           impactful.




Copyright © 2011 Constant Contact Inc.
The Key to Engaging Newsletters


      Do You Have the Right Mindset?




                                                           ■ Not to get immediate action
           Newsletters build              Members will     ■ Information focused rather than
            relationships,               provide support     to just get action
            retention and                 when they are
                loyalty.                      ready.       ■ Demonstrates the impact your
                                                             organization is making
                                                           ■ Keeps your organization in your
                                                             supporters mind


Copyright © 2011 Constant Contact Inc.                                                         3
The Importance of an Engaging Newsletter


     Gets New Supporters

         It takes an average of 7 touches before an action occurs.

                              59% of people need to hear something about a
                              specific organization 3 - 5 times to believe that
                              information is likely to be true. – Edelman Trustbarometer 2011


                  Informative
                                                                         Understands and         Initiates action
                 newsletter to                Gets and keeps
                                                                         connects to your
                   potential                   them opening                                     (donation/advocacy)
                                                                              cause
                 supporters



                 Initial Action Doesn’t Get You The Biggest Payoff
                         New supporters cost 10 times more than keeping existing ones
                         It’s 5 times easier to win back a lost supporter than to find a new one
                         Loyal supporters generate referrals!

                   An engaging newsletter is even more important for current supporters.
Copyright © 2011 Constant Contact Inc.                                                                                4
The Importance of an Engaging Newsletter


     Keeps The Supporters You Have

            Supporters want information
                      In 2010 42% of nonprofits had donors ask to be updated on how their
                       contributions were spent. A significant increase from 32% in 2008. – 2010
                         State of the Nonprofit Industry Survey



            Information helps supporters feel connected
                      The #1 reason existing donors stopped giving to a particular charity is
                       that they no longer felt connected to the organization (57.7%). – 2008 Bank of
                         America Survey


            Information lets supporters see that their donation is making an
             impact
                      Just less than 20% of donors believe that their donations make a major
                       impact on the organizations they support. – 2008 Bank of America Survey


                     Informative
                                                                                     Repeat action       Word of
                    newsletter to                 Keeps them      Deepens their
                                                                                     (donation/advoc     mouth -
                      existing                     connected        interest
                                                                                          acy)          referrals!
                    supporters




Copyright © 2011 Constant Contact Inc.                                                                               5
Nonprofit Newsletter Success Story


   Center for Adoption and Education (C.A.S.E.)
   Constant Contact member since 2005
   List size: 5,588
   Open rate: 26.74%
   Website: http://www.adoptionsupport.org

   Benefits of Informative content:
         Makes this organization a trusted source for
           information
              The referrals generated have been invaluable to
               their mission

        “Our informational newsletter has become a
         trustworthy communication that our readers
         love to share – across the country.”

        “As a result, we do get a range of referrals –
         from individuals who want and need our adoption-
         sensitive books to professional organizations who
         otherwise would not have known about the
         professional and community programs we offer.”

        - Michelle Lovejoy, Director of Community Education

Copyright © 2011 Constant Contact Inc.                           6
Online, Paper or Both?


                                         Many of your supporters prefer and use email:
                                             91% of Internet users between 18 and 64 send or read email.                               Source: Email
                                              Stat Center
                                             Email usage up 22% among 55-64 years old and up 28% among 65 and
                                              older. Source: The 2010 U.S. Digital Year in Review by comScore
                                             Communications technology preferences continue to shift among donors
                                              of all ages with 69% now preferring electronic over print communication.
                                              There is more interest in receiving information electronically,
                                              particularly among donors 65 to 74. Source: Cygnus Donor Survey 2011

                                            It’s Cost-effective:
                                                           Direct Mail costs 20 TIMES as much as email
                                                           Email ROI: $43.62 returned for every $1 spent
                                                            Source: Direct Marketing Association 2009




      Email is a powerful compliment to direct mail                                                      E-newsletters are the most
                     Allows for more regular communication                                               important communication
                                                                                                         tool for nonprofits in 2011,
                     Keeps supporters more informed and engaged
                                                                                                        followed by website, direct mail,
                     Allows for personalized/segmented messages                                        in-person events, Facebook, and
                     Trackability provides new insights                                                       media relations/PR.
                                                                                                          Source: 2011 Nonprofit Marketing Guide
                     Reaches new people and raises awareness


Copyright © 2011 Constant Contact Inc.                                                                                                                  7
Engaging Newsletter Content


        “80% of recipients Stop Reading emails they have
      signed up for because they deem them Irrelevant.”
                                  – Study by the Ad Agency Quris




     Have Relevant Content By Segmenting
        What different groups of supporters
        do you communicate with?
          Donors
          Volunteers
          Board Members
          Event attendees

        What are their interests/preferences?                      Capture supporter information
         Email/direct mail/social media                           needed to segment your list and be
         Frequency preference                                     relevant.
         Events                                                        Use your sign up forms to let
         Volunteer opportunities                                        them identify themselves
         Certain programs                                              Use surveys to know their
         Activism                                                       interests and passions

Copyright © 2011 Constant Contact Inc.                                                                   8
Engaging Newsletter Content

                                                                                                Use Your Newsletter Sign-up
                                                                                                Form to Segment
                                                                                         Post list options that will tell you which
                                                                                          group sign-ups fit in.

                                                                                             Just exploring your work, a volunteer,
                                                                                              a donor, board member etc.
                                                                                         Provide existing subscribers an email
                                                                                          with a link to your sign-up form.
                                                          Lists/Segments
                                                                                               Once they click “submit” they are
                                                                                                automatically added into the list(s)
                                                                                                they selected.

   Don’t have                                                                            Keep It Simple
   a sign up
   box/form?                                                                                     About 1/3 of nonprofits made
                                                                                                     it hard to subscribe.
                                                                                                    – Return Path Nonprofit Study: Telling
   Use Constant                                                                                      Stories, Building Relationships 2009
   Contact’s free
   customizable                                                                                Collecting email address, name and
   sign up box           http://constantcontact.custhelp.com/cgi-                               main interest will let you start
   and form:             bin/constantcontact.cfg/php/enduser/std_adp.php?p_faqid=1641           sending engaging communications.

