E - N e w s l e t t e r s T h a t Ma k e Y o u r D o n o r s Wa n t t o G i v e Slide 1 Thank you for coming today! Slide 2 Author of The Wild Woman's Guide to Fundraising, called one of the top 10 nonprofit books of 2010 by Beth Kanter. Mazarine helps nonprofits get better email open rates & donations! She has created the first fundraising Apps for Android, co-founded a nonprofit called the Moon Balloon Project in 2005, and has fundraised for national, international and local nonprofits. She loves to help nonprofits make fundraising fun. Slide 3 What are you hoping to get out of the webinar today? a) New enewsletter subject lines b) Tactics to get people to click donate c) E-newsletter topics d) All of the above e) None of the above Slide 4 What are some of your issues with your enewsletter? a) No one signs up for it b) No one clicks donate through it c) No one opens it d) We never send it out e) Other Slide 5 Subject Lines to get people to Open How to get MORE people to sign up for your emails
Potent Calls to Action for your E-newsletter 16 kinds of headlines to help your donors give Joking around: How to avoid getting too serious about your cause Slide 6 6) Getting Donors to Click Donate or Buy 7) The 5 reasons people share your e-newsletter 8) Sample Surveys to help you segment your subscribers 9) Example welcome emails to keep your subscribers happy 10) 4 Simple emails that lead people to take action Slide 7 Make different kinds of signup forms for different kinds of people. Slide 17 Make it easy – “The easiest ways to donate today” Give reasons – “30 reasons to adopt a child with Down's Syndrome today” Admit a weakness – “We were guilty of not appreciating you enough.” Use upper and lower case – “This Just In – A New Way To Volunteer for Us” Use the word why – “Why I love Edwin's Place.” Slide 18 Get controversial. Lead with a question – Use words like “Announcing!”, “Just Released!”, “Just In!“ Create a how-to… “How to find hope in dark times,” “How to be a successful volunteer.” Reel people in – “Calling all Volunteers!”, “Women!”, “Bloggers!” Offer a breaking news story – “ This just in, RLBC helps little girl to see!”
Slide 19 Use a guarantee – “ We Guarantee You'll Get a Warm Fuzzy Feeling When You Come to Our Build-a-Bear Fundraiser!” Focus on the positive end results – “ Do you want to change the world? Do more than just take a vacation with our voluntourism program” Ask the question, “Who Else?” – “Who else would take action on poverty? Poverty Action Lab!” Slide 20 Warning! “Doctors Warns: Not donating to charity can make you look 5 years older” Offer something for free - “Free tips for advocating for Down's Syndrome Children” Use I – “I discovered the best kept secret for Down's Syndrome volunteering!” Feature your offer – “25% off tickets for our next big friendraising breakfast.” Use the word breakthrough – “This breakthrough in Down's Syndrome research will knock your socks off.” Slide 21 What's your call-to-action right now? a) Event/Sponsorship signup b) Donate c) Survey or petition d) Social Media Follow button e) Other Slide 22 The thing that everyone gets wrong in donor newsletters is headlines. They can be fake, weak, or just not even there. Then you bury your call to action. It's so sad. Slide 23 16 Types of headlines you can create: Story News Reasons Why Item – Hype Finality
List Curiosity Expert Positioning Extreme Value Proposition Testimonial Warning Dominant Emotion If…Then Straight Benefit Offer Question Slide 24 Slide 25 Slide 26 Segment Your Target Audience. Are you looking for: Donations Sponsorships Volunteers In-Kind Donations Gala event attendees Family & friends of people you serve Slide 27 PROS $19/month for up to 1,000 subscribers Can create many enewsletter signup forms easily Easy to segment list Easy to see data about list Best deliverability rates because of double opt-ins (hardly ever marked as spam) CONS You have to pay for it Double optin, fewer people sign up Slide 28 What should you write about? Anticipation - We are all naturally curious. Entice your readers with images, well crafted email copy and intriguing subject lines. Slide 29 JOY Happy readers become happy customers. Be the nonprofit enewsletter that makes them happy with a positive message.
