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Email Newsletters

Fundraising

Fundraising

Best Practices

Best Practices

These training materials have been prepared by Aspiration.

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info@aspirationtech.org www.aspirationtech.org/training

Who is Aspiration?

Who is Aspiration?

Aspiration helps nonprofits and foundations

Aspiration helps nonprofits and foundations

use software tools more effectively and

use software tools more effectively and

sustainably.

sustainably.

We serve as

We serve as ally, coach, strategist, mentor ally, coach, strategist, mentor

and

and facilitator facilitator to those trying to make to those trying to make

more impactful use of information

more impactful use of information

technology in their social change efforts.

technology in their social change efforts.

www.aspirationtech.org/services

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info@aspirationtech.org www.aspirationtech.org/training

Agenda

Agenda

Review the basics of creating an email blast

Review the basics of creating an email blast

or email newsletter

or email newsletter

Go over email composition and design

Go over email composition and design

suggestions

suggestions

Look at email fundraising emails from other

Look at email fundraising emails from other

nonprofits

nonprofits

Most importantly, answer your questions

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info@aspirationtech.org www.aspirationtech.org/training

Why Use An Email Blaster?

Why Use An Email Blaster?

Legitimacy (vs.

Legitimacy (vs.

Spam)BCCing more

Spam)BCCing more

than a few dozen

than a few dozen

people = Spam

people = Spam

List Management

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Why Use An Email Blaster?

Why Use An Email Blaster?

Professional Professional Appearance Appearance

(Relatively) easy email design tools without needing to know

HTML

Analytics Analytics

Information about what happened after you sent the email

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info@aspirationtech.org www.aspirationtech.org/training

Which Email Blasting Tool

Which Email Blasting Tool

Should I use?

Should I use?

Blasting Service Cost Considerations

Vertical Response Nonprofits: Free up to 10,000 emails/month Email editor can be quirky; Salesforce integration

Mail Chimp Anyone: Free up to 2,000 list members & 12,000 emails/month

Beautiful User Interface; Sometimes tries to be smarter than you

Constant Contact Nonprofits: Staggered starting at $14/month for 0-500 emails

Has highest spam rating; Drupal integration

My Emma Setup fee: $249Monthly fee: $132 for 25,000 contacts

May be best value for larger lists

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Considerations

Considerations

Can take a large amount of time to

Can take a large amount of time to

construct

construct

Consistent pace is key

Consistent pace is key

1998 HTML knowledge is very helpful

1998 HTML knowledge is very helpful

Make sure that you have a goal to

Make sure that you have a goal to

determine whether your rate of email

determine whether your rate of email

blasting is worth the effort

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info@aspirationtech.org www.aspirationtech.org/training

Email Composition

Email Composition

Key premise: you have minimal time to

Key premise: you have minimal time to

engage reader

engage reader

Think in terms of Subject line and 3 main

Think in terms of Subject line and 3 main

points

points

State the problem State your solution

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info@aspirationtech.org www.aspirationtech.org/training

Email Composition

Email Composition

Design for Clear Messaging

Design for Clear Messaging

Know what you want your user to learn and do

Keep Tone Casual and Personal

Keep Tone Casual and Personal

Model as “friend talking with a friend”

Design for Skimming

Design for Skimming

Subject line is critical

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info@aspirationtech.org www.aspirationtech.org/training

Email Composition

Email Composition

Simplicity is Golden Simplicity is Golden Max 3-4 colors

Use 1 to 2 font styles

REFRAIN FROM ALL CAPS

REFRAIN FROM ALL CAPS

Use space and headers to break up

Use space and headers to break up

paragraphs

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info@aspirationtech.org www.aspirationtech.org/training

Email Composition

Email Composition

Graphics and Images

Graphics and Images

Make sure images have defined width and

Make sure images have defined width and

height

height

Don't rely on images for message

Don't rely on images for message Many people don't load images

Many people don't load images

Add a meaningful ALT tag to your image

Add a meaningful ALT tag to your image What appears when image doesn't load?

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info@aspirationtech.org www.aspirationtech.org/training

Email Fundraising Asks

Email Fundraising Asks

“The Ask” refers to what action you want The Ask” refers to what action you want

your recipients to take

your recipients to take

Make it easy to see

Make it easy to see

Make it specific

● Repeat several times in different places

Use a sidebar and graphics

● Give multiple options and methods for people to

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Composition Best Practices

Composition Best Practices

The Ask in the text Ask Pulled Out The Ask repeated

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Action

NOT Best Practice

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info@aspirationtech.org www.aspirationtech.org/training

Email Fundraising Asks

Email Fundraising Asks

Communicate how $$$ will translate into

Communicate how $$$ will translate into

results

results

Emphasize a sense of joining a community

Emphasize a sense of joining a community

Join us...

Stand in solidarity, wear our shirt

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Email Fundraising Asks

Email Fundraising Asks

Make your Fundraising asks early and often

Make your Fundraising asks early and often

Set goals early, and openly

Set goals early, and openly

Give updates to how you are achieving

Give updates to how you are achieving

those goals

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Small Donation Ask

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Larger Donation Ask

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Fundraising Asks

Fundraising Asks

Giving Tuesday Giving Tuesday Join Us Join Us

Spread the Word

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Fundraising Emails

Fundraising Emails

“We love you and We love you and

want to move our

want to move our

relationship to the

relationship to the

next level”

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Fundraising Emails

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Fundraising Emails

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Fundraising Emails

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Fundraising Emails

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Follow Up with Donors

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info@aspirationtech.org www.aspirationtech.org/training

Delivery Frequency

Delivery Frequency

$$$ campaigns can be more frequent

$$$ campaigns can be more frequent

Some campaigns do every day a week

BUT remove folks who already donated

BUT remove folks who already donated

General Rule: 3 times a year + special

General Rule: 3 times a year + special

occasions

occasions

Piggy back and connect to other

Piggy back and connect to other

events/causes (tax deadlines,

events/causes (tax deadlines,

#givingtuesday)

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info@aspirationtech.org www.aspirationtech.org/training

Summary

Summary

Use an email blaster for legitimacy.

Use an email blaster for legitimacy.

Design for skimming.

Design for skimming.

State your ask early and often.

State your ask early and often.

Connect how donations will support the

Connect how donations will support the

work in tangible ways.

work in tangible ways.

Plan out increased asks for end of year tax

Plan out increased asks for end of year tax

deadlines and holiday giving.

deadlines and holiday giving.

Keep in mind the people who already give.

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info@aspirationtech.org www.aspirationtech.org/training

Thank You!

Thank You!

Questions? Questions? Comments? Comments?

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Use, Modify & Attribute

www.aspirationtech.org/attribute www.aspirationtech.org/attribute

Aspiration distributes these materials under a

Creative Commons Attribution-ShareAlike license.

We encourage use, modification, and re-distribution in any situation where they may be useful.

We love to hear about how you are improving and remixing what we've done.

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Contact Us

aspirationtech.org/training/support aspirationtech.org/training/support info@aspirationtech.org info@aspirationtech.org +1-415-839-6456 +1-415-839-6456

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