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
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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
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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
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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%)
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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
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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
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• 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
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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
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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
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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?
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
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
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
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