Email Fundraising: Getting, Sending, and Optimizing with TechSoup Canada
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The document provides guidance on optimizing email fundraising strategies, emphasizing the importance of increasing email list quality and size to boost revenue. It outlines key metrics to measure success, four factors of value proposition that can drive donor engagement, and practical steps for creating and promoting effective email offers. Additionally, it includes strategies for testing and personalizing email content to enhance donor interaction and conversions.
Email Fundraising: Getting, Sending, and Optimizing with TechSoup Canada
- 2. A QUIZ.
- 4. YOU DON’T ALWAYS KNOW. NEITHER DO I. AND THAT’S OKAY. BEST PRACTICE IS THE START. NOT THE END.
- 5. TODAY ● Agenda ○ Email Fundraising ○ Getting Emails ○ Sending Emails ○ Optimizing Emails ○ Questions ● Housekeeping ○ Slides will be sent out later ○ Jot down ideas & questions ○ Research/tests from nextafter.com/research ○ Ask @bradyjosephson or brady@shiftagency.co
- 7. PODCAST FOR CHARITY NERDS thegoodjourneypod.com
- 8. SHAMELESS... NONPROFIT SUPPLY CO. - nonprofitsupply.coSHIFT AGENCY - shiftagency.co brady@shiftagency.co brady@nonprofitsupply.co
- 9. EMAIL GUIDES AND RESOURCES TIPS FOR GROWING YOUR EMAIL LIST SIZE https://www.nextafter.com/resources/ TIPS TO OPTIMIZE YOUR EMAIL APPEALS https://www.nextafter.com/resources/ Experiments & tests courtesy of NextAfter. More at nextafter.com/research.
- 10. INTRO
- 11. DOES THIS LOOK FAMILIAR?
- 12. WHY WOULD YOU WANT TO GET IN THERE?!?
- 13. EMAIL IS GROWING
- 14. EMAIL IS MOBILE Litmus’ 2016 State of Email
- 15. MOBILE GIVING IS GROWING Blackbaud Charitable Giving Report (top) and Dunham + Company (bottom)
- 17. EMAIL IS VERY VALUABLE
- 18. SENDING MORE (QUALITY) EMAILS TO MORE (QUALIFIED) PEOPLE MEANS MORE REVENUE FOR YOUR CAUSE.
- 19. EMAIL METRICS ● Open Rate ● Click Through Rate ● Response Rate ● List Size ● Churn Rate 2017 M + R Benchmarks
- 20. EMAIL METRICS ● Open Rate ○ Opens/Sent ● Click Through Rate ● Response Rate ● List Size ● Churn Rate 2017 M + R Benchmarks
- 21. EMAIL METRICS ● Open Rate ● Click Through Rate ○ Clicks/Sent ● Response Rate ● List Size ● Churn Rate 2017 M + R Benchmarks
- 22. EMAIL METRICS ● Open Rate ● Click Through Rate ● Response Rate ○ Conversions/Sent ● List Size ● Churn Rate 2017 M + R Benchmarks
- 23. EMAIL METRICS ● Open Rate ● Click Through Rate ● Response Rate ● List Size ○ Total Subscribers ● Churn Rate 2017 M + R Benchmarks
- 24. EMAIL METRICS ● Open Rate ● Click Through Rate ● Response Rate ● List Size ● Churn Rate ○ Became unreachable/Was reachable 2017 M + R Benchmarks
- 25. A QUIZ.
- 26. A B 1,209% increase in click through rate 30.3% decrease in donations
- 27. USE THE RIGHT METRIC TO MEASURE THE RIGHT GOAL!
- 28. GETTING
- 29. WHY GETTING EMAILS IS IMPORTANT 1. More (quality) emails you send to more (qualified) people is more revenue for your cause 2. You have a natural ‘churn’ rate (15% ish) that you have to replace just to keep your list the same size
- 30. 3 STEPS TO GETTING MORE EMAILS 1. Creating an ‘offer’ 2. Presenting & promoting the ‘offer’ 3. Continuing the engagement
- 31. 3 STEPS TO GETTING MORE EMAILS 1. Creating an ‘offer’ 2. Presenting & promoting the ‘offer’ 3. Continuing the engagement
- 32. IF I AM YOUR IDEAL DONOR, WHY SHOULD I SUPPORT YOU, RATHER THAN SOME OTHER ORGANIZATION, OR NOT AT ALL.
