hello everyone and thank you so much for joining us for today for our first webinar of the new year create your 2021 fundraising plan five revenue sources with today’s presentation we hope to encourage and empower you to drive more revenue in 2021 even as we transition into a new normal the strategies we’re going to discuss today will help your non-profit increase giving boost engagement and build community all year long we will share online programs that will help you grow your donor base connect with the community and boost giving even if you aren’t meeting face-to-face or hosting in-person events you’ll learn how to quickly put the strategies into action and maximize their use so that you can capture new donors and inspire long-term loyalty this is going to be an exciting and truly informative discussion to help your 21 2021 planning now before we get started please note we welcome your participation and are here to answer your questions so be sure to submit them into the questions box in your go to webinar control panel we have fundraising experts behind the scenes to answer questions during the webinar and at the end when we hold an open q a session with our presenters for any additional questions we hope you get a lot out of today’s presentation and as a quick reminder we will be sending out the recording and slides to all our registrants afterwards now today’s webinar is uh presented by mobile cause mobile caused understands the everyday challenges non-profits face constantly confronted with limited resources yet still expected to expand your impact you shouldn’t have to face these challenges alone and that’s why mobile cost offers more than comprehensive fundraising software we also provide one-on-one strategy from dedicated fundraising specialists and have the industry’s best support team ready to provide assistance 24 7 so it’s there when you need it most at mobile cause we’re just as committed to your cause as you are and together we can grow your nonprofit like never before now let me introduce you to today’s presenters christie noel is the vice president of digital marketing services at mobile cause where she is responsible for creating drive or for creating driving and delivering programs to help mobile cost customers advance their marketing and fundraising objectives christie is the former board chair of girls on the run of los angeles county and is the marketing director and dog foster for noah’s bark dog rescue matthew montoya is the channel marketing and enabling enablement manager at constant contact matthew has helped over 13 000 small businesses and non-profits better understand how email marketing can affect growth what design and automation mean to their bottom line and how to rethink their email marketing strategy to meet the demands of today’s ever busier media savvy audience in his 17 years in marketing he’s worked on nearly every kind of marketing video vehicle including print broadcast social web and email marketing from marketing director for several years for several major newspapers to helping a non-profit grow beyond expectations and now for eight years with constant contact he’s been on the front lines of today’s marketing challenges now i’m scott couch and i’m the training manager at mobile cause and our agenda today is full of expert strategies insider insights and useful takeaways for your 2021 annual plan first we will hear from christy noel with expert strategies on planning for and implementing monthly giving programs virtual fundraising events peer-to-peer campaigns and days of giving to achieve your goals and then we’ll hear from matthew montoya on how to expand your email list and database through email marketing and how to craft effective subject lines layouts and more alright before we begin discussing create your 2021 fundraising plan five revenue sources we do have a quick poll question for everyone and that question is uh do you have an annual fundraising plan in place for 2021 so let me go ahead and launch this poll here this scott this is christy i think you’re having some trouble with your audio we stopped being able to hear you hi everybody sorry we’re having some technical difficulties at the moment if you hold set we’re getting it straightened out well i’ll jump in

so anyway we’re very excited to talk to you about five revenue streams for your 2021 annual fundraising plan some of these are hopefully new ideas to you and some might be some previous ideas but we’re going to give you some new and different ways to approach them to bring more revenue in and address some of the ways that the world is working in a fundraising environment right now and our first advice is while most of the country is still unable to hold in-person events and probably looks like that will be the case for the next few months at least and maybe by the end of the year we’re hopeful that everybody will be able to hold in-person events again and be able to hold some of your annual galas and run walks and and golf tournaments but while we’re transitioning into that aspect of our fundraising landscape and as there’s we still go through this transition we recommend that you have a virtual and an online element to all of your fundraising plans and so that includes taking some new steps towards hosting virtual events or making a virtual element of some of your existing campaigns and even when you do have an in-person event have a virtual element to it and what we call a hybrid event so some of the benefits that nonprofits have discovered by being in a virtual environment for the last 10 months we’ll we’ll want to continue to implement that and even when there’s a live in person component so that you can still have that reach to people who are outside of your zip code or are unable to attend your event that night or maybe have some not able to to get out or if they’re having any health issues and can’t come then you can still have some videos and some live streaming and