The best online fundraising practices and plans of action will be included in this next series of posts. With experts’ advice in a simplified format, this guide will help you easily start or grow your online giving.
Part 1: Email Campaigns
Some people suggest that email will soon be yet another dying form of communication. However, trends do not show this at all. Rather, it is a fundamental tool to communicate with an ever on the move society. This does not mean it is the only tool, but it still is a valuable one, so let’s get started.
Step 1) Choose an email campaign service—
Unless you have access to a great email design program, it usually is best to choose an email campaign service. You can easily store all your addresses there, track statistics, send to large or specific lists easily, and create nicely designed emails. Constant Contact and MailChimp are two of the top providers. Want to see an example? Go to www.christianfoundationgrants.com and sign up for our mailing list!
Step 2) Build your database of email addresses—
You have an easy starting point with all your current contacts. However, never stop there. Utilize events and other meetings to gain email addresses. When you meet with a prospective donor, exchange business cards with them or ask if they would be interested in receiving your newsletter. Ask for email addresses on your event response cards. Convio, Inc. gives this creative tip: “At events where you will interact with a large number of constituents, […] offer a giveaway for attendees who drop in their card with their name.”
Your website is also a powerful tool for gaining sign-ups. Include a sign-up box that displays on multiple pages throughout your website. Keep the sign-up form simple and make sure people know that they can opt out at any time. Include inviting text that conveys signing up as a benefit to these people. For example: “Sign up to receive our latest updates and stories”
Step 3) Segment your lists of addresses—
Knowing your audiences is an important part of email campaigns’ success. Think about age group, supporter or volunteer, location, etc. You may often want to send different versions of the email because these different groups will want to see different things. For instance, if you have a large group of Gen Y that you interact with, you may want to customize the email to them with a catchy subject line, includes stories, and give the links to your social media. If you are emailing established donors, use a short subject line to tell them what the email is about, include a story that lets them know how their donation is being used, and keep content simple.
-- Jessica High manages marketing and research at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online