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Don’t let anyone else tell you otherwise -- email is the workhorse of digital fundraising. It may not be the sexiest of all things online, but email gets results. Now, think about it. Is your email fundraising program generating the best return possible? It’s been estimated that the average value of an email address is close to $15 per year – and that’s just calculating online donations. Plus, online fundraising continues its year-over-year double-digit growth rate. This webinar will give you the 5 most important strategies for maximizing return on your email fundraising program. We’ll explore practical examples, pitfalls to avoid, best practices and share industry benchmarks so you can track your success. Unleash the potential of your email fundraising program and you’ll bring in more dollars online than ever before, and be the new star of your fundraising team.
Citation preview
Top 5 Email
Fundraising Tips
Taslim Somani
StephenThomas.ca
TODAY’S PRESENTER
WEBINAR REMINDERS
• You can hear us, but we can’t hear
you
• Have questions? Type questions in
the Questions Log
• Turn up your computer’s volume
• For the best webinar experience,
close all other applications
• Webinar slides will be shared
2
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
youtube.com/canadahelps
@canadahelps
facebook.com/canadahelps
1-877-755-1595