- 33. WHY PEOPLE GIVE Courtesy of NextAfter
- 34. WHY PEOPLE GIVE - NERDY VERSION Copyright MECLABS, Courtesy of NextAfter VALUE COST
- 35. WHY PEOPLE GIVE Courtesy of NextAfter
- 36. IF I AM YOUR IDEAL DONOR, WHY SHOULD I GIVE MY EMAIL TO YOU, RATHER THAN SOME OTHER ORGANIZATION, OR NOT AT ALL.
- 37. 4 FACTORS OF VALUE PROPOSITION NextAfter
- 38. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to signup? b. Do I like it? NextAfter
- 39. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to signup? b. Do I like it? 2. Exclusivity a. How is this different than any other organization? b. Can I get this anywhere else? NextAfter
- 40. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to signup? b. Do I like it? 2. Exclusivity a. How is this different than any other organization? b. Can I get this anywhere else? 3. Credibility a. Why should I trust you? b. Do I believe you? NextAfter
- 41. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to signup? b. Do I like it? 2. Exclusivity a. How is this different than any other organization? b. Can I get this anywhere else? 3. Credibility a. Why should I trust you? b. Do I believe you? 4. Clarity a. What will I get when I signup? b. Do I understand you? NextAfter
- 42. APPEAL - DO I LIKE IT? charity : water
- 43. EXCLUSIVITY - CAN I GET IT ANYWHERE ELSE? Run for Water
- 44. CREDIBILITY - DO I BELIEVE YOU?
- 45. CLARITY - DO I UNDERSTAND IT?
- 46. SOME OFFER IS BETTER THAN NO OFFER!
- 47. 3 STEPS TO GETTING MORE EMAILS 1. Creating an ‘offer’ 2. Presenting & promoting the ‘offer’ 3. Continuing the engagement
- 48. ON A LANDING PAGE First United
- 49. ON A LANDING PAGE NextAfter. Get it at nextafter.com/resources
- 50. ON A (BETTER) LANDING PAGE First United Remove distractions Do images help? Remove distractions Headline? Offer? More copy? Better language? Why trust?
- 51. IN YOUR SITE NAVIGATION First United
- 52. WITH A ‘POP-UP’ International Teams Canada and charity: water
- 53. A QUIZ.
- 54. A B C 350.1% increase in conversions 470.2% increase in conversions
- 55. YOU HAVE TO ASK! CONSIDER POPUPS, SLIDERS, AND IN-LINE OFFERS.
- 56. 3 STEPS TO GETTING MORE EMAILS 1. Creating an ‘offer’ 2. Presenting & promoting the ‘offer’ 3. Continuing the engagement
- 57. THANK AND CONTINUE ENGAGEMENT First United
- 58. THANK YOU PAGES ARE GOOD FOR USER EXPERIENCE AND (OFTEN) REQUIRED FOR TRACKING.
- 59. PRESENT ANOTHER RELEVANT OFFER Seva Canada
- 60. WELCOME THEM!
- 61. COMPONENTS OF A WELCOME SERIES ● Confirm their signup ● Warmly welcome ● Give them a sense of what to expect ● Guide them to learn more ● Invite to get involved ● Make the case for a donation ● Share the value of monthly giving
- 62. THANK/CONFIRM. ENGAGE. MOVE TO ACTION.
- 63. WHY AREN’T WE WELCOMING PEOPLE? Online Fundraising Scorecard
- 64. SOME TYPES OF AUTOMATED SERIES’ ● New Email Signup ● Petition or Action Email Capture ● New Donor ● New Monthly Donor ● Online Donation (old and new) ● Volunteer Signup ● Fundraiser Signup
- 65. AUTOMATE WHEN YOU CAN AND PERSONALIZE WHERE YOU CAN.
- 66. SENDING
- 67. IF I AM YOUR IDEAL DONOR, WHY SHOULD I GIVE TO YOU, RATHER THAN SOME OTHER ORGANIZATION, OR NOT AT ALL.
- 68. 4 FACTORS OF VALUE PROPOSITION
- 69. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to donate? b. Do I like it?
