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ONLINEFUNDRAISINGWITHEMAIL
What we’ll talk about today
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
I. YourPlan-Italwaysstartswithpeople
II...
I.YOUR PLAN
I.Your plan - always starts with people
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
People
Objectives
Strategy
Tactics
Create a simple plan
The POST method was originally coined by
OnlineFundraisingandDonor...
POST first, update Twi2er laterPeople: What does your community really care about? What passions
intersect with your cause?...
Whoarewetryingtoengage?Supporters?Volunteers?Donors?
What’sinitforthem?What’stheemotionalhook?
What’sinitforus?Morefans?Mo...
Download this workbook: johnhaydon.com/plan
Create a simple plan
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
II. YOUR
AUDIENCE
SEGMENTS
Poll
Howareyousegmentingdonors?
•Basedontherichestzip-codes.
•Basedonthird-partygivingprofiles.
•Basedontheirpreviousbehav...
Poll
Howareyousegmentingdonors?
•Basedontherichestzip-codes.
•Basedonthird-partygivingprofiles.
•Basedontheirpreviousbehav...
All supporters are not
created equal:
•Donors
•Volunteers
•Advocates
•Marginal interest
•Event attendees
•Sweepstake parti...
All donors are not
created equal:
•First-time donors
•Returning donors
•Monthly donors
•Major donors
•Gave over a year ago...
Wait… what?
II. Your audience segments - Acknowledging the relationship.
III. YOUR
DONATION
PAGE
1. Thank you pages - Thank for taking action, please share.
StartwithyourThankYoupage
III. Your donation page - Make the m...
Three parts to every thank pages:
1. Remind them of the impact they just made.
2. Opportunities to share campaign with the...
Nurture
1. Donation page - Take action now!
2. Follow-up page - Here’s what else you can do.
Createyourcampaigndonationpag...
Bloomerang
Tip#1)Makesureyourdonationpagesareresponsive
1. Mobile donations are rising
2. Most donor apps are now mobile
3...
Tip#1)Makesureyourdonationpagesareresponsive
III. Your donation page - Make the most of the magic moment.
Tip#2)Replace“donate”withimpactactions
1. Feed hungry families
2. Give clean water
3. Protect more rivers
4. End the dog m...
Tip#3)Removesidebarandprimarynavigation
1. Focus on giving
2. Remove distractions
3. Convert more donors
III. Your donatio...
Bloomerang
Tip#4)Integratedonationpagewithmarketingautomation
1. Tag donors who upgrade
2. Tag donor amounts
3. Reengage a...
1. No more than 5 choices
2. Tell them what their money will do
3. Remove your org from narrative
Tip#5)Providegivingoptio...
IV.YOUR
FUNDRAISING
EMAILS
empowered by
Email Campaign Planning Workbook John Haydon
Email Message Worksheet
Sender:
Subject line
Pre-header:
First s...
Gettingpeopletoopenyourfundraisingemails
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising emails...
•Limited space
•Deadlines
•Scarcity
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
"My daughter's friend was shot ...
Important announcement (Sender: Barack Obama)
Pink has a new color (Breast Cancer Foundation)
This is bad: (Sender: Barack...
•Keep it short
•5-8 words is ideal
Step#1)Write3subjectlinesforeachemailmessage
OnlineFundraisingandDonorRetentionwithEmai...
Engaging donors emotionally is
the key to successful copywriting.
Refine your subject lines with AMI
Institute’s Emotional...
Sending
email
Sender
Step#2)Selectthebestsendername
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundrai...
People open emails from
people they know
•Of your org
•Of spokespeople
•Of campaign
OnlineFundraisingandDonorRetentionwith...
Gettingpeopletoclickyourfundraisingemails
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
IV.Your fundraising email...
Step#3)Tellapowerfulstory
IV.Your fundraising emails - Getting more opens and clicks.
OnlineFundraisingandDonorRetentionwi...
