You’ll find the first nine (9) ways to build your nonprofit email list in my last post. Below are numbers ten through eighteen plus links to other helpful related posts.

Building your nonprofit email list (Cartoon used with permission)

10 – Whenever a donor, member or supporter calls your nonprofit, have your call center invite them to share their email address. (Refer to method #1 in previous post to have better success with this.)

11 – Include an email sign-up on search landing pages and make it very visible.

If someone has searched on a topic and ends up on your nonprofit website, there’s a good chance they’ll be receptive to receiving more info via email on that topic.

12 – Utilize third party resources such as Care2 and Change.org.

13 – Your email service provider should have a way for subscribers to easily share (the email they just received from you) on social networks and by forwarding your email with a single click. Enable this “share” feature on every email sent. And from time-to-time add ad line or two within the email encouraging subscribers to share.

Perhaps there’s even a way you can give subscribers an incentive to share (e.g., a special report or sneak preview).

14 – Format your email to be mobile friendly (i.e., readable on smartphones and tablets).

15 – Integrate with other channels. For example:

> Support direct mail with email follow-ups

> Post social media updates that link to same landing page as the email but with separate trackable links.

> Send text messages to your nonprofit supporters that link to same landing page as the email but with separate trackable links.

16 – Analyze your email data to monitor trends; what’s working and what isn’t in terms of messaging, days of the week you mail, etc.; why subscribers are leaving and how can you minimize this; what they respond to the most; and periodically encourage subscribers to give you feedback and update their preferences.

17 – Keep subscribers engaged. The secret here is to get them engaged with one of the first two or three emails you send them. Optimize their front-end experience and then move them up to the next tier of engagement over time.

18 – Deliver quality content that’s relevant, personalized, and of value to your subscribers. In this case THEIR opinion on what is relevant and of value is the opinion that counts … not yours. Number 18 is as fundamental and crucial as method number 1 of how to build an email subscriber list.

Nothing earth-shattering in that list; and probably not anything new. But it’s important enough to warrant a reminder.

How are you building your nonprofit email list? What else can we add to this list? Please share in the comment box below.

Email ought to be as integral to your fundraising and cultivation efforts as direct mail and your nonprofit website.

And regardless of the channel, we all want bigger lists. So how might you grow your nonprofit email list?

1 – Give donors, members, advocates and prospects a darn good reason WHY they should sign-up for email.

2 – Don’t proceed with any other steps until you finish #1. I’m serious!

3 – Add a sign-up box to your website pages that’s above the fold. And ask for the minimum information which is their first name and email address. Use future communications (e.g., your email welcome series) to get more info you may desire.

4 – Add a newsletter sign-up module on your Facebook page.

5 – When appropriate, the call-to-action at the end of a YouTube video could be to sign-up via email for more info. ALWAYS send viewers to a unique landing page for signing-up!

6 – Again when it makes sense, use social media updates (e.g., Twitter and Facebook) to invite people to stay informed on a topic by signing-up for your email.

7 – Online press release. When an inspiring story occurs – something that stands out – share it in a press release. The call-to-action promises more stories like this and the hyperlink takes readers to a unique landing page where they sign-up for your email updates.

8 – Ask for their email address in direct mail appeals. Many nonprofits add a line to their reply device requesting this info (Important: Refer to #1, above).

But on a hot topic you can also encourage readers to share their email within the body of the appeal as a way for supporters to get timely, breaking news.

9 – Use 2D barcodes (e.g., QR codes) that people can scan that takes them to a sign-up page with samples of what they’ll receive. (Refer to #1, above.) These QR codes can appear on any nonprofit printed collateral, signs, business cards, etc.

I’ll publish the other nine ways (for a total of 18) to build your nonprofit email list in my next blog post coming to a computer screen near you on Tuesday, January 24th. Stay tuned.

More related posts:

5 Steps to Speedy Fundraising Response … the power of email (includes examples)

Emails timed correctly can boost direct mail response

Re-engage inactive email subscribers

I continue to be surprised at the number of nonprofits who don’t have a control. I’m referring to a direct mail letter (or email) for acquisition of new donors or members.

Having a control has always been the wisest approach. And this is especially true in tough economic times.

Controls help stretch your budget

You’ve probably implemented several cost cutting measures over the past few years in order to stretch your budget.

