Fundraising in emails 8 Each email should answer the following questions: Whats the problem? Whats the solution? Why your organization? (Theory of Change) Why right now?
Run the numbers 9 Open rate Click-through rate Response rate Unsubscribe rate Warning: Dont get caught up in open rates
Get tested 10 Test everything you can Subject lines Email content / Email length Graphics and videos Ways to ask, donate page layout, etc. Limits List size and statistical significance Staff capacity
Testing: Subject Lines 11 Meet me in Vegas, Toby vs. I want to meet Toby 104% increase in contributions
Testing: Do videos help? 12 A novella from David PlouffeVideo strategy update +133% in total length +165% in length before 1st ask +71% in contributions
Other interesting findings 13 How to ask donors vs. non-donors $3 vs. $5 asks to non-donors Donate button in emails? In-line graphic vs. callout box (vs. no graphic)