involve them and get them to be not only to participate but to donate and to be able to establish new donors and have much broader reach we’ve discovered a lot of our nonprofit customers and clients have gone and been able to with a virtual event been able to reach people who are in different states and different countries and really broaden their gender database so plan for virtual and online strategies and then and for the near future and then is have that remain those components as you transition into more in-person and live events so revenue strategy number one is about monthly giving programs and and many of you might be saying oh christy i got this one we already have recurring giving and we have a great checkbox on our donation form and people can can donate on a recurring giving option and i’d say that’s awesome and but what i’m talking about today is being a little bit more aggressive in how you approach monthly and recurring giving programs as you likely know it’s much better to get a hundred dollars over the course of five donations than fifty dollars one time and recurring donors do tend to give twice as much annually as those who give one-time gifts so how can you make this a program that more people want to participate in so absolutely encourage recurring giving at the time of donation and by that i do mean a little bit more than just making that an option so one of the things you can do is instead of making your donation form default to one time to set it as a recurring gift as a an option and another way to do this which is very effective is to create a prompt to turn a one-time gift into a recurring gift and this these prompts have shown to increase giving by 64 percent yet sadly only 14 of organizations use them and by what i mean by that is that when somebody a donor goes to make a donation and they hit the donate button then the prompt will pop up and say hey would you like to make this a monthly donation instead and with mobile cause this prompt you can determine at what point it would show so if somebody gives a large donation you probably don’t want to prompt them to make it a monthly donation you’ll you’ll be happily um to take the 500 gift let’s say um and we also you could control at what percentage the original donation was so it’s not saying hey if you’re giving a a

20 donation would you like to make it 20 a month you might make it 60 of that so it might be you know a smaller amount maybe instead of maybe 20 times 20 one time maybe you’d like to make it you know 15 monthly or 12 monthly gift and again this is super effective and and people can just with a one click make that a recurring donation or or choose not to and then keep it a one time for now and it all gets triggered by the click on the donate button so it’s just a natural part of the the donation process and one click and they make it a monthly giving if you are making monthly giving as part of an aggressive strategy then there are some recommendations we make for a recurring giving campaign on your donation form and one of those is to make sure that you have a call to action that it shows the impact of monthly giving so and what i really like is when you have a graphic representation of the impact so on your donation form showing what ten dollars a month forty dollars a month seventy five dollars a month um what those different amounts can do and make it real clear that the the additional impact that a higher gift amount can make and that’s really effective for donors to to have that emotional connection of well i can feed one dog a month but or for a little bit more i can feed 10 dogs a month that’s what you know i want to i want to help more dogs i want to help more people i want to help more get more water whatever it is so uh and that’s a really and also make sure your donation form look really visual and very very pretty giving amounts that are personalized for the donor segment so this works really well if you have your donor segmented and you’re driving donors to different landing pages or donation forms based upon their previous giving levels and so then you can customize what the options are and have lower amounts for either new donors or first-time donors or people who are unfamiliar with your organization and maybe to have a different donation form that looks very similar could look exactly the same but with different suggested amounts for long time donors or for higher end donors and then the ability to choose their recurring option as far as the frequency so it can be weekly it could be monthly it could be quarterly annually and then the donor gets to control not only how often they donate but they can also have them how many gifts they want to give or at what point do they want to stop their recurring gifts so it gives them a lot more control and have some a lot more confidence in giving a monthly gift without it um feeling like it’s a never ending although we love those too right and one tip is that one-time donors that upgrade to monthly donors tend to do so around four months so if you’re cultivating your new donors you might want to provide them information about your organization and really get them to familiar with your organization and then around the four-month mark is when you might want to start approaching them for a recurring gift program another strategy for monthly giving is to have a campaign that is focused solely on generating new monthly donors not about how much money you raised but how many monthly donors or recurring donors you can get involved in your program and so you can track this with uh have a goal with how many you want to how many monthly donors you’d like to obtain and then track against that and again it’s not about how much money you’re raising but just how many new monthly donors you’re bringing into your program and another way to approach monthly giving is to make it a membership program and we’re not talking about it doesn’t have to be a really expensive program or have a lot of bells and whistles and benefits and swag you can start small and just have different levels where you can maybe give discounts to an event or they get early bird awareness of some of the programs you’re doing or events maybe they get a special newsletter or they get some type of swag and you can have different levels of your member giving your monthly giving excuse me your membership giving program and make it really feel exclusive and that they get some really exciting benefits to be involved in your your membership program revenue strategy number two is virtual

