Welcome to Peer to Peer Boot Camp!

Day 2:Target Muscles to get Toned

Amy Braiterman, Blackbaud

Shana Masterson, American Diabetes AssociationShana Masterson, American Diabetes Association

November 5, 2013

Email Marketing is Amazing!

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Amy BraitermanPrincipal Strategy ConsultantBlackbaud@abraiterman

Shana MastersonNational Associate Director, Interactive Fundraising & Engagement

American Diabetes Association@npshana

Housekeeping

• Download peer to peer fundraising research and resources at www.blackbaud.com/bootcamp

• Did you miss a session? On-demand sessions and presentations will be available at www.blackbaud.com/bootcamp

• For more on peer to peer fundraising check out www.npENGAGE.com

• Dedicated blog to Event Fundraising/ Peer to Peer Fundraising

• Our P2P team will be answering your boot camp questions at

www.npENGAGE.com

• Tweet us! @abraiterman @npshana #P2PBootCamp

Marketing vs. Fundraising

mar·ket·ingˈmärkitiNG

Noun

fund-raisingWeb definitions(fundraise)

fund-raise: raise money for a The action or business of promoting and selling products or services, including market research and advertising.

fund-raise: raise money for a cause or project; "We are fundraising for AIDS research”

Why do you fundraise? To make a difference, to help my community, the cause/mission.

Email Marketing…

according to WikipediaEmail marketing is directly marketing a commercial message to a group of people using email. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

Broadly, the term is usually used to refer to:Broadly, the term is usually used to refer to:• Sending email messages with the purpose of enhancing the relationship of

a merchant with its current or previous customers, to encourage customer loyalty and repeat business.

• Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.

• Adding advertisements to email messages sent by other companies to their customers.

What Not To Do?• Don’t send your participants a fundraising message before

they register• Don’t send one email to whole list… Why not?

• When you do this you have multiple calls to action and to many leads to inactivity

• Why do I want it do it the right way? • Participants perform differently and need different messages

• And YES, it takes more time. But, it’s worth it!

“Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well.” ~ Teddy Roosevelt

Before we get started… Keys to

Email Success

Stop Talking About Frequency. Start Talking About Relevancy!• Ask yourself: Do I have something relevant that my participants

want or need to know?• The email message needs to be about your participants and not you

• Remember: What’s in it for them (not you!)• Remember: What’s in it for them (not you!)

“Even if you have permission to send an email, people will not open it, read it, or stay on your l ist very long if the information you send isn’t relevan t to them.”

~Jeffrey Rice, MarketingSherpa

What not to do!Horrific email based on REAL emailsREAL emails

Audience What 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

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

participants

Intermediate : Team Captains vs. members vs. individuals

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

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From Line and Email Address• Consistency in both helps build recognition and trust.• Email address consistency – white listing and tabs.• From line can determine if email is opened.• As little as 20 characters will display in the from line.

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Subject Line

What Not To Do! What To Do!

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

• 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!

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What Not To Do!

• ALL CAPS • Why do I care?• Text speak, misspellings• Random formatting• No link to register

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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• Clearly stolen graphic

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 blahblah blah blah blah blah blahblah blah blah blah blah blahblah blah blah blah blah blah

• Hidden call to action

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What Not To Do!

•This.

Blackbaud Confidential 21

What Not To Do!• Fail to test on mobile

What To Do!• Send to your phone• Use mobile emulator

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What TO DO!Awesome Emails!Awesome Emails!

I opened my promotions box!

Back to Promotions!

Subject line:

Families like Richard’s depend

on us

Measuring email

• Clicks and opens are important, but they’re not important

WHAT?!?!?• In addition to open rate and clicks, did your message achieve • In addition to open rate and clicks, did your message achieve

its goal?• If your call to action was Register for the Event – did people register?

How many teams signed up? • Additionally, did you see a spike in web traffic? Did you see a spike in

online donations? In many cases, this is be a positive side effect of your email.

In Closing… • People open emails because they’re interested in your

organizations and fundraising programs.

• Offline activities can have a positive or negative on the effectiveness of your email campaign.• Develop a symbiotic relationship with Online & Offline activities

• You can do everything at once. Focus on developing a strong email marketing plan for the group that has the potential to make the greatest impact. • For many of fundraising programs that’s Team Captains!

Day 3: Are You Ready to be a

Personal Trainer?

Join this interactive discussion about the

importance of relationship building for the success,

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building for the success, growth, sustainability, and

longevity of your event.

www.blackbaud.com/bootcamp