2013-04-09 making e-newsletters valuable again
TRANSCRIPT
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Making E-‐Newsle/ers Valuable Again
James Li Mike Hauser Co-‐founders, Encore
Photo and story of new water project in Ethiopia, 2011 – Charity: Water
www.encorehq.com
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We didn’t make this up…
Our learnings today!
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What We’re Talking About
@Encore [email protected]
Making It Happen
5. Increasing Opens and Clickthroughs 6. True Engagement 7. Key Takeaways
The Purpose
3. SeOng goals 4. Content is King
The Landscape
1. The case for beSer communicaTons 2. What donors want
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A Fair Warning…
We’re moving fast. 52 slides in 45 minutes fast.
It’s full of stats useful to you. We did our homework for you.
AcTonables are marked by a thunderbolt.
@Encore [email protected]
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DONOR RELATIONS IS
CRUCIAL TO RETENTION
NONPROFITS CAN LOSE
60% OF DONORS
BEFORE A SECOND DONATION
LOSS OF
$100,000s PER YEAR
IN LIFETIME VALUE / NEW FUNDRAISING
The Landscape 1/3: Rela]onship Problems
Nonprofit Times
@Encore [email protected]
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Many respondents (20 to 30 percent) reported that they had stopped making regular donaTons to an organizaTon in the past three years ci]ng their financial situa]on and lack of transparency on the charity’s part.
Why Are They Leaving?
Blackbaud Donor Perspec]ves (2012)
They’re Not Engaged!
@Encore [email protected]
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The Landscape 2/3: Too Many Solicita]ons
59% OF DONORS SAY IT’S IMPORTANT TO NOT BE ASKED FOR MONEY
TOO OFTEN
Money for Good Report (2010)
@Encore [email protected]
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The Landscape 3/3: Dona]ons Are at End of Year
Network for Good Online Giving Study (2009)
9 @Encore [email protected]
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So… what’s the point of having an e-‐newsle/er?
(Hint: it’s not because you “should”)
11 @Encore [email protected]
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1 Stay top of mind un]l year’s end
Let’s write some down…
= more reten]on = more life]me value = $$
12 @Encore [email protected]
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Surprising?
14 @Encore [email protected]
Best of all, email marke]ng is easy, fast and measurable. With an es]mated Return on Investment of roughly $42 for every $1 you spend, you can’t afford not to do it.
Ver]cal Response
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2 Push content, pull traffic, increase awareness
Let’s write some down…
You.com Donor
15 @Encore [email protected]
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3 Drive ac]on throughout the year
Let’s write some down…
Millennial Impact Report (2011)
16 @Encore [email protected]
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3 Drive ac]on throughout the year
Let’s write some down…
-‐ Sharing on Facebook and Twi/er to their networks -‐ Forwarding email to friends -‐ A/ending events -‐ In-‐kind dona]ons -‐ Matched dona]ons/small gims -‐ Hold a fundraiser -‐ Share their stories/experiences
…and many more.
17 @Encore [email protected]
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If you already have a newsle/er… was there a par]cular issue that stood out as “successful”? Why?
18 @Encore [email protected]
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Content is King
Making them Open
Making them Click
Achieving Your Goal Bones
Meat
19 @Encore [email protected]
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Content is King
65% OF DONORS REPORT GIVING (AND RE-‐GIVING) PRIMARILY
BECAUSE OF BELIEF IN THE CAUSE
NTEN Benchmark Report (2012)
@Encore [email protected]
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Don’t Start from Scratch: Crowdsource
Sources of stories
Internal
Your own phone or computer
Your staff & volunteers
External
News
Beneficiaries
Supporters/social media
Events
80% OF ORGS SAY
GENERATING IMPACT CONTENT IS A CHALLENGE
21 @Encore [email protected]
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Case Study: The Y Collects 300 Stories in 48 Hours
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Case Study: The Y Collects 300 Stories in 48 Hours
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Case Study: Collec]ng Stories via Email (in Encore)
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Case Study: Easy Collec]on of Photos from Social Media
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Content is King
Making them Open
Making them Click
Achieving Your Goal Bones
Meat
27 @Encore [email protected]
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Making them Open
Step into your donors’ shoes…
…if they don’t open it, they can’t read it.
28 @Encore [email protected]
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Making them Open
20.3% AVERAGE NONPROFIT
OPEN RATE (OPENS/SENDS)
Mailchimp Metrics
29 @Encore [email protected]
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Making them Open
From Name: Use a specific person’s name only when recognizable to majority of readers (>80%)
30 @Encore [email protected]
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Making them Open
Subject Line: • under 34 characters • show the benefit • describe the candy, not the wrapper • don’t keep the same • don’t use “free, reminder, percent off, help” • use a verb if possible
31 @Encore [email protected]
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Making them Open
Preheader text: • biggest lost opportunity… don’t use filler text • describe what’s inside
32 @Encore [email protected]
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Making them Open
Send ]me: • generally most opens during the dayTme on weekdays • generally beSer Tuesday & Thurs at 9am • Prefer monthly …but it all depends!
Send one the morning of Dec. 31st!
33 @Encore [email protected]
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Content is King
Making them Open
Making them Click
Achieving Your Goal Bones
Meat
34 @Encore [email protected]
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Clickthroughs Measure Actual Engagement
“The largest difference between high and low performing
nonprofit email programs was in email clickthrough rates.”
2010 eNonprofit Benchmarks Study by NTEN
35 @Encore [email protected]
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Clickthroughs Measure Actual Engagement
3.54% AVERAGE NONPROFIT CLICKTHROUGH RATE
(CLICKS/SENDS) Fundraising emails: 0.47%
Mailchimp, NTEN eBenchmark Metrics
36 @Encore [email protected]
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Making them Click (Case Study)
The first impression: • You have 5 seconds to catch the person’s aSenTon • Don’t start with: “welcome to our newsleSer…”
37 @Encore [email protected]
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Making them Click (Case Study)
The donor is the hero: • Build the reader into the narraTve • Use “you,” not “we” • Have a voice
38 @Encore [email protected]
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Making them Click (Case Study)
Use visuals: • Visuals engage the reader more than any text can • Clickthrough rates are 2-‐3 Tmes higher when there is a video • Don’t run on too long • “Show images”
39 @Encore [email protected]
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Making them Click (Encore)
Power ]ps: • More ways to interact/be engaged other than giving money • More links = more clickthroughs • ONE clear call to acTon – specific, relevant, “filmable moment”
40 @Encore [email protected]
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Content is King
Making them Open
Making them Click
Achieving Your Goal Bones
Meat
42 @Encore [email protected]
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1 Stay top of mind un]l year’s end
Let’s revisit our goals…
(= more reten]on = more life]me value = $$)
An investment of Tme...
Are you ready?
43 @Encore [email protected]
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2 Push content, pull traffic, increase awareness
Let’s revisit our goals…
• Word of mouth is stronger than FB page posts (16%). Each share = impressions
Where you want them to take the desired acTon
44 @Encore [email protected]
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3 Drive ac]on throughout the year
Let’s revisit our goals…
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If You Remember Nothing Else…
Start with the goal, plan from there
Find your stories: crowdsource and curate
Come down from the mountain, put away the megaphone: Truly engage, don’t ask, focus on impact
46 @Encore [email protected]
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If You Remember Nothing Else…
You’re fighTng cluSer: the details are the edge
What can your donors do now?
Don’t be the needy friend, be pa]ent: the real reward comes at the end of the year
47 @Encore [email protected]