events and as i mentioned in the introduction we’re most likely have been hosting some version of a virtual event for the last 10 months and these have been great because there’s lower overhead you’re not spending the money that you would spend on a hotel ballroom and the food it does enable you to expand beyond your geographic reach to be able to talk to potential donors and supporters and volunteers in different counties states countries some of the the success tactics that tactics said some of our customers have used and have been really successful that maybe aren’t not typical and when you think about hosting a virtual event and that’s provide providing an online registration or a ticket sale so that you know who is planning on attending your virtual event and i love this strategy because it enables you to be able to communicate with them and to know who you’re expecting so you’ll know kind of how many people you might be having for your streaming or your videos to view but you’ll know who is committed to participating and then that gives you the ability to reach out to those who you think would most likely want to participate but maybe have it and that could be some major donors that could be your board members maybe some sponsors so it really gives you some insight into the numbers and and who will be participating and it also enables you to provide incentives or additional gift cards or discounts or something if you wanted to have a food component and a lot of our clients have been doing that as well they’ll they’ll since they can’t host a dinner gala they have provided a gift card to a local restaurant so somebody to pick up food to go and be able to have dinner and still watch the the gala and then of course you’re gonna have your your video your live stream of how to connect with your mission and your organization so let’s talk about some creative ways to host a virtual event because i think too many non-profits when they think of a virtual event that they think they have to recreate their gala in a live stream and plenty of organizations do and that can be very successful but it doesn’t have to be that and if that’s not something that you’ve done then that doesn’t mean you can you’re out of options for ever in a virtual event some of the things that we’ve seen mobile cost customers do is again they have done their their gala they’ve done pre-recorded special guests they’ve done entertainment with music they’ve done acting they’ve done readings they’ve done discussions they’ve done panels educational panels so they’ve had really interesting and entertaining ways of hosting a virtual event that is a compelling reason to tune in and that’s really what you want is to have people be able to want to come and watch your virtual event and participate a lot of our clients are using user generated content so it doesn’t fall on you to come up with all of the video production we’ve seen organizations have people send in videos of themselves we’ve seen teachers how they’re spending their days we’ve seen different artists and singers and dances and all sorts of fun things that can you can create or how people are supporting your organization where you can take all of these video clips edit them together and make great content for your virtual event and it doesn’t even have to be high and production value we’ve had plenty of organizations who’ve had volunteers use it with edit on their their mac tools and and not even on their phones so it it it’s a really fun and interactive way to involve people and create good content at the same time you can hold an online auction a lot of people who have had auctions typically as part of their gala are now doing it online but they open it up for a little longer so they might instead of just the several hours of the gala might they might have it over a whole weekend or a full a week and that only not only gets more people to be involved it drives up some of the auction bidding so they’re raising a lot of money by holding an online auction one of the questions i get asked often is well how do i get these items if i were in you know lockdown and we’ve had volunteers and who do it via phone calls emails and uh you know all the other online ways and they’ve been very successful you could host a a game a scavenger hunt or a party we’ve had dance parties we’ve had people who have done scavenger hunts around the house or in your backyard or in your neighborhood

and they’ve had trivia games and other types of games and a virtual event where people can interact with them and then you can show behind the scenes or a day in the life or or your program in action and people always like those because they get to see all the great work you’re doing and what they’re supporting we love using an event page for virtual fundraisers for a number of reasons one the event page is the one single source for all of the virtual event information so you can do all of your donations your sponsorship links your registration links you can host the live stream or videos and it gives you one url to be able to share before during and after the event it makes it really easy to promote and for people to know where to go and find your virtual event and all the information related to it it’s optimized for live stream or embedded videos so you can you can live stream right there at the top in the hero