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10/7/2013 #bbcon 1
Email Marketing with eTapestry
PRESENTED BY LAUREN DALPEE
10/7/2013 #bbcon 2
ABOUT TODAY'S SPEAKER…
Lauren Dalpee — eTapestry Product Marketing Manager, Blackbaud
oversees all product marketing efforts for eTapestry. Today she focuses on
delivering more value to the eTapestry offerings, understanding client needs
for product enhancement, and assessing future opportunities for growth.
Prior to joining the Blackbaud team, Lauren worked in marketing at the
American Red Cross, where she handled all fundraising, community outreach
and marketing efforts to increase and cultivate the donor base. There she
saw firsthand the impact that technology can have on nonprofit organizations
that are understaffed and stretched for time.
Today she is an advocate for tools that help nonprofits work smarter in order
to serve more with less, because every minute counts!
@LaurenDalpeeLauren.Dalpee@Blackbaud.com
10/7/2013 #bbcon 3
• Let’s Look at the Big Picture
- Email marketing best practices
• Bring it to Life in eTapestry
- specific examples of how to use eTapestry to cultivate donors and improve
marketing efforts
• Take it to the Next Level with Constant Contact®
- tips and tricks to manage your Constant Contact account and its use with
eTapestry
AGENDA
10/7/2013 #bbcon 4
Email marketing is all about trust
Not a public channel like Twitter or Facebook
Constituent is signing up for your list as an agreement to enter a
relationship with you by way of their inbox
53% of donors leave due to
the nonprofit’s failure to
communicate
THE ROLE OF EMAIL MARKETING
10/7/2013 #bbcon 5
FIVE QUESTIONS FOR EMAIL MARKETING
What are YOU trying to do?1
WHO are you trying to target?2
HOW will you deliver your message?4 WHAT message will help you get there?3
Did it work?5
10/7/2013 #bbcon 6
FIVE QUESTIONS FOR EMAIL MARKETING
Audience
WHO are you trying to target?
WHAT message will help you get there?
Content
HOW will you deliver your message?
Tactics
What are YOU trying to do?
Goals
Did it work?
Results
10/7/2013 #bbcon 7
FIVE QUESTIONS FOR EMAIL MARKETING
Audience
WHO are you trying to target?
WHAT message will help you get there?
Content
HOW will you deliver your message?
Tactics
What are YOU trying to do?
Goals
Did it work?
Results
1
10/7/2013 #bbcon 8
WHAT ARE YOU TRYING TO DO?
Do you want to…
• Increase exposure?
• Build relationships?
• Obtain donations?
• Drive attendance?
the answer to this question will guide your
answer to every other question
10/7/2013 #bbcon 9
• Take it one goal at a time
• Choose a goal that aligns with your mission
• Collaborate with other key department leaders
GOAL SETTING BEST PRACTICES
2012 top email marketing objectives for nonprofits:
1. keeping supporters informed (80%)
2. attracting and retaining donors (64%)
3. driving online donations (61%)
10/7/2013 #bbcon 10
FIVE QUESTIONS FOR EMAIL MARKETING
Audience
WHO are you trying to target?
WHAT message will help you get there?
Content
HOW will you deliver your message?
Tactics
What are YOU trying to do?
Goals
Did it work?
Results
2
Increase exposure
Build relationships
Obtain donations
Drive attendance
10/7/2013 #bbcon 11
WHO ARE YOU TRYING TO REACH?
Donors Volunteers Alumni
Prospects Lapsed
Donors
10/7/2013 #bbcon 12
Goals: Primary Audiences:
• Increase Exposure
• Build Relationships
• Drive attendance
• Obtain donations
CONNECTING GOALS WITH AUDIENCE
10/7/2013 #bbcon 13
UNDERSTANDING YOUR AUDIENCE
• To connect with your audiences, you must
first understand them on a personal level.
• GOALS:
• What keeps them up at night?
• What are their passions and interests? What
are their dreams and goals?
• CHALLENGES:
• What are their primary goals in life?
• How are they trying to create a meaningful
life?
10/7/2013 #bbcon 14
Name Geography
Age, Gender,
Income,
Occupation
Level of
Membership
Amount Last
Donated
Program of
Interest
Name of
Event they
Attended
How Long
they’ve been
a Supporter
WHAT DO YOU ALREADY KNOW ABOUT
YOUR AUDIENCE?
eTapestry Tip Query on the above fields to segment
your e-mail lists
10/7/2013 #bbcon 15
• Collecting email address, name and main interest will let you start sending
engaging communications
• Use sign up forms to gain personalization & segment potential supporters
• What supporter group do you best fit into?
– Volunteer, Donor, Board Member, etc
• How often would you like to receive communications?