Hopefully you have NOT cut back on donor acquisition. The price you pay for cutting acquisition efforts is high and it can take 5 to 8 years to recover.

Instead of cutting back on how much or how often you mailed acquisition packages and emails … perhaps you stopped testing. This too can cost you money in the long run. Keep some testing in the budget to maximize results.

Incremental increases in response (e.g., number of new donors and members; average gift size), can lead to significant increases in revenue. A fraction of a percent is all that’s needed.

But you can’t test unless you have a control.

You can’t know with confidence what’s working and what isn’t working without comparing it to a control.

You can’t know if you’re effectively and efficiently spending your acquisition budget without a control as the benchmark of comparison. Without a control you’re left with a lot of guesswork.

Can you afford to guess when it comes to how you spend your budget?

Test against your control

Regardless of the size of your nonprofit, you can establish a solid control (direct mail and email). Then start testing elements – one at a time. Re-test any significant change.

You must also track the data meticulously and analyze it in writing. The results of your testing will guide changes in your creative strategy. And keep using your control until you beat it. Finally, keep on testing.

Often a short term gain from slashing the budget (e.g., stop acquisition; or stop testing against your control), can lead to a long term loss in overall revenue. Effective use of a control can stretch your acquisition budget. It can help the financial health of your nonprofit.

Related posts:

Acquisition – To Hunt or Not to Hunt for the Masses … another way to stretch your acquisition budget

Holy Acquisition Batman … 8 fundamentals for boosting acquisition response

How important is color? Can it possibly impact how much people donate? Or how much they respond to any call-to-action?

The answer is an emphatic YES!

Although I’m not a graphic designer, I study research on how color affects the choices people make. And people are people so even if the research is related to consumer products or business-to-business (B2B), it carries over into the nonprofit sector.

Whether it’s the color of your carrier envelope, the color of your donate button, the color of your join button, or the color scheme of your entire website (and your “brand” image) … color plays a pivotal role in how people respond.

But don’t get carried away!

Too much visual overload (e.g., too many bright colors, buttons and images) confuses the eye and depresses response. This is because people can’t discern what is MOST important. Visual overload on nonprofit websites is an all too common problem.

The infographic below relates to how consumers respond to color and visual appearance.

And beneath the infographic I called out a few points I believe you ought to consider with your nonprofit website, emails, or direct mail packages.

But don’t limit your considerations to these points – study ALL the stats and data on the graphic because they are all factors in how donors, members, advocates, etc. respond to your messaging.

Points in the infographic I don’t want you to miss:

Color and Marketing: Visual appearance plays a key role in getting their initial attention (e.g., color on your carrier envelope). But reader-centric messaging (copy), readability, etc. are what “close the deal.”

Color and Consumer: The influence color has varies by country. So if you have an international audience, bear this in mind.

Other Influences: “Convenience” highlights the importance of making your website – including the donation or join process – as simple and visitor friendly as possible.

Overall Design: For visitors to your website, poor navigation and poor overall design (from THEIR point of view) drives them away. In other words, they don’t stay on your site as long nor do they respond to your calls-to-action.

The stakes are high so this is a vital design issue for your site. It’s worth testing with donors and members who are unfamiliar with your organization.

The Element of Time: Do you like flash? Do you like tons of photos and graphics all over your website?

Milliseconds are literally costing your nonprofit money. Many people won’t stick around waiting for your site to load.

Power Words: What are the power words for your nonprofit? What phrases evoke the right emotion in your supporters?

And how are you reassuring them that supporting your organization is “safe” for them to do – that donors and members can trust your nonprofit? This relates to the importance of a guarantee on consumer sites. What proof do you offer that your nonprofit is honest; that your board members are credible; and that you have a system for auditing your accounts and screening employees and board members?

In addition, associations could offer a type of guarantee to members.

I’ve written about it on this blog numerous times: Studying how people behave in the consumer and B2B markets benefits your nonprofit. We don’t behave one way as a consumer and then do a 180 when we consider donating to a charity or joining an association.

Consider color and visual appearance when creating your nonprofit direct mail packages and your website. Use it to help you influence the desired response in your supporters.

One more thing: My best to you for a Happy and Prosperous New Year!

How’s your end-of-year campaign coming along? Getting the response you hoped for?

Whether it’s going like gang busters or floundering a bit … consider giving your year-end campaign a shot in the arm.