Copyright © 2011 Constant Contact Inc.                                                                                                       9
Engaging Newsletter Content


   Use a Welcome Email to Learn More

         62% of nonprofits organizations started the relationships
          with subscribers off right by sending a welcome message.
         90% sent them within 24 hours.
        Source: Return Path Study: Telling Stories, Building Relationships 2009



       Send within 24 hours of sign up to make an
        immediate connection                                                          You’ve been successfully
                     There may be a delay in getting your next newsletter
                                                                                    subscribed to our informative
                     Automatically sent out if using Constant Contact sign
                                                                                  newsletter. Once a month we will
                      up form                                                         keep you in the know of
                                                                                     environmental updates and
                                                                                      opportunities for action.
       Include a link to a simple survey to know
        supporters’ interests and passions and                                     Want to get updates even
        quickly segment them                                                         more specific to your
                                                                                   interests? Take a couple
              Tips:                                                               minutes to let us know your
               Send the same survey to the people already on                       interests and passions.
                your list to segment them.
               Good starting point - survey template: “Nonprofit
                Pack – Donor/Volunteer Interests”

Copyright © 2011 Constant Contact Inc.                                                                               10
Engaging Newsletter Content


   Using the Results of Your Simple Subscriber Survey




 Ask questions that will help you segment:
          Which ways would you like the organization to communicate with you?
          What frequency do you prefer?
          Which programs are you most interested in?
          Which types of information would you like to receive from our organization?

 Responses are tallied for you with online surveys
 Save people with similar interests as a separate list
Tip: You can easily filter on multiple responses to create more defined lists, for example:
                   One List = Those interested in Email channel, Program A, and Stories
Copyright © 2011 Constant Contact Inc.                                                        11
Engaging Newsletter Content


      Target Content to Your Segments

                Create lists/groups with similar
                 interests
                          Supporters can add themselves through
                           your sign up form
                          You can add people from your survey
                              results
                Send a newsletter to different
                 groups based on their interests
         Tips to keep it simple:
              Create your general newsletter
              Use the copy feature
                                                                                           Duplicates are managed for you




                                Re-creates your newsletter exactly and the copy is completely editable.

                  Add in a block or two that is unique for each group or just re-prioritize the content
Copyright © 2011 Constant Contact Inc.                                                                                       12
Engaging Newsletter Content:
          Customer Spotlight


    Camp Ronald McDonald for Good Times
       Open Rate: 38.6%
       Website: campronaldmcdonald.org

              ■ Segmenting
                        ■ Segments their contacts into groups:
                          volunteer, donor, and supporter lists.
              ■ Tracking engagement
                        ■ Use reporting to see who the first person is to
                          open an email
              ■ Saving money and time
                        ■ Camp constituents love the nonprofits cost
                          savings on printing and staffing
              ■ Keeping supporters engaged

              “We have 600 volunteers in our database, but
              they’re not all active. It’s a great way to keep
                    the information flowing out there.”

                            David Garry, Volunteer Coordinator


Copyright © 2011 Constant Contact Inc.                                      13
Sending Newsletters That Engage


     Getting the Frequency Right                                                  How frequently are other
                                                                                  nonprofits emailing?
                                                                                  #1 - Monthly (43%)
       How Often To Send                                                          #2 - Every other week (17%)
          ■ Your goal is to keep supporters engaged                               #3 - Quarterly (16%)
                                                                                  -2011 Nonprofit Marketing Guide
              ■ At least quarterly
                        ■ Updating supporters twice a year isn’t enough to
                          keep them engaged and keep your organization top
                          of mind
                     Tip: Do you have an 8 page newsletter that you send twice
                     a year? Divide it into a quarterly, more timely email
                     communication. Shorter communications are more likely to
                     be read and shared.

              ■ Frequency should be driven by:
                        ■ How often can you produce fresh, interesting,
                          relevant content?
                        ■ What your supporters groups want
                                 ■       How often do they want updates?
                                 ■       Use your subscriber survey to find out


Copyright © 2011 Constant Contact Inc.
                                                                                                                    14
Frequency that Works

     Tocqueville Society Email - Quarterly   Tax Volunteers Email - Monthly




Copyright © 2011 Constant Contact Inc.                                        15
Frequency that Works

Young Leaders Society Email - Twice Monthly   Board of Directors Email – Monthly




Copyright © 2011 Constant Contact Inc.                                             16
Content That Engages Supporters


   Having a hard time getting good content?

   Keep Track of Everyday Content
                 Listen to and keep a log of what
                  donors/volunteers/board members are asking about.


   Listen via Twitter for valuable content
                  Go to search.twitter.com, search on keyword
                   about your industry, organization or topic of
                   interest.



     Sign Up For Regular Content Feeds (RSS)
                 Sign up for a topic closely related to your mission –
                  human rights, violence prevention, literacy, climate
                  change, etc.
                 Creates a pool of content for articles in your
                  newsletter
                 Examples – Twitter, Google, CNN, NPR

      Tip: How many times is the word YOU in your newsletter?
Copyright © 2011 Constant Contact Inc.                                    17
Having a Hard Time Getting Content?


    Make Your Newsletter Interactive
              ■ Insert Polls and share results
              ■ Insert a link to let them ask you questions
                and have a “Q&A” section to answer
              ■ Insert a “Tell Us What You Want”
                     section
                       ■ Ask what they like and don’t like
                       ■ Include an option for them to sign up to be a
                         guest columnist




                                                                         18
Copyright © 2010 Constant Contact Inc.
Content That Engages Supporters


   Use Content You Already Have                       Connect your supporters
                                                      with specific content on:
                                                       Website
                                                       Blog
                                                       Youtube channel
                                                         Video in email increase
                                                          clicks by 2-3 times
                                                           (Forrester)
                                                         Video increases
                                                          subscriber engagement
                                                          by 20-200%. (Visible Gains)
                                                         Video results in a 75%
                                                          reduction of opt-out rate.
                                                           (Eloqua)

                                                       Facebook page
                                                          Those age 55 and up is
                                                           the fastest growing
                                                           segment of Facebook
                                                           users. (comScore 2010 U.S. Digital
                                                           Year in Review)




                                            Get started with social media
                                         http://www.socialquickstarter.com

Copyright © 2011 Constant Contact Inc.                                                      19
Content That Engages Supporters


   Can You Promote in Your Newsletter?

        “Over-solicitation” was the second most-
        reported reason why donors stop giving
        (32%). – Cygnus Donor Survey 2011



   As long as you’re providing informational
   content, readers won’t mind some promotion.

   What is a good balance?

                       85% Informational
                        15% Promotional
                                                      “When subscribers read about the new book in
                                                      the newsletter, they forwarded it to others and
     C.A.S.E used their online newsletter to bring     helped us generate hundreds of pre-sales as
      attention to its new book W.I.S.E. Up! For       well as connected us to professionals at the
                children in foster care.             local and state levels who could get this important
                                                            book into the hands of foster children.”

                                                     - Michelle Lovejoy, Director of Community Education

Copyright © 2011 Constant Contact Inc.                                                                     20
Content That Engages Supporters


     Easily Identify What Content is Working and What Content Is Not

   Use the Results of Your Clicks Report
                                                                       Identify hot topics

                                                                       Click to see who
                                                                       clicked on a link
                                                                       and easily create
                                                                       lists of people with
                                                                       similar interests.



