Don’t let anyone else tell you otherwise -- email is the workhorse of digital fundraising. It may not be the sexiest of all things online, but email gets results. Now, think about it. Is your email fundraising program generating the best return possible? It’s been estimated that the average value of an email address is close to $15 per year – and that’s just calculating online donations. Plus, online fundraising continues its year-over-year double-digit growth rate. This webinar will give you the 5 most important strategies for maximizing return on your email fundraising program. We’ll explore practical examples, pitfalls to avoid, best practices and share industry benchmarks so you can track your success. Unleash the potential of your email fundraising program and you’ll bring in more dollars online than ever before, and be the new star of your fundraising team.

1. Top 5 Email
Fundraising Tips

2. Taslim Somani
StephenThomas.ca
TODAY’S PRESENTER

3. WEBINAR REMINDERS
• You can hear us, but we can’t hear
you
• Have questions? Type questions in
the Questions Log
• Turn up your computer’s volume
• For the best webinar experience,
close all other applications
• Webinar slides will be shared
2

4. 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!

5. 4

6. 5 Strategies for Growth

7. A bit about ST
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9. What we’ll cover

10. Email Marketing:

11. Email marketing isn’t dead.
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http://blog.hubspot.com/marketing/email-marketing-stats-list

12. http://nonprofitmarketingguide.com/freemembers/2014NonprofitCommunicationsTrendsReport.pdf?inf
_contact_key=c1b41f4d1bd682018f21f975a2c3f5e2bea39a3a8cce1801a33816618597f938

14. Strategy #1:

15. First, a bit of math:
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16. Let’s work backwards first:
$100,000 / $100
= 1000 gifts

17. How do you get 1000 gifts?
1000 / 0.5%
= 200,000 emails

18. 200,000 emails!!!!!
200,000 emails
= 2 x 100,000
= 4 x 50,000
= 10 x 20,000

19. Law of diminishing returns?
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http://www.npengage.com/email-marketing/follow-email-techniques/

20. Get Serious & Grow
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23. 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

24. Strategy #2:

25. Nonprofit Email Benchmarks
Blackbaud 2013 – Over 3000 nonprofits in North America

26. More Nonprofit Email Benchmarks
M+R Benchmarks Study 2014 (53 nonprofits – LARGE)

27. Important Metrics

28. A plan for ongoing measurement:
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29. Strategy #3:

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

32. Email Records
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33. Segment based on objectives
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34. Obama’s 2012 Email Campaign -
SEGMENTATION
http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing

35. Test, test, test. Then test some
more. And test again. And
again.
Great tests: subject lines, copy vs.
images, ugly vs. high-design,
frequency,

37. Obama’s 2012 Email Campaign -
TESTING
http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing

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

39. Strategy #4:

40. Search Marketing

41. Facebook Targeted Advertising
• Create a custom
audience
• Upload your email
list
• Target your
contacts directly in
Facebook!

42. Retargeting
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43. Strategy #5:

44. More people are reading email on
Mobile Devices
http://www.inboxmarketer.com/blog/infographic-email-opens-on-mobile-
devices-steadily-growing

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

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

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

48. 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

49. TIP!
• Check out
ipadpeek.com to
see how your
email is rendering
on mobile devices
Principles of Responsive Email Design

50. 5 Strategies for Successful Email

51. Questions?

52. More Charity
Training

53. MYCHARITYCONNECTS
Educational and training opportunities
through MyCharityConnects
www.mycharityconnects.org

54. 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

55. STAY IN TOUCH
youtube.com/canadahelps
@canadahelps
facebook.com/canadahelps
communications@canadahelps.org
1-877-755-1595