You don’t have time to create and send out a direct mail package … probably not even a postcard … but you can send email. What might that email be?

Christmas, Hanukah, New Years and all the holidays are a joyous time of the year. People like to smile. It’s that simple. Boost response by bringing a smile to the face of your supporters.

So why not send out an e-card that’s fun. Perhaps even a little silly. Humor has to be used with caution but certain light-hearted themes are quite safe and bring a smile. One example is Teddy Bears.

Download a royalty-free image from iStockPhoto.com (or any similar site) for less than $2. Have a Teddy Bear send best wishes on behalf of your nonprofit.

Another neutral symbol that’s found in all the major faiths is a candle. Find a suitable graphic and add your message to it. It may not invoke a smile but it will still be appreciated. Or how about a friendly snowman?

If you’re a faith-based organization then you can safely choose an image appropriate for your supporters.

A simple e-card (or even an email with an embedded graphic) is a great way to send out another inexpensive cultivation message. And cultivation boosts overall response. Depending on the number of communications already sent, it might be appropriate to include a soft ask reminding donors there’s still time to give.

Warm the hearts of your supporters. Bring a smile to their face with a thoughtful and perhaps humorous e-card.

What ideas do you have for fast, simple, and cost-effective tactics that boost year-end fundraising?

Related posts:

Making a list and checking it twice

Emails timed correctly can boost direct mail response

There are many reasons why you might need donors and members to respond quickly. And one of the best channels for achieving fast response is email. (Okay; the other rapid response channel is mobile which can also boost response of your email by 25% but I digress.)    

FAST response with email

When do you need donors to respond in a hurry?

- If the mission of your charity includes disaster relief

- If your nonprofit is impacted or damaged by a storm or other disaster, regardless of your mission. This applies to charities and associations.

- Your nonprofit serves people in an area impacted by a disaster (see the DonorsChoose example below).

Still don’t see how your nonprofit might have the need to send an emergency email? Glance at this list of possible scenarios:

- Heavy rains or a hurricane flood your facility.
- Fire – either in your building or smoke and water damage from a fire fought next door; or a wild fire sweeping through thousands of acres over more than one state.
- Powerful wind storms and micro-bursts. Again the damage could be to your facility or to the grounds as many national and state parks have experienced.
- Heavy snows – especially early in the season like the October storm in the northeast – can damage trees and plants in parks, botanical gardens, historical plantations, and more.
- Tornados, earthquakes, and even the occasional volcanic eruption.

And when disaster strikes you get the best fundraising results within the first 24-72 hours.

That doesn’t give you time to build a list and cultivate a strong relationship with your email subscribers. That foundation must be laid BEFORE disaster strikes.

Be prepared for any emergency – even the unexpected that isn’t related to a weather event or natural disaster – by following these five steps.

5 Steps to Speedy Email Fundraising

1 – Build your list. Begin by making the sign-up box on your website obvious. And GIVE PEOPLE A GOOD REASON to subscribe. 

2 – Send regular email messages to subscribers. Send at least one email every two weeks. Include plenty of pure cultivation emails in the mix with ZERO ask.

3 – Send the genuine emergency email within 24-48 hours of when disaster strikes. The sooner the better. Tie into the news media headlines. Explain how you were impacted and WHY you need help; how the donors will make a difference by giving right now.

4 – Follow-up with progress messages. Within a week, two weeks or perhaps a month … send at least one email outlining how their money was put to work. Include a few before and after photos of what donors made possible. And thank them profusely.

5 – Continue with steps one and two. Never stop.

Recent examples of nonprofits using email to get a speedy response:

First, two examples from an article in the October 2011 issue of Direct Marketing News…

DonorsChoose.org is a nonprofit that helps underfunded schools get needed supplies. After the May 22 tornado that devastated Joplin, Missouri, the charity sent out an email to help rebuild local schools. This “We Lost Everything” campaign received a 40% open rate and 10% conversion, with an average donation of $425. It was a record response.

American Red Cross used email last April after a tornado hit Tuscaloosa, Alabama. Although no figures were published, the “on the Ground in Tuscaloosa” campaign did its job by getting emergency funds to those who needed it the most … fast.

