e-newsletters that make your donors want to give! · e-newsletters. example from diabetes.org this...

E-Newsletters that Make Your Donors Want to Give!

Presenter: Mazarine Treyz Author, The Wild Woman's Guide to Fundraising

About the presenter

What are you hoping to get out of the webinar today?

a) New e-newsletter subject linesb) Tactics to get people to click donatec) E-newsletter topicsd) All of the abovee) None of the above

Poll questions

What are some of your issues with your e-newsletter?

a) No one signs up for itb) No one clicks donate through itc) No one opens itd) We never send it oute) Other

Poll questions

What You'll Learn Today1) Subject Lines to get people to Open

1) How to get MORE people to sign up for your emails

1) Potent Calls to Action for your e-newsletter

1) 16 kinds of headlines to help your donors give

1) Joking around: How to avoid getting too serious about your cause

AND MORE!

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

How to get more people to sign up for your e-newsletters

How to get more people to sign up for your e-newsletters

Example from Democracy Now

How to get more people to sign up for your e-newsletters

Example from Democracy Now

How to get more people to sign up for your e-newsletters

Example from MercyCorps.org

How to get more people to sign up for your e-newsletters

Example from MercyCorps.org

How to get more people to sign up for your e-newsletters

Example from diabetes.org

This is a pop-up This is an enewsletter signup

How to get more people to sign up for your e-newsletters

Example from diabetes.org

This is an enewsletter signup

How to get more people to sign up for your e-newsletters

Example from the Art of Non-Conformity.com

Thank you page

How to get more people to sign up for your e-newsletters

Thank you page from MarieForleo.com

How to get more people to sign up for your e-newsletters

What are the Best Subject Lines?

Pique their curiosity

Give reasons

Admit a weakness

I am Cornholio!

Get controversial.

Create a how-to

Example of most popular articles from Harvard Business Review

What are the Best Subject Lines?

Use a guarantee

Focus on the positive end results

Ask the question, “Who Else?”

What are the Best Subject Lines?

Warning! “Doctors Warns: Not donating to charity can make you look 5 years older”

What are the Best Subject Lines?

POLL Potent Calls to Action for your E-newsletter

What's your call-to-action right now?

a) Event/Sponsorship signupb) Donatec) Survey or petitiond) Social Media Follow buttone) Other

Potent Calls to Action for your E-newsletter

Headline that fails

What are some Compelling Headlines for your E-newsletter?

Types of headlines you can create:

List Straight Benefit Question

What are some Compelling Headlines?What tricks did I use here?

What are some Compelling Headlines?What tricks did I use here?

Reasons Why

List

Question

Expert Positioning

Curiosity

What are some Innovations In E-newsletters?

Segment Your Target Audience.

Cheapest and Most useful Email clients?Pros Cons

What should you write about?

Your Organization's accomplishments-but through a donor lens. Why would a donor care?

What should you write about?

Threats to achieving your mission: Bad news can be good news in fund development.

What should you write about?

Recognition of donor's importance to your cause: The star is your donor.

What should you write about?

Your organization's efficiency as a business: BBB Wise Giving Alliance and a simple pie chart reassure donors.

What should you write about?

Your organization's vision: Flatter, Inspire the donor, show them how you will change the world with their help.

What emotions should you evoke? Anticipation

Joy

What emotions should you evoke?

Trust – What is the key to trust?

What emotions should you evoke?

Poll Questions Have you surveyed your enewsletter subscribers to see where they hear about you?

a) Yes b) No

Have you surveyed your volunteers to see where they hear about you?

a) Yesb) No

They’re aware of the consequences

They’re learning.

Getting People to Click Donate or Buy

Emotion is key.

Make Your Donor the Hero, Ignore your donor

Getting People to Click Donate or Buy

Getting People to Click Donate or Buy

Why people share your enewsletter

Why people share your enewsletter

Why people share your enewsletter

How to avoid getting too serious about your cause

Joke about what happens around the office

How to avoid getting too serious about your cause

How to avoid getting too serious about your cause

How to avoid getting too serious about your cause

How to avoid getting too serious about your cause

Sample Surveys to help you segment your subscribers

Let's look at habitat's survey: http://www.surveymonkey.com/s.aspx?sm=M4mozWYzMrvZ6r5Z2h1cEQ%3d%3d

Habitat survey:http://www.habitatsect.org/volunteer-survey/blog

Sample Surveys to help you segment your subscribers

Sample Surveys to help you segment your subscribers

Survey Must Know and Must Do

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.

Survey Must Know and Must Do

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.

Example welcome emails to keep your subscribers happy

Welcome Email Centered on the subscriber

They say the word YOU6x

Example welcome emails to keep your subscribers happy

Welcome Email Centered on the subscriber

They say the word YOU8x

Example welcome emails to keep your subscribers happy

Welcome Email Centered on the subscriber

They say the word YOU11x!

Welcome Email Must Do

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?

4 Simple emails that lead people to take action

The Survey Email: New Subscribers LOVE to be surveyed!

The Follow-up email:(based on the survey results)

The Event Email: Here's our list of events for the year!

The Volunteer Opportunities Email: Do you know anyone who would like to volunteer?

4 MORE Simple emails that get people to take action

Once you have built the relationship, send:

The Advocacy email:

The Sponsorship Email

The Collaboration Opportunities Email

The One Story Holiday Appeal Email

What Are Some of my Favorite E-newsletters?

Q&A Do you have any questions?Thank you for attending this webinar today!

I love to help you with fundraising and enewsletters!

If you would like to check out my book about fundraising, go to http://wildwomanfundraising.com.

If you have any questions, please give me a call: 512-763-5161

Or email me: info@wildwomanfundraising.com