#GTMD12: Maximizing email
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The document outlines email strategies for nonprofits to enhance engagement and maximize donations during the 'Give to the Max' day. Key recommendations include crafting compelling subject lines, using visuals, scheduling donor emails to remind about giving opportunities, and maintaining communication about matching grants. It emphasizes the importance of a clear call to action and outlines the timeline for email communications leading up to and on the event day.
#GTMD12: Maximizing email
- 1. Chat & Raise Hand Mute - *6 Unmute - *7 If you lose your internet connection, you can rejoin by clicking on the link sent to you via email Be sure to call in via phone for audio: U.S. & Canada: 866.740.1260 Access Code: 3254294
- 3. Jeff Achen Digital Strategist Dana Nelson Executive Director
- 4. Email – the 1st social network • People forward your emails • People are comfortable with the technology • It’s integrated – mobile phones, tablets, work & home computers have access
- 5. Email is mobile Donation links in email play perfectly with GiveMN Mobile
- 6. Email overload? How often is too often to send an email?
- 7. eNewsletters/eMail that gets read • Have a compelling subject line • Keep it simple (esp. for mobile) • Use compelling visuals (a photo or thumbnail linked to a video) • Share a brief story or testimonial • Create a sense of urgency • Include one strong call to action and make it easy to know what to do
- 8. What should I be doing now? • Use your eNewsletter to ask donors to save the date • Use your eNewsletter to get donors to enter the video contest • Develop an e-mail calendar through November 15 and identify your communication strategy • Create an email signature line for Give to the Max Day and include the link to your page
- 13. How should I use email before Give to the Max Day? • Starting November 8, you can ask your donors to schedule their Give to the Max Day donation • Communicate the prize details (why they should give) • Communicate what your nonprofit will be doing on that day and how your donors can take part
- 15. How should I use email on Give to the Max Day? • Remind donors to give today and remind them WHY • Do you have a matching grant? Tell them about it and provide at least 3 emails throughout the day with updates about the match • Thank your donors for their donations personally
Editor's Notes
- #7: How often to send emails is the wrong question and won’t get you or your team to the right answer. Content and context should drive timing when it comes to email.When you email someone multiple times in a week or in a day, “too much” or “just right” all depends on:Did you keep it short?Is it time sensitive? (What’s your answer to the question: why are you bothering me with this now? – it should be a good answer)Did you have a new reason to send the email, or is it the same old information as the last time?Do you have a strong, clear and simple call to action?
- #8: Create a compelling subject lineIt’s the candy bar, not the wrapper! Good: “Turn a $10 donation into $1,010” Bad: “Animal Humane Society takes part in Give to the Max Day”Keep it short, easy-to-readLong, wordy e-newsletters don't get read. Instead, organizations should use short, personalized emails to supporters giving clear instructions for participation.Share your campaign goal and deadline. Let people know how much you need and the date you need it by to create a sense of urgency. Combining this with your email updates, will generate a higher response rate. Keep the goal visible, in print, on your website, at meetings, everywhere.Go for clean and not busyUse an imageA photo included with the quote or short story is worth a thousand words and sometimes hundreds of dollars.Tell a story (a very short story!)Include a short example of how the dollars will be used. Explain how “My” gift makes a difference even if it's only $10Create excitementSend out one or two campaign updates via email. Let people know how you are doing with the campaign. Get them excited about the results or concerned that you are not yet meeting the goal.Include a “Call to action”Make it easy to act - a few clicks, tops.Make it clear what will happen when people act - what good will result?
- #10: An example of a short, clear call to action email
- #11: Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
- #12: Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
- #13: Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
- #15: Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do
- #17: Have a compelling subject lineKeep it simple (esp. for mobile)Use compelling visuals(a photo or thumbnaillinked to a video)Share a brief story ortestimonialCreate a sense of urgencyInclude one strong call to action and make it easy to know what to do