Why Email Is Still King: Strategy, Best Practices, and Techniques That Prove It
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The document discusses comprehensive email strategies and best practices specifically tailored for nonprofit organizations to enhance fundraising, advocacy, and list building. It includes methodologies, tactics, and tools to improve email effectiveness and engagement, along with success metrics and examples of successful campaigns from Zuri Group. Key topics cover database quality, personalized messaging, and goal-setting to connect with constituents and increase donations.
![#2b Don ’t Blame the Blacklist…Manage It! Most of the emails on your Blacklist are there for a good reason The email address is entered incorrectly, the email is stale or the user has stopped using it [Sphere] The Blacklist Account Level E-mail Address Blacklist Query Report includes Blacklist Date and Blacklist Reason. The query enables you to view one list of E-mail addresses with previous delivery problems and to determine a strategy for managing the records. Using this query and incorporating ongoing maintenance that includes regularly reviewing individual mailing reports can help an organization maintain a database of valid E-mail addresses. Location in Sphere: Control > Query > New > All Contacts Query > Contacts > Profile > Personal/Organization > Email Consider purchasing the Upgrade to the Query Tool Identify and export a list of supporters that have E-mail addresses with delivery problems Delete E-mail addresses with delivery problems Users can generate and export a list, update the E-mail addresses or remove them from the file, and then import the changes via the Import Center.](https://image.slidesharecdn.com/emailiskinghorowitzzuri-110707140506-phpapp01/85/Why-Email-Is-Still-King-Strategy-Best-Practices-and-Techniques-That-Prove-It-19-320.jpg)
Why Email Is Still King: Strategy, Best Practices, and Techniques That Prove It
- 1. T EMAIL IS KING AN INTRODUCTION TO EMAIL STRATEGY, BEST PRACTICES AND TECHNIQUES THAT MAKE EMAIL STILL REIGN IN FUNDRAISING, ADVOCACY AND LIST BUILDING FOR NONPROFITS Zuri Group
- 2. EMAIL IS KING An introduction to email strategy, best practices and techniques that make email still reign in fundraising, advocacy and list building for nonprofits.
- 3. INTRODUCTIONS Zuri Group Your Presenter You!
- 4. ABOUT ZURI GROUP Zuri Group provides diverse ideas, technology and designs that have propelled nonprofit clients to raise over $100M online. ” Zuri Group has served as an extension to our Web Development, Technical, & Integrated Marketing teams and continues to exceed our expectations with both strategic and tactical services.” ~ Stephan Caramma, Senior Director of Fundraising Systems, Save the Children
- 5. ABOUT YOUR PRESENTER John Murphy, Zuri Group ’s CEO, believes non-profit organizations need partners in technology to be successfully with their missions. John is a seasoned professional with nearly 20 years of experience and more than a decade in the technology arena; he: Founded Zuri Group in 2007 after serving Kintera as VP of the Professional Services Group Led a global team that launched and maintained multi-currency and language international e-commerce websites Received a BA from Bucknell University
- 6. ABOUT YOUR PRESENTER Howard Horowitz, Zuri Group ’s COO, learned early on the massive undertaking required to build a non-profit’s brand while raising money to help solidify its core value to donors. Howard has experience in corporate advertising agencies as well as non-profit leadership; he: Led Jewish National Fund to become the largest Jewish organization for online contributions Has been published in The Chronicle of Philanthropy, Non Profit Times, Church Business and many other publications Served as Kintera ’s VP of Professional Services implementing Sphere
- 7. ABOUT YOUR PRESENTER Since 1993, Pamela Snyder has been crafting NPO strategies; she: Joined Zuri Group after leading the Kintera Strategy Team Lead two divisions at Red Sky, the world ’s third top interactive agency Has a BA in film communications; an MBA in social, ecological and economic sustainability; and is fluent in Spanish. Pamela Snyder, Zuri Group ’s Director of Strategy, leads top-100 nonprofits to build financial and social capital online.