   Ask Supporters for Feedback

       ■ Ask supporters what they
         like
       ■ Ask supporters what they
         don’t like

      Tip: Good starting point - survey
           template: “Nonprofit Pack –
           Newsletter Feedback”


Copyright © 2011 Constant Contact Inc.                                                       21
Newsletter Design Tips that Drive Response


   Make Your Newsletters Go Viral
      Benefits of Providing Engaging Content

               1. Increases awareness of your organization
               2. Grows your list

      Make it Easy for Subscribers to Share the Information
                Place “Forward” links/buttons near the Top of the newsletter



                Place “Share” bar at the Top of the newsletter


                              Allows your subscribers who are on social media to
                               share the information with their social networks.

       Make It Easy For Friends to Sign Up
                Have a visible “Sign up” box in your newsletter




Copyright © 2011 Constant Contact Inc.                                              22
Newsletter Design Tips that Drive Response


Make your Newsletters Go Viral



     Most nonprofits are using viral
      components in their emails.
                                                            ■ Table of Contents
                                                            ■ Education focused
                                                            ■ Encourages forwards
                                                            ■ Encourages Sign ups


             Source: Return Path Nonprofit Study -
             Telling Stories, Building Relationships 2009




Copyright © 2011 Constant Contact Inc.                                              23
Design Guidelines-Personalization

    Quickly Include Personalization
                                                             First Name
   What information do you have
   beyond email address?                                 City and State
                     Name
                     City
                     Level of membership
                      Amount last donated
                                                                          Event in city
                      Program of interest
                      Name of event they attended
                      How long they have been a supporter




Copyright © 2011 Constant Contact Inc.                                                    24
Newsletter Design Tips that Drive Response


                                            Use Hot Spots
                                               Top left and right corners generally
                                                 have the highest click rates.


                                                  Test different layouts with
                                                  your audience. They may
                                                  have a different behavior
                                                  than you expected.



                                               Bottom – after reading the valuable
                                                 content, feature more
                                                 information about your programs
                                                 and options to support your
                                                 mission.



Copyright © 2011 Constant Contact Inc.                                                25
Newsletter Design Tips that Drive Response



      How much are you saying?


        Users spend 51 seconds reading the
                average newsletter.
       – Nielsen Norman Group Report: Email Newsletter Usability


       Make it an easy read
           ■ Use one or two columns (depending on
               amount of content)
           ■ Ideal number of articles is up to 5
           ■ Have visual separation between topics
                           ■ Borders between each section
                           ■ Use headlines
                 ■ Include bolding and bullets
                 ■ Add links
                           ■ Say just enough to get the reader
                             interested, then use links.


Copyright © 2011 Constant Contact Inc.                             26
Newsletter Design Tips that Drive Response



                                 Keep it Short By Adding Links

      Use teaser paragraphs and link to the full content
      stored somewhere else.
               ■ On your blog or Facebook business page
               ■ On your website          (just as easy as adding an image)

                          Content on a page of your site
                          Word or PDF document hosted on your site
               ■ On another website           (e.g. CNN)

               ■ Document hosted online (e.g. Constant Contact)


   Benefits of adding links:
   1.     Easy to read
   2.     Could drives traffic to your website
   3.     Provides tracking – the clicks
          report tells you who is clicking on                                  When readers click they will see a
          what links!                                                           new window with the webpage or
                                                                                document you choose.
Copyright © 2011 Constant Contact Inc.                                                                               27
Newsletter Design Tips that Drive Response




      NoHo Arts District

               ■ Good use of headers, bolding and links
                 to assist with scanning

               ■ Two column layout to minimize
                 scrolling

               ■ Table of contents helps with quick
                 navigation

               ■ Clean white look and visual separation
                 between each article




Copyright © 2011 Constant Contact Inc.                    28
Newsletter Design Tips that Drive Response


      Including Links in Your Newsletter


         Don’t miss an opportunity to get            Give supporters the option to
         supporters to your website.                 see Past Issues.

                    Make images clickable
                             Especially your logo




Copyright © 2011 Constant Contact Inc.                                               29
Newsletter Design Tips that Drive Response




                       Accommodate Mobile Phones

     Email remains the #1 activity on mobile
     devices increasing 41.6% in 2010.
     Source: Nielsen Net View




                           View on “Mobile Device” receives
                           an average of 9% of email clicks.
                           Source: Worldata Email usage Study Q4 2010




Copyright © 2011 Constant Contact Inc.                                  30
Newsletter Design Tips that Drive Response


 Optimize the Text Version


                  The text version is likely seen
                   by about 15% of your list.
                                         – Return Path 2007



       Created for you
      You can Preview and Edit just the text version




       Optimize the text version
                 – Make sure your Organization Name
                     immediately appears
                 – Shorten up long URLs
                           – Free URL shortener: bitly.com


Copyright © 2011 Constant Contact Inc.                        31
Getting Into The Inbox

Engagement with Standard Email Programs
(e.g. Outlook, Hotmail)

      ■ Not designed for sending to groups of
        people
      ■ Small nonprofits can’t build the sending
        reputation needed for high deliverability

                 Typical block rate:
                  Nearly 21% of B to C email is not
                   delivered to the inbox
                  Nearly 28% of B to B email is not
                   delivered to the inbox

                 Source: The Email Deliverability Benchmark Report, 2009 Return Path


         ■ No privacy of “To” line
         ■ No control of Look/Feel
         ■ No Tracking – don’t know who is
           reading/engaging and with what content
         ■ Have to manually handle unsubscribes
         ■ Bounces are not easy to track or manage
Copyright © 2011 Constant Contact Inc.                                                 32
Getting into the Inbox


Engagement with Email Service Providers
(e.g. Constant Contact)

           Designed to send to large groups of
            people
           High deliverability – a whole team
            dedicated to a strong sender reputation

              Typical delivery:
               Constant Contact sends over 2
                 billion emails a month
               97% or higher deliverability

           Personalized one-to-one feel
           Branded, design is visually engaging,
            easier to read
           Can track opens and click throughs
            and adjust content accordingly
           Unsubscribes managed for you
           Bounces categorized and easy to
            manage
                                                      33
Copyright © 2011 Constant Contact Inc.
Getting into The Inbox


   Avoid the Bulk/Junk Folder

                                         All capital letters in subject line
                                         Excessive punctuation in subject line
                                Things   ATTACHMENTS
                                  to     Excessive ratio of IMAGES to text
                                         Red text
                                Avoid    Excessive use of “click here”
                                         Excessive use of $$ and other symbols




              Determine spam-like content before sending
                  - Use the Spam Check feature


              Ask subscribers to White List you
                                                                                 Add our address
                                                                        email@organization.com to your
                                                                         address book to make sure you
                                                                         receive our informative updates.
Copyright © 2011 Constant Contact Inc.                                                                      34
Getting Your Newsletter Opened