• What are your topics of interest?
• Certain programs, services, locations?
• Provide existing subscribers an e-mail with a link to a survey to ensure
you continue to send them relevant content
HOW CAN YOU LEARN MORE ABOUT YOUR
AUDIENCE?
eTapestry Tip
10/7/2013 #bbcon 16
• Segment your audience based on what you know about them and
information you’ve collected from them
• Include personalization to show you have a relationship with them
SEGMENTATION FOR PERSONALIZATION
Personalized e-mails
increase response rates
by nearly 60%
eTapestry Tip
• Data Merge Fields allow e-mail to appear personalized.
• Use any field you want including: event they last
attended, city they live in, program of interest, etc.
• eTapestry can also pull and input pledged amount with due
date
10/7/2013 #bbcon 17
1. know your audience
2. base your content on
what you know
3. Send the email only to
the appropriate
audience who will be
interested in the topic
TARGETED EMAIL MARKETING = RESULTS
Use the setup screen to determine the specific
parameters around your email, including which
query to use, who will receive replies, and whether
you want the journal updated for each recipient.
eTapestry Tip
10/7/2013 #bbcon 18
USE QUERIES TO SEGMENT IN ETAPESTRY
1. Build a query in eTapestry based on your audience segment
2. Select query for
criteria before sending
out your e-mail in
eTapestry
10/7/2013 #bbcon 19
Once you understand your audience,
Give them what they want!
10/7/2013 #bbcon 20
FIVE QUESTIONS FOR EMAIL MARKETING
Audience
WHO are you trying to target?
WHAT message will help you get there?
Content
HOW will you deliver your message?
Tactics
Did it work?
Results
3
Donors
Volunteers
Alumni
Prospects
Lapsed Donors
Increase exposure
Build relationships
Obtain donations
Drive attendance
What are YOU trying to do?
Goals
10/7/2013 #bbcon 21
Types of Emails Most relevant for…
1. Informational
- News/service updates
- Research/Advocacy
- Facts & Tips
2. Relational
- Thank you communications
- Holiday communications
- Acknowledgements
3. Promotional
- Solicitations
- Annual appeal
- Event Invitations
WHAT MESSAGE WILL HELP US GET THERE?
10/7/2013 #bbcon 22
INFORMATIONAL EMAILS
• Goal:
- Increase exposure
• Content focus:
- Engagement and Education
- Non-promotional
• Benefits:
- Delivers knowledge
- Establishes trust and credibility
- Widens audience exposure through
forwards, shares, & referrals
• Frequency:
- Monthly/weekly
• Tactics:
- Use bullets, summarize information, be
concise
News/service updates
Research/Advocacy
Facts & Tips
10/7/2013 #bbcon 23
RELATIONAL EMAILS
• Goal:
- Build Relationships
• Content Focus:
- Experience & Announcements
• Benefits:
- Retention & Loyalty
• Frequency:
- Event-driven
• Tactics:
- Use content to build deeper
relationships
Thank you’s, Holiday
communications,
Acknowledgements,
Press Releases
eTapestry Tip Automate these so when a supporter gives, they
automatically receive a thank you
10/7/2013 #bbcon 24
PROMOTIONAL EMAILS
• Goal:
- Obtain donations
- Drive attendance
• Content Focus:
- Promotion & Call To Action
- Limit content
• Benefits:
- Acts as a vehicle for fundraising $
- 1 x 1 communication that enables the constituent to
give
• Frequency:
- Quarterly (depending on fundraising cycle)
• Tactics:
- Use content to invite click-through or other action
Solicitations, Annual
appeal, Event
Invitations
On average, 35% of online
revenue can be sourced to a
direct email appeal, with the
rest coming from other
sources, like directly pulling up
a website or peer referral.
10/7/2013 #bbcon 25
WHAT’S THE FIRST TYPE OF EMAIL A
NONPROFIT USUALLY SENDS?
Informational
58%
Relational
17%
Promotional
25%
10/7/2013 #bbcon 26
WHAT TO USE FOR WHICH
• Look & Feel
• Constant
Contact
• Segmentation
• eTapestry
• Segmentation
• eTapestry
Informational
Relational
Promotional
10/7/2013 #bbcon 27
Scenario #1
• Goal: obtain donations
• Audience: potential supporters
• Content:
1. Informational newsletter
- Why? Gets and keeps them
opening
- allows them to
understand/connect to your
cause
2. Promotional newsletter
• Result: Initial action
- donation/advocacy
ENGAGING CONTENT FOR PROSPECTS
Initial Action Doesn’t Give You The
Biggest Payoff
• Acquiring new supporters cost 10x more
than keeping existing ones
• It is 5x easier to win back a lapsed
supporter than to find a new one
• Loyal supporters generate referrals (aka:
they find your new donors for you!