The New York Botanical Garden sent out an email after the major snow storm hit on October 29th. This was early in the season and the trees still had their leaves. So the weight of the wet and heavy snowfall – compounded by strong winds – did more damage than a similar storm would do in the dead of winter. They sent out an email to their donors. Their response was three times better than expected. It was a big boost to their storm recovery efforts and unexpected expenses.

Again, you can’t get that kind of help from your loyal supporters unless you’ve laid the foundation in advance. Follow the five steps outlined above. Oh, and augment your email with promotion in other channels such social media and mobile to spread the word. Integrated campaigns also raise more money.

Email is one of the prime channels to use when you need to raise money fast … for whatever reason.

More posts on maximizing email performance for your nonprofit:

Cultivate with email to build retention and generosity

7 guidelines for emails readers respond to

Re-engage inactive email subscribers

I read an article in Direct Marketing IQ last week that got me smiling. The author is a copywriter (Pat Friesen) and she mentioned how her love of math and creative writing are a good match.  They’re both valuable assets for direct response copywriting.

Boy … as an engineer can I ever relate to that. 

One of her comments was how she uses math to explain what she does (below is a quote from the article):

A subject line is a headline (a = b)

A headline is a teaser (b = c)

Therefore, a subject is a teaser (a = c)

The role of an email subject line, the headline of an article or press release, and direct mail teasers (e.g., teaser on the outside carrier envelope) are all essentially the same: Engage the reader and move them one step deeper into the copy.

Friesen went on to share seven tips for writing more effective email subject lines, headlines and teasers:

Numbers – Numbers catch our eye.  For example, did the “7″ in my headline help catch your eye more than if I had left it off?  A calendar date, percentages, or any expression of a number will work.

News – The word “news” or also the word “new” not only attract people known as early adopters, but anyone interested in staying on top of what’s happening.

Narrative – Stories always work.  Can you write a headline or teaser that sounds like the first line of a great story?  Something readers will want to dig into to discover the rest of the story?

Exclusivity – We all like to feel special; like we qualify for something not available to everyone.  “Preferred seating at our concert for donors who’ve supported us for over 5 years.”

Questions - If possible, ask a question where the answer is more than a simple “yes” or “no.”  For subject lines and teasers readers (your donors and members) are more likely to open it to find the answer, or to verify they know the right answer.

Verbs – Action words are another good strategy.  As Friesen says, they “build a reader’s momentum.”

Urgency – A deadline tends to increase readership and response.

Those are GREAT tips to follow for more effective subject lines, headlines and direct mail teasers.  Below you’ll find more copywriting help for your emai and direct mail.

Related posts:

 How to write email subject lines

2 Fundamentals of a strong fundraising appeal

7 Guidelines for emails readers respond to

Make a connection – Generate a spark – Get a donation

Email and direct mail work so well together that I believe it can be viewed as a partnership. 

Yet like any partnership, to reap maximum benefits (think optimizing response, conversions, and funds raised) … there are procedures, techniques, and strategies to pay attention to.

Consider the following when creating an integrated campaign of email and direct mail:

◊ Donors who receive the direct mail letter AND the email(s) …

- Send a super short “heads up” email

- Send a “follow-up” email within a week of getting the letter that reminds them to give. Include an online giving option.

- Test email subject lines similar to your envelope teaser copy and/or letter headline.  The subject line needs to be short.  This is one reason it may not be identical to your envelope copy (more help on writing subject lines).

- The follow-up email can use some of the same copy found in the direct mail letter.  But don’t send a duplicate of the letter via email!

- If there was a strong photo in the letter that reinforced the story, you might consider using it again in the follow-up email; or use a new image to freshen the email a bit. Just make certain to include copy that directly ties the image to the copy. 

- Include a SHORT caption with the email photo that’s clickable to the unique landing page on your website. The caption should reinforce your offer (i.e., case for giving).

- All links must be trackable and send donors to the unique landing page.

◊ Online supporters not yet on your direct mail list.  For these emails …

- First email is a shorter version of the direct mail letter.  You can reuse chunks of copy from the letter; however, you must revise this message for the online reader. 

- Follow same points as above regarding trackable links, unique landing page, use of images, subject line, etc.

◊ The direct mail letter …

- Have a special, trackable URL to the unique landing page for this campaign. This allows you to identify many of the direct mail recipients who decided to donate online after reading the letter.