- 70. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to donate? b. Do I like it? 2. Exclusivity a. How is this different than any other organization? b. Can I get this anywhere else?
- 71. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to donate? b. Do I like it? 2. Exclusivity a. How is this different than any other organization? b. Can I get this anywhere else? 3. Credibility a. Why should I trust you? b. Do I believe you?
- 72. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to donate? b. Do I like it? 2. Exclusivity a. How is this different than any other organization? b. Can I get this anywhere else? 3. Credibility a. Why should I trust you? b. Do I believe you? 4. Clarity a. What will my donation do? b. Do I understand you?
- 73. GOOD EMAILS SHOULD OFFER VALUE FOR THE READER - NOT JUST THE SENDER.
- 74. APPEAL - DO I LIKE IT?
- 75. EXCLUSIVITY - CAN I GET IT ANYWHERE ELSE?
- 76. CREDIBILITY - DO I BELIEVE YOU?
- 77. CLARITY - DO I UNDERSTAND IT?
- 78. WHAT DO YOU THINK THIS ORGANIZATION DOES?
- 79. LACK OF CLARITY IS THE BIGGEST REASON DONORS DON’T GIVE.
- 80. 4 FACTORS OF VALUE PROPOSITION 1. Appeal a. Why would I want to donate? b. Do I like it? 2. Exclusivity a. How is this different than any other organization? b. Can I get this anywhere else? 3. Credibility a. Why should I trust you? b. Do I believe you? 4. Clarity a. What will my donation do? b. Do I understand you?
- 81. SOME VALUE PROPOSITION IS BETTER THAN NO VALUE PROPOSITION.
- 83. OFFER AND EMAIL SHOULD BE CONSISTENT WITH THE DONATION PAGE.
- 84. 10 ELEMENTS OF A FUNDRAISING EMAIL 1. Sender 2. Reply Email 3. Send Time 4. Subject Line 5. Preview Text 6. Design 7. Copy Length 8. Tone 9. Images 10. Call-to-Action NextAfter
- 85. 10 ELEMENTS OF A FUNDRAISING EMAIL 1. Sender 2. Reply Email 3. Send Time 4. Subject Line 5. Preview Text 1 2 3 4 5
- 86. 10 ELEMENTS OF A FUNDRAISING EMAIL 1. Sender 2. Reply Email 3. Send Time 4. Subject Line 5. Preview Text 1 2 3 4 5
- 87. A QUIZ.
- 88. A B 42.2% increase in click through rate
- 89. TRY BEING MORE CLEAR WHAT WHAT YOU’RE OFFERING OR ASKING FOR IN THE SUBJECT LINE.
- 90. TIP: WRITE DOWN EVERY SUBJECT LINE YOU CAN THINK OF THEN WORK BACK AND ELIMINATE THEM ONE BY ONE. DON’T TRY TO WRITE JUST THE PERFECT SUBJECT LINE.
- 91. 10 ELEMENTS OF A FUNDRAISING EMAIL 6. Design 7. Copy Length 8. Tone 9. Images 10. Call-to-Action 6 7 8 9 10
- 92. A QUIZ.
- 93. A B 46.3% increase in donations
- 94. TRY NOT HAVING A DESIGNED EMAIL.
- 95. 10 ELEMENTS OF A FUNDRAISING EMAIL 6. Design 7. Copy Length 8. Tone 9. Images 10. Call-to-Action 6 7 8 9 10
- 96. A QUIZ.
- 97. A B 137.2% increase in open rate
- 98. TRY CREATING EMAILS AS A HUMAN SENDING TO OTHER HUMANS.
- 99. DON’T FORGET ABOUT YOUR DONATION PAGE!
- 100. REMEMBER GRAVITY IS PULLING PEOPLE OUT
- 101. YOU’VE DONE ALL THE HARD WORK...
- 102. … DON’T LOSE THEM NOW!
