Posts Tagged ‘tips’

 

Online Fundraising Academy: How to Write Earth-Changing Emails

Posted by Alexis Nadin on April 4th, 2014

In GlobalGiving’s fifth Online Fundraising Academy session, we invited our own Alison Carlman, to share tips and key lessons she’s learned in donor communications. In her role as Unmarketing Manager, Alison is responsible for engaging the GlobalGiving community and for telling the stories of GlobalGiving and its partner projects. In 2013, Alison and her team raised $270,000 from donor emails. 

Session Recordinghttp://www.anymeeting.com/globalgivingUS/EF54D686844C

Listen, test, learn, repeat – experimentation and testing key to improving work

  • Listen to your audience, peers, research
  • Test assumptions in experiments
  • Learn from your experiments
  • Do it again and again and again!

This is how GlobalGiving Listens, Tests, Learns and Repeats:

Listen

  • Users – your audience, the people who receive messages
    • To improve our e-newsletter, we got feedback from users – who opens, donates, clicks
    • What we learned:
  1.  Keep it short – people don’t read news
  2.  Talk about the users, not you – what’s relevant to them, why they should care
  3. Made it even shorter
  4. Use big images  – people click on the header image
  5. Use clear images with one person making eye contact.
  6. Add humor, make it clever and unexpected – include jokes, puns
  7. Have a big and clear call-to-action – make your ask clear and easy for users to do
  8. Personalize it! – add people’s names, send personalized thank you. Users like to know they’ve been thought of, not just written to the masses.
  • Peers – similar organizations you can learn from
    • charitywater emailcharity: water – use beautiful image, well laid-out, formatted for mobile phones, very little text, interesting lead text, unexpected, humorous and large call-to-action
    • donorschoose.org – personalized by state, simple and short, made it sound urgent, very clear request
    • Kiva – personalized, clear call-to-action, made it look like it was forwarded by a staff member
      • Did A/B testing (divide users into 2 groups and provided a different email to each group to see which email did better)
      • Kiva’s “trick” forwarded email performed 2x as well
      • Personalizing really works!
  • What we learned:
  1. Use beautiful imagery.
  2. Make it mobile friendly
  3. Keep it brief.
  4. Use interesting lead text.
  5. Try unexpected/humorous (but still visibly clear) calls-to-action.
  6. Try unexpected subject lines and formats
  • Project report titles are now the subject line when project reports are sent out to GlobalGiving donors
  • Theory – what does the research say?
  1. Shorten distance between user and subject matter – connect them to one person/animal/object. Easier to feel like you can make a difference in one person’s life than a big group.
  2. Tell a compelling story about that one person – how a person has overcome an obstacle or how they have potential to overcome obstacles
  3. Donors will give if they feel it will bring them close to people in their network – focus on what you can do for your users. Give them something to share so they can connect to their social network.
  4. People give more when it’s easy – Make the process to give as easy as possible. And give reminders
  5. Not all donors are the same – these tips won’t work for everyone. Need different messages for different donors.

Test, learn and repeat

  • Look at metrics to measure success of email

metrics

 

 

 

 

 

 

 

 

 

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Building Trust with Millenial Donors

Posted by Alison Carlman on June 24th, 2011

Hi project leaders! I’m Alison Carlman, GlobalGiving’s Unmarketing Manager. I was privileged to attend the Millennial Donor Summit this week which focused on millennials and social change.

The summit gathered around the idea that targetting millennials is a vital long-term investment for non-profits.  Millenials don’t yet donate as much money as their parents do, but they bring their extensive social networks to the table when they engage with your organization.

At the Summit we discussed the Millenial Donor Report, research conducted by the folks at Johnson Grossnickle & Assoc. This online study of nearly 3,000 20-35 year-olds revealed that Millenial donors thrive in online and mobile environments, but they are still driven by personal relationships and human connections.

Millenials donate to organizations that they TRUST. Where does trust come from? 77% of millennial respondents said that friends and family’s recommendations are a major factor in their giving.  This is an important “unmarketing” principle: your current, satisfied donors are your most important assets. If your current millennial donors feel happy and trust you, then they will promote you amongst their own networks.

How do you get your millenials to feel happy and trust you? Trust is built slowly. With the exception of crises, millennials engage first, and donate second.

According to “ The Trusted Advisor,” trust results from a combination of credibility, reliability, and intimacy.  But these factors are divided by one major bombshell: SELF–INTEREST. Donors, especially millennial donors, can smell self-interest coming from a mile away. (more…)

How to Attract the Elusive New Donor, Part 3

Posted by Alexis Nadin on November 15th, 2010

Today is the final day in GlobalGiving’s three day blog mini-series on attracting new donors! GlobalGiving has asked its top fundraisers how they attract new donors to their projects. For the past two entries we have shared tips from the experts.

5. Don’t be afraid to reach out to family and friends!

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How to Attract the Elusive New Donor, Part 2

Posted by Alexis Nadin on November 11th, 2010

Welcome back to GlobalGiving’s three day blog mini-series on attracting new donors! You asked us how to attract new donors to your project. So GlobalGiving posed this question to our top fundraisers. Each day we’re sharing tips from the experts.

3. Be intentional about expanding your network of advocates.

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How to Attract the Elusive New Donor, Part 1

Posted by Alexis Nadin on November 10th, 2010

How do we attract new donors? It’s the question on everyone’s mind. Almost every time we talk to our partner organizations –on a site visit, phone call, or training session—that pesky little subject arises.

Luckily, GlobalGiving works with a large pool of fundraising superstars whose work, passion, and fundraising savvy has helped them snag hundreds of new donors over the past few years. So we posed this question to them. Over the next three days we will be sharing their tips and suggestions for attracting new donors in GlobalGiving’s first ever blog mini-series.

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Zero to Social: GlobalGiving’s Social Media Trainings

Posted by Alexis Nadin on October 5th, 2010

Social isn’t just a tactic for marketing; social is how we live. And as a nonprofit, it should be how your supporters give. Social giving only helps your organization by letting your biggest fans be your advocates. Social networks are tools you can use with your overall marketing strategy to make sure you stay relevant to your supporters.

On September 29, 2010, Alison McQuade, GlobalGiving’s Online Marketing Manager and social media guru, hosted beginner and intermediate trainings on social media. (more…)

Getting Ready for GlobalGiving’s Next Open Challenge

Posted by Alexis Nadin on October 1st, 2010

Tips for organizations that didn’t meet their fundraising goal

Today is an exciting day in the GlobalGiving office! We’re thrilled to announce that the September Open Challenge raised $401,169 from 4,900 donors for 136 organizations!  Amidst the excitement, however, we know that a lot of organizations did not meet GlobalGiving’s thresholds, despite a tremendous amount of organizing, outreach, and effort.

If you represent one of those organizations, don’t worry! We haven’t forgotten about you. We want to work with you to help your organization succeed in GlobalGiving’s next Open Challenge, which runs from November 29 – December 22, 2010! (more…)