1. Holly Wagg, CFREPhilanthropic Counsel@hollywaggblog.goodworksco.caMore than just adonate button:The anatomy of successfulemail fundraising campaigns

2. www.goodworksco.ca | @hollywagg | holly@goodworksco.caHolly Wagg

3. If I can just add abutton Imconfident that donationswill pour in!www.goodworksco.ca | @hollywagg | holly@goodworksco.ca

4. 1. Back end and front end of how to set up andmanage an email fundraising campaign2. Anatomy of an email3. Analytics and success benchmarks4. Emails in actionwww.goodworksco.ca | @hollywagg | holly@goodworksco.caLEarn

5. www.goodworksco.ca | @hollywagg | holly@goodworksco.caEmAil Matters10-25% annual revenue online65% of people made an online gift in 201233% online gifts sourced to email

6. www.goodworksco.ca | @hollywagg | holly@goodworksco.caSingle Touchpoint

7. www.goodworksco.ca | @hollywagg | holly@goodworksco.caIntegrateResponse rateAverage giftLong-term/life-time value of donorsflickr@rob_fuel

8. www.goodworksco.ca | @hollywagg | holly@goodworksco.caIntegrate1% total fileup to 50%segmentDirect mail $40Online $60-$93?response rateaverage giftvalue

9. www.goodworksco.ca | @hollywagg | holly@goodworksco.caESP to CRMNet CommunityLuminateSend bulk email Email fully integrated with donor data

10. www.goodworksco.ca | @hollywagg | holly@goodworksco.caLists1. Build your own list2. Acquire online names3. Cross promotion

11. www.goodworksco.ca | @hollywagg | holly@goodworksco.caFront EndSocial sharing iconsBannerTemplate (columns)Donate button

12. www.goodworksco.ca | @hollywagg | holly@goodworksco.caFront EndHyperlinksOther social mediaFooterUnsubscribe

13. www.goodworksco.ca | @hollywagg | holly@goodworksco.caDashboard

14. www.goodworksco.ca | @hollywagg | holly@goodworksco.caBenchmarks14% -> 13%1.7% -> 0.42%*benchmarks from 2013 eNonprofit Benchmarks Study from M+R and NTEN0.21%

15. www.goodworksco.ca | @hollywagg | holly@goodworksco.caMetrics That Matter* benchmarks from 2013 eNonprofit Benchmarks Study from M+R and NTEN1. List size2. Growth rate3. List churn4. Response/conversion rate5. Amount raised per email/annually6. ROI15%16%0.07% 0.16%

16. www.goodworksco.ca | @hollywagg | holly@goodworksco.caFuture Metrics That Will Matter1. Inbox placement rate2. Open by device3. Read rate

17. www.goodworksco.ca | @hollywagg | holly@goodworksco.caAnalytics

18. www.goodworksco.ca | @hollywagg | holly@goodworksco.caOur goalBehaviour =motivation + ability + triggerBJ Foggs Behaviour Model

19. www.goodworksco.ca | @hollywagg | holly@goodworksco.caWho is this Email From?

20. www.goodworksco.ca | @hollywagg | holly@goodworksco.caWhen Should I send my email?Tues Wed - Thurs*Old school, but sorta safe, ifmost of your list uses a desktop

21. www.goodworksco.ca | @hollywagg | holly@goodworksco.caWhen Should I send my email?*http://www.entrepreneur.com/article/225266*http://visual.ly/best-and-worst-time-send-emailsA slightly moremodern perspective,but really, you shouldtest this

22. www.goodworksco.ca | @hollywagg | holly@goodworksco.caHow OftenOn average, charities send roughly 4 emailsper month* Image from 2013 eNonprofit Benchmarks Study from M+R and NTEN

23. www.goodworksco.ca | @hollywagg | holly@goodworksco.caOpen My email, pretty please!Best subject lines - No longer than 50 characters No spammy words Describe what your email is about

24. www.goodworksco.ca | @hollywagg | holly@goodworksco.ca4 U of Subject Lines* Brian Clark, Copyblogger1. Be USEFUL to the reader2. Provide a sense of URGENCY3. Convey the idea that the main benefit issomehow UNIQUE4. Do all of the above in an ULTRA-SPECIFICway

