Cranking Up Your Email Marketing for Fall Fundraising

first_imgPresentation OutlineCrank Up Your Email Marketing: Six Steps for a Successful CampaignWhether your email campaign is about grassroots outreach, advocacy, or fundraising, the basic steps you need to take to pull it off are the same.Get an email newsletter service provider.This is a must-do. There are several affordable services for nonprofits, including Network for Good’s EmailNow powered by Emma. You shouldn’t use Outlook or your regular email account for many reasons, including the potential that you’ll be labeled as a spammer.  Email newsletter service providers will also save you tons of time (and money too) and give you lots of extras, like sign-up forms and open/click-through reports.Get your current mailing list into shape.Do you know who is on your mailing list? Understanding the typical person on your list will help you develop great content that works for your supporters.  Also consider ways to segment your list. For example, do you have two or three distinct audiences who really aren’t interested in the same types of articles and info from you? Carefully managing your list is the best way to avoid spam filters. Send what people want only to the people who really want it. Cull out bad, bouncing addresses and import email addresses you have collected offline with permission.Make it really easy for people to join your list and manage their own subscriptions.Put your sign-up form on your website in a very obvious place – ideally in your template so it appears on every page. Offer incentives to encourage people to sign-up (explain what goodies come in your newsletter, offer special downloads, etc.). Consider letting people segment themselves on the sign-up form by interest or how often they’d like to be emailed. Encourage people to change their email addresses themselves (if your system allows it) and respect all opt-outs. It’s better to lose a subscriber than to have that person tag you as a spammer.Create an editorial calendar a few months at a time.Think about what’s going on in the next few months, not only in your organization, but in your community and on the calendar (e.g., holidays, changing seasons). Pick a schedule that works for you and the people on your list based on past experience, such as monthly, twice a month, or weekly. If you aren’t sure where to start, try every two weeks and adjust from there. Plan out some topics, mixing good information with advocacy calls to action and fundraising appeals. Be prepared to adjust your topics based on what’s happening in the headlines (that shows you are timely and current, which are big bonuses in email marketing).Write and design your email messages – always with your readers in mind.Pay very close attention to your subject line – make it benefit-laden or intriguing for the reader.Talk directly and personally to your readers. Write articles that are timely, helpful, and interesting to them. Also makes sure readers understand how important they are to your success.If you aren’t comfortable with HTML, start with a template from your service provider. Design for the preview pane (those first few inches at the top of your message are vital), and use mostly text with a few good images. Remember to appeal to skimmers: use headlines, subheads and short chunks of text.Measure the results and track over time.How many people are opening the email? How about clicking on links and which ones? Who is following through on calls to action, like donating? How many people unsubscribed and which addresses bounced? Analyze your results and adjust accordingly in future emails.Read the full version of this article with additional tips here:http://www.nonprofitmarketingguide.com/resources/email_newsletters/emailsteps/ Kivi Leroux Miller is president of www.NonprofitMarketingGuide.com and hosts a real-world, affordable weekly webinar series for do-it-yourself nonprofit marketing staff. Get more tips here: “10 Surprisingly Easy and Startlingly Effective Ways to Improve Your Nonprofit E-Newsletter” And check out Kivi’s weekly webinar schedule for real-world, affordable training on a variety of nonprofit marketing topics.© 2006-2008, EcoScribe Communications Scroll down below to download the transcript and slides.Does your email newsletter have what it takes to turn casual observers into gung-ho supporters, and supporters into generous donors? Do they check their inboxes fervently and religiously chomping at the bit in anticipation of your organization’s next email? Or, rather than cracking open their wallets in search of the ATM card, are your email subscribers “filing” your emails away in the “read later” folder?During this Nonprofit 911 call, Kivi Leroux Miller, president of EcoScribe Communications and Nonprofit Marketing Guide.com, will cover the basics of effective e-newsletters, including answers to those pesky questions about what to send and how often.In addition the basics, what next-step topics can you expect?Segmenting your listsUsing auto-responders (trigger emails) to get your supporters more deeply involved with your causeWriting calls-to-action that get your readers clickinglast_img

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