Top 5 Email
Fundraising Tips
Taslim Somani
StephenThomas.ca
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WHAT IS CANADAHELPS?
• A public charitable foundation and registered charity
• Through CanadaHelps.org, anyone can donate to any
registered Canadian charity online
• We have facilitated over $400 million in charitable
donations online since our launch in 2000
• 14,500 charities use us to collect donations and fundraise
online
• Over 850,000 Canadians have donated through
CanadaHelps
• For donors, CanadaHelps is a one-stop-shop for giving. For
charities, CanadaHelps is an online fundraising solution
that is affordable, easy and secure
WELCOME TO GIVING MADE SIMPLE!
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5 Strategies for Growth
A bit about ST
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What we’ll cover
Email Marketing:
Email marketing isn’t dead.
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http://blog.hubspot.com/marketing/email-marketing-stats-list
http://nonprofitmarketingguide.com/freemembers/2014NonprofitCommunicationsTrendsReport.pdf?inf_contact_key=c1b41f4d1bd682018f21f975a2c3f5e2bea39a3a8cce1801a33816618597f938
Strategy #1:
First, a bit of math:
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Let’s work backwards first:
$100,000 / $100
= 1000 gifts
How do you get 1000 gifts?
1000 / 0.5%
= 200,000 emails
200,000 emails!!!!!
200,000 emails = 2 x 100,000 = 4 x 50,000 = 10 x 20,000
Law of diminishing returns?
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http://www.npengage.com/email-marketing/follow-email-techniques/
Get Serious & Grow
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Test a Re-Activation Campaign
• Separate Dormant from Deadwood • Define inactives:
– Timeframe (no opens & no clicks) – Donation activity (online / offline) – LTV
• What percentage of your list is inactive? • Re-engage
– Update your email address / email preferences – Survey – Special offer
Strategy #2:
Nonprofit Email Benchmarks
Blackbaud 2013 – Over 3000 nonprofits in North America
More Nonprofit Email Benchmarks
M+R Benchmarks Study 2014 (53 nonprofits – LARGE)
Important Metrics
A plan for ongoing measurement:
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Strategy #3:
http://moosend.com/view/segmenting-your-mailing-list/280
Email Records
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Segment based on objectives
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Obama’s 2012 Email Campaign -
SEGMENTATION
http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing
Test, test, test. Then test some
more. And test again. And
again.
Great tests: subject lines, copy vs. images, ugly vs. high-design,
frequency,
Obama’s 2012 Email Campaign -
TESTING
http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing
http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing
Strategy #4:
Search Marketing
Facebook Targeted Advertising
• Create a custom audience
• Upload your email list
• Target your contacts directly in Facebook!
Retargeting
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Strategy #5:
More people are reading email on
Mobile Devices
http://www.inboxmarketer.com/blog/infographic-email-opens-on-mobile-devices-steadily-growing
http://www.thinkwithgoogle.com/mobileplanet/en/ - Canada Report
http://www.thinkwithgoogle.com/mobileplanet/en/ - Canada Report
http://www.digitalleap.org/wp-content/uploads/2013/05/s-digital-leap-keynote-presentation-final-may-2.pdf
Principles of Responsive Email Design
• Concise – Mobile audiences are
time-sensitive!
• Obvious – Emphasize calls-to-
action with buttons, top-load information and link to mobile web pages
• Streamlined – Cut non-critical
content!
http://www.inboxmarketer.com/resources/reports/pdf/guide_to_responsive_email.pdf
TIP!
• Check out ipadpeek.com to see how your email is rendering on mobile devices
Principles of Responsive Email Design
5 Strategies for Successful Email
More Charity
Training
MYCHARITYCONNECTS
Educational and training opportunities
through MyCharityConnects
www.mycharityconnects.org
UPCOMING WEBINARS
www.mycharityconnects.org/webinars
Google Analytics 101
by guest speaker Kathryn Snetsinger
Date: Wednesday, April 30, 2014
Time: 2:00-3:00PM Eastern Time
The Evolution of Planned Giving
by guest speaker DeWayne Osborn
Date: Wednesday, May 14, 2014
Time: 2:00-3:00PM Eastern Time
STAY IN TOUCH
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@canadahelps
facebook.com/canadahelps
1-877-755-1595
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