- 8. ABOUT YOUR PRESENTER Stephanie Burnett, Zuri Group ’s Technical Strategy Consultant, has 15 years of project management improving the effectiveness of nonprofit organizations Stephanie ’s broad skill set includes being adept at project planning, needs assessment, system analysis, and implementation of both administrative back- end and public-facing systems. She has: Managed projects for Blackbaud's Sphere, Net Community, Raiser's Edge, Sungard's Advance, and others. Graduated with a B.A. from Syracuse University, an M.A. from The George Washington University
- 9. ABOUT YOUR PRESENTER Molly Kelly, Zuri Group ’s Technical Strategy Consultant, an expert in the development and integration of database-driven Web sites and has been the leader in the development of content management and association management systems. Her portfolio includes award-winning websites for clients such as The National Campaign to Prevent Teen Pregnancy and The Government of District of Columbia. She has served as a technology consultant for a variety of non-profit and association clients such as AmeriCares, Big Brothers Big Sisters, The American Immigration Lawyers Association and the Association of Fundraising Professionals.
- 10. ZURI GROUP CLIENT SERVICE LEADERS Karen Collins, Zuri Group ’s Technical Strategy Consultant, focuses on quality management to ensure success in all client relations. Karen has a diverse background in project management, change management and risk mitigation; she: Joined Zuri Group after managing two design teams for Royal Philips Electronics, Consumer Lifestyle – On the Go Has worked on mobile app development, microsite campaigns, marketing event materials, software implementations, product development and more Served as a Project Manager for Blackbaud implementing NetCommunity primarily for enterprise level engagements
- 11. ABOUT YOUR PRESENTER Elisa Carrol, Zuri Group’s Sr. Director of Web Design and Implementation is one of the world’s foremost experts in Blackbaud Sphere implementation She is also highly competent Convio, WordPress, Joomla, Drupal and NetCommunities and other CMS platforms. Responsible for the design and launch of several of the nation ’s largest non-profits’ websites Formerly maintained Kintera ’s largest accounts. Graduated from UCSD with a BA in Interdisciplinary Computing
- 12. ABOUT YOUR PRESENTER Mike Henderson, Zuri Group’s Technical Director, is the superglue that holds together many of Zuri Group’s most complex technical solutions. Mike ’s 10 years experience in the Web industry includes online video solutions for VMIX and Creative and Production Services Team at Kintera, helping Kintera's non-profit clients implement and maintain their online identities Mike specializes in PHP, Javascript, CSS and XHTML Mike has helped Zuri clients such as Heifer International, Amnesty International, FamilyLife and the Lance Armstrong Foundation strengthen their online identities.
- 13. AGENDA Methodology Strategy Tactics Tools
- 14. TOP TO BOTTOM SOLUTIONS Baselines & Benchmarks From Subject Line Testing (A/B, conditionals, etc.) Narrative Imagery Concise Copy Calls to Action Trust Building Best Practices QA / Cross Platform & Browser Testing Success Metrics, Reporting & Analytics
- 15. HOW TO MAKE YOUR EMAIL KING Aligned messaging for effective emails Data base quality & sophistication to grow Genuine connection to increase donations Set goals & establish context w/ benchmarks & tracking Test the waters before jumping in Know what you need to do to reach your goal Utilize landing pages Use proper email etiquette and internet best practices Say thank you Leverage tools and innovative technologies
- 16. All communication strategies must begin with these fundamentals, which are pervasive for all technologies, channels and mediums: Objective Audience Messaging Messaging and calls-to-action should: Support your goal Deliver your message Inspire your audience to take the desired action Consider your goal and the target audience: What action will help you reach your goal? What motivates your audience? What will elicit an emotional or nostalgic response from your audience? What language does your audience best understand? Use technology to target and personalize message Target Receivers Personalize (Name, Location/Home city, Area of Interest) #1 ALIGNED MESSAGING Objective Audience Message
