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If it were up to you (and it is), what would you prefer, timid sustainability or healthy growth? Your nonprofit may be able to sustain itself through a steady diet of one time donations but serious impact is fueled by recurrent, larger contributions. If you want to maximize the value of every constituent relationship you make, then you need a donor nurturing strategy. In this webinar, Taylor Corrado, Nonprofit Marketer of HubSpot, will talk you through the best practices. Transform your new (and old) supporters into your most engaged and inspired advocates with a contextual email nurturing strategy. Key Takeaways: What is email nurturing and its benefits The importance of the "Giving Cycle" and contextual content How to best integrate nurturing with your other fundraising tactics How to measure and report the impact of your email nurturing What you can do today to start nurturing your supporters
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How to Turn Your Supporters into Inspired Advocates with Email Nurturing.July 25th, 2013
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TAYLOR CORRADONonprofit Marketing Manager
@TaylorLCorrado
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Slides will be sent after today’s session
HOW THIS WEBINAR WORKS:
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If you have questions, please put them in the question pane on your gotomeeting control panelAny questions after the webinar can go to [email protected] at us @FirstGiving and @TaylorLCorrado and use the hashtag #fgwebinar
1Email nurturing and the benefits
2 The “Giving Cycle” and contextual content
3 Best practices to integrate with overall strategy
4Measuring the impact of your nurturing
5 What you can do today to get started
AGENDAQuestions?
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Questions?
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s?Questions?
Questions? Questions?
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What is email nurturing?1
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Visitors
Donors
Fundraisers
Event Participants
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Visitors
Donors
Fundraisers
Event Participants
Members
Sponsors
Major Donors
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Visitors
Donors
Fundraisers
Event Participants
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Visitors
Donors
Fundraisers
Event Participants
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Educational content+ context
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Educational content+ context
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Educational content+ context
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Educational content+ context
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Educational content+ context
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Benefits of Email Nurturing
4-10x the response rate than standard blasts
Builds a relationship and trust
Keeps your organization top-of-mind and helps with retention
Improves your ROI
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The Giving Cycle2#fgwebinar
AWARENESS
Videos, photography, infographics, fact sheets,
annual reports, educational
ebooks
SUPPORT
Ways to give, volunteer, become a member,
fundraise, future event invites,
project updates
EVALUATION
Constituent testimonials/sto
ries, campaign/event
results, social proof and
impact, PR wins, awards
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New e-newsletter subscriber
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SUPPORT
Ways to give, volunteer, become a member,
fundraise, future event invites,
project updates
EVALUATION
Constituent testimonials/sto
ries, campaign/event
results, social proof and
impact, PR wins, awards
AWARENESS
Videos, photography, infographics, fact sheets,
annual reports, educational
ebooks
#fgwebinar
AWARENESS
Videos, photography, infographics, fact sheets,
annual reports, educational
ebooks
SUPPORT
Ways to give, volunteer, become a member,
fundraise, future event invites,
project updates
EVALUATION
Constituent testimonials/sto
ries, campaign/event
results, social proof and
impact, PR wins, awards
#fgwebinar
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SUPPORT
Ways to give, volunteer, become a member,
fundraise, future event invites,
project updates
EVALUATION
Constituent testimonials/sto
ries, campaign/event
results, social proof and
impact, PR wins, awards
AWARENESS
Videos, photography, infographics, fact sheets,
annual reports, educational
ebooks
Who you are and what
you do-Your mission and
goals
Why they should
support you -Highlights from your
annual report or a
donor/fundraiser story
How they can get
involved - Upcoming events or volunteer
opportunities
What they can do to
support your org- Ways to
fundraise and/or give
How to stay connected -
Ways to follow the org online (social &
your blog)
Awareness Evaluation Support
New e-newsletter subscriber example
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New event registrant
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Visitors
Donors
Fundraisers
Event Participants
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Fundraisers
Event Participants
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AWARENESS
Videos, photography, infographics, fact sheets,
annual reports, educational
ebooks
EVALUATION
Constituent testimonials/sto
ries, campaign/event
results, social proof and
impact, PR wins, awards
SUPPORT
Ways to give, volunteer, become a member,
fundraise, future event invites,
project updates
Basic event Information and
how to fundraise for
the event
Best practices to be an
effective event fundraiser
Reminder to email friends and family to
ask for support/donatio
ns
Post event update
New event registrant example
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Best practices to integrate with your overall strategy.
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Integrate social icons in all your emails1
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Offer a variety of content
Test your email content / order of emails
Keep your content up to date
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Measuring the impact: what metrics to follow.
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Open to Click rate 1
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Lead to donor/fundraiser/registrant rate
Unsubscribe rate
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What you can do today.5
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Organize your content.1
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Create a detailed, step-by-step plan.
Set a realistic timeline.
Identify your challenges.
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Identify and set your goals.
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http://offers.hubspot.com/optimizing-lead-nurturing #fgwebinar
http://tinyurl.com/kbeugba #fgwebinar
TAYLOR CORRADONonprofit Marketing Manager
HubSpot
www.hubspot.com
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Be a part of the FirstGiving Community
Facebook: facebook.com/firstgivingTwitter: @firstgiving
Online Fundraising blog: http://blog.firstgiving.com
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Interested in learning more about FirstGiving?
Contact our Online Fundraising Consultants:
Email: [email protected]: 617-542-0010 x 4
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