UT Annual Giving Brown Bag - Everything Email
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Everything E-Mail! [email protected] June 2012 Welcome to the Brown Bag Luncheon! Grab a handout, take a seat, and feel free to munch during the talk. Desserts and drinks are available at the front. We will begin shortly!
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Transcript of UT Annual Giving Brown Bag - Everything Email
Everything E-Mail!
[email protected] June 2012
Welcome to the Brown Bag Luncheon!
Grab a handout, take a seat, and feel free to munch during the talk.
Desserts and drinks are available at the front.
We will begin shortly!
Everything E-Mail!
[email protected] June 2012
What’s New in Annual Giving?
• We are taking more of a multi-channel approach starting September
• More emails will be sent by Annual Giving• Schedules and plans will be sent in August• And remember – email services from Annual Giving is
always free!
Everything E-Mail!
[email protected] June 2012
General Best Practices
• Keep it mobile friendly – mobile readership has tripled since 2009*
• Make the From recognizable and consistent• Branding shows professionalism and legitimacy• Beware oversaturation• Segment and target your audience• Track performance to see what works and what
doesn’t• Test, test, test!
Source: Informz whitepaper, 2012
Everything E-Mail!
[email protected] June 2012
UT’s E-Mail Clients
Source: VIP 2011
16%
15%
12%
10%8%
38% YahooGmailHotmailmail.utexas.eduAOLOther
Everything E-Mail!
[email protected] June 2012
iModules
• E-mail software for the university• Syncs with VIP for e-mail addresses• Events and Communities• Development Office can create design, lists (queries)• Support: [email protected]
Everything E-Mail!
[email protected] June 2012
Subject Lines
• Be clear about the contents of the e-mail• Keep under 30 characters for mobile• Customize by audience (parents, donors, alumni)• Avoid keywords which look like spam• Use dates to drive urgency• Test, test, test!
Newsletter: July/August 2012A special centennial takes bloom
Everything E-Mail!
[email protected] June 2012
Content
• Clear call to action• Personalize when possible, but know the limits of the
system• Important information should be above the fold• Space links for taps as well as clicks• Make links descriptive (“fueling bodies, funding
minds” vs. “click here”)• Short, narrow, and sweet!
Everything E-Mail!
[email protected] June 2012
Why a Solicitation?
• Fundraising for one particular cause• Clear timeframe to reach goal• Specific, targeted audience• Small dollar goal
Everything E-Mail!
[email protected] June 2012
Why a Newsletter?
• “Don’t just ask me for money!”• Shares information about what’s current in your area• Makes solicitations not look like they are out of the
blue• Links to articles on your website, increasing traffic• Link tracking self-identifies your audience’s interests• Soft ask can result in a few gifts
Everything E-Mail!
[email protected] June 2012
Gift Buttons
• Give the opportunity to give!• Link can be customized to your initiative on the online
giving page• Placement depends on the type of e-mail
Everything E-Mail!
[email protected] June 2012
Footers
As part of CAN-SPAM, your footer MUST have:• Mailing address (physical address preferable)• Unsubscribe information
It’s good to include:• Links to Contact and Privacy Policy• Their e-mail address to know where it was sent• Social media links
Everything E-Mail!
[email protected] June 2012
Annual Giving E-Mail Statistics (Fiscal Year to Date)
• E-mails sent: 998,457• Average open rate: 20.48%• Average click-through rate: 12.13%• Unsubscribe rate: 0.21%
Comparison*:• Average open rate: 23.4%• Average click-through rate: 2.2%
Source: Convio Online Marketing Nonprofit Benchmark Index Study 2012
Everything E-Mail!
[email protected] June 2012
Annual Giving Services
• Design, content, custom data, send e-mails, reporting• Solicitations, newsletters, information campaigns• Contact: Tod Francis and Bianca Bickford
Web Infrastructure Team Services
• List building (queries), send e-mails, iModules support and training
• Invitations and announcements• Contact: Jeremy Cumbo and Ryan Beavers