image or you can put video there or videos throughout again it can support your event registration with free or paid tickets so you can track who’s going to be participating and coming if we’ve had plenty of clients have sponsorships for their virtual events so you can offer your sponsorship opportunities to find what they are show what the benefits are and then once you have sponsors put their logos links to their company links to videos and really give them the promotion for being a participant of your virtual event and then what has been really great is the fact that it’s got fundraising progress it’s got shows your goal if you’d like to you can show your progress towards that you can show your donor wall and then you can show who’s been donating and and any comments related to your virtual event and again the nice thing about this is that you get people who will watch live or when you unveil it but you can also use the same url to get people to come back and watch again or if they couldn’t make it live to watch at a later date and so your ability to generate donations and revenue continues long before long after your the virtual event and that night revenue number three is peer-to-peer fundraising and again i probably got a few people going oh christy we already do that and i’d say great let’s give you a couple more ideas and new ways to maybe tackle this because as you know it’s a great tool to use your passionate ambassadors to fundraise on your behalf about peer-to-peer is that it brings in so many new donors to your organization because your your fundraisers are out talking to their family and friends and and bringing them into your organization so it’s a great way to increase your donor database as well as your revenue and the way to be successful with this is to really support your invested ambassadors so by giving them email and text communications that they can send out by incentives by having little challenges again it doesn’t have to be just fundraising challenges and who raises the most money it might be who has the most donors who increases the number of donors in a weekly basis or a monthly basis who increases their fundraising by a percentage or a number giving swag it might doesn’t even have to be money that you’re spent it could be who gets to name the the new puppies that are born into the rescue group or who gets to introduce your virtual event uh something along those lines you can have some fun with it and we’re seeing more and more of our customers who are holding a virtual event have a peer-to-peer fundraising element with it and a lot of that has to do in relation to the theme of their virtual event so we’ve seen people host dancing with the stars and then they incorporate peer-to-peer into that because it becomes a voting contest so instead of just normal donations on a peer-to-peer their votes towards their favorite dancing couple becomes donations and that’s how you determine the winner we’ve seen people who have done virtual events where there’s cooking shows but then each of the different chefs not only shared their favorite recipes and did a live cooking show they were generating revenue by having people vote for their favorite chef and a peer-to-peer element and that’s a second part of the virtual event and their fundraising aspect so bartenders favorite dogs there’s a lot of ways that you can incorporate peer-to-peer into your campaign that isn’t just necessarily people asking for donations it’s a fun way to make it by voting you can encourage table hosts even in a virtual environment environment and certainly in an in-person environment to fundraise and hold watch parties for virtual and to host their tables for an in-person event

and one of our clients did a really cool thing they made zoom virtual backgrounds for each of the table hosts so if you bought a table a seat on a table host you got a specific zoom background so on the virtual event you could see who was at your table and i’m using air quote table by all the different zoom virtual backgrounds so this is a strategy that can use whether it is in person or a virtual event you’ll want to get your board and your sponsors of all involved and as i mentioned you can do a lot of crowdsourcing for a peer-to-peer as well by getting guests uh and supporters to submit entries whether that’s a favorite pair of pajamas or cutest dog contests and and things like that that can provide a campaign without having you have to have be able to be in person or have a run walk we’ve seen lots of virtual run walks too so those work in a virtual environment as well and then days of giving and i know you all most likely participate in giving tuesday and some of the other days of giving but i would encourage you to look at hosting your own day of giving one that’s specific to your organization and it offers less competition you’re not competing with everybody else on a national day of giving giving you more opportunity gets you to fire up your base and get people excited about your organization and specifically your organization and you would start by picking a date that maybe is meaningful to your organization maybe it’s your founding date or it’s the awareness month and for the cause that you’re associated with or maybe you just pick a date because it works out well with your calendar and all of those are very effective you want to start early get people aware of it start with save the dates use a multi-channel approach so you’ll send text you’ll send email you’ll send social and start getting people excited about it and aware of it your goals can be financial goals but it could be numbers of donors it could be number of monthly donors how many people are new to your organization maybe it’s a social media goal and how many people are sharing and tagging and liking so it doesn’t have to just be financial although we’re talking about revenue so that’s clearly a driver of it but you can have some fun with it and and really