Top 5 Email

Fundraising Tips

Taslim Somani

StephenThomas.ca

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WHAT IS CANADAHELPS?

• A public charitable foundation and registered charity

• Through CanadaHelps.org, anyone can donate to any

registered Canadian charity online

• We have facilitated over $400 million in charitable

donations online since our launch in 2000

• 14,500 charities use us to collect donations and fundraise

online

• Over 850,000 Canadians have donated through

CanadaHelps

• For donors, CanadaHelps is a one-stop-shop for giving. For

charities, CanadaHelps is an online fundraising solution

that is affordable, easy and secure

WELCOME TO GIVING MADE SIMPLE!

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5 Strategies for Growth

A bit about ST

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What we’ll cover

Email Marketing:

Email marketing isn’t dead.

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http://blog.hubspot.com/marketing/email-marketing-stats-list

http://nonprofitmarketingguide.com/freemembers/2014NonprofitCommunicationsTrendsReport.pdf?inf_contact_key=c1b41f4d1bd682018f21f975a2c3f5e2bea39a3a8cce1801a33816618597f938

Strategy #1:

First, a bit of math:

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Let’s work backwards first:

$100,000 / $100

= 1000 gifts

How do you get 1000 gifts?

1000 / 0.5%

= 200,000 emails

200,000 emails!!!!!

200,000 emails = 2 x 100,000 = 4 x 50,000 = 10 x 20,000

Law of diminishing returns?

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http://www.npengage.com/email-marketing/follow-email-techniques/

Get Serious & Grow

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Test a Re-Activation Campaign

• Separate Dormant from Deadwood • Define inactives:

– Timeframe (no opens & no clicks) – Donation activity (online / offline) – LTV

• What percentage of your list is inactive? • Re-engage

– Update your email address / email preferences – Survey – Special offer

Strategy #2:

Nonprofit Email Benchmarks

Blackbaud 2013 – Over 3000 nonprofits in North America

More Nonprofit Email Benchmarks

M+R Benchmarks Study 2014 (53 nonprofits – LARGE)

Important Metrics

A plan for ongoing measurement:

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Strategy #3:

http://moosend.com/view/segmenting-your-mailing-list/280

Email Records

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Segment based on objectives

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Obama’s 2012 Email Campaign -

SEGMENTATION

http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing

Test, test, test. Then test some

more. And test again. And

again.

Great tests: subject lines, copy vs. images, ugly vs. high-design,

frequency,

Obama’s 2012 Email Campaign -

TESTING

http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing

http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing

Strategy #4:

Search Marketing

Facebook Targeted Advertising

• Create a custom audience

• Upload your email list

• Target your contacts directly in Facebook!

Retargeting

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Strategy #5:

More people are reading email on

Mobile Devices

http://www.inboxmarketer.com/blog/infographic-email-opens-on-mobile-devices-steadily-growing

http://www.thinkwithgoogle.com/mobileplanet/en/ - Canada Report

http://www.thinkwithgoogle.com/mobileplanet/en/ - Canada Report

http://www.digitalleap.org/wp-content/uploads/2013/05/s-digital-leap-keynote-presentation-final-may-2.pdf

Principles of Responsive Email Design

• Concise – Mobile audiences are

time-sensitive!

• Obvious – Emphasize calls-to-

action with buttons, top-load information and link to mobile web pages

• Streamlined – Cut non-critical

content!

http://www.inboxmarketer.com/resources/reports/pdf/guide_to_responsive_email.pdf

TIP!

• Check out ipadpeek.com to see how your email is rendering on mobile devices

Principles of Responsive Email Design

5 Strategies for Successful Email

Questions?

More Charity

Training

MYCHARITYCONNECTS

Educational and training opportunities

through MyCharityConnects

www.mycharityconnects.org

UPCOMING WEBINARS

www.mycharityconnects.org/webinars

Google Analytics 101

by guest speaker Kathryn Snetsinger

Date: Wednesday, April 30, 2014

Time: 2:00-3:00PM Eastern Time

The Evolution of Planned Giving

by guest speaker DeWayne Osborn

Date: Wednesday, May 14, 2014

Time: 2:00-3:00PM Eastern Time

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