2. Amy Starnes
New Media Fundraising & Email Manager
Best Friends Animal Society
amys@bestfriends.org
3. What Are We Doing Here?
Session Topics
•Building a successful email
program
•Steps to create effective
email messages
•Tips to measure and grow
your program
4. Why Do We Love Email?
• Cheap
• Fast
• Easy to reach large
audiences
• Measurable
• Almost everyone has
email
“Even though they can use some
work, I still think e-news gets our
message to the most people.”
“Email continues to be the top
driver of website traffic and
event ticket sales.”
“Our email newsletter is great to
get out a mix of time-sensitive
info and some interesting links
and resources.”
-NTEN Trend Report 2012
5. Did You Know…
• Email is the second most
popular way donors stay
in touch with charities
• 27% of donors surveyed
will share an email from
their favorite charity with
friends & family
-NTEN 2012 Benchmarks Study
8. The Key Questions
• Who is my audience?
• What content will I send?
• What are my goals?
• How often should I send email?
• How do I measure my results?
9. Step 1: Define Your Audience
You may have several!
•Donors
•Adopters
•Volunteers
•Advocates
•Who else?
If you know who you’re talking to, you can customize your
messages, send useful information, and instill trust.
10. Step 2: Define Your Content
Email Content Types
•Newsletters
•Fundraising appeals
•Event registration
•Adoption promotions
•Welcome series
Ask yourself “Where does this email fit in the strategy?”
11. Step 3: Define Your Goals
Every email should have one measurable goal
•Newsletters: Drive traffic to website
•Fundraising appeals: Donate
•Event registration: Signups
•Adoption promotions: Adoptions
•Welcome series: Read/watch/give/share
Make your goal clear- don’t distract people with lots of actions
14. Step 4: Set Your Schedule
2013 eNonprofit Benchmark Study
Average 4.1 emails/month for animal orgs
(Your mileage may vary)
Recommendation: At least monthly as a reminder
that they opted in to your list. But if you don’t
have anything useful to say, skip a month.
Bottom line: Do what works for you and your audience
15. Days of the Week
-Mailchimp 2014 http://mailchimp.com/resources/research/
Bottom line: Do what works for you and your audience
16. Time of the Day
-Mailchimp 2014 http://mailchimp.com/resources/research/
Bottom line: Do what works for you and your audience
18. Picking an Email Platform
• Requirements
– Easy-to-use interface
– Can manage multiple lists
– Analytics
– Mobile support
– Trusted sender reputation
– Ideally, an integrated fundraising tool & signup forms
• What is your budget?
• What can you manage?
19. Email Platform Solutions
MailChimp
•FREE option for small lists (0-2,000
12,000 emails/mo)
•5,000-10,000: $15/mo
•Sign-up forms
•Easy interface
•List segmentation
•Testing & reports
•Mobile support
Constant Contact
•Starts at $15/mo (0-500 emails)
•5,000- 10,000: $75/mo
•Sign-up forms
•Great interface, lots of integration
•List segmentation
•Testing & reports
•Mobile support
•Lots of documentation, support
•Integrate with Network for Good
fundraising tool
20. Email/Fundraising Solutions
Blue State Digital
•0-5,000: $450/mo
•Unlimited email sends
•Testing & reports
•Signup forms
•Donation forms
•Mobile-optimized Quick Donate
•Event registration
•Advocacy
•Constituent management
•Custom domain
Blackbaud Online Express
•0-5,000: $275/mo
•200,000 send limit/year (~3/mo)
•Testing & reports
•Signup forms
•Donation forms
•Reporting dashboard
•Event registration (in 2014)
•Integration with Raisers Edge
•It’s really, really new!
21. Get More Info @
MailChimp
http://mailchimp.com
Constant Contact
http://www.constantcontact.com/email-marketing
http://www1.networkforgood.org/for-nonprofits/email-marketing-
by-constant-contact
Blue State Digital
http://tools.bluestatedigital.com
Blackbaud Online Express
https://www.blackbaud.com/online-marketing/online-express/
23. Building an Email List
• Add a signup button on your website right now
• Adoption applications
• Direct mail
• Events
• Social media
• Add share options to your messages
Offer something unique. Your newsletter, stories, videos, etc.
24. Building an Email List
How NOT to Build a List
•Buy email lists
•Take email addresses from
anywhere
•Trade lists from other
organizations
Every email address you have
must be opted in to receive
mail from you.
25. Reporting Spam
If people don’t know how
they got on your list, they
may mark your message as
spam.
If enough people mark you
as spam, mail servers may
block you.
