March 1, 2017 presentation by John Haydon in Holyoke, MA for Valley Gives.

1. ONLINEFUNDRAISINGWITHEMAIL

2. What we’ll talk about today
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
I. YourPlan-Italwaysstartswithpeople
II. Youraudiencesegments-Acknowledgingtherelationship.
III. Yourdonationpage-Makethemostofthemagicmoment
IV. Yourfundraisingemails-Gettingmoreopensandclicks.
V. Yournewdonorwelcomeseries-Makingasolidfirstimpression.
Agenda

3. I.YOUR PLAN

4. I.Your plan - always starts with people
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon

5. People
Objectives
Strategy
Tactics
Create a simple plan
The POST method was originally coined by
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Charlene Li and Josh Bernoff in their book,
Groundswell (Harvard Business Review Press)
and is a proven framework for developing a
social media strategy.

6. POST first, update Twi2er laterPeople: What does your community really care about? What passions
intersect with your cause? What gets them engaged?
Objectives: How will this campaign matter?What do you want to
achieve (SMART)? Shoot low, if you’re just starting out.
Strategy: How can your goals intersect with community interests and
passions? How will you encourage actions?
Tactics: What tools and tactics will you use to achieve your strategy?
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Creating a simple plan

7. Whoarewetryingtoengage?Supporters?Volunteers?Donors?
What’sinitforthem?What’stheemotionalhook?
What’sinitforus?Morefans?Moreemails?Moredonors?
Howwillwepromotethecampaign?Whatotherchannelswillweuse?
Howwillwemeasuresuccess?Likes?EngagementRate?EmailsAcquired?
Campaignnameandsummary
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Create a simple plan [worksheet]

8. Download this workbook: johnhaydon.com/plan
Create a simple plan
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon

9. II. YOUR
AUDIENCE
SEGMENTS

10. Poll
Howareyousegmentingdonors?
•Basedontherichestzip-codes.
•Basedonthird-partygivingprofiles.
•Basedontheirpreviousbehaviorwithourorganization.
•Wearenotcurrentlysegmentingdonors.

11. Poll
Howareyousegmentingdonors?
•Basedontherichestzip-codes.
•Basedonthird-partygivingprofiles.
•Basedontheirpreviousbehaviorwithourorganization.
•Wearenotcurrentlysegmentingdonors.

12. All supporters are not
created equal:
•Donors
•Volunteers
•Advocates
•Marginal interest
•Event attendees
•Sweepstake participants
•Newsletter subscribers
II. Your audience segments - Acknowledging the relationship.

13. All donors are not
created equal:
•First-time donors
•Returning donors
•Monthly donors
•Major donors
•Gave over a year ago
•By donation amount
•By program
II. Your audience segments - Acknowledging the relationship.

14. Wait… what?
II. Your audience segments - Acknowledging the relationship.

15. III. YOUR
DONATION
PAGE

16. 1. Thank you pages - Thank for taking action, please share.
StartwithyourThankYoupage
III. Your donation page - Make the most of the magic moment.

17. Three parts to every thank pages:
1. Remind them of the impact they just made.
2. Opportunities to share campaign with their friends.
3. Unique URL that can be tracked for conversions.
StartwithyourThankYoupage
III. Your donation page - Make the most of the magic moment.

18. Nurture
1. Donation page - Take action now!
2. Follow-up page - Here’s what else you can do.
Createyourcampaigndonationpages
III. Your donation page - Make the most of the magic moment.

19. Bloomerang
Tip#1)Makesureyourdonationpagesareresponsive
1. Mobile donations are rising
2. Most donor apps are now mobile
3. Most WordPress themes are mobile
4. SquareSpace websites are mobile
III. Your donation page - Make the most of the magic moment.

20. Tip#1)Makesureyourdonationpagesareresponsive
III. Your donation page - Make the most of the magic moment.

21. Tip#2)Replace“donate”withimpactactions
1. Feed hungry families
2. Give clean water
3. Protect more rivers
4. End the dog meat trade
III. Your donation page - Make the most of the magic moment.

22. Tip#3)Removesidebarandprimarynavigation
1. Focus on giving
2. Remove distractions
3. Convert more donors
III. Your donation page - Make the most of the magic moment.

23. Bloomerang
Tip#4)Integratedonationpagewithmarketingautomation
1. Tag donors who upgrade
2. Tag donor amounts
3. Reengage abandoners
III. Your donation page - Make the most of the magic moment.

24. 1. No more than 5 choices
2. Tell them what their money will do
3. Remove your org from narrative
Tip#5)Providegivingoptions
III. Your donation page - Make the most of the magic moment.

25. IV.YOUR
FUNDRAISING
EMAILS

26. empowered by
Email Campaign Planning Workbook John Haydon
Email Message Worksheet
Sender:
Subject line
Pre-header:
First sentence
Email message
Call-to-action
DOWNLOAD: Email Campaign Planning Workbook.

27. Gettingpeopletoopenyourfundraisingemails
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails - Getting more opens and clicks.