- 17. **Email Databases with less than 100,000 contacts show better open rates, click-thrus and 2x fundraising response Make organization decisions on auto merge properties Weekly Management of Duplicate Report: Determine Match Criteria that your organization is comfortable with for batch merges Decide on Batch merge setting: Most recently updated or oldest record as the Keep Require auto-merge fields for entry Review Email Hard and Soft fail reports after each email Correct typos and other bad address issues If email is hard failing and you have another contact for that supporter, contact them with an inquiry on new email Keep up with email changes Include a link in the footer of your email template encouraging supporters to update preference and email information Actively Manage duplicates – merging newer email addresses over old ones Consider quality of lists before importing: (Find cause-targeted source and made of opt-in supporters) #2 DB QUALITY VS. QUANTITY
- 18. #2A IMPROVE DELIVERABILITY Avoid the spam filter Don ’t use words or characters that will trigger filters (all caps…) Avoid multiple font formatting Do not utilize “click here” links Avoid large (slow-to-download images) Utilize a valid from-address Do not use excessive punctuation in your subject lines Investigate your test email ’s spam score Send a test message to see how the mail will be received
- 19. #2b Don ’t Blame the Blacklist…Manage It! Most of the emails on your Blacklist are there for a good reason The email address is entered incorrectly, the email is stale or the user has stopped using it [Sphere] The Blacklist Account Level E-mail Address Blacklist Query Report includes Blacklist Date and Blacklist Reason. The query enables you to view one list of E-mail addresses with previous delivery problems and to determine a strategy for managing the records. Using this query and incorporating ongoing maintenance that includes regularly reviewing individual mailing reports can help an organization maintain a database of valid E-mail addresses. Location in Sphere: Control > Query > New > All Contacts Query > Contacts > Profile > Personal/Organization > Email Consider purchasing the Upgrade to the Query Tool Identify and export a list of supporters that have E-mail addresses with delivery problems Delete E-mail addresses with delivery problems Users can generate and export a list, update the E-mail addresses or remove them from the file, and then import the changes via the Import Center.
- 20. #2C DATA SOPHISTICATION Plan your data collection to provide information rich and targeted messaging Perform a Form audit of your web forms to ensure that every doorway into your site is collecting data the right way, in the right place and offering a chance for your supporters to personalize their messaging. Ensure that there is a documented understanding with your staff of what custom fields, Segments or eNewsletters are used for your communication plan Prepare guidelines to keep all collection moving forward on the plan Example Areas: Create Area of Interest segmenting and allow for self selection Auto segment by event topic or actions taken If you are using eNewsletters, ensure that subscribe option is available on every form.
- 21. #3 CONNECT TO INCREASE DONATIONS Target your emails Use Sphere Total giving, Last Gift Date…and other fields to customize your ask If Sphere is not your Database of record, consider importing this type of gift data into custom fields Target emails by area of interest, participation in past events or activities taken or not taken Plan your eNewsletters and Email Campaign Structure eNewsletters Use this for recurring emails based on a theme, topic or organization wide updates Email Campaigns Create campaigns logically based on theme, subject or purpose. Remember people will unsubscribe from this campaign. You do not want them to miss messages they may be interested in because they were not the right target for a different email.
- 22. #3 Connect to increase donations (cont’d) Creating & Tracking Your Emails Plan Your Source Code & Tracking Strategy Marketing Source Codes will help you track what's working and what’s not Apply a default source code to each email Consider putting a different source code on different asks in your email content to test placement, wording and other factors Create meaningful tracking names on your links Don't Just Say It – DO IT! Follow up on your email reports and track your progress Learn from your successes and mistakes and IMPROVE Grow the List Include “Spread the Word” tools on every confirmation page and email FORWARD TO A FRIEND Best way to do/track Best way to send to FB/Twitter & copy in content to post Best way to collect friends email
- 23. #3 Connect to increase donations (Cont’d) Know your constituents Poll, survey and leverage social media Fundraise through eNewsletters based on audience interest eNewsletters have higher open rates than appeals List potential audiences and prioritize them: Sponsors, Donors, Volunteers, Advocates Grassroots vs. Grass-tops Break it down further Advocates who haven ’t take action Donors who have attended an event Cultivate on-going interaction Build relationships Retain and grow constituent database