BUT…
10/7/2013 #bbcon 28
Scenario #2
• Goal: retain donors
• Audience: current supporters
• Content: Informational
newsletter
• Keeps them connected
• Deepens their interest
• Result: REPEAT Action
- donation/advocacy
- Word-of-mouth referrals!
ENGAGING CONTENT FOR EXISTING
SUPPORTERS
Supporters want to be a part of your mission.
YOUR job is to make sure they feel connected.
• Supporters want information.
• Show them: HOW their money is being
spent
• Information helps supporters feel connected
• Show them: How YOUR cause relates
to THEM
• Information lets supporters see that their
donation is making an impact.
• Show them: What you’ve done to save
the world
10/7/2013 #bbcon 29
• Connect with your supporters by
using content from:
- Website links
- Blog posts
- Pictures
- Social media
• Benefits of links
- Easy to read
- Drive traffic to website
- Provides TRACKING
RECYCLE CONTENT BY USING LINKS
eTapestry Tip
• Utilize Correspondence Templates to create mailings
• Easily build and send professional looking
communications using a built in HTML email editor.
10/7/2013 #bbcon 30
FIVE QUESTIONS FOR EMAIL MARKETING
Audience
WHO are you trying to target?
WHAT message will help you get there?
Content
HOW will you deliver your message?
Tactics
Did it work?
Results
4
Increase exposure
Build relationships
Obtain donations
Drive attendance
What are YOU trying to do?
Goals
Donors
Volunteers
Alumni
Prospects
Lapsed Donors
Informational
Promotional
Relational
10/7/2013 #bbcon 31
• Timing is Everything
• Make a Good First Impression
• Look Good Doing It
HOW WILL YOU DELIVER YOUR MESSAGE?
10/7/2013 #bbcon 32
Frequency
• Create a master schedule
• Include frequency in online sign-up
• Keep content concise and relevant
• Re-share content via social
Delivery
• When is your audience most likely to read?
- Day of week (Tuesday & Wednesday)
- Time of day (10 am to 3 pm)
TIMING IS EVERYTHING
eTapestry Tip Test for timing by
• splitting up your segmented list into 3 parts
• Send same e-mail at different times and days
• Compare results
How often
should I send?
When should I
send?
10/7/2013 #bbcon 33
• Create a master schedule for your communication touches
FREQUENCY
eTapestry Tip • Add calendar items to your eTapestry calendar
• Use segmentation to ensure you aren’t over
communicating with certain groups
Promotional
Relational
Informational
10/7/2013 #bbcon 34
• To understand when emails should be sent, look for
trends in your Open Report
DELIVERY
eTapestry Tip Automate it! Take advantage of delivery scheduling
10/7/2013 #bbcon 35
• Most important components of your e-mail:
- What they see in their inbox
- What they see in their preview pane
- What they see in the campaign body
MAKE A GOOD FIRST IMPRESSION
10/7/2013 #bbcon 36
Inbox
• From (60%)
- Short, consistent & recognizable to
your audience
• Subject (30%)
- Short, simple, meaningful (5-8
words)
MAKE A GOOD FIRST IMPRESSION
Preview pane
• 2 columns to minimize scrolling
• TOC for quick navigation
• Branding to pull readers in
Campaign body
• Clean
10/7/2013 #bbcon 37
• Use “Hot Spots”
- Top left and right corners generally have
highest click rates
• Give the reader opportunities to get
more involved at the bottom
- Volunteer opportunities
- Programs
- Options to support
DESIGN THAT WORKS FOR YOU
10/7/2013 #bbcon 38
• Provide engaging content that supporters WANT to share
• Make it easy for them to share the information
- Forward links
- Share bar
- e-newsletter sign up
GO VIRAL
10/7/2013 #bbcon 39
GO VIRAL
eTapestry Tip
Social Media and Online Fundraising: Include direct links to
website, donation page, registration page, social media "share"
links, "forward to a friend" option, etc.
10/7/2013 #bbcon 40
• Include your e-newsletter signup link EVERYWHERE!
- Website
- Email signature
- Newsletter
- Social
- Event sign ups
• Use DIY Forms to promote sign ups on your website. Include:
- Logo/Brand
- Contact information
- E-mail confirmation
- “What type of info would you like to receive?”
• New e-mail addresses = new constituents in your eTapestry database!
- One e-mail address equates to $13.01 of $ raised.
MAKE SIGN UPS EASY
10/7/2013 #bbcon 41
FIVE QUESTIONS FOR EMAIL MARKETING
Audience
WHO are you trying to target?
