presenters: jeff brooks, truesense marketing steven screen, better fundraising … ·...
TRANSCRIPT
![Page 1: Presenters: Jeff Brooks, TrueSense Marketing Steven Screen, Better Fundraising … · 2018-11-10 · This webinar will start at :02 minutes after the hour Presenters: Jeff Brooks,](https://reader036.vdocuments.us/reader036/viewer/2022070812/5f0af83f7e708231d42e3ad1/html5/thumbnails/1.jpg)
This webinar will start at :02 minutes after the hour
Presenters:Jeff Brooks, TrueSense Marketing
Steven Screen, Better Fundraising Company
#npstoryconf
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WELCOME
www.nonprofitstorytellingconference.com
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HOUSEKEEPING
• Choose “Mic & Speakers” to use your computer and internet connection
• Choose “Telephone” and dial in using the information provided
>> Submit questions using “Questions” box
>> Tweet using #npstoryconf
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MEET YOUR PRESENTERS
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Donor-Focused Newsletter
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• What a donor-focused newsletter is – and isn’t
• 5 secrets to newsletter success
• 2 amazing newsletter test results
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Audience of yourDonor-Focused Newsletter
Donors
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Not...
The Board
The staff
The ED
Your friends
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Purpose of yourDonor-Focused Newsletter
To make your donors feel like the heroes they are
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Long Term Care Division
Changes Name
Org-focused
Donor-focused
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The beautiful change that happened in the world, and how the donor made it possible.
Most of the content:
Their only source of this critical information!
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Stories, not statistics!
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Other content
• People saying “thanks”
• Stories about donors
• Deeper involvement– Volunteering
– Events
– Advocacy
– Planned giving
– Etc.
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Not...• Education pieces
• Staff profiles
• Somebody’s soapbox
• News about more important donors than me
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Your newsletter should produce
net revenue!
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Be interesting
#1
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Interesting Not Interesting
• Stories about people• Relationships• Celebrities• Heroism• Life drama
• Life-affirming thoughts• Practical help• Photos of people
• Statistics• Opinions• Statistics• Lectures• Statistics• Bragging• Photos of buildings
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Write & design for skimming
#2
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•Great headlines
•White space
•Subheads
•Pull-quotes
•Photos – with captions
•Short articles
•Low grade-level writing
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Great headlines
#3
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• Always contain a strong action verb• Avoid "-ing" verbs• Have multiple elements• Include conflict• Include people• Often address the reader
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Partnering with the
Southern Philippines
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The right photos
#4
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NEVER!
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Ask
#5
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2 amazing tests
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Test #1
Self mailer or in envelope
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2.69%
1.04%
Response rate
In envelope Self mailer
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$54.36
$39.82
In envelope Self mailer
Average gift
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254% more revenue
In envelope Self mailer
Revenue
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Test #2
No reply device
None at all! But there was a courtesy reply envelope.
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Response rate
Reply device No reply device
3.36%
1.42%
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$58.33
$84.21
Reply device No reply device
Average gift
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Reply device No reply device
111% more revenue
Revenue
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MEET JEFF AND STEVEN
www.nonprofitstorytellingconference.com
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ASK THE EXPERTS
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WEBINAR NEXT TUESDAY
Register >>> www.nonprofitstorytellingconference.com/webinars