1. Welcome to Peer to Peer Boot Camp!
Day 2:Target Muscles to get Toned
Amy Braiterman, Blackbaud
Shana Masterson, American Diabetes AssociationShana Masterson, American Diabetes Association
November 5, 2013

2. Email Marketing is Amazing!
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Amy Braiterman
Principal Strategy Consultant
Blackbaud
@abraiterman
Shana Masterson
National Associate Director,
Interactive Fundraising & Engagement
American Diabetes Association
@npshana

3. Housekeeping
• Download peer to peer fundraising research and resources
at www.blackbaud.com/bootcamp
• Did you miss a session? On-demand sessions and
presentations will be available at
www.blackbaud.com/bootcamp
• For more on peer to peer fundraising check out
www.npENGAGE.com
• Dedicated blog to Event Fundraising/ Peer to Peer Fundraising
• Our P2P team will be answering your boot camp questions at
www.npENGAGE.com
• Tweet us! @abraiterman @npshana #P2PBootCamp

4. Marketing vs. Fundraising
mar·ket·ing
ˈmärkitiNG
Noun
fund-raising
Web definitions
(fundraise)
fund-raise: raise money for a
The action or business of
promoting and selling
products or services,
including market research
and advertising.
fund-raise: raise money for a
cause or project; "We are
fundraising for AIDS research”
Why do you fundraise?
To make a difference, to help
my community, the
cause/mission.

5. Email Marketing…
according to Wikipedia
Email marketing is directly marketing a commercial message to a group of
people using email. It usually involves using email to send ads, request
business, or solicit sales or donations, and is meant to build loyalty, trust, or
brand awareness.
Broadly, the term is usually used to refer to:Broadly, the term is usually used to refer to:
• Sending email messages with the purpose of enhancing the relationship of
a merchant with its current or previous customers, to encourage customer
loyalty and repeat business.
• Sending email messages with the purpose of acquiring new customers or
convincing current customers to purchase something immediately.
• Adding advertisements to email messages sent by other companies to their
customers.

7. What Not To Do?
• Don’t send your participants a fundraising message before
they register
• Don’t send one email to whole list… Why not?
• When you do this you have multiple calls to action and to many
leads to inactivity
• Why do I want it do it the right way?
• Participants perform differently and need different messages
• And YES, it takes more time. But, it’s worth it!
“Nothing in the world is worth having or worth doing unless it means
effort, pain, difficulty… I have never in my life envied a human being who
led an easy life. I have envied a great many people who led difficult lives
and led them well.” ~ Teddy Roosevelt

8. Before we get started… Keys to
Email Success
Stop Talking About Frequency. Start Talking About Relevancy!
• Ask yourself: Do I have something relevant that my participants
want or need to know?
• The email message needs to be about your participants and not you
• Remember: What’s in it for them (not you!)• Remember: What’s in it for them (not you!)
“Even if you have permission to send an email,
people will not open it, read it, or stay on your list
very long if the information you send isn’t relevant
to them.”
~Jeffrey Rice, MarketingSherpa

9. What not to do!
Horrific email based on
REAL emailsREAL emails

12. Audience What Not To Do!
Spray and pray! Throw it all at
the wall and see what sticks!
What To Do!
Audience Segmentation!
Basic: Participants vs. non-
participants
Dear every single person who has ever
registered, donated, thought about
registering or donating, or saw a billboard
on the highway for the AHS Walk/Run,
participants
Intermediate: Team Captains
vs. members vs. individuals
Advanced: Based on behavior
– dollars raised, emails sent,
goal, etc
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13. From Line and Email Address
• Consistency in both helps build recognition and trust.
• Email address consistency – white listing and tabs.
• From line can determine if email is opened.
• As little as 20 characters will display in the from line.
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14. Subject Line
What Not To Do! What To Do!
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• ALL CAPS
• Exclamation points!!!!
• Set false expectations
• The fake Re: or Fwd:
• Be specific, not misleading.
• Provide a sense of urgency.
• Speak to their needs and
interests.
• Put the most important
information first.
• Personal, timely and
valuable.

15. Call to Action
What Not To Do!
Competing calls to action,
Some irrelevant based on audience
What To Do!
Consider your audience and:
• What do you want me to do?
• Why should I do it?
• How do I do it?
• Where do I click to continue?
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16. What Not To Do!
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What Not To Do!
• ALL CAPS
• Why do I care?
• Text speak, misspellings
• Random formatting
• No link to register

17. What Not To Do!
• What? Why? Where?
• Underlining that is not a link
• Not providing a link
• Off-brand colors
• Clearly stolen graphic
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• Clearly stolen graphic

18. What Not To Do!
• Lots of effort for little return
• How do I raise $250?
• How do I get to my
Participant Center?
• Clip art
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19. What Not To Do!
• Jargon
• Throw something in an email
because another department
asked you
• Stock image
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20. What Not To Do!
• Blah blah blah blah blah blah
blah blah blah blah blah blah
blah blah blah blah blah blah
blah blah blah blah blah blah
blah blah blah blah blah blah
• Hidden call to action
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21. What Not To Do!
•This.
Blackbaud Confidential 21

22. What Not To Do!
• Fail to test on mobile
What To Do!
• Send to your phone
• Use mobile emulator
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23. What TO DO!
Awesome Emails!Awesome Emails!

24. I opened my promotions box!

28. Back to Promotions!

29. Subject line:
Families like
Richard’s depend
on us

30. Measuring email
• Clicks and opens are important, but they’re not important
WHAT?!?!?
• In addition to open rate and clicks, did your message achieve• In addition to open rate and clicks, did your message achieve
its goal?
• If your call to action was Register for the Event – did people register?
How many teams signed up?
• Additionally, did you see a spike in web traffic? Did you see a spike in
online donations? In many cases, this is be a positive side effect of
your email.

31. In Closing…
• People open emails because they’re interested in your
organizations and fundraising programs.
• Offline activities can have a positive or negative on the
effectiveness of your email campaign.
• Develop a symbiotic relationship with Online & Offline activities
• You can do everything at once. Focus on developing a
strong email marketing plan for the group that has the
potential to make the greatest impact.
• For many of fundraising programs that’s Team Captains!

32. Day 3: Are You Ready to be a
Personal Trainer?
Join this interactive
discussion about the
importance of relationship
building for the success,
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building for the success,
growth, sustainability, and
longevity of your event.
www.blackbaud.com/bootcamp