- You may also want to consider printing a 2D bar code (on the letter and on the reply device). Make certain it takes donors to the landing page for this campaign. Remember: Each bar code (e.g., QR code) is unique to each campaign.

◊ Unique landing page …

- Create a donate form template that allows you to have copy at the top of the page.  This way you can easily edit the page and give it a different URL and title tag for each new campaign.

- The copy at the top of the page is a headline that reinforces the key message from the direct mail letter and emails.  This is followed by a short paragraph or two where you reinforce why they want to donate, the offer (the action you want them to take).

Those are the basics of an integrated email and direct mail campaign.  Done correctly, email and direct mail form a strong partnership that will help your nonprofit gain more supporters and raise more funds.

People need to know WHY you’re sending them an email.

Is it to simply share a story of the great work donors and members are doing through their support of your nonprofit? 

Is it to ask them to sign an electronic petition? 

Is it to ask them to support your charity?  Or is it to ask them to register for a conference your association offers? 

Whatever you write … and whatever your purpose is … you must make it CLEAR why you’re writing and what you want the reader to do.

Don’t take this approach

I recently received an email from a charity and I have no idea why they sent it or what they expect me to do. 

Here is the COMPLETE text of their message:

We’re new and struggling.  Just thought you should know about us. [link to their website]

I kid you not.  That is the entire message.

Granted; it wasn’t a blast email to a list.  Errr, at least I’m reasonably certain it was sent only to me.  Nonetheless, doesn’t everyone deserve the courtesy of a clear message?

You might be thinking, “Yeah but Karen, our nonprofit would never send out something like that to our subscribers so why cite it as an example?”

I cite it as an example because I believe far too many emails aren’t much more explicit than this one was … even when they have more copy.  And it also goes to “frame of mind.”  If he did this with me what’s the probability he’ll do a “180” and write a great email to a list of prospects or donors?

Common email weaknesses

The email I received illustrates at least 5 common weaknesses of nonprofit emails:

◊ The sender wasn’t thinking like the reader.

◊ The sender was absorbed in his own world and zipped something off in a hurry which did nothing to enhance my impression of the organization. 

◊ The sender forgot that prospects, donors, members and other supporters are also busy people!  We’re not going to spend time deciphering the message.  Plus I believe the sender will quickly find that being small and new doesn’t get them much slack from readers. 

◊ The sender thought they were clear but unfortunately they weren’t even close to being clear. 

◊ The sender didn’t tell me what they hoped I would do.  There was no call-to-action or statement similar to, “I’m writing you today because …”

Don’t get lazy with your nonprofit email marketing.  Everything you do creates an impression that either builds your image or chips away at it.

More nonprofit email help from Zapp Nonprofit Blog:

7 Guidelines for Emails Readers Respond To

Hurricanes, Mysteries and Fundraising

Did you ever receive that advice from your parents while growing up?

In broad terms it means that staying out of trouble lead to a more rewarding and successful life.  And doing the “right thing” is the path to follow.

In fundraising I too recommend the straight and narrow. 

I’m not discussing ethics here (I’m assuming my readers are honorable). 

I’m referring to how many topics (or programs) to cover in a fundraising appeal.   Even in acquisition don’t try to cover every program in your letters.  I know.  You don’t know with certaintiy which program will have the most appeal to a given donor.

Go with the odds.

Share a story about one person – let’s call him Sam – helped by one program.  Open with a brief story of Sam’s life without your nonprofit.  Then introduce how donors made it possible for Sam to get help from your charity.  Follow this thread throughout your letter.  Give us the before and after picture through a specifiy story example.

In acquisition you may want to BRIEFLY mention a few other programs (where you do this depends on the length of the letter), but still stay on the straight and narrow … keep a tight focus on what you’re writing about.

For renewals my preference is one program for one letter (or email).  For example: I just need a watch battery to get it going and not the strap, crystal, and every other component. 

Again, show how the donor’s money made a difference in Sam’s life.  Let the donor know there are more Sams out there who need help and that’s why you’re asking for a donation today.

Specific examples within a narrow focus will likely give you higher response rates (and perhaps also a higher average gift amount) for better fundraising.  Test, tweak, and keep testing to fine tune the approach for your charity.  And stay on the straight and narrow.  I believe this holds true for any marketing channel and the vast majority of appeals and marketing campaigns – less is better.