maybe make it a a day of giving that just generates awareness of your organization more than more than anything for your first time and i really like using peer-to-peer especially for mobile cost customers our peer-to-peer theme for days of giving our event page works really well too but the peer-to-peer enables you to have more people participate in your day of giving because teams and individuals can fundraise on your behalf you’ve got the carousel the media carousel so you can put videos you can put images you can put multiple ones to to support your day of giving and what you’re trying to achieve you can have progress towards your goal whether that’s the number of donors the amount of money and so people can see quickly how close you are to achieving your goal and that’s always effective if you are people want to help you win they want to help you succeed so i like having that goal if you if you have a number that you think is attainable to be able to show that and then give updates throughout your day of giving or your week of giving or your weekend of giving of how you’re doing and how close you are to achieving that goal so people have the opportunity to continue to support it and help you reach those goals and then you also can include with mobile calls you can get personalized fundraising pages and texting for each of the teams and the individuals so they’ll be able to personalize their giving page and be able to have a unique keyword and short code to share with their friends and family so if somebody uses that to donate it will go specifically to their campaign and to the campaign in general obviously rolled up but then each individual can see how they’re attributing to the day of giving and your in your campaign and we’ve had one client who was celebrating 45 years so they had 45 different things happening during their day of giving some big and some small so it again you can have some fun with it it can be a single day it can be much longer but all focused on your organization and bringing in new donors creating awareness and driving revenue so those were my four uh fantastic and effective strategies hopefully they were fantastic

and uh i’m going to turn back you to scott so we can close with our fifth one all right thank you christy for your proven uh fundraising strategies that drivers insults and as a quick reminder if you have any questions you can submit them into the question box on your control panel as we go along and now let’s hear from matthew montoya on how nonprofits can use their email programs to increase their donor database and ultimately their fundraising matthew hi thanks scott thanks christy well everybody um i’m going to start off pretty quickly here by talking a little bit about the value of each of your contacts now i’m going to start off quickly because i feel like i’m preaching to the choir so as scott said at the top i did work for a non-profit one of my jobs was doing email marketing and growing our list and uh obviously getting the word out and getting more donations so i have a feeling like you well perhaps i’m the only one that’s passionate about email marketing and email addresses but perhaps you share my passion and understanding that every contact you have is extremely valuable every email contact you have is extremely valuable that’s because of a couple of factors number one they gave you the email address in some form or fashion by registering for an event by meeting you in person pre-covered in some way they gave you that email address that could have been on a phone call that could have been on a form that could have been on a business card and when they gave you that email address they gave you permission to communicate with them so they’re already showing more interest than the average person they know your value proposition they know what you do they know the good works you provide and now they’re already if they hadn’t made a donation at that point they’re already in the right space for you to communicate to them share with them what you’re doing and make a solicitation right because they showed that interest they’re sitting there waiting for you to reach out now why did i start this up by saying i’m preaching to the choir i bet you know that but i have met some non-profits in my time at constant contact that collect contacts and don’t use them these people that are so valuable because they know you they don’t use them more commonly i’ll meet a non-profit that uh will only occasionally do email marketing especially around a campaign well i understand some of the logic of that but honestly one of the key things if you can take away from me today is that if you’re going to do a campaign a given campaign and you sit on your email addresses let’s say most of the year well one of the things about email marketing is you have to be really consistent in your touches the reason you have to be consistent your touches is because people just may not be tuned into your incoming in inbox at the time you wanted them to you have to prime the pump you have to regularly communicate with people or else they may start to tune you out now the way that i i can best explain tuning you tuning an email out well the reality is i meet so many non-profits and they went matt i’m worried about people unsubscribing well sure people will unsubscribe it happens but not as often as you as you think and that’s not really the bigger concern the bigger concern is the example i’m about to share with you which is people will stop paying attention i’d be willing to bet that there are emails in your inbox right now from organizations you have donated to from organizations you care about from businesses you’ve bought from that you just don’t see in your inbox anymore and that’s because they taught you that the emails are relevant now nonprofits the way that you can quickly teach somebody the email is irrelevant is because you don’t consistently send so make sure if you collect