email marketing and fundraising secrets
TRANSCRIPT
Digital Marketing & Fundraising Courses
•Email Strategy Master Class 1 day
23rd March 2016 Only 2 Spots Left!!
•Digital Marketing Fundamentals 1 day
31st March 2016
•Digital Academy Learn & Implement 10 weeks NEW
Starts 27th April 2016
www.parachutedigitalacademy.com.au
Nice to meet you
Shanelle Newton Clapham
Consultant with more than 11 years experience in digital marketing & fundraising
Author: Attracting Donors Online
What we’ll reveal
• How to get people to open your emails
• What email templates get the best results• How to get people to give via email• How to segment based on their behaviour
• Who in Fundraising is doing email well?
1. Subject Lines
What to do
•3 words
•Be personal
•Be timely and useful•First Letter Capitalisation
•Localise
* Mailchimp research
What to avoid
• Free• Help *• Reminder *
• Percent Off *
• All CAPS• #!$
2. From name
• A person, not an organisation• Someone with credibility
• Sign off/ Signature
Write in the first person
3. Linking
• Logo link to Homepage
• 1st sentence/ link
• Call to actions• Linking underscored
(brand guidelines differ)
• P.S.
• Images/ alt text
P.S. Save the Fairy Possum
P.S. Save the Fairy Possum
• Preview pane
• Get straight to the point
• Minimal header• Strong call to action• P.S.
Solus eDMs
Email giving
• Make it relevant to the donor’s life
• Make sure ask fits criteria for giving
• One clear ask – what it’s for and why
• Dual button Call to Action(s)• Focus on the one, not the
many (case study)
• Every link goes to same destination URL.