WHAT message will help you get there?
Content
HOW will you deliver your message?
Tactics
Did it work?
Results
5
Increase exposure
Build relationships
Obtain donations
Drive attendance
What are YOU trying to do?
Goals
Donors
Volunteers
Alumni
Prospects
Lapsed Donors
Informational
Promotional
Relational
Timing
Wording
Aesthetics
10/7/2013 #bbcon 42
Look at metrics that MATTER.
1. Opens & Clicks
2. Click-throughs
3. Shared Links
4. Opt Out
Use these metrics to DRIVE your content strategy &
ensure you are targeting the right audience
DID IT WORK?
3 out of 4 nonprofits
track click-through
rates and open rates.
43% of nonprofits
evaluate email
performance once a
month.
10/7/2013 #bbcon 43
• Opens:
- Show effectiveness of your subject line/ from line
• Clicks:
- Shows overall interest of the topic
OPENS & CLICKS
Tracked Opens:
• The Tracked Opens section displays how many
times, and by how many recipients, the email
was opened.
• Click that link to view a report of those email
addresses and the date and time they opened
the email.
eTapestry Tip
10/7/2013 #bbcon 44
• Use click-throughs to see if the message CLICKS
- What are people connecting with and really interested in, and what aren’t they
interested in?
- Great to use for NEW audience segments that you don’t know a lot about yet
CLICK-THROUGH
eTapestry Tip
Hot Topic!
Click-through Stats
• shows how many times each of the trackable links in your email have been clicked.
• "View All Click-through Clicks" link, to view a report of all recipients who clicked on those
links, and the date and time they clicked them.
• You can then save a Query of these e-mail addresses who share similar interests to use
in future campaigns
10/7/2013 #bbcon 45
• Tracks SUPPORTER ENGAGEMENT
• Insight into how social media sites are helping to get the word out
about your various fundraising strategies.
SOCIAL SHARES
Shared Links Report
• allows you to see which of
your emails have been
shared on which social
media outlets, and how
many times those shared
links were clicked on each
social media outlet.
eTapestry Tip
10/7/2013 #bbcon 46
OPT OUT
Opt Out Report
• view the email addresses that have opted out of receiving emails from
your organization.
• create a Custom Account Query of the accounts to be used in mass
updates.
• Warning: only remove the opt out designation on a constituent's
persona if they have expressly asked you to do so, or you may be in
violation of the federal CAN-SPAM act.
eTapestry Tip
10/7/2013 #bbcon 47
FIVE QUESTIONS FOR EMAIL MARKETING
Audience
WHO are you trying to target?
WHAT message will help you get there?
Content
HOW will you deliver your message?
Tactics
Did it work?
Results
Increase exposure
Build relationships
Obtain donations
Drive attendance
What are YOU trying to do?
Goals
Donors
Volunteers
Alumni
Prospects
Lapsed Donors
Informational
Promotional
Relational
Timing
Wording
Aesthetics
Open Rate
Click Through Rate
Opt Out Rate
10/7/2013 #bbcon 48
ETAPESTRY & CONSTANT CONTACT INTEGRATION
10/7/2013 #bbcon 49
Top Email Marketing Challenges for Nonprofits:
• Growing and retaining contacts
• Integrating email and other channels
• Integrating email with donor database & online fundraising
• Inadequate resources and expertise
eTapestry + Constant Contact =
Fundraising + Marketing
ALL IN ONE PLACE.
ETAPESTRY & CONSTANT CONTACT
10/7/2013 #bbcon 50
A Powerful Tool
• One view of all constituents
- Integrate your Constant Contact account and your eTapestry database for a
360 degree view of your constituents
• Track organizational relationships
- Transfer email addresses from your eTapestry database to Constant Contact
to generate mailings
• Ensure contact information is accurate
• Avoid duplicate communications with email query transfers from eTapestry
to Constant Contact allowing you to
– Better maintain your constituent account
– Create segments in your eTapestry database while using Constant
Contact to send Communications
ETAPESTRY & CONSTANT CONTACT
10/7/2013 #bbcon 51
Advanced Mass Email
WHEN TO USE EACH SOLUTION
• Transactional emails
- Thank You’s
- Receipts
- Pledge reminders
• Personalized Emails
• Multiple security groups
• Attachments
Constant Contact Integration
• Marketing materials
• Non-personalized emails
• Spam Check
• Graphed reporting
Both Solutions
• Scheduling emails
• Reporting information
• (opens/click
throughs/bounces)
• Social Media Links
• Journal entries in eTap
• Preview & Test
10/7/2013 #bbcon 52
ETAPESTRY & CONSTANT CONTACT
10/7/2013 #bbcon 53
Compare eTapestry and Constant Contact databases to find e-mail
matches and avoid duplicate communications:
• What email addresses are in both eTapestry and Constant Contact.