     The “From” Line – Use a Familiar From Name

              ■ Use what will be most recognizable
                        ■ Organization name, campaign, initiative, acronym
                        ■ May vary by the group you’re sending to
              ■ Shorter is better
              ■ Be consistent




                                                                                 60% of consumers say the
                  Habitat For Humanity    7 Shovels Needed By Saturday
                  Create Now              Nathalie’ Story: Art Changed Her Bad
                                                                                 "from" line most often
                  United Way              Young Leaders Happy Hour               determines whether they
                  John Smith              Donate Today!!!                        open an email or delete it.
                  Charities R Us          Volunteers Needed
                                                                                 Source: DoubleClick




Copyright © 2011 Constant Contact Inc.                                                                         35
Getting Your Newsletter Opened



   The “From” Line – Use a Familiar From Email Address



    Some email
    programs
    display From
    name + email




   Some email
   programs
   Display From
   email only




Copyright © 2011 Constant Contact Inc.                   36
Getting Your Newsletter Opened


          The “Subject” line

             ■ Keep it short and simple
             ■ 5-8 words
             ■ Carry through the most important topic for each group

                   Before: Go Green Association Newsletter
                   After: How to Live in Harmony with Backyard Wildlife




                 Habitat For Humanity     7 Shovels Needed By Saturday           30% of consumers say the
                 Create Now               Nathalie’ Story: Art Changed Her Bad   “subject" line most often
                 United Way               Young Leaders Happy Hour               determines whether they
                 John Smith               Donate Today!!!
                                                                                 open an email or delete it.
                 Charities R Us           Volunteers Needed
                                                                                 Source: DoubleClick

Copyright © 2011 Constant Contact Inc.                                                                         37
Getting Your Newsletter Opened


   Design for the Preview Pane




                                                                   Maximize the top 2 – 4 inches
                                                                      ■ Use your brand
                                                                         Visible logo and colors

                                                                      ■ Prevent scrolling left/right
                                                                          Width = 600 pixels


                                                                      ■ Have an headline/image to
                                                                        pull readers in

                                                                      ■ Have a Table of Contents
                                                                          Use as Anchor Tags to pull
      33% of online customers use Preview Panes to view emails.            them down
                                         - Marketing Sherpa 2008
                                                                                 Re-word / add short
                                                                                  descriptions
Copyright © 2011 Constant Contact Inc.                                                                  38
Getting Your Newsletter Opened




                                           Clear Branding – logo, colors,
                                            organization name

                                           Clear tagline

                                           Table of Contents




Copyright © 2011 Constant Contact Inc.                                       39
Before You Send Your Newsletter


 Send A Test For Feedback

           ■ Is it going into the bulk folder?
                    ■ Avoiding spam like content / design
           ■     Is it clear who it is from?
           ■     Would you open it?
           ■     Do the links work?
           ■     How does the text version look?
                    ■ Shorten long URLs




 Send Final Version To Staff First

           ■ Reminds your team of the content and when it is
             going out
           ■ Team can be ready for responses



Copyright © 2011 Constant Contact Inc.                         40
Nonprofit Customer Spotlight:
     Before and After Newsletter

   Friends of the Parks
   Improving Chicago’s Parks since 1975
   http://fotp.org/




      The After:
          Recognizable from area
          Relevant subject line
          Two columns to fit more into the preview pane
          Image to pull the reader in
          More descriptive links
          Forward to friend button
Copyright © 2011 Constant Contact Inc.                     41
Checklist: Before You Send Your Newsletter…


             Did you include your logo at the top of your email?
             Does your organization name appear in text at the top of your email?
             Are you using consistent background colors?
             Does a clear headline appear in the preview pane?
             Does a table of contents appear in the preview pane?
             Did you include text descriptions for all of your images?
             Did you make your images clickable?
             Do you have a link to view your email as a webpage?
             Did you ask your audience to add your email address to their address book?
             Did you limit your email to up to 5 topics?
             Did you use teaser paragraphs and include links to the rest of the content?
             Did you include personalization and the word you?
             Is there something that can better be expressed using a video?
             Do you have forward to a friend, subscribe and share buttons in your email?
             Did you avoid spam-like content with the spam checker?
             Does your subject line highlight the most engaging content in the email?
             Is your “from name” recognizable?
             Did you preview the text version of your newsletter?
Copyright © 2011 Constant Contact Inc.                                                      42
Extend the Life of Your Newsletter


       Share Your Newsletter On Your Social Media Pages




                                                           Once you have sent
                                                            your newsletter share
                                                            it on your social media
                                                            sites.



Copyright © 2011 Constant Contact Inc.                                                43
Nonprofit Newsletter Metrics


 Tracking Supporter Engagement




     Constant Contact’s Nonprofit Customer Averages   Open Rate – 20%       Click Through Rate – 12.3%
     (all message types)




Copyright © 2011 Constant Contact Inc.                                                                                                         44
                                                                        Source: 2011 Convio Online Marketing Nonprofit Benchmark Index Study
Nonprofit Newsletter Metrics

   Tracking Supporter Engagement




Copyright © 2011 Constant Contact Inc.   45
Nonprofit Newsletter Metrics


      Tracking Engagement Trends




        Quickly compare your current newsletter metrics to your past newsletters.

Copyright © 2011 Constant Contact Inc.                                              46
Nonprofit Newsletter Metrics


         Using Engagement Trends To Improve Future Results


         Compare open and click rates
             Which were the most/least successful?

         Print out your best and worst performing newsletters
               What do they have in common?

         Does your audience respond better to certain content, layouts, times?
              If you find that all the newsletters you’ve sent with “How To” articles had high click
               rates, design future emails using that lesson.

         Test ONE thing at a time
                   Subject Lines, headlines, link text, format, design - determine what best engages
                    your supporters




Copyright © 2011 Constant Contact Inc.                                                                  47
The Key to Newsletters



         Have the Right Mindset

                                                    It takes an average of 7 touches before an
                                                                   action occurs.

                                                     New supporters cost 10 times more than
                                                             keeping existing ones.

                                                      Keeping existing supporters engaged is
                                                          where the real payoff comes.