Slide 30 Trust - People buy from people they know, like and trust. What makes people trust you? When you speak to them as friends, admire them, give advice, and have the courage to be vulnerable. When you consistently communicate with them . Slide 31 Slide 32 They’re aware of the consequences if they don't give Believing “Someone might be hurt if they don't get my money.” They’re learning. You're giving them new information. Are you taking them on a journey? Slide 33 For every enewsletter, ask yourself, Is this likely to make the donor feel good (or bad)? Make Your Donor the Hero, talk about “you” and “thanks to you” Ignore your donor, talk about “we” and “us” Slide 34 Evaluate your current newsletter. Are you making the donor the hero? How many times are you saying the word You? Slide 35 1. To bring valuable and entertaining content to others 2. To define ourselves to others 3. To grow and nourish our relationships 4. Self-fulfillment 5. To get the word out about your cause Slide 36 Ask yourself, would I share this? Slide 37 Evaluate your current newsletter.
Are you bringing valuable or entertaining content? Slide 38 Problem: The need is there. It's even urgent. It's important. And you don't want to lose sight of that. But people can get compassion fatigue. How can you help them keep listening to you? Slide 39 Slide 40 Show pictures of your nonprofit making the difference, but also being a little silly sometimes Example of joking about a cause: http://www.wildwomanfundraising.com/funniest-nonprofit-direct-mail- photoshop-disasters/ Slide 41 You could even insert a joke at the bottom of your email. Slide 42 Pause and think about how you joke about your mission. What jokes can you think of, no matter how inappropriate? Slide 43 Sample surveys: How do you like to get involved with charities? 1.) Volunteering with office tasks 2.) Young professionals 3.) Corporate volunteering through my work 4.) Want to work outdoors 5.) I like to do runs/walks/a-thons 6.) Sit on a committee, run an event Slide 44 Which programs are you most interested in? 1.) Our adoption program
2.) Our advocacy program 3.) Our volunteer program 4.) Other (please describe) Slide 45 What do you want to get out of our enewsletter? 1.) Updates on your programs 2.) Short-term volunteer opportunities 3.) Long-term volunteer opportunities 4.) Opportunity to Sign Petitions 5.) Sponsorship opportunities 6.) Donation drives & in-kind needs 7.) Other (please describe) Slide 46 Must Know: Surveys help you 1. Know your subscribers, donors and volunteers 2. Know what matters to people who care about you. 3. Help people feel more connected to you and what you're doing. 47 Must Do 1. Create a surveymonkey account 2. Create 3 surveys for volunteers, donors, and subscribers 3. Create a new donor/subscriber survey as a combination education/outreach tool. 48 1. Look at your welcome email for signing up to your enewsletter. 2. Count how many times you say the word you. 3. Is there a survey link?
4. Do you help them care about you more with a good picture of your cause? 51 The Survey Email: New Subscribers LOVE to be surveyed! What's in the survey? Communication preferences. What they're looking for. Their history with your cause. The Follow-up email:(based on the survey results) Volunteer email followup Donate email followup Speaking engagement followup 52 The Event Email: Here's our list of events for the year! Come on out and say hi? The Volunteer Opportunities Email: Do you know anyone who would like to volunteer? Here's how they can get involved. 53 Once you have built the relationship, send: The Advocacy email: Will they sign this petition? Will they call their representative and tell them the importance of your cause? (With talking points) Do they want a postcard to send to their elected officials? The Sponsorship Email: Do you know who we should talk with at your company who might be interested in sponsoring our events? The Collaboration Opportunities Email: Do you know other nonprofits in town we should partner with? What could we do together? The One Story Holiday Appeal Email: It should include: Did you get our letter? It looks like this... One story & picture of your cause. Ask them to give multiple times, make them the hero. 54 Enewsletters that I read: Tom Ahern's E-Newsletter (Tom Ahern is a fundraising consultant) Thomas Cott's You've Cott Mail- for Arts Marketing & Funding (Thomas Cott is the Marketing Director for Alvin Ailey Ballet) Dr. Mercola's E-newsletter (I don't agree with a lot of what he writes, but he's an incredible marketer,
so, he inspires me) Pamela Grow's E-Newsletter (Pamela Grow is a grants consultant) @ 55 Thank you! Feel free to send questions to info wildwomanfundraising.com 512-763-5161
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