Valley Gives 2018: Social Media workshop by John Haydon. Hosted by Community Foundation of Western Massachusetts

1. How to Use Email for
Fundraising

2. Presented by
JOHN HAYDON
#ValleyGives
How to Use Email for Fundraising
Email is a passport for the web

3. Presented by
JOHN HAYDON
Community
Network
Crowd
How to Use Email for Fundraising
Community
Network
Crowd
Your list

4. Presented by
JOHN HAYDON
Community
Network
Crowd
How to Use Email for Fundraising
Reach directly
Reach through your community
Reach through SEO, social, ads, etc.

5. Presented by
JOHN HAYDON
Community
Network
Crowd
How to Use Email for Fundraising
Where is the money?

6. Presented by
JOHN HAYDON
Community
Network
Crowd
How to Use Email for Fundraising
Least likely to give
Gives when influenced by a friend
(in your community)
Most likely to give
Where is the money?
Source:
Blackbaud Giving Trends
M&R Benchmarks
Fundraising Effectiveness Project

7. Presented by
JOHN HAYDON
Community
Network
Crowd
How to Use Email for Fundraising
Where should you spend 80% of your time?

8. Right message
Right person
Right time

9. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
All supporters are not
created equal:
• Donors
• Volunteers
• Advocates
• Marginal interest
• Event attendees
• Sweepstake participants
• Newsletter subscribers

10. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
All donors are not
created equal:
• First-time donors
• Returning donors
• Monthly donors
• Major donors
• Gave over a year ago
• By donation amount
• By program

11. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Each email software has tools that
segment members based on subscriber
activity.
Three ways to segment subscribers:
A) New list: Adds subscriber to a new list.
B) Tagging: Adds a tag to the subscriber.
C) Grouping: Creates a group within an
existing list (MailChimp).
Practice smart segmentation

12. Your subject line’s one job?

13. Open

14. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
•Recency to online interaction
•Recency to offline interaction
•Recognition of the sender
•Subject line
•Relevance
Factors that influence open rates

15. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Subject line strategy #1: Make a promise and keep that promise

16. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Subject line strategy #2: Offer access

17. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Subject line strategy #3: Make it about them

18. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Subject line strategy #3: Make it about them
Two most important words:
1. “You”
2. Their first name

19. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Two Must-Sees in One Email! (Sender: Stoneham Theatre)
One More Week Until One Seed at a Time (Sender: Museum of Science)
Last Chance to Win a Custom Bike while Supporting WBUR (Sender: WBUR)
"My daughter's friend was shot last night" (Sender: Moms Rising)
Forward this: (Sender: Barack Obama)
Pick up the phone right now (Sender: Barack Obama)
Important announcement (Sender: Barack Obama)
Pink has a new color (Breast Cancer Foundation)
This is bad: (Sender: Barack Obama)
Other examples

20. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Engaging donors emotionally is
the key to successful copywriting.
Refine your subject lines with AMI
Institute’s Emotional Marketing
Value Headline Analyzer.
Cool tool for fine-tuning your subject line

21. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
A) Write 2-3 variations
of subject line.
B) Test both with 5-10%
of your list.
C)Send winner to the
rest of your list.
Let your subscribers vote for the best subject line

23. Your email message’s one job?

24. Click

25. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
•People
•Problem
•Payoff
3 p’s of the perfect email message

26. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
3 p’s of the perfect email message

27. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
A)Second person narrative (“you”).
B)Use their first name.
C)Use additional merge fields
Write like you’re writing to your favorite donor

28. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
A) With deadlines
B) With matches
C)With need
D)With urgent language
Create a sense of urgency

29. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Email CTA Best Practices:
1) Clear and easy to understand.
2) Verb-impact formula.
3) Ask 3 times in each message.

30. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
A) Send test message to yourself.
B) Open it on your mobile device.
C)Make sure it’s easy to read.
D)Make sure ALL links work.
Design and test for mobile

31. empowered by
Email Campaign Planning Workbook John Haydon
Email Message Worksheet
Sender:
Subject line (write 3 variations):
Pre-header:
First sentence (grab their attention):
Email message (2-3 short paragraphs):
Call-to-action (include 3 variations throughout email):
Click Here To Download

32. Timely triggers

33. Winning Email Drip Campaigns Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Blasting your list: the good
• Easy to send
• Consistently touch donors
• Measure engagement
• Segment subscribers
Examples:
• Newsletters
• Action alerts
• Campaign launch

34. Winning Email Drip Campaigns Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
• Can be an interruption
• Engagement rates can be low
• Difficult to drive multiple actions
• Competing action calls
Blasting your list: the bad
Examples:
• Newsletters
• Action alerts
• Campaign launch

35. Winning Email Drip Campaigns Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Benefits of drip campaigns:
• Triggered by subscribers
• Timely and relevant
• Repeatedly invites action
• Engagement rates are higher
Examples:
• On-boarding emails
• Follow-up series
• Action triggers
• Retention series

36. Creating an effective donor
welcome email series

37. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Dear friend,
You. You. You. You. You. You. You. You. You.
You. You. You. You. You. You. You. You. You.
You. You. You. You. You. You. You. You. You.
You. You. You. You. You. You. You. You. You.
You. You. You. You. You. You. You. You. You.
Sincerely,
[signature]
P.S. You. You. You. You. You. You. You. You.
You. You. You. You. You. You. You. You. You.
Creating an effective donor welcome email series
Jeff Brook’s email template
•First paragraph:You.
•Second paragraph:You.
•Third paragraph:You.

38. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Thank you, Betty!
Because of you, more kittens have their very own
ball of yarn to play with. Thank you!
You helped source the finest kitten-friendly wool.
Not only that, you helped our team of kitten-
handlers ball the yarn, organize the yarn into
much-needed sizes and colors, and herd the
kittens with tuna fish and catnip.
Without you, all these amazing achievements
would’t have been possible. From all of us here at
Kittens Mittens, THANK YOU, THANK YOU,
THANK YOU!
Herb - The Cat in Charge
Thank you email template
•First paragraph:Thank you
•Second paragraph: Details about donor impact
•Third paragraph: Donor impact and thank you
Creating an effective donor welcome email series

39. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Tips for refining:
•Read out loud in front of a mirror
•Remove jargon
•Reduce copy by 50%
Thank you, Betty!
Because of you, more kittens have their very own
ball of yarn to play with. Thank you!
You helped source the finest kitten-friendly wool.
Not only that, you helped our team of kitten-
handlers ball the yarn, organize the yarn into
much-needed sizes and colors, and herd the
kittens with tuna fish and catnip.
Without you, all these amazing achievements
would’t have been possible. From all of us here at
Kittens Mittens, THANK YOU, THANK YOU,
THANK YOU!
Herb - The Cat in Charge
Creating an effective donor welcome email series

40. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Tips for your first draft:
•Write as if you’re talking to your favorite donor
•Write in second person narrative
•Talk about specific bite-sized impact

41. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Tips for asks:
•Your help is still needed
•Offer bite-sized opportunity
•Thank 7 times for every ask

42. empowered by
Presented by: John HaydonCreating an Effective Donor Onboarding Email Series
Email Message Worksheet
Instructions: Complete this worksheet for each email.
Sender:
Subject line (write 3 variations):
Pre-header:
First sentence (grab their attention):
Email message (2-3 short paragraphs):
Call-to-action (include 3 variations throughout email):

43. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Write a series that supports
the donor retention cycle
Creating an effective donor welcome email series

44. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Email #1)Thank them for their donation
A)Message content: Say thank you, talk
about the impact they just made.
B)Timing: Send immediately.
C)Next action: Share your awesomeness (and
this campaign) with your friends.
Creating an effective donor welcome email series

45. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
A)Message content: Thank again, update them
on their impact.
B)Timing: If your donor system allows, create a
rule to automatically sends these messages
14-30 days after the first gift was made.
C)Next step: Encourage donor to make an even
bigger impact by joining your monthly giving
program, or making a second gift.
Email #2) Remind them of their impact
Creating an effective donor welcome email series

46. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
A)Message tone: Thank them for their gift,
remind them how import their role is.
B)Timing: If your donor system allows,
create a rule to automatically sends these
messages 30-60 days after the first gift
was made.
C)Next step: Encourage donor to make an
even bigger impact by joining your monthly
giving program, or making a second gift.
Email #3) Ask them to give again
Creating an effective donor welcome email series

47. Welcome donors with email

48. 7 key factors that encourage
donors to keep giving

49. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
1. Donor perceives your organization to be effective in trying to achieve its mission.
2. Donor knows what to expect from your organization with each interaction.
3. Donor receives a timely thank you.
4. Donor receives opportunities to make her views known.
5. Donor is given the feeling that she is part of an important cause.
6. Donor feels her involvement is appreciated.
7. Donor receives information showing who is being helped.
What keeps donors coming back?

50. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Donor perceives your organization is effective in
trying to achieve its mission.
1.
Org: Feed My Starving Children
7 key factors that encourage donors to give again and again
How to influence donor perceptions:
•Share impact stories that depict success
•Remind the donor about the impact of their gift
•Invite donors to get updates on social media
•Invite donors to get updates in a newsletter

51. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Donor knows what to expect from your org with
each interaction.
2.
Consistent, quality communications:
•About their gift (thank you receipt)
•About the impact of their gift
•About other ways to get involved
•About their interests
7 key factors that encourage donors to give again and again

52. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Donor receives a timely thank you.
3.
Quickly thank the donor:
•Speed says you value their gift
•Many donors won’t return if there’s no thank you
•About other ways to get involved
•About their interests
•Task board members with thanking donors
7 key factors that encourage donors to give again and again

53. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Donor receives opportunities to make her views
known.
4.
Value what your donors have to say:
•Ask them why they gave their first gift
•Ask them what programs they want to support
•Ask them how likely they’d tell their friends
7 key factors that encourage donors to give again and again

54. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Donor is given the feeling that she is part of an
important cause.
5.
Remind donors the importance of impact:
•Remind them what’s at stake
•Remind them how important their role is
•Share top news stories about your cause
7 key factors that encourage donors to give again and again

55. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Donor feels her involvement is appreciated.
6.
Consistently express appreciation for involvement:
•Say thank you with each gift
•Thank them quickly and sincerely
•Thank them 7X for each ask
•Thank them in ways that they won’t forget
•Have board members make phone calls
7 key factors that encourage donors to give again and again

56. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Donor receives information showing who is
being helped.
7.
Tell donors about about the people being helped:
•Tell stories about people being helped
•Connect their gift to the impact
•Give donor opportunities to dive in deeper
•Share before / after stories
7 key factors that encourage donors to give again and again

57. Thank you!

58. Presented by
JOHN HAYDONHow to Use Email for Fundraising
#ValleyGives
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising.
Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo,
AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of
Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners
Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America,
University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.