      Remember: Newsletters are to inform, not to just get action.
         Informative newsletters to supporters:
                    Strengthen their connection to your organization
                    Increase retention
                    Increase support
                    Connected supporters generate referrals!
Copyright © 2011 Constant Contact Inc.                                                           48
Your Next Best Steps




      Email Marketing                      Email Marketing                     Thank you for
      60-Day Trial                         Live Product Tour                    attending!
      Sign up for a free, 60-day          Register for Constant
      trial of Constant Contact                                              Have Questions?
                                          Contact’s “Email
      Email Marketing                     Marketing Live Tour”
                                                                              We’re happy to
      Constant Contact has worked         Join a Constant Contact expert
      with over 100,000 nonprofits.       and other nonprofits live to see
                                                                                   help!
      Get free coaching and support,      how easy it is to create a
      grow your email list, access over   professional-looking email            Toll-free:
      400+ templates, and measure         newsletter, manage contacts,
      and track results.                  track results, as well as send
                                                                              866-876-8464
                                          your newsletter, and extend its
                                          social reach.                        Bonus Content –
                                                                              Getting Supporters
                                                                                 Signed Up…
      http://conta.cc/NPEMSlide           http://conta.cc/NPEMSlideTour




Copyright © 2011 Constant Contact Inc.                                                             49
Get Supporters Signed Up

                                                                  Website
   Include Your E-Newsletter
   Signup Form Link Everywhere                                                          Newsletter


       76% of nonprofits placed
        the sign up form on the
       homepage. – Return Path Study:
       Telling Stories, Building Relationships 2009




   Website pages
   Donation confirmation pages
   Thank you letters                                                 Email Signature
   Paper newsletters
   Social media sites
   Current email newsletters
   Signup forms at events
   Staff’s email signature

   Tip: Free customizable sign up box and form from
   Constant Contact - http://constantcontact.custhelp.com/cgi-
   bin/constantcontact.cfg/php/enduser/std_adp.php?p_faqid=1641

CONFIDENTIAL Copyright © 2011 Constant Contact Inc.                                                  50
Get Supporters Signed Up



                                         Use Your Facebook Business Page
                                             74% Non-profits maintain a presence on
                                             Facebook; Associations 55%.
                                             -Nonprofit Social Network Survey Report, 2009




                                         Add your own “Join our List” tab to continue
                                         the relationship through email
                                            - Step by step directions for tab:
                                              http://constantcontact.custhelp.com/cgi-
                                              bin/constantcontact.cfg/php/enduser/std_adp.php?p_faqid=2620



                                         Write a post encouraging supporters to sign
                                         up with a link to your sign up form.




Copyright © 2011 Constant Contact Inc.                                                                       51
Nonprofit Newsletter Metrics


    Tracking List Growth




         Tip: Sign up for a report
                                         Median annual list growth                   20%
                                         for nonprofit sector

                                                   Source: 2011 eNonprofit Benchmarks Study




Copyright © 2011 Constant Contact Inc.                                                        52

