Did that get your attention?
Emailing marketing can be an effective tool in your fundraising arsenal, but unless you do it well it can leave a sour taste, or be completely ignored by your supporters.
Doing it right is the key.
How do you do it right, well, the simplest way to say this is as Nike does “Just do it” – but, measure, measure and measure some more.
If you’re not prepared to measure from the outset, if you think this is a hard task; don’t even think about doing a campaign. You’d measure a postal campaign, so why not an email one?
From my experience you need to have a few examples of contents, subject line etc and test these on different segments of your supporter database; what works for some may not work for others, remember one style does not fit all when it comes to any marketing to your supporters.
Being personal, personable and letting supporters know how important they have been to your organisation is important, but don’t be overly gushy with this; you want recipients to keep reading, not dive for the vomit bag.
If you find that the content is more receptive, that you get higher click throughs to your website, your donate now page, than other samples; use this … but don’t be afraid to keep testing what works.
Often, the subject line is all that needs a tweak, if you find one segment of your audience is more receptive to something that really pulls on their heart strings, use this on another segment and look at what results you’re getting.
As Kerri Karvetski says on the Nonprofit Marketing Guide – Want to squeeze more mileage from a great fundraising or advocacy email? Send it again.
Kerri also says “Sending a fundraising or advocacy email again to non-responders — subscribers who did not open, click, donate or take action the first time — can sometimes raise as much, or produce as many actions, as the original send.” Something I agree with, and something you should take heed of.
In the article Kerri also says “When it comes to resends, which is what Kerri’s article is about, think about the plan behind the resend; “Sending a fundraising or advocacy email again to non-responders — subscribers who did not open, click, donate or take action the first time — can sometimes raise as much, or produce as many actions, as the original send. “
The next time you sit down and plan your next email marketing campaign, don’t just think about the “core” message, think about how you will monitor the campaign, what you will do to grab the attention of those you’ve identified you haven’t “reached” … don’t just write one piece and send it to everyone and end it there, have a plan for what you will do next.
It’s only a short article, full of tips – so head to Nonprofit Marketing Guide and read the full article
Are you monitoring and changing your email marketing, subject, content and more, if not why not?