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Email Matters - How to Build an Online Giving Program

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Good Works

The document discusses key strategies for enhancing email effectiveness, particularly in terms of fundraising and donor engagement. It emphasizes the importance of various metrics for measuring success, subject line choices, design aesthetics, and the significance of A/B testing. Additionally, it outlines different types of email campaigns such as newsletters, special events, and year-end campaigns.

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Related topics:
Email Campaigns
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Email Matters
Holly Wagg
If I can just add a button I’m confident that donations will pour in!
LEarn
EmAil Matters 10-25% 41% 1/3
Single Touchpoint
Integrate flickr@rob_fuel
Integrate
ESP to CRM Net Community Luminate
Lists
Front End
Front End
Dashboard
Benchmarks 12% 0.45% 0.18%
Metrics That Matter 15% 13% 0.07% – 0.16% 22% $68 one-time; $21 monthly
Metrics That Matter
Analytics
Our goal
Who is this Email From?
When Should I send my email?
When Should I send my email?
When Should I send my email?
How Often
Types of Email
Open My email, pretty please! • • •
4 ‘U’ of Subject Lines
Subject Line Examples • • • • •
Design Matters
Design Matters
Design Crimes • • many different fonts • •
Tip! Alt Tags are Awesome
Copy Writing
Copy Writing
Copy Writing
Copy Writing
Before you hit Send
Email Matters - How to Build an Online Giving Program
A/b Testing
Mobile-Optimized, not Friendly • • • •
Mobile • • • •
Welcome Series
Email and Direct Mail
Newsletter
Guest/Celebrity
StewardShip
Year-End Campaign
Year-End Emails
Campaigns
Monthly Giving
Matching Gifts
Special Events
Cross promotion
Thank you

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Email Matters - How to Build an Online Giving Program