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Nonprofit newsletters new

  • 1. Nonprofit Newsletters That Engage How to use email newsletters to raise awareness, strengthen your relationships and help achieve your mission. Copyright © 2011 Constant Contact Inc.
  • 2. Agenda  The Key to An Engaging Newsletter  Why an Online Newsletter is Essential  The Right Content and Frequency  Design Tips That Drive Response  Getting Into The Email Inbox and Opened  Understanding and Using Email Reports Really quick and easy; (Bonus Content: Getting Supporters Signed Up) highly impactful. Copyright © 2011 Constant Contact Inc.
  • 3. The Key to Engaging Newsletters Do You Have the Right Mindset? ■ Not to get immediate action Newsletters build Members will ■ Information focused rather than relationships, provide support to just get action retention and when they are loyalty. ready. ■ Demonstrates the impact your organization is making ■ Keeps your organization in your supporters mind Copyright © 2011 Constant Contact Inc. 3
  • 4. The Importance of an Engaging Newsletter Gets New Supporters It takes an average of 7 touches before an action occurs. 59% of people need to hear something about a specific organization 3 - 5 times to believe that information is likely to be true. – Edelman Trustbarometer 2011 Informative Understands and Initiates action newsletter to Gets and keeps connects to your potential them opening (donation/advocacy) cause supporters Initial Action Doesn’t Get You The Biggest Payoff  New supporters cost 10 times more than keeping existing ones  It’s 5 times easier to win back a lost supporter than to find a new one  Loyal supporters generate referrals! An engaging newsletter is even more important for current supporters. Copyright © 2011 Constant Contact Inc. 4
  • 5. The Importance of an Engaging Newsletter Keeps The Supporters You Have  Supporters want information  In 2010 42% of nonprofits had donors ask to be updated on how their contributions were spent. A significant increase from 32% in 2008. – 2010 State of the Nonprofit Industry Survey  Information helps supporters feel connected  The #1 reason existing donors stopped giving to a particular charity is that they no longer felt connected to the organization (57.7%). – 2008 Bank of America Survey  Information lets supporters see that their donation is making an impact  Just less than 20% of donors believe that their donations make a major impact on the organizations they support. – 2008 Bank of America Survey Informative Repeat action Word of newsletter to Keeps them Deepens their (donation/advoc mouth - existing connected interest acy) referrals! supporters Copyright © 2011 Constant Contact Inc. 5
  • 6. Nonprofit Newsletter Success Story Center for Adoption and Education (C.A.S.E.) Constant Contact member since 2005 List size: 5,588 Open rate: 26.74% Website: http://www.adoptionsupport.org Benefits of Informative content:  Makes this organization a trusted source for information  The referrals generated have been invaluable to their mission “Our informational newsletter has become a trustworthy communication that our readers love to share – across the country.” “As a result, we do get a range of referrals – from individuals who want and need our adoption- sensitive books to professional organizations who otherwise would not have known about the professional and community programs we offer.” - Michelle Lovejoy, Director of Community Education Copyright © 2011 Constant Contact Inc. 6
  • 7. Online, Paper or Both? Many of your supporters prefer and use email:  91% of Internet users between 18 and 64 send or read email. Source: Email Stat Center  Email usage up 22% among 55-64 years old and up 28% among 65 and older. Source: The 2010 U.S. Digital Year in Review by comScore  Communications technology preferences continue to shift among donors of all ages with 69% now preferring electronic over print communication. There is more interest in receiving information electronically, particularly among donors 65 to 74. Source: Cygnus Donor Survey 2011 It’s Cost-effective:  Direct Mail costs 20 TIMES as much as email  Email ROI: $43.62 returned for every $1 spent Source: Direct Marketing Association 2009 Email is a powerful compliment to direct mail E-newsletters are the most  Allows for more regular communication important communication tool for nonprofits in 2011,  Keeps supporters more informed and engaged followed by website, direct mail,  Allows for personalized/segmented messages in-person events, Facebook, and  Trackability provides new insights media relations/PR. Source: 2011 Nonprofit Marketing Guide  Reaches new people and raises awareness Copyright © 2011 Constant Contact Inc. 7
  • 8. Engaging Newsletter Content “80% of recipients Stop Reading emails they have signed up for because they deem them Irrelevant.” – Study by the Ad Agency Quris Have Relevant Content By Segmenting What different groups of supporters do you communicate with? Donors Volunteers Board Members Event attendees What are their interests/preferences? Capture supporter information Email/direct mail/social media needed to segment your list and be Frequency preference relevant. Events  Use your sign up forms to let Volunteer opportunities them identify themselves Certain programs  Use surveys to know their Activism interests and passions Copyright © 2011 Constant Contact Inc. 8
  • 9. Engaging Newsletter Content Use Your Newsletter Sign-up Form to Segment  Post list options that will tell you which group sign-ups fit in. Just exploring your work, a volunteer, a donor, board member etc.  Provide existing subscribers an email with a link to your sign-up form. Lists/Segments  Once they click “submit” they are automatically added into the list(s) they selected. Don’t have  Keep It Simple a sign up box/form? About 1/3 of nonprofits made it hard to subscribe. – Return Path Nonprofit Study: Telling Use Constant Stories, Building Relationships 2009 Contact’s free customizable  Collecting email address, name and sign up box http://constantcontact.custhelp.com/cgi- main interest will let you start and form: bin/constantcontact.cfg/php/enduser/std_adp.php?p_faqid=1641 sending engaging communications. Copyright © 2011 Constant Contact Inc. 9
  • 10. Engaging Newsletter Content Use a Welcome Email to Learn More  62% of nonprofits organizations started the relationships with subscribers off right by sending a welcome message.  90% sent them within 24 hours. Source: Return Path Study: Telling Stories, Building Relationships 2009  Send within 24 hours of sign up to make an immediate connection You’ve been successfully  There may be a delay in getting your next newsletter subscribed to our informative  Automatically sent out if using Constant Contact sign newsletter. Once a month we will up form keep you in the know of environmental updates and opportunities for action.  Include a link to a simple survey to know supporters’ interests and passions and Want to get updates even quickly segment them more specific to your interests? Take a couple Tips: minutes to let us know your  Send the same survey to the people already on interests and passions. your list to segment them.  Good starting point - survey template: “Nonprofit Pack – Donor/Volunteer Interests” Copyright © 2011 Constant Contact Inc. 10
  • 11. Engaging Newsletter Content Using the Results of Your Simple Subscriber Survey  Ask questions that will help you segment:  Which ways would you like the organization to communicate with you?  What frequency do you prefer?  Which programs are you most interested in?  Which types of information would you like to receive from our organization?  Responses are tallied for you with online surveys  Save people with similar interests as a separate list Tip: You can easily filter on multiple responses to create more defined lists, for example: One List = Those interested in Email channel, Program A, and Stories Copyright © 2011 Constant Contact Inc. 11
  • 12. Engaging Newsletter Content Target Content to Your Segments  Create lists/groups with similar interests  Supporters can add themselves through your sign up form  You can add people from your survey results  Send a newsletter to different groups based on their interests Tips to keep it simple:  Create your general newsletter  Use the copy feature Duplicates are managed for you  Re-creates your newsletter exactly and the copy is completely editable.  Add in a block or two that is unique for each group or just re-prioritize the content Copyright © 2011 Constant Contact Inc. 12
  • 13. Engaging Newsletter Content: Customer Spotlight Camp Ronald McDonald for Good Times Open Rate: 38.6% Website: campronaldmcdonald.org ■ Segmenting ■ Segments their contacts into groups: volunteer, donor, and supporter lists. ■ Tracking engagement ■ Use reporting to see who the first person is to open an email ■ Saving money and time ■ Camp constituents love the nonprofits cost savings on printing and staffing ■ Keeping supporters engaged “We have 600 volunteers in our database, but they’re not all active. It’s a great way to keep the information flowing out there.” David Garry, Volunteer Coordinator Copyright © 2011 Constant Contact Inc. 13