A) With deadlines
B) With matches
C)With need
Step#4)Conveyurgency
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
...
A)Second person narrative (“you”).
B)Use their first name.
C)Use additional merge fields
Step#5)Makeitaboutsupporters,noty...
5 CLA Best Practices:
1) Clear and easy to understand.
2) Uses verb-impact formula.
3) Highlighted with larger fonts or
bu...
Include a P.S.
Casual way to support your ask.
OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
Step#6)Includeatleas...
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.
Ste...
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 w...
empowered by
Email Campaign Planning Workbook John Haydon
Email Message Worksheet
Sender:
Subject line (write 3 variations...
Poll
JohnHaydonOnlineFundraisingandDonorRetentionwithEmail
Howmanyfundraisingemailsareyouplanningtosend?
•1
•2-3
•4-5
•6+
V.YOUR
NEW DONOR
WELCOME
SERIES
7factorsthatmakedonorscomeback
1. Donor feels that she is important.
2. Donor feels appreciated.
3. Donor gets updates abo...
On-boardingemail #1)Saythanks
A)Message tone: Thank them with no
strings attached. Be encouraging
and express appreciation...
On-boardingemail #2)Reportbackabouttheirgift
V.Your donor welcome series - Making a solid first impression.
OnlineFundrais...
On-boardingemail#3)Invitedonorstogiveagain
V.Your donor welcome series - Making a solid first impression.
OnlineFundraisin...
DISCUSSION
Consultant,Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising.
Consultancy b...
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John Haydon - Valley Gives: Online fundraising with email Slide 1 John Haydon - Valley Gives: Online fundraising with email Slide 2 John Haydon - Valley Gives: Online fundraising with email Slide 3 John Haydon - Valley Gives: Online fundraising with email Slide 4 John Haydon - Valley Gives: Online fundraising with email Slide 5 John Haydon - Valley Gives: Online fundraising with email Slide 6 John Haydon - Valley Gives: Online fundraising with email Slide 7 John Haydon - Valley Gives: Online fundraising with email Slide 8 John Haydon - Valley Gives: Online fundraising with email Slide 9 John Haydon - Valley Gives: Online fundraising with email Slide 10 John Haydon - Valley Gives: Online fundraising with email Slide 11 John Haydon - Valley Gives: Online fundraising with email Slide 12 John Haydon - Valley Gives: Online fundraising with email Slide 13 John Haydon - Valley Gives: Online fundraising with email Slide 14 John Haydon - Valley Gives: Online fundraising with email Slide 15 John Haydon - Valley Gives: Online fundraising with email Slide 16 John Haydon - Valley Gives: Online fundraising with email Slide 17 John Haydon - Valley Gives: Online fundraising with email Slide 18 John Haydon - Valley Gives: Online fundraising with email Slide 19 John Haydon - Valley Gives: Online fundraising with email Slide 20 John Haydon - Valley Gives: Online fundraising with email Slide 21 John Haydon - Valley Gives: Online fundraising with email Slide 22 John Haydon - Valley Gives: Online fundraising with email Slide 23 John Haydon - Valley Gives: Online fundraising with email Slide 24 John Haydon - Valley Gives: Online fundraising with email Slide 25 John Haydon - Valley Gives: Online fundraising with email Slide 26 John Haydon - Valley Gives: Online fundraising with email Slide 27 John Haydon - Valley Gives: Online fundraising with email Slide 28 John Haydon - Valley Gives: Online fundraising with email Slide 29 John Haydon - Valley Gives: Online fundraising with email Slide 30 John Haydon - Valley Gives: Online fundraising with email Slide 31 John Haydon - Valley Gives: Online fundraising with email Slide 32 John Haydon - Valley Gives: Online fundraising with email Slide 33 John Haydon - Valley Gives: Online fundraising with email Slide 34 John Haydon - Valley Gives: Online fundraising with email Slide 35 John Haydon - Valley Gives: Online fundraising with email Slide 36 John Haydon - Valley Gives: Online fundraising with email Slide 37 John Haydon - Valley Gives: Online fundraising with email Slide 38 John Haydon - Valley Gives: Online fundraising with email Slide 39 John Haydon - Valley Gives: Online fundraising with email Slide 40 John Haydon - Valley Gives: Online fundraising with email Slide 41 John Haydon - Valley Gives: Online fundraising with email Slide 42 John Haydon - Valley Gives: Online fundraising with email Slide 43 John Haydon - Valley Gives: Online fundraising with email Slide 44 John Haydon - Valley Gives: Online fundraising with email Slide 45 John Haydon - Valley Gives: Online fundraising with email Slide 46 John Haydon - Valley Gives: Online fundraising with email Slide 47 John Haydon - Valley Gives: Online fundraising with email Slide 48 John Haydon - Valley Gives: Online fundraising with email Slide 49 John Haydon - Valley Gives: Online fundraising with email Slide 50
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March 1, 2017 presentation by John Haydon in Holyoke, MA for Valley Gives.