- MOVES MANAGEMENT: study those who received e-mail and gave
• What email addresses are only in eTapestry.
- Export them into Constant Contact to ensure you have the correct information
• What email addresses are only in Constant Contact.
- Identify new potential donors: organizations who haven’t donated yet
• What accounts in eTapestry do not have an email address saved in
any persona.
DATABASE COMPARISON
10/7/2013 #bbcon 54
TRANSFER E-MAIL ADDRESSES
Transfer email addresses from eTapestry into Constant Contact.
10/7/2013 #bbcon 55
TRANSFER E-MAILS
10/7/2013 #bbcon 56
QUESTIONS?
10/7/2013 #bbcon 57
This presentation was an adaption of the work of e-marketing nonprofit
thought leaders:
• Alec Stern, Founder of Constant Contact
• John Hayden, author of “Facebook Marketing for Dummies”
• Farra Trompeter, Big Duck
WORKS CITED

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Email Marketing with eTapestry

  • 1. 10/7/2013 #bbcon 1 Email Marketing with eTapestry PRESENTED BY LAUREN DALPEE
  • 2. 10/7/2013 #bbcon 2 ABOUT TODAY'S SPEAKER… Lauren Dalpee — eTapestry Product Marketing Manager, Blackbaud oversees all product marketing efforts for eTapestry. Today she focuses on delivering more value to the eTapestry offerings, understanding client needs for product enhancement, and assessing future opportunities for growth. Prior to joining the Blackbaud team, Lauren worked in marketing at the American Red Cross, where she handled all fundraising, community outreach and marketing efforts to increase and cultivate the donor base. There she saw firsthand the impact that technology can have on nonprofit organizations that are understaffed and stretched for time. Today she is an advocate for tools that help nonprofits work smarter in order to serve more with less, because every minute counts! @LaurenDalpeeLauren.Dalpee@Blackbaud.com
  • 3. 10/7/2013 #bbcon 3 • Let’s Look at the Big Picture - Email marketing best practices • Bring it to Life in eTapestry - specific examples of how to use eTapestry to cultivate donors and improve marketing efforts • Take it to the Next Level with Constant Contact® - tips and tricks to manage your Constant Contact account and its use with eTapestry AGENDA
  • 4. 10/7/2013 #bbcon 4 Email marketing is all about trust Not a public channel like Twitter or Facebook Constituent is signing up for your list as an agreement to enter a relationship with you by way of their inbox 53% of donors leave due to the nonprofit’s failure to communicate THE ROLE OF EMAIL MARKETING
  • 5. 10/7/2013 #bbcon 5 FIVE QUESTIONS FOR EMAIL MARKETING What are YOU trying to do?1 WHO are you trying to target?2 HOW will you deliver your message?4 WHAT message will help you get there?3 Did it work?5
  • 6. 10/7/2013 #bbcon 6 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics What are YOU trying to do? Goals Did it work? Results
  • 7. 10/7/2013 #bbcon 7 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics What are YOU trying to do? Goals Did it work? Results 1
  • 8. 10/7/2013 #bbcon 8 WHAT ARE YOU TRYING TO DO? Do you want to… • Increase exposure? • Build relationships? • Obtain donations? • Drive attendance? the answer to this question will guide your answer to every other question
  • 9. 10/7/2013 #bbcon 9 • Take it one goal at a time • Choose a goal that aligns with your mission • Collaborate with other key department leaders GOAL SETTING BEST PRACTICES 2012 top email marketing objectives for nonprofits: 1. keeping supporters informed (80%) 2. attracting and retaining donors (64%) 3. driving online donations (61%)
  • 10. 10/7/2013 #bbcon 10 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics What are YOU trying to do? Goals Did it work? Results 2 Increase exposure Build relationships Obtain donations Drive attendance
  • 11. 10/7/2013 #bbcon 11 WHO ARE YOU TRYING TO REACH? Donors Volunteers Alumni Prospects Lapsed Donors
  • 12. 10/7/2013 #bbcon 12 Goals: Primary Audiences: • Increase Exposure • Build Relationships • Drive attendance • Obtain donations CONNECTING GOALS WITH AUDIENCE
  • 13. 10/7/2013 #bbcon 13 UNDERSTANDING YOUR AUDIENCE • To connect with your audiences, you must first understand them on a personal level. • GOALS: • What keeps them up at night? • What are their passions and interests? What are their dreams and goals? • CHALLENGES: • What are their primary goals in life? • How are they trying to create a meaningful life?
