Sunday, October 14, 2012

The Bottom Line to Successful Email Fundraising & Marketing

The bottom line to successful email fundraising & email marketing consists of the following four simple steps to help you stay on track:


An excellent way to communicate, email has become so efficient that it has the U.S. Postal Service trembling in its boots!  But seriously, if you're still doing direct mail only, you need to add email marketing to your mix of online fund raising tools. And to get the most out of your email fundraising or email marketing program you need to implement the following four strategic steps to success:

1)    Build Your Email House File - The most successful professional fundraisers are using email marketing programs to solicit their house files.  I know this may be a long process to develop these lists, but once you have a robust house file acquisition process in place, your email lists will grow and your efundraising or emarketing communications to those lists will deliver for you maximum results, way above any external list file rentals.

Typically, your house file consists of various sub lists like your customer file (first or two time buyers); your best customer file (regular, large or monthly donors, for example); and your prospecting file of requestors who have asked for call backs, downloaded white papers,  signed up for your newsletters, etc. 

In as much as your email success will mostly be measured in dollars raised, or as a conversion rate percent of the overall send, it stands to reason that a larger size internal file will deliver you a greater number of positive replies, once you've found ways to convert the list into sales or gifts.  In other words, make a commitment to building your house file, and then ensure that's an on-going part of your marketing efforts.

2)    Test, Test, Test - There are several ways to proceed in this realm.  First, you will want to conduct a basic Email Split Test.  This is where you send out two or three different versions of the same email to determine which one(s) give you the best results.  You can test different subject lines, different email creative or different landing pages. By determining which ones perform best, you can fix the underperforming ones and/or concentrate instead on the ones that were productive and successful.

A basic protocol we use as a basis for testing fundraising for non-profits is the following:
1. Short cause-centric email to longer cause-based landing page
2. Long cause-centric email to shorter cause-based landing page
3. Premium-centric version email to basic premium (i.e. product Offer) landing page


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