Your Hosts

Amy Braiterman

Principal Strategy Consultant

Blackbaud

@abraiterman

Shana Masterson

National Associate Director, Interactive Fundraising & Engagement

American Diabetes Association

@npshana

Housekeeping

All callers are on mute. Please ask questions through the chat.

Slides will be distributed following the webinar.

This webinar is being recorded.

Answering “Who Cares?”

This doesn’t apply to me!

Overwhelm with irrelevant informationReduce trust in your organizationLess actions taken, donations made, etc.Over time, you are telling people not to read your messages, to unsubscribe or mark you as spam!

Why does this matter to them?

Not this…We have a $100,000 goal. Help us reach it! Go to your Tour Center to get started with your fundraising.

This!Each dollar you raise is helping people who face diabetes every day – like providing a year-long support program for patients diagnosed with type 2 diabetes.

When does it matter? Who does it matter to?

“We just confirmed that the John Fox band will be joining us on walk day!”Does not matter six months before your event.ALTERNATIVES: Announce on Facebook and tag the band, include in event day details, etc.

“We’re happy to announce our Champion perks!”Does not matter if I’m a new participant, haven’t registered yet, don’t have the desire or know how to fundraise, etc.ALTERNATIVES: Segment message to past Champions, those with a $750+ goal and those who have raised $500+

What not to do!

Comically Horrific Email (Based on actual Tour and Step Out Emails)

AudienceWhat Not To Do!Spray and pray! Throw it all at the wall and see what sticks!

What To Do!Audience Segmentation!

Basic: Participants vs. non-participants

Intermediate: Team Captains vs. members vs. individuals

Advanced: Based on behavior – dollars raised, emails sent, goal, etc

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Dear every single person who has ever registered, donated, thought about registering or donating, or saw a billboard on the highway for the event,

Subject Line

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What Not To Do!

•ALL CAPS •Exclamation points!!!!•Set false expectations•The fake Re: or Fwd:

What To Do!

•Be specific, not misleading.•Provide a sense of urgency.•Speak to their needs and interests.•Put the most important information first.•Personal, timely and valuable.

Call to Action

What Not To Do!Competing calls to action,

Some irrelevant based on audience

What To Do!Consider your audience and:•What do you want me to do?•Why should I do it?•How do I do it?•Where do I click to continue?

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What Not To Do!•What? Why? Where?•Underlining that is not a link•Not providing a link•Off-brand colors•Clearly stolen graphic

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What Not To Do!

•Lots of effort for little return•How do I raise $250?•How do I get to my Participant Center?•Clip art

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What Not To Do!

•Jargon•Throw something in an email because another department asked you•Stock image

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What Not To Do!

•Blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah•Hidden call to action

Blackbaud Confidential 18

What Not To Do!

•This.

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What Not To Do!

•Fail to test (on mobile too)

What To Do!

•Send yourself a test on desktop•Send yourself a test that you can open on your phone (not a forward).

Basic Checklist Always message registered participants separate from

unregistered participants. Use acquisition stationery for unregistered, coaching

stationery for registered. One call to action. Include both links and buttons for call to action. Include login information. KISSS – Keep it Short, Simple and Scannable. One column. Minimal imagery. No clip art. Be conversational. Be RELEVANT!

See full checklist on MyADA.

The “You” Test

Count the number of times the word “you” appears in your email.Now count how many times you say the organization’s name, the event name, “we”, “I” or “us”.

What do these results tell you?

Subject: Are you in training? Prove it!

“…Whether you’re hitting the streets of DC, going to the gym for a spin class, or cutting off the sleeves because you’re too intense for the cold weather, you’ll look great in your Tour de Cure In Training t-shirt…”

What’s Next?

Print out all of your recent emails.Go through the checklists – How did you do?Write on the emails – Checklist results, email stats, etc.Categorize.How can you improve?

Just the Beginning (or the middle?)

Multi-channel strategy (people, email, social media, website)OFFLINE strategyBuilding relationships and trust happens in person, on the phone, through personal email. This translates to trust in the inbox!

Questions?