  • 14. 10/7/2013 #bbcon 14 Name Geography Age, Gender, Income, Occupation Level of Membership Amount Last Donated Program of Interest Name of Event they Attended How Long they’ve been a Supporter WHAT DO YOU ALREADY KNOW ABOUT YOUR AUDIENCE? eTapestry Tip Query on the above fields to segment your e-mail lists
  • 15. 10/7/2013 #bbcon 15 • Collecting email address, name and main interest will let you start sending engaging communications • Use sign up forms to gain personalization & segment potential supporters • What supporter group do you best fit into? – Volunteer, Donor, Board Member, etc • How often would you like to receive communications? • What are your topics of interest? • Certain programs, services, locations? • Provide existing subscribers an e-mail with a link to a survey to ensure you continue to send them relevant content HOW CAN YOU LEARN MORE ABOUT YOUR AUDIENCE? eTapestry Tip
  • 16. 10/7/2013 #bbcon 16 • Segment your audience based on what you know about them and information you’ve collected from them • Include personalization to show you have a relationship with them SEGMENTATION FOR PERSONALIZATION Personalized e-mails increase response rates by nearly 60% eTapestry Tip • Data Merge Fields allow e-mail to appear personalized. • Use any field you want including: event they last attended, city they live in, program of interest, etc. • eTapestry can also pull and input pledged amount with due date
  • 17. 10/7/2013 #bbcon 17 1. know your audience 2. base your content on what you know 3. Send the email only to the appropriate audience who will be interested in the topic TARGETED EMAIL MARKETING = RESULTS Use the setup screen to determine the specific parameters around your email, including which query to use, who will receive replies, and whether you want the journal updated for each recipient. eTapestry Tip
  • 18. 10/7/2013 #bbcon 18 USE QUERIES TO SEGMENT IN ETAPESTRY 1. Build a query in eTapestry based on your audience segment 2. Select query for criteria before sending out your e-mail in eTapestry
  • 19. 10/7/2013 #bbcon 19 Once you understand your audience, Give them what they want!
  • 20. 10/7/2013 #bbcon 20 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results 3 Donors Volunteers Alumni Prospects Lapsed Donors Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals
  • 21. 10/7/2013 #bbcon 21 Types of Emails Most relevant for… 1. Informational - News/service updates - Research/Advocacy - Facts & Tips 2. Relational - Thank you communications - Holiday communications - Acknowledgements 3. Promotional - Solicitations - Annual appeal - Event Invitations WHAT MESSAGE WILL HELP US GET THERE?
  • 22. 10/7/2013 #bbcon 22 INFORMATIONAL EMAILS • Goal: - Increase exposure • Content focus: - Engagement and Education - Non-promotional • Benefits: - Delivers knowledge - Establishes trust and credibility - Widens audience exposure through forwards, shares, & referrals • Frequency: - Monthly/weekly • Tactics: - Use bullets, summarize information, be concise News/service updates Research/Advocacy Facts & Tips
  • 23. 10/7/2013 #bbcon 23 RELATIONAL EMAILS • Goal: - Build Relationships • Content Focus: - Experience & Announcements • Benefits: - Retention & Loyalty • Frequency: - Event-driven • Tactics: - Use content to build deeper relationships Thank you’s, Holiday communications, Acknowledgements, Press Releases eTapestry Tip Automate these so when a supporter gives, they automatically receive a thank you
  • 24. 10/7/2013 #bbcon 24 PROMOTIONAL EMAILS • Goal: - Obtain donations - Drive attendance • Content Focus: - Promotion & Call To Action - Limit content • Benefits: - Acts as a vehicle for fundraising $ - 1 x 1 communication that enables the constituent to give • Frequency: - Quarterly (depending on fundraising cycle) • Tactics: - Use content to invite click-through or other action Solicitations, Annual appeal, Event Invitations On average, 35% of online revenue can be sourced to a direct email appeal, with the rest coming from other sources, like directly pulling up a website or peer referral.