  • 14. Sending Newsletters That Engage Getting the Frequency Right How frequently are other nonprofits emailing? #1 - Monthly (43%) How Often To Send #2 - Every other week (17%) ■ Your goal is to keep supporters engaged #3 - Quarterly (16%) -2011 Nonprofit Marketing Guide ■ At least quarterly ■ Updating supporters twice a year isn’t enough to keep them engaged and keep your organization top of mind Tip: Do you have an 8 page newsletter that you send twice a year? Divide it into a quarterly, more timely email communication. Shorter communications are more likely to be read and shared. ■ Frequency should be driven by: ■ How often can you produce fresh, interesting, relevant content? ■ What your supporters groups want ■ How often do they want updates? ■ Use your subscriber survey to find out Copyright © 2011 Constant Contact Inc. 14
  • 15. Frequency that Works Tocqueville Society Email - Quarterly Tax Volunteers Email - Monthly Copyright © 2011 Constant Contact Inc. 15
  • 16. Frequency that Works Young Leaders Society Email - Twice Monthly Board of Directors Email – Monthly Copyright © 2011 Constant Contact Inc. 16
  • 17. Content That Engages Supporters Having a hard time getting good content? Keep Track of Everyday Content  Listen to and keep a log of what donors/volunteers/board members are asking about. Listen via Twitter for valuable content  Go to search.twitter.com, search on keyword about your industry, organization or topic of interest. Sign Up For Regular Content Feeds (RSS)  Sign up for a topic closely related to your mission – human rights, violence prevention, literacy, climate change, etc.  Creates a pool of content for articles in your newsletter  Examples – Twitter, Google, CNN, NPR Tip: How many times is the word YOU in your newsletter? Copyright © 2011 Constant Contact Inc. 17
  • 18. Having a Hard Time Getting Content? Make Your Newsletter Interactive ■ Insert Polls and share results ■ Insert a link to let them ask you questions and have a “Q&A” section to answer ■ Insert a “Tell Us What You Want” section ■ Ask what they like and don’t like ■ Include an option for them to sign up to be a guest columnist 18 Copyright © 2010 Constant Contact Inc.
  • 19. Content That Engages Supporters Use Content You Already Have Connect your supporters with specific content on:  Website  Blog  Youtube channel Video in email increase clicks by 2-3 times (Forrester) Video increases subscriber engagement by 20-200%. (Visible Gains) Video results in a 75% reduction of opt-out rate. (Eloqua)  Facebook page  Those age 55 and up is the fastest growing segment of Facebook users. (comScore 2010 U.S. Digital Year in Review) Get started with social media http://www.socialquickstarter.com Copyright © 2011 Constant Contact Inc. 19
  • 20. Content That Engages Supporters Can You Promote in Your Newsletter? “Over-solicitation” was the second most- reported reason why donors stop giving (32%). – Cygnus Donor Survey 2011 As long as you’re providing informational content, readers won’t mind some promotion. What is a good balance? 85% Informational 15% Promotional “When subscribers read about the new book in the newsletter, they forwarded it to others and C.A.S.E used their online newsletter to bring helped us generate hundreds of pre-sales as attention to its new book W.I.S.E. Up! For well as connected us to professionals at the children in foster care. local and state levels who could get this important book into the hands of foster children.” - Michelle Lovejoy, Director of Community Education Copyright © 2011 Constant Contact Inc. 20
  • 21. Content That Engages Supporters Easily Identify What Content is Working and What Content Is Not Use the Results of Your Clicks Report Identify hot topics Click to see who clicked on a link and easily create lists of people with similar interests. Ask Supporters for Feedback ■ Ask supporters what they like ■ Ask supporters what they don’t like Tip: Good starting point - survey template: “Nonprofit Pack – Newsletter Feedback” Copyright © 2011 Constant Contact Inc. 21
  • 22. Newsletter Design Tips that Drive Response Make Your Newsletters Go Viral Benefits of Providing Engaging Content 1. Increases awareness of your organization 2. Grows your list Make it Easy for Subscribers to Share the Information  Place “Forward” links/buttons near the Top of the newsletter  Place “Share” bar at the Top of the newsletter  Allows your subscribers who are on social media to share the information with their social networks. Make It Easy For Friends to Sign Up  Have a visible “Sign up” box in your newsletter Copyright © 2011 Constant Contact Inc. 22
  • 23. Newsletter Design Tips that Drive Response Make your Newsletters Go Viral Most nonprofits are using viral components in their emails. ■ Table of Contents ■ Education focused ■ Encourages forwards ■ Encourages Sign ups Source: Return Path Nonprofit Study - Telling Stories, Building Relationships 2009 Copyright © 2011 Constant Contact Inc. 23
  • 24. Design Guidelines-Personalization Quickly Include Personalization First Name What information do you have beyond email address? City and State  Name  City  Level of membership  Amount last donated Event in city  Program of interest  Name of event they attended  How long they have been a supporter Copyright © 2011 Constant Contact Inc. 24
  • 25. Newsletter Design Tips that Drive Response Use Hot Spots Top left and right corners generally have the highest click rates. Test different layouts with your audience. They may have a different behavior than you expected. Bottom – after reading the valuable content, feature more information about your programs and options to support your mission. Copyright © 2011 Constant Contact Inc. 25
  • 26. Newsletter Design Tips that Drive Response How much are you saying? Users spend 51 seconds reading the average newsletter. – Nielsen Norman Group Report: Email Newsletter Usability Make it an easy read ■ Use one or two columns (depending on amount of content) ■ Ideal number of articles is up to 5 ■ Have visual separation between topics ■ Borders between each section ■ Use headlines ■ Include bolding and bullets ■ Add links ■ Say just enough to get the reader interested, then use links. Copyright © 2011 Constant Contact Inc. 26
  • 27. Newsletter Design Tips that Drive Response Keep it Short By Adding Links Use teaser paragraphs and link to the full content stored somewhere else. ■ On your blog or Facebook business page ■ On your website (just as easy as adding an image)  Content on a page of your site  Word or PDF document hosted on your site ■ On another website (e.g. CNN) ■ Document hosted online (e.g. Constant Contact) Benefits of adding links: 1. Easy to read 2. Could drives traffic to your website 3. Provides tracking – the clicks report tells you who is clicking on  When readers click they will see a what links! new window with the webpage or document you choose. Copyright © 2011 Constant Contact Inc. 27
  • 28. Newsletter Design Tips that Drive Response NoHo Arts District ■ Good use of headers, bolding and links to assist with scanning ■ Two column layout to minimize scrolling ■ Table of contents helps with quick navigation ■ Clean white look and visual separation between each article Copyright © 2011 Constant Contact Inc. 28
  • 29. Newsletter Design Tips that Drive Response Including Links in Your Newsletter Don’t miss an opportunity to get Give supporters the option to supporters to your website. see Past Issues.  Make images clickable Especially your logo Copyright © 2011 Constant Contact Inc. 29
  • 30. Newsletter Design Tips that Drive Response Accommodate Mobile Phones Email remains the #1 activity on mobile devices increasing 41.6% in 2010. Source: Nielsen Net View View on “Mobile Device” receives an average of 9% of email clicks. Source: Worldata Email usage Study Q4 2010 Copyright © 2011 Constant Contact Inc. 30
  • 31. Newsletter Design Tips that Drive Response Optimize the Text Version The text version is likely seen by about 15% of your list. – Return Path 2007  Created for you You can Preview and Edit just the text version  Optimize the text version – Make sure your Organization Name immediately appears – Shorten up long URLs – Free URL shortener: bitly.com Copyright © 2011 Constant Contact Inc. 31
  • 32. Getting Into The Inbox Engagement with Standard Email Programs (e.g. Outlook, Hotmail) ■ Not designed for sending to groups of people ■ Small nonprofits can’t build the sending reputation needed for high deliverability Typical block rate:  Nearly 21% of B to C email is not delivered to the inbox  Nearly 28% of B to B email is not delivered to the inbox Source: The Email Deliverability Benchmark Report, 2009 Return Path ■ No privacy of “To” line ■ No control of Look/Feel ■ No Tracking – don’t know who is reading/engaging and with what content ■ Have to manually handle unsubscribes ■ Bounces are not easy to track or manage Copyright © 2011 Constant Contact Inc. 32