- 104. DONATION TOOLS AND RESOURCES TIPS FOR A GREAT LANDING PAGE https://www.nextafter.com/resources/ TIPS FOR A GREAT DONATION PAGE https://www.nextafter.com/resources/
- 105. OPTIMIZING
- 106. MORE ON TESTING & EXPERIMENTING 7 STRATEGIES TO OPTIMIZE 1. Test a different sender 2. Measure every metric 3. Test personalization in your emails 4. Test copy length and its effect on conversion 5. Test your images. Do they really help? 6. Test your email template. Is it helping or hurting? 7. Test a more personal tone in your emails 8 STEPS TO LAUNCH AN EXPERIMENT 1. Identify the conversion goal 2. Make sure you can measure your goal 3. Craft your hypothesis 4. Calculate your needed sample size 5. Design your treatment 6. Set up your experiment 7. Validate your results 8. Document your learning. Share your results. nextafter.com/resources
- 107. MORE ON TESTING & EXPERIMENTING 7 STRATEGIES TO OPTIMIZE 1. Test a different sender 2. Measure every metric 3. Test personalization in your emails 4. Test copy length and its effect on conversion 5. Test your images. Do they really help? 6. Test your email template. Is it helping or hurting? 7. Test a more personal tone in your emails 8 STEPS TO LAUNCH AN EXPERIMENT 1. Identify the conversion goal 2. Make sure you can measure your goal 3. Craft your hypothesis 4. Calculate your needed sample size 5. Design your treatment 6. Set up your experiment 7. Validate your results 8. Document your learning. Share your results. nextafter.com/resources
- 108. MORE ON TESTING & EXPERIMENTING 7 STRATEGIES TO OPTIMIZE 1. Test a different sender 2. Measure every metric 3. Test personalization in your emails 4. Test copy length and its effect on conversion 5. Test your images. Do they really help? 6. Test your email template. Is it helping or hurting? 7. Test a more personal tone in your emails 8 STEPS TO LAUNCH AN EXPERIMENT 1. Identify the conversion goal 2. Make sure you can measure your goal 3. Craft your hypothesis 4. Calculate your needed sample size 5. Design your treatment 6. Set up your experiment 7. Validate your results 8. Document your learning. Share your results. nextafter.com/resources
- 110. EMAIL TOOL ● MailChimp ● Free (with some limitations) for up to 2,000 subscribers ● Then based on list size ● Easy/good ‘automation’ ● Nonprofit discount available ● Plays nicely with almost anything THE BEST EMAIL TOOL FOR (ALMOST) ALL CHARITIES AND NONPROFITS https://mailchimp.com/ mailchimp.com
- 112. LIVE EXAMPLES.
- 113. BRAVE SOUL ● Don’t know context ● No subject line, time, etc. ● Ideas, and suggestions - not right or wrong ● No consideration to pages linked to
- 114. Links to different places with different actions Not sure those are the best things to bold... What do I believe? This is true but not too exciting or intriguing... Who are these kids? I want to know more.
- 115. The need is important! Why isn’t this more urgent, more personal, more central?x Do you want people to learn or do you want them to vote?
- 116. BRAVE SOUL ● If you want me to vote, make the case for why I should vote, how my vote helps, and how I can do that - careful with all the ‘other stuff’ ● Careful with the ‘we’ language - you want to evoke feelings or beliefs from the reader, not just share information about you and what you believe ● Consider no design on a personal letter email like this ● Send more updates on work more frequently so when you have an urgent ask you can just ask - you don’t also need to catch up, explain, introduce, etc.
- 117. BRAVE SOUL ● Don’t know context ● No subject line, time, etc. ● Ideas, and suggestions - not right or wrong ● No consideration to pages linked to
- 118. This isn’t what you’re asking people to do... Go on... Good match language.
- 119. More distracting links. Good offer statement and use of PS. Would remove this second donate button. Not sure I’d focus on two project areas - a lot of information and could cause confusion. How is this adding value? Remove. Wasted space, hurts the PS (maybe)?
- 120. BRAVE SOUL ● Try less design to eliminate distractions and make more personal ● Not big on the double donate buttons and two projects (decision friction) ● Some good language, match, uniqueness of opportunity, and urgency
- 121. BUT TEST IT OUT FOR YOURSELF!
- 122. WEBSITES BLOG: RECHARITY.CA AGENCY: SHIFTAGENCY.CO ADWORDS: NONPROFITSUPPLY.CO PODCAST: THEGOODJOURNEYPOD.COM CONSULTING/SPEAKING: JOSEPHSONGROUP.COM QUESTIONS? EMAIL: BRADY@SHIFTAGENCY.CO TWITTER: @BRADYJOSEPHSON THANKS AND GOOD LUCK!