  • 25. 10/7/2013 #bbcon 25 WHAT’S THE FIRST TYPE OF EMAIL A NONPROFIT USUALLY SENDS? Informational 58% Relational 17% Promotional 25%
  • 26. 10/7/2013 #bbcon 26 WHAT TO USE FOR WHICH • Look & Feel • Constant Contact • Segmentation • eTapestry • Segmentation • eTapestry Informational Relational Promotional
  • 27. 10/7/2013 #bbcon 27 Scenario #1 • Goal: obtain donations • Audience: potential supporters • Content: 1. Informational newsletter - Why? Gets and keeps them opening - allows them to understand/connect to your cause 2. Promotional newsletter • Result: Initial action - donation/advocacy ENGAGING CONTENT FOR PROSPECTS Initial Action Doesn’t Give You The Biggest Payoff • Acquiring new supporters cost 10x more than keeping existing ones • It is 5x easier to win back a lapsed supporter than to find a new one • Loyal supporters generate referrals (aka: they find your new donors for you! BUT…
  • 28. 10/7/2013 #bbcon 28 Scenario #2 • Goal: retain donors • Audience: current supporters • Content: Informational newsletter • Keeps them connected • Deepens their interest • Result: REPEAT Action - donation/advocacy - Word-of-mouth referrals! ENGAGING CONTENT FOR EXISTING SUPPORTERS Supporters want to be a part of your mission. YOUR job is to make sure they feel connected. • Supporters want information. • Show them: HOW their money is being spent • Information helps supporters feel connected • Show them: How YOUR cause relates to THEM • Information lets supporters see that their donation is making an impact. • Show them: What you’ve done to save the world
  • 29. 10/7/2013 #bbcon 29 • Connect with your supporters by using content from: - Website links - Blog posts - Pictures - Social media • Benefits of links - Easy to read - Drive traffic to website - Provides TRACKING RECYCLE CONTENT BY USING LINKS eTapestry Tip • Utilize Correspondence Templates to create mailings • Easily build and send professional looking communications using a built in HTML email editor.
  • 30. 10/7/2013 #bbcon 30 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results 4 Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals Donors Volunteers Alumni Prospects Lapsed Donors Informational Promotional Relational
  • 31. 10/7/2013 #bbcon 31 • Timing is Everything • Make a Good First Impression • Look Good Doing It HOW WILL YOU DELIVER YOUR MESSAGE?
  • 32. 10/7/2013 #bbcon 32 Frequency • Create a master schedule • Include frequency in online sign-up • Keep content concise and relevant • Re-share content via social Delivery • When is your audience most likely to read? - Day of week (Tuesday & Wednesday) - Time of day (10 am to 3 pm) TIMING IS EVERYTHING eTapestry Tip Test for timing by • splitting up your segmented list into 3 parts • Send same e-mail at different times and days • Compare results How often should I send? When should I send?
  • 33. 10/7/2013 #bbcon 33 • Create a master schedule for your communication touches FREQUENCY eTapestry Tip • Add calendar items to your eTapestry calendar • Use segmentation to ensure you aren’t over communicating with certain groups Promotional Relational Informational
  • 34. 10/7/2013 #bbcon 34 • To understand when emails should be sent, look for trends in your Open Report DELIVERY eTapestry Tip Automate it! Take advantage of delivery scheduling
  • 35. 10/7/2013 #bbcon 35 • Most important components of your e-mail: - What they see in their inbox - What they see in their preview pane - What they see in the campaign body MAKE A GOOD FIRST IMPRESSION
  • 36. 10/7/2013 #bbcon 36 Inbox • From (60%) - Short, consistent & recognizable to your audience • Subject (30%) - Short, simple, meaningful (5-8 words) MAKE A GOOD FIRST IMPRESSION Preview pane • 2 columns to minimize scrolling • TOC for quick navigation • Branding to pull readers in Campaign body • Clean
  • 37. 10/7/2013 #bbcon 37 • Use “Hot Spots” - Top left and right corners generally have highest click rates • Give the reader opportunities to get more involved at the bottom - Volunteer opportunities - Programs - Options to support DESIGN THAT WORKS FOR YOU
  • 38. 10/7/2013 #bbcon 38 • Provide engaging content that supporters WANT to share • Make it easy for them to share the information - Forward links - Share bar - e-newsletter sign up GO VIRAL
  • 39. 10/7/2013 #bbcon 39 GO VIRAL eTapestry Tip Social Media and Online Fundraising: Include direct links to website, donation page, registration page, social media "share" links, "forward to a friend" option, etc.
  • 40. 10/7/2013 #bbcon 40 • Include your e-newsletter signup link EVERYWHERE! - Website - Email signature - Newsletter - Social - Event sign ups • Use DIY Forms to promote sign ups on your website. Include: - Logo/Brand - Contact information - E-mail confirmation - “What type of info would you like to receive?” • New e-mail addresses = new constituents in your eTapestry database! - One e-mail address equates to $13.01 of $ raised. MAKE SIGN UPS EASY
  • 41. 10/7/2013 #bbcon 41 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results 5 Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals Donors Volunteers Alumni Prospects Lapsed Donors Informational Promotional Relational Timing Wording Aesthetics
  • 42. 10/7/2013 #bbcon 42 Look at metrics that MATTER. 1. Opens & Clicks 2. Click-throughs 3. Shared Links 4. Opt Out Use these metrics to DRIVE your content strategy & ensure you are targeting the right audience DID IT WORK? 3 out of 4 nonprofits track click-through rates and open rates. 43% of nonprofits evaluate email performance once a month.