  • 33. Getting into the Inbox Engagement with Email Service Providers (e.g. Constant Contact)  Designed to send to large groups of people  High deliverability – a whole team dedicated to a strong sender reputation Typical delivery:  Constant Contact sends over 2 billion emails a month  97% or higher deliverability  Personalized one-to-one feel  Branded, design is visually engaging, easier to read  Can track opens and click throughs and adjust content accordingly  Unsubscribes managed for you  Bounces categorized and easy to manage 33 Copyright © 2011 Constant Contact Inc.
  • 34. Getting into The Inbox Avoid the Bulk/Junk Folder All capital letters in subject line Excessive punctuation in subject line Things ATTACHMENTS to Excessive ratio of IMAGES to text Red text Avoid Excessive use of “click here” Excessive use of $$ and other symbols  Determine spam-like content before sending - Use the Spam Check feature  Ask subscribers to White List you Add our address email@organization.com to your address book to make sure you receive our informative updates. Copyright © 2011 Constant Contact Inc. 34
  • 35. Getting Your Newsletter Opened The “From” Line – Use a Familiar From Name ■ Use what will be most recognizable ■ Organization name, campaign, initiative, acronym ■ May vary by the group you’re sending to ■ Shorter is better ■ Be consistent 60% of consumers say the Habitat For Humanity 7 Shovels Needed By Saturday Create Now Nathalie’ Story: Art Changed Her Bad "from" line most often United Way Young Leaders Happy Hour determines whether they John Smith Donate Today!!! open an email or delete it. Charities R Us Volunteers Needed Source: DoubleClick Copyright © 2011 Constant Contact Inc. 35
  • 36. Getting Your Newsletter Opened The “From” Line – Use a Familiar From Email Address Some email programs display From name + email Some email programs Display From email only Copyright © 2011 Constant Contact Inc. 36
  • 37. Getting Your Newsletter Opened The “Subject” line ■ Keep it short and simple ■ 5-8 words ■ Carry through the most important topic for each group Before: Go Green Association Newsletter After: How to Live in Harmony with Backyard Wildlife Habitat For Humanity 7 Shovels Needed By Saturday 30% of consumers say the Create Now Nathalie’ Story: Art Changed Her Bad “subject" line most often United Way Young Leaders Happy Hour determines whether they John Smith Donate Today!!! open an email or delete it. Charities R Us Volunteers Needed Source: DoubleClick Copyright © 2011 Constant Contact Inc. 37
  • 38. Getting Your Newsletter Opened Design for the Preview Pane Maximize the top 2 – 4 inches ■ Use your brand  Visible logo and colors ■ Prevent scrolling left/right  Width = 600 pixels ■ Have an headline/image to pull readers in ■ Have a Table of Contents  Use as Anchor Tags to pull 33% of online customers use Preview Panes to view emails. them down - Marketing Sherpa 2008  Re-word / add short descriptions Copyright © 2011 Constant Contact Inc. 38
  • 39. Getting Your Newsletter Opened  Clear Branding – logo, colors, organization name  Clear tagline  Table of Contents Copyright © 2011 Constant Contact Inc. 39
  • 40. Before You Send Your Newsletter Send A Test For Feedback ■ Is it going into the bulk folder? ■ Avoiding spam like content / design ■ Is it clear who it is from? ■ Would you open it? ■ Do the links work? ■ How does the text version look? ■ Shorten long URLs Send Final Version To Staff First ■ Reminds your team of the content and when it is going out ■ Team can be ready for responses Copyright © 2011 Constant Contact Inc. 40
  • 41. Nonprofit Customer Spotlight: Before and After Newsletter Friends of the Parks Improving Chicago’s Parks since 1975 http://fotp.org/ The After:  Recognizable from area  Relevant subject line  Two columns to fit more into the preview pane  Image to pull the reader in  More descriptive links  Forward to friend button Copyright © 2011 Constant Contact Inc. 41
  • 42. Checklist: Before You Send Your Newsletter…  Did you include your logo at the top of your email?  Does your organization name appear in text at the top of your email?  Are you using consistent background colors?  Does a clear headline appear in the preview pane?  Does a table of contents appear in the preview pane?  Did you include text descriptions for all of your images?  Did you make your images clickable?  Do you have a link to view your email as a webpage?  Did you ask your audience to add your email address to their address book?  Did you limit your email to up to 5 topics?  Did you use teaser paragraphs and include links to the rest of the content?  Did you include personalization and the word you?  Is there something that can better be expressed using a video?  Do you have forward to a friend, subscribe and share buttons in your email?  Did you avoid spam-like content with the spam checker?  Does your subject line highlight the most engaging content in the email?  Is your “from name” recognizable?  Did you preview the text version of your newsletter? Copyright © 2011 Constant Contact Inc. 42
  • 43. Extend the Life of Your Newsletter Share Your Newsletter On Your Social Media Pages  Once you have sent your newsletter share it on your social media sites. Copyright © 2011 Constant Contact Inc. 43
  • 44. Nonprofit Newsletter Metrics Tracking Supporter Engagement Constant Contact’s Nonprofit Customer Averages Open Rate – 20% Click Through Rate – 12.3% (all message types) Copyright © 2011 Constant Contact Inc. 44 Source: 2011 Convio Online Marketing Nonprofit Benchmark Index Study
  • 45. Nonprofit Newsletter Metrics Tracking Supporter Engagement Copyright © 2011 Constant Contact Inc. 45
  • 46. Nonprofit Newsletter Metrics Tracking Engagement Trends Quickly compare your current newsletter metrics to your past newsletters. Copyright © 2011 Constant Contact Inc. 46
  • 47. Nonprofit Newsletter Metrics Using Engagement Trends To Improve Future Results Compare open and click rates  Which were the most/least successful? Print out your best and worst performing newsletters  What do they have in common? Does your audience respond better to certain content, layouts, times?  If you find that all the newsletters you’ve sent with “How To” articles had high click rates, design future emails using that lesson. Test ONE thing at a time  Subject Lines, headlines, link text, format, design - determine what best engages your supporters Copyright © 2011 Constant Contact Inc. 47
  • 48. The Key to Newsletters Have the Right Mindset It takes an average of 7 touches before an action occurs. New supporters cost 10 times more than keeping existing ones. Keeping existing supporters engaged is where the real payoff comes. Remember: Newsletters are to inform, not to just get action. Informative newsletters to supporters:  Strengthen their connection to your organization  Increase retention  Increase support  Connected supporters generate referrals! Copyright © 2011 Constant Contact Inc. 48
  • 49. Your Next Best Steps Email Marketing Email Marketing Thank you for 60-Day Trial Live Product Tour attending! Sign up for a free, 60-day Register for Constant trial of Constant Contact Have Questions? Contact’s “Email Email Marketing Marketing Live Tour” We’re happy to Constant Contact has worked Join a Constant Contact expert with over 100,000 nonprofits. and other nonprofits live to see help! Get free coaching and support, how easy it is to create a grow your email list, access over professional-looking email Toll-free: 400+ templates, and measure newsletter, manage contacts, and track results. track results, as well as send 866-876-8464 your newsletter, and extend its social reach. Bonus Content – Getting Supporters Signed Up… http://conta.cc/NPEMSlide http://conta.cc/NPEMSlideTour Copyright © 2011 Constant Contact Inc. 49
  • 50. Get Supporters Signed Up Website Include Your E-Newsletter Signup Form Link Everywhere Newsletter 76% of nonprofits placed the sign up form on the homepage. – Return Path Study: Telling Stories, Building Relationships 2009 Website pages Donation confirmation pages Thank you letters Email Signature Paper newsletters Social media sites Current email newsletters Signup forms at events Staff’s email signature Tip: Free customizable sign up box and form from Constant Contact - http://constantcontact.custhelp.com/cgi- bin/constantcontact.cfg/php/enduser/std_adp.php?p_faqid=1641 CONFIDENTIAL Copyright © 2011 Constant Contact Inc. 50
  • 51. Get Supporters Signed Up Use Your Facebook Business Page 74% Non-profits maintain a presence on Facebook; Associations 55%. -Nonprofit Social Network Survey Report, 2009 Add your own “Join our List” tab to continue the relationship through email - Step by step directions for tab: http://constantcontact.custhelp.com/cgi- bin/constantcontact.cfg/php/enduser/std_adp.php?p_faqid=2620 Write a post encouraging supporters to sign up with a link to your sign up form. Copyright © 2011 Constant Contact Inc. 51
  • 52. Nonprofit Newsletter Metrics Tracking List Growth Tip: Sign up for a report Median annual list growth 20% for nonprofit sector Source: 2011 eNonprofit Benchmarks Study Copyright © 2011 Constant Contact Inc. 52