It's something I hear all the time, "no one opens our
emails, how do we fix it?" I have a fantastic open and click through rate for
our donor relations emails, it hovers in the 40 percent range consistently. The
average nonprofit gets 15-20 percent. So here's the key, it's all about those 5
or so words you place in the subject line.
Here are some tips:
1. It's not about you, silly! A subject line should be
centered around the donor, not you. An example: The President and trustees of
XYZ invite you to join them...
A better option: You are invited to join ...
Notice the switch in subject. It is imperative that our
communications are about the donor first, us second.
2. Keep it transparent, let them know why you are
writing. If its an invitation it should say so, a holiday greeting, an ask,
etc. one of the ways to do this is to send from different email aliases,
donorrelations@, giving@, alumni@, etc. but also understand that if you're
trying to "hide" an ask in an email, people will be perturbed by the
supposed trickeroo.
3. Keep it consistent, for every piece do you have a plan
for follow up, etc? Here is an example: for each event we have emails that go
out, in a precise order, always the same so they know what to expect: save the
date, invitation, reminder, reminder, follow up for both attendees and non
attendees without exception. Having this built in advance saves us from
scrambling and creates a consistent message.
4. Most people see emails as an electronic to do list, so
give them something to do. Call them to action! This means that in your subject
lines, avoid any form of the verb "to be" and use active verbs: join,
help, empower, support, learn, respond, etc...
5. You'll need to do some testing to see what your group
responds to. We call it A/B testing. Thinking of new subject lines? Great, now
take half of your list and send them one, and send the other half another and
see which one outperforms the other. This testing will help you hone in on
effective keywords for your population.
6. Tell your story, Examine the emails you receive from
organizations, which ones do you open? The one that says: " Monthly XYZ
newsletter" or one that says "Learn how XYZ changed Johnny's
life" remember a powerful story is important for your messaging, and
carries many times more of an impact than stats and figures.
7. Avoid showcasing your administration, instead showcase
those that benefit from support. This is especially important for annual and
mid level donors. They don't relate to Dean so and so or CEO or Vice President,
those aren't the people they give to. They give to sick children, college
students, researchers, and other beneficiaries.
Avoid titles and figureheads unless it's a communication that can come
from only them.
What works for you? I would love to hear your tips and
tricks to share as well. Remember it takes time to build great emails, they're
not jut an afterthought. They should be a part of your strategic plan. Don't
have a strategic plan yet? Join me next month during our webinar to learn how
to build one from the ground up!
March 12, 2013- Building a Strategic Plan
for Donor Relations Step by Step
Where
do you start in the strategic planning process for donor relations? RIGHT HERE.
Sign up if you’ve ever been asked to deliver a “strategic plan” for your office
but don’t know where to start or if you’ve inherited one written by someone who
has no idea what you do. Together we will walk through the process, and you will
leave with some tangible samples to take back and begin or refresh your plan for
the future. In addition, you will leave with a strategy for the future and a new
outlook on the planning process. Next step, implementation!
Register Here, $25: http://www.anymeeting.com/PIID=E950DB81834F30
Yearly
Option, $200 for 12 webinars, Send me an email to be invoiced: lynne@donorrelationsguru.com
Cheers,
Lynne
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