Bottom line: Only send email to people who said they want your email
26. A Word on Opt-In/Out
Opt-in means you have permission to email
Opt-out means you do not have permission
This is the law. CAN-SPAM Act of 2003 requires
unsubscribe option on every email, and prohibits
the use of lists acquired without permission and
falsifying sender information (and some other
stuff)
28. Call to Action
Tell me what you want me to do
•Take a survey
•Register for an event
•Make a gift
•Read a story
The Call to Action is the goal. Always make sure you have one (and
usually just one!)
29. Some Tips for Great Content
• Send useful information
• Show your personality
• Keep it short
• Make it easy to skim
– White space
– Bullets
• Make it easy to take
action
• Proofread
30. Subject Lines
• Keep it short, descriptive, and to the point
• Less than 50 characters
• Be personal (you, your, we, localization)
• Avoid salesman language (act now, sale)
• Use active words (save, help, act)
• Test!
33% of email recipients open email based on subject line alone*
*Convince and Convert via Salesforce.com, 2013
31. Subject Lines
Examples from Organizations in December 2013
•A very special video for you from the animals at ______
•Still looking for gift ideas for your family?
•Amy, your donation will change lives
•8 Incredible Things You’ve Done This Year
•It’s Not Too Late to Help!
32. Building Trust
DO:
•Use your branding and voice
•Say who you are (Use a consistent “from” line)
•Personalize your message
•Make your point clear
•Send relevant information
•Include a way to reach you
•Use a real “from” address that can be replied to
•Test your messages before you send
33. Building Trust
DON’T:
•Have a misleading subject
•Forget an unsubscribe link
•Write in all caps. Ever.
•Use spam words ($$$, free, act now, click here)
•Use excessive punctuation!!!
•Use red fonts (or a ton of colored fonts)
•Have sloppy HTML
•Send just one big image
34. Mobile-Friendly Messages
48% of emails are opened on a mobile device
•Write good, concise content
•Link to donation forms and websites with mobile
layouts
•Test on mobile devices
•Images are ok, but don’t rely on them
36. How Will I Know If I’m Successful?
Use your mail program to
learn:
•If you met your goals
•If your schedule works for
your audience
•If your messaging is
speaking to your audience
37. Key Metrics
• Open Rates: How many opened the email
• Clicks: How many links got clicked
• Conversions: How many people performed the
measured action
• Unsubscribes: How many opted out of your
mailing list
38. Benchmark Metrics
Industry Benchmarks for Animal Welfare
•Open Rate: 13%
•Click-through: 0.42%
•Response Rate: 0.07%
Every org is different. Every type of message is different. Measure
and study your results so you know what’s typical for you.
39. Other Things to Measure
• Performance against your goal
• What subject lines and messaging works best for
your audience
• What times/dates they are most likely to read
messages
If you can define it, you can test it
Goal: for everyone to walk out of here with at least a few tips to start or improve what you’re currently doing in email. Show of hands: Who emails their donors and other supporters today? Who emails for fundraising purposes?
2012 Nonprofit Marketing Communications: A Recap of Trends, Tools, and Tactics, NTEN 12/13/12 Reich, Julia
http://www.nten.org/articles/2012/2012-nonprofit-marketing-communications-a-recap-of-trends-tools-and-tactics
NTEN 2012 Benchmarks Study w/Charity Dynamics. Ignore the “email is dead” hysteria. This is a good part of your program.
This will guide our presentation today. Above all, strategy. What are our guiding principles about what we’re doing, why we’re doing it.
Take the time, no matter where you are in your program development, to map out your strategy.
If you already have a program, go through the exercise of mapping this out and find the holes in your program.
Content is how you decide what your campaigns are. Some of these will be ongoing. But for others, select from your list and build your campaigns from here
Content is how you decide what your campaigns are. Some of these will be ongoing. But for others, select from your list and build your campaigns from here
If you go a couple months, they may forget you and report you as spam. Email once a month, assuming you have something to say! Put together a calendar for the year to help keep yourself organized.
Most emails are sent between Monday and Friday, with the highest volume on Tuesday and Thursday. More subscribers open email, however, on Wednesday and Thursdays
Subscribers are likely to open email after 12pm in their respective timezones, and the most active hours are 2-5pm.
Take the time, no matter where you are in your program development, to map out your strategy.
Take the time, no matter where you are in your program development, to map out your strategy.
Comparison to the Do Not Call list
Take the time, no matter where you are in your program development, to map out your strategy.
Inspiration: Keep an idea file. Actively look for good stories throughout your organization. Get awesome photos. Keep a record of what you’re done and how well it worked. See what other people are doing and keep what you like AND what you don’t like.
Recipients often only read the subject line or the first few lines of an email. Include your CTA early on in your email.
Recipients often only read the subject line or the first few lines of an email. Include your CTA early on in your email.
Bottom Line: Don’t try to trick people or systems.
Bottom Line: Don’t try to trick people or systems.