28. •Limited space
•Deadlines
•Scarcity
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
"My daughter's friend was shot last night" (Sender:
Moms Rising)
Forward this: (Sender: Barack Obama)
Pick up the phone right now (Sender: Barack
Obama)
Strategy: Create urgency Examples:
Step#1)Write3subjectlinesforeachemailmessage
IV.Your fundraising emails - Getting more opens and clicks.

29. Important announcement (Sender: Barack Obama)
Pink has a new color (Breast Cancer Foundation)
This is bad: (Sender: Barack Obama)
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
•Tell half the story
•Say something unexpected
•Create dissonance
Strategy: Keep them guessing Examples:
Step#1)Write3subjectlinesforeachemailmessage
IV.Your fundraising emails - Getting more opens and clicks.

30. •Keep it short
•5-8 words is ideal
Step#1)Write3subjectlinesforeachemailmessage
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails - Getting more opens and clicks.

31. Engaging donors emotionally is
the key to successful copywriting.
Refine your subject lines with AMI
Institute’s Emotional Marketing
Value Headline Analyzer.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Step#1)Write3subjectlinesforeachemailmessage
IV.Your fundraising emails - Getting more opens and clicks.

32. Sending
email
Sender
Step#2)Selectthebestsendername
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails - Getting more opens and clicks.

33. People open emails from
people they know
•Of your org
•Of spokespeople
•Of campaign
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Step#2)Selectthebestsendername
IV.Your fundraising emails - Getting more opens and clicks.

34. Gettingpeopletoclickyourfundraisingemails
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails - Getting more opens and clicks.

35. Step#3)Tellapowerfulstory
IV.Your fundraising emails - Getting more opens and clicks.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon

36. A) With deadlines
B) With matches
C)With need
Step#4)Conveyurgency
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails - Getting more opens and clicks.

37. A)Second person narrative (“you”).
B)Use their first name.
C)Use additional merge fields
Step#5)Makeitaboutsupporters,notyourorganization
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails - Getting more opens and clicks.

38. 5 CLA Best Practices:
1) Clear and easy to understand.
2) Uses verb-impact formula.
3) Highlighted with larger fonts or
buttons.
4) Ask 3 times in each message.
5) Build trust by adding your phone
number.
Step#6)Includeatleast3calls-to-action
IV.Your fundraising emails - Getting more opens and clicks.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon

39. Include a P.S.
Casual way to support your ask.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Step#6)Includeatleast3calls-to-action
IV.Your fundraising emails - Getting more opens and clicks.

40. A) Write 2-3 variations
of subject line.
B) Test both with 5-10%
of your list.
C)Send winner to the
rest of your list.
Step#7)Split-testyoursubjectlines
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails - Getting more opens and clicks.

41. A) Send test message to yourself.
B) Open it on your mobile device.
C)Make sure it’s easy to read.
D)Make sure ALL links work.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Step#8)Sendafinaltestmessage
IV.Your fundraising emails - Getting more opens and clicks.

42. empowered by
Email Campaign Planning Workbook John Haydon
Email Message Worksheet
Sender:
Subject line (write 3 variations):
Pre-header:
First sentence (grab their attention):
Click Here To Download
Email message (2-3 short paragraphs):
Call-to-action (include 3 variations throughout email):
Instructions: Complete this worksheet for each email.

43. Poll
JohnHaydonOnlineFundraisingandDonorRetentionwithEmail
Howmanyfundraisingemailsareyouplanningtosend?
•1
•2-3
•4-5
•6+

44. V.YOUR
NEW DONOR
WELCOME
SERIES

45. 7factorsthatmakedonorscomeback
1. Donor feels that she is important.
2. Donor feels appreciated.
3. Donor gets updates about their impact.
4. Donor feels your organization is effective in achieving its mission.
5. Donor knows what to expect with each interaction.
6. Donor receives sincere and timely thank yous.
7. Donor has opportunities to make her views known.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
V.Your donor welcome series - Making a solid first impression.

46. On-boardingemail #1)Saythanks
A)Message tone: Thank them with no
strings attached. Be encouraging
and express appreciation.
B)Timing: Immediately after donation.
C)Testing: Create 2-3 variations to
split test. This will help you discover
the best approach.
V.Your donor welcome series - Making a solid first impression.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon

47. On-boardingemail #2)Reportbackabouttheirgift
V.Your donor welcome series - Making a solid first impression.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
A)Message tone: Talk about what their donation
did, not what your organization did. Be
encouraging and express appreciation.
B) Timing: If your donor system allows, create a
rule to automatically sends these messages
30 and 90 days after the gift was made.
C) Testing: Create 2-3 variations to split test.
This will help you discover the best approach.
Also test timing (30 and 90 days).

48. On-boardingemail#3)Invitedonorstogiveagain
V.Your donor welcome series - Making a solid first impression.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
A)Message tone: Thank them for their
support, here’s a new challenge.
B)Timing: Within the first 90 days increases
retention.
C)Testing: Create 2-3 variations to split test.
This will help you discover the best
approach. Test variations with 10% of the
list, then use winning elements for 90%.

49. DISCUSSION

50. Consultant,Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising.
Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo,
AFP New Jersey,TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of
Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners
Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic,TechSoup, WaterAid America,
University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
About John