According to AFP (https://www.afpnet.org/) non-profit professionals who have had email marketing training have a measurably improved response rate, especially to permission giving email. Too many emails, too much information, too many things to do, and I’m out of time . . . The reality is that this is a problem for all of us. So, how do you get people to give your communications the attention that they deserve? We have some answers for you. At this month’s Tech4Good SWFL meeting we can help you stay on top of your email outreach to existing donors, supporters, members, friends and connect with others who may be checking to see what you do. “No one wants to talk to a 501(c)(3)” – Kivi Leroux Miller “The general public is not a target audience. They don’t have an email address” – – Tony Kopetchny #16NTCdataframeworks Personalization and segmentations are two keys to successful email outreach. At our June 7th meeting you will learn how to make your messages relevant to your recipients. We will learn about first steps to make your email message more personal, how to set-up segmentation of your email list, and how to modify your message to successfully stay in touch with your supporters. We will also discuss transactional emails and how to use them as second touch points with first time donors and connect existing donors with the good work that they help you do. Learn how to find out what your readers like to read by looking at the click rates in your email campaigns. You are able to be more focused on interest, rather than shooting in the dark.

1. Email Marketing for
Nonprofits
Personalization and Segmentations
Tech4Good SWFL w/ Birgit Pauli-Haack

2. Agenda
Dinner Introduction
NPTech News
Email Marketing 4 Nonprofits
Q & A
The End.

3. NTEN

4. Submit a session proposal for the 2017 Nonprofit Technology
Conference!
• Have a topic you’d like to present (or see presented) at the Conference
next year? Share your ideas! http://bit.ly/17ntcproposals
Take the 2016 Technology Benchmarks and Staffing Survey
• Complete the survey and you’ll be entered in a chance to win a $500
VISA gift card. http://bit.ly/16techstaffing
Write for us!
• Share how you’re using technology for social change by writing for
Connect, our blog and monthly newsletter. http://bit.ly/writefornten
@NTENorg | facebook.com/NTENorg

5. Techsoup / Netsquared
News

6. NetSquared Global Network
• 50 groups • 20
countries

7. #Storymakers2015 - Voting until June 15
Public Voting until
June 15
http://bit.ly/24wW9cc

8. Tech4Good SWFL Upcoming Events in Naples
July 5th, 2016 - 3 Year Birthday Party!
August 2, 2016 - Google Analytics For Nonprofits
September 6, 2016 - Getting ready for #GivingTuesday
#SWFLGives
Suggestions?

9. Resources

10. NPTechProjects: Workshop June 16
$15.00
http://bit.ly/1r9G4Mm

11. Email Marketing for Nonprofits

12. Assumptions
Email marketing
Using an Email Service Provider (Mailchimp, Constant Contact, Infusionsoft,
Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people. They gave you permission to be in their inbox.
Main purpose?
Communicate with people you know and want to learn more about.
Make friends,
2nd asked, long time supporter.

13. What do people want?
Source: Abila Donor Loyalty Study

14. Subscriber on Your Engagement Ladder
Here example: Facebook
1)How does this look for people coming through Website, or through Twitter, or
Snapchat?
2)What happens after subscription?

15. Segmenting during sign-up process
What can various segmentations be?
Zip Code
Interests
What else?

16. eNewsletter: Reporting
Format:
Headlines /
Teaser /
Link
One column
With call to actions
on bottom
Example:
NPC

17. eNews - voting for content via mouse/touch
What’s high performing content w/ our loyal subscribers?
Segmentation overtime via interest?

18. Subscriber Activity Rating
1 Star: Negative activity score (-5 to -1). This recipient has
either unsubscribed and resubscribed, or soft bounced in
the past.
2 Star: No activity (score of 0). This recipient is most likely a
new member, or a previously engaged member who's gone
dormant.
3 Star: Limited activity (score of 1). This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasn’t been on your list long enough to have
earned a higher rating.
4 Star: A moderate amount of activity (score of 2 to 5). This
recipient often opens or clicks your campaigns when you
send.
5 Star: A high level of engagement (score of 6 to 14). This
recipient opens or clicks your campaigns very consistently.
Segmentation by Activity: 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate

19. Benchmarks

20. Frequency

21. Benchmark - Unsubscribe
When do people unsubscribe? Bad Content + Bad Frequency