  • 43. 10/7/2013 #bbcon 43 • Opens: - Show effectiveness of your subject line/ from line • Clicks: - Shows overall interest of the topic OPENS & CLICKS Tracked Opens: • The Tracked Opens section displays how many times, and by how many recipients, the email was opened. • Click that link to view a report of those email addresses and the date and time they opened the email. eTapestry Tip
  • 44. 10/7/2013 #bbcon 44 • Use click-throughs to see if the message CLICKS - What are people connecting with and really interested in, and what aren’t they interested in? - Great to use for NEW audience segments that you don’t know a lot about yet CLICK-THROUGH eTapestry Tip Hot Topic! Click-through Stats • shows how many times each of the trackable links in your email have been clicked. • "View All Click-through Clicks" link, to view a report of all recipients who clicked on those links, and the date and time they clicked them. • You can then save a Query of these e-mail addresses who share similar interests to use in future campaigns
  • 45. 10/7/2013 #bbcon 45 • Tracks SUPPORTER ENGAGEMENT • Insight into how social media sites are helping to get the word out about your various fundraising strategies. SOCIAL SHARES Shared Links Report • allows you to see which of your emails have been shared on which social media outlets, and how many times those shared links were clicked on each social media outlet. eTapestry Tip
  • 46. 10/7/2013 #bbcon 46 OPT OUT Opt Out Report • view the email addresses that have opted out of receiving emails from your organization. • create a Custom Account Query of the accounts to be used in mass updates. • Warning: only remove the opt out designation on a constituent's persona if they have expressly asked you to do so, or you may be in violation of the federal CAN-SPAM act. eTapestry Tip
  • 47. 10/7/2013 #bbcon 47 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals Donors Volunteers Alumni Prospects Lapsed Donors Informational Promotional Relational Timing Wording Aesthetics Open Rate Click Through Rate Opt Out Rate
  • 48. 10/7/2013 #bbcon 48 ETAPESTRY & CONSTANT CONTACT INTEGRATION
  • 49. 10/7/2013 #bbcon 49 Top Email Marketing Challenges for Nonprofits: • Growing and retaining contacts • Integrating email and other channels • Integrating email with donor database & online fundraising • Inadequate resources and expertise eTapestry + Constant Contact = Fundraising + Marketing ALL IN ONE PLACE. ETAPESTRY & CONSTANT CONTACT
  • 50. 10/7/2013 #bbcon 50 A Powerful Tool • One view of all constituents - Integrate your Constant Contact account and your eTapestry database for a 360 degree view of your constituents • Track organizational relationships - Transfer email addresses from your eTapestry database to Constant Contact to generate mailings • Ensure contact information is accurate • Avoid duplicate communications with email query transfers from eTapestry to Constant Contact allowing you to – Better maintain your constituent account – Create segments in your eTapestry database while using Constant Contact to send Communications ETAPESTRY & CONSTANT CONTACT
  • 51. 10/7/2013 #bbcon 51 Advanced Mass Email WHEN TO USE EACH SOLUTION • Transactional emails - Thank You’s - Receipts - Pledge reminders • Personalized Emails • Multiple security groups • Attachments Constant Contact Integration • Marketing materials • Non-personalized emails • Spam Check • Graphed reporting Both Solutions • Scheduling emails • Reporting information • (opens/click throughs/bounces) • Social Media Links • Journal entries in eTap • Preview & Test
  • 52. 10/7/2013 #bbcon 52 ETAPESTRY & CONSTANT CONTACT
  • 53. 10/7/2013 #bbcon 53 Compare eTapestry and Constant Contact databases to find e-mail matches and avoid duplicate communications: • What email addresses are in both eTapestry and Constant Contact. - MOVES MANAGEMENT: study those who received e-mail and gave • What email addresses are only in eTapestry. - Export them into Constant Contact to ensure you have the correct information • What email addresses are only in Constant Contact. - Identify new potential donors: organizations who haven’t donated yet • What accounts in eTapestry do not have an email address saved in any persona. DATABASE COMPARISON
  • 54. 10/7/2013 #bbcon 54 TRANSFER E-MAIL ADDRESSES Transfer email addresses from eTapestry into Constant Contact.
  • 57. 10/7/2013 #bbcon 57 This presentation was an adaption of the work of e-marketing nonprofit thought leaders: • Alec Stern, Founder of Constant Contact • John Hayden, author of “Facebook Marketing for Dummies” • Farra Trompeter, Big Duck WORKS CITED