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John Haydon - Valley Gives: Online fundraising with email

  1. 1. ONLINEFUNDRAISINGWITHEMAIL
  2. 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. 3. I.YOUR PLAN
  4. 4. I.Your plan - always starts with people OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
  5. 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. 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. 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. 8. Download this workbook: johnhaydon.com/plan Create a simple plan OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
  9. 9. II. YOUR AUDIENCE SEGMENTS
  10. 10. Poll Howareyousegmentingdonors? •Basedontherichestzip-codes. •Basedonthird-partygivingprofiles. •Basedontheirpreviousbehaviorwithourorganization. •Wearenotcurrentlysegmentingdonors.
  11. 11. Poll Howareyousegmentingdonors? •Basedontherichestzip-codes. •Basedonthird-partygivingprofiles. •Basedontheirpreviousbehaviorwithourorganization. •Wearenotcurrentlysegmentingdonors.
  12. 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. 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. 14. Wait… what? II. Your audience segments - Acknowledging the relationship.
  15. 15. III. YOUR DONATION PAGE
  16. 16. 1. Thank you pages - Thank for taking action, please share. StartwithyourThankYoupage III. Your donation page - Make the most of the magic moment.
  17. 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. 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. 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. 20. Tip#1)Makesureyourdonationpagesareresponsive III. Your donation page - Make the most of the magic moment.
  21. 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. 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. 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. 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. 25. IV.YOUR FUNDRAISING EMAILS
  26. 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. 27. Gettingpeopletoopenyourfundraisingemails OnlineFundraisingandDonorRetentionwithEmail JohnHaydon IV.Your fundraising emails - Getting more opens and clicks.
  28. 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. 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. 30. •Keep it short •5-8 words is ideal Step#1)Write3subjectlinesforeachemailmessage OnlineFundraisingandDonorRetentionwithEmail JohnHaydon IV.Your fundraising emails - Getting more opens and clicks.
  31. 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. 32. Sending email Sender Step#2)Selectthebestsendername OnlineFundraisingandDonorRetentionwithEmail JohnHaydon IV.Your fundraising emails - Getting more opens and clicks.
  33. 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. 34. Gettingpeopletoclickyourfundraisingemails OnlineFundraisingandDonorRetentionwithEmail JohnHaydon IV.Your fundraising emails - Getting more opens and clicks.
  35. 35. Step#3)Tellapowerfulstory IV.Your fundraising emails - Getting more opens and clicks. OnlineFundraisingandDonorRetentionwithEmail JohnHaydon
  36. 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. 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. 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. 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. 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. 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. 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. 43. Poll JohnHaydonOnlineFundraisingandDonorRetentionwithEmail Howmanyfundraisingemailsareyouplanningtosend? •1 •2-3 •4-5 •6+
  44. 44. V.YOUR NEW DONOR WELCOME SERIES
  45. 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. 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. 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. 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. 49. DISCUSSION
  50. 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

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

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