25. www.goodworksco.ca | @hollywagg | holly@goodworksco.caSubject Line Examples*35 Email Subject Lines, Philanthropy for All What an ipad means for Autism How to end poverty What the future holds for U of T grads How can save a platypus today What dogs and sunshine have in common

26. www.goodworksco.ca | @hollywagg | holly@goodworksco.caDesign Mattersfoldbanner 600px widefontbody copy11pt+ sans serifHeader copy12pt+ sans serifor serif

27. www.goodworksco.ca | @hollywagg | holly@goodworksco.caDesign Crimes Dont underline unless its a hyperlink Too many different fonts Too many colours CAPS, italics, Bold, Reverse out

28. www.goodworksco.ca | @hollywagg | holly@goodworksco.caTip! Alt Tags are AwesomeTip courtesy of Marc Pitman, Fundraising Coach.com

29. www.goodworksco.ca | @hollywagg | holly@goodworksco.caCopy WritingDonor is hero= youOne to oneconversationMore on storytelling atblog.goodworksco.ca

30. www.goodworksco.ca | @hollywagg | holly@goodworksco.caCopy Writing1. The more you type, the less people read2. Keep it conversational3. One email = one message/action4. Call to action above the fold and standalone

31. www.goodworksco.ca | @hollywagg | holly@goodworksco.caCopy Writing

32. www.goodworksco.ca | @hollywagg | holly@goodworksco.caBefore you hit Send1. Do all your links work?2. Do you have a plain text version (and is it thesame as your html version)?3. Do you have alt tags on images?4. Do your pictures have links and are they goingto the right place?5. If your email is personalized, have youchecked your merge fields?6. Have you tested in multiple inbox clients?

33. www.goodworksco.ca | @hollywagg | holly@goodworksco.caTesting fail!Can you spotthe squishycopy?

34. www.goodworksco.ca | @hollywagg | holly@goodworksco.caA/b Testing50/50 split or 10/10/80Design elementsPage layoutMulti-step formsVideoCTA positioningImagesOffer elementsPrice pointsAsk stringDefault askPremiumsCall to actionCommunications strategiesTimingFrequencyContentCross-channelPersuasion assetsAchievementsSubject linesCopyTestimonialsBenefitsHugh Dwyer, Jacob Colie and Tom Williamson, A/B Testing can you afford not to? #13NTCab

35. www.goodworksco.ca | @hollywagg | holly@goodworksco.caMobile Mobile template ordecrease width 500px Shorten subject line Use preheader copy Shorten copy and splitparagraphs

36. www.goodworksco.ca | @hollywagg | holly@goodworksco.caMobile Increase text size Give links room tobreathe Include better photos Keep emails under102KBMike Snusz, NPengage.com

37. www.goodworksco.ca | @hollywagg | holly@goodworksco.caWelcome Series

38. www.goodworksco.ca | @hollywagg | holly@goodworksco.caEmail and Direct Mail

39. www.goodworksco.ca | @hollywagg | holly@goodworksco.caNewsletter

40. www.goodworksco.ca | @hollywagg | holly@goodworksco.caStewardShip

41. www.goodworksco.ca | @hollywagg | holly@goodworksco.caYear-End CampaignNetwork for Good, 2012 Digital Giving Index

42. www.goodworksco.ca | @hollywagg | holly@goodworksco.caYear-End Emails

43. www.goodworksco.ca | @hollywagg | holly@goodworksco.caCampaigns

44. www.goodworksco.ca | @hollywagg | holly@goodworksco.caMonthly Giving

45. www.goodworksco.ca | @hollywagg | holly@goodworksco.caMatching Gifts

46. www.goodworksco.ca | @hollywagg | holly@goodworksco.caSpecial Events

47. www.goodworksco.ca | @hollywagg | holly@goodworksco.caCross promotion

48. www.goodworksco.ca | @hollywagg | holly@goodworksco.caCampaignsAdvanced Segmentation

49. www.goodworksco.ca | @hollywagg | holly@goodworksco.caThank you