Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
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Two award winning marketing mavens, Jessica Best of emfluence and Merritt Engle of Merrigan Co., discuss real life nonprofit marketing efforts from their respective client bases. You will learn about their most successful campaigns and how you might be able to replicate their best practices for your own marketing needs. Both of these marketers are certain to impress. Jessica has lead training for dozens of organizations and was chosen as a speaker for the highly treasured South By Southwest Interactive conference in Austin. Not to be outdone, Merritt has a client list that others can only dream about and was recently named Direct Marketer of the Year by the local Direct Marketing Association for her lifetime achievements in the industry. Get ready for a charismatic and educational lunch that will spark your creativity and has the potential to increase the effectiveness of your next campaign. Our objective is simple; create a Networking Group for Nonprofit Marketers to share and learn about critical activities that focus on growth and sustaining your mission.
Transcript of Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
Welcome to the NonProfit Peer to Peer Lunch
Brought to you by:
Introductions
ResultsResponse Rate: 8.26%Average Gift: $38Why it Worked: Authentic, Donor Recognition
ResultsMailed 6.5% more pieces53% increase in response41% increase in revenue25¢ more revenue per piece mailedWhy it Worked: New Concept, Donor Involvement
Best PracticesConsider Creative Package ApproachesBe Authentic to Your MissionMake Sure Message/Action is Easily UnderstoodPut the Donor at the Center, AlwaysClose the Loop on Promises Made in Appeals
ResultsOpen Rate: 31.77% (audience of 8,329)Average Gift: $213Why it Worked: Visual tie to mail, simple message, reinforcement to match
Clear calls to action, built-in
Event-driven email timing
Text-only pre-header Strong images that
share the story
40% pre-eventcommitment
=
Weather-proof donations
Longer is ok if it’s skimmable and visual
Beautiful images that capture brand
Needs the brand name above the fold
Needs text above the fold… or anywhere!
Text pre-header & short image header
Tell the story Visual button and
text calls to action Balance of people
pictures & text
“Video” in email (where the still shot is a person/face)
An image with every story
Frequency should be regular
Subject lines Aim for < 80 characters Clearly communicate your offer/call to action Beware % $ !! FREE and other spammy things
Subject: Bikers for Babies – Why We Ride
Subject: Register now for Bikers for Babies
Subject: How your gift can change a child’s life
Subject: How You Can Touch the Lives of KC Kids
Subject lines Don’t ignore the “2nd subject line”
Bonus points = integrated
Questions