- 24. #4 ESTABLISH GOALS AND BENCHMARKS $50,000 in 10 days 1,000 new sponsorships 100 new donors Measurable awareness about specific issue Contact database increase by X percentage Allow for smaller donations*
- 25. Identify opportunities for improvement Learn about what works and doesn ’t work Calculate ROI to determine best strategy for future Determine cleanliness of distribution lists How to measure results Within campaign Within specific appeal What are? Open rates Click through rates Response/Conversion rates Unsubscribe rates #5 MEASURE, ANALYZE, ENHANCE & REPEAT
- 26. Test subject lines Length of subject line Style of subject line Theme of message Test content elements Language; Images Buttons for call to action; Naming of click-through links Placement of Multiple click-through links Test time Of day; Day of week; Season Test only one variable at a time Landing pages #5A TEST EMAIL VARIABLES
- 27. If you want your email to generate 10 donations, then: (At least) 1,000 people need to receive the message. (At least) 250 people need to read it (that is, “open”) your message. (At least) 50 people need to click on the link to your donation page. #6 THE EMAIL NUMBERS RULE
- 28. When running an eCommunications campaign (i.e.: to list build), consider adding a landing window to feature that campaign for a limited time Feature graphic reinforcement of why donation is important Include a thermometer or other measurement device Link to articles and other important information #7 UTILIZE LANDING PAGES
- 29. Be mindful of your images Separate your content Keep it brief Pay attention to tone Watch the fold Use multiple calls to action Personalize #8 REVIEW & INCORPORATE BEST PRACTICES
- 30. “ Thank you” emails have the highest open rate of any email communication type. Optimize them for success. Say it like you mean it. Saying “thank you” is not enough. Show them how their support has made your organization better, and explain to them why you are so grateful Ask them to share and give them the tools to do it Ask them to follow you on social media Consider a template with your site navigation to give them an easy way to link back to your site #9 SAY THANK YOU
- 31. #10 EMAIL MAP & SCHEDULE, SAMPLE Audience 1 (i.e.: female professionals aged 35-45) 1. Using surveys and landing pages to categorize (segment) your audiences. 2. Plan sequential and segmented email campaigns here. 3. Create E-Communication Maps and Schedules for each audience. Audience 2 (i.e.: lapsed donors) 4. Populate your emails with the content from your map 5. Send out according to your schedule 6. Update your Web site with related, campaign-specific anecdotes that illustrate the issues Phase II: Create landing pages for different actions and audiences
- 32. #10A EMAIL MAP & SCHEDULE, SAMPLE Winter Appeal Send: 12/10/2007 - Monday Headlines: Homelessness is hard in any season… Winter Newsletter 12/17/2007 - Monday School's out--now where do they go? Holiday Appeal 12/26/2007 – Weds. Domestic violence hits hard in the holidays. Year End Appeal 12/30/2007 - Sunday Your tax break could be her relief.
- 33. #10B EMAIL COPYWRITING GUIDELINES, SAMPLE Send Subject Line Headline & Graphic Personal Story Issue Action G U I D E L I N E S Date Use: Imperatives; Intrigue (to motivate opening) Headline Build emotional connection between issue and audience Graphic Faces are most compelling Photos are more intriguing than other images Tell your issue's story with an image wherever possible Include: 1 line, hard-hitting statistic. 2 sentence, personal story that puts a face on the header and statistic. Success statistic. How constituents can help: 1 sentence, 3 links 1 sentence each: High level overview of an issue Impact to students Impact to campus (required) Impact to community (optional) Desired outcome for issue (required) Provide: Clear path to action Include 1-3 links to take action Be brief
- 34. #10C CAMPAIGN BADGES Make all your constituents ambassadors for your organization Broadcast your calls to action to your supporters ’ friends, family and other associates
- 35. Client #1 : Zuri Group did a comprehensive strategy Included email best practices for layout, content, imagery, messaging, subject lines 11.23% increase in open rates 8.23% increase click thru rates $1.09M raised via email appeals in 2010 Client #2 : Zuri Group did Subject Line Tests and Dynamic content Strategy 62% increase in busy season in holiday 2008 81% increase in holiday 2009 6% increase last year ZURI EMAIL CAMPAIGN SUCCESSES
- 36. QUESTIONS?