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Presentation given at the Grinspoon Institute for Jewish Philanthropy's Annual Conference in Springfield, MA, November 2010. Focus on how to improve nonprofit eNewsletters - what will make your constituents open, read, and be engaged by your eNewsletters?
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eNewsletters 201
Using Story to Optimize Your eNewslettersNovember 21, 2010
Kevin Martone
Technology Program Manager
[email protected] Institute for Jewish Philanthropy
Would You Open These?
Camp ABC eNewsletter
News from Camp ABC
Camp ABC Alumni eNewsletter
Camp ABC Summer Update
Camps Have Incredible Stories to Share
eNewsletters Can Share These Stories!
Strategy
5
Audience?
Donors
Prospects
Alumni
Current Families
Potential Families
6
Desired Outcome?
7
One Call to Action!
Stories First … NOT Facts
"Facts don't have the power to change someone's story. Your goal is to introduce a new story that will let your facts in.”
- Annette Simmons
Stories Are Out There
Leverage Stories
There will be no school on Thursday!
Don’t Bury the Lead
A
B
C
D
E
Don’t Bury the “Hook”
De-emphasize Non-Essential Content
Focus on Stories and Pictures
B
D
F
E
C
A
Use the Tools Effectively – Subject Lines
Use the Tools Effectively - Personalize
Segmentation Photos Dialog Personal Stories
Segmentation
Worth a Thousand Words
Dialog Brings it Alive
?
Make it Personal
Make it Personal
Make it Personal
Make it Personal
?
Make it Personal
Call to Action
Simple (Strong) Secondary (Subtle) Connect to Mission
Potential Calls to Action
Enroll Donate Volunteer Register for an event Submit updated contact information Submit a story/photo/testimonial about camp Post something on Facebook
Call to Action
Call to Action
Secondary Calls to Action
Subtle
Photos/Video
Highly Engaging
Connect to Mission
“Planting Seeds” Jewish experience in
the Deep South
You Have the Stories ….
… Now Use Them To Engage!