contacts you actually email and use them so before you can actually start emailing people you have to collect them and here’s some strategies around collecting them first anything you do in person and of course in this day and age in person means online but anything any touches you have with people whether that’s on the front lines on the phone certainly a huge strategy especially right now is purposely hosting virtual events including things like webinars like this to collect email addresses right to make your appeal collect email addresses and utilize them you can of course use uh text to sign up on physical materials so people can join your list basically anytime someone that is most likely to be predisposed to be interested in your organization anything they would see or touch make sure you’re soliciting for email addresses my next tip is around social media now i’m gonna go out again on a on a limb and say that i’m gonna go on a limb and say appreciate the choir here too i’d be willing to bet most of you are probably uh doing social media the thing with social media and email marketing is of course if you’re not doing it ask people for their email addresses on social media offer them through social media a taste of something they could get unique in your email marketing campaigns

another strategy is share something valuable some information some knowledge on social media and then explain that they can read the rest in an email do the opposite as well now this isn’t so much about list growth because they’re already on your list but make sure you’re sharing your email on social media to show people the kind of value your email marketing your email campaigns bring in run specific campaigns that start with email and go to social media just don’t forget to ask for email addresses again wherever you’re interacting with people ask for their email address because the email can actually showcase a long-term relationship where social media can kind of be short-term now once you have your list grown and you start email marketing whether you’re email marketing now if you’re considering doing email marketing whether you’re using constant contact those of you that are thank you or using something else it’s really important today to design to utilize design best practices so my first tip always use images images are extremely valuable in your email and the reality is it’s because of time so the average email subscriber only spends anywhere between about 5 and 20 seconds with an email and the dirty little secret in email uh email marketing is people don’t actually read email they scan them they skim them they’re looking for bolded words they’re looking for information that’s pertinent to them and with such a little amount of time having an image in your email the old saying an image speaks a thousand words well if they’re only spending a little bit of time and they’re not likely reading their content then an image is conveying the point and purpose of your email as quickly as possible now another big tip around email marketing email solicitation email campaigns is that you really the goal and purpose of an email is to get them into the email and out of the email as possible we want to drive them to the website we want to drive them to a donation page we want to drive them to a campaign page we want to drive them to the blog or social media we want to get them there because one they don’t want to spend much time in the email two by driving them somewhere else that’s trackable you get to learn who clicked on what that helps you refine your campaigns in the future and also understand who is most likely to take the next step and lastly people don’t actually make a donation decision an attendance decision an action decision in an email they actually consider things more on the internet on a form on a web page and the reason for that is because when they click they’ve made a decision to commit to something you’re already starting to get them there by clicking now around images don’t share too many no more than three not including your logo and never make an email 100 image because that’s often a reason email end in the spam folder my next tip is be consistent in your colors so something i unfortunately see quite a bit in non-profits is organizations that change the look and feel of every single email particularly with color and awesome why are you doing that thing oh well we just wanted to be fun and free and you know be interesting well the problem is is that you’re actually confusing your audience because when people spend such a little amount of time in an email one thing we want to establish the second they open it is the connection to your brand and the connection your brand is most established by color color represents brand recognition by 80 percent so be consistent with your color celebrate the campaign with the content and the images don’t change your colors be consistent your colors across email social and beyond the biggest tip make sure your mobile red make sure your email is not only mobile friendly meaning it’s going to redesign itself mobile responsive but mobile ready meaning design it understanding most people will probably open an email on a mobile device so that goes back into the strategies i just shared keeping your your image count low keeps your email shorter and more simple but also make sure to understand that because people are spending such a little amount of time in the email you want to keep it short so let’s talk about that my next tip is keep it sustained meaning and this is well how am i going to say this to you um i love nonprofits i have non-profit uh uh as i said i work for a nonprofit for four years i understand the passion it takes to work at a non-profit i’m saying this from the bottom of my heart not to all of you but to some of you one thing i see consistently in non-profits is emails that are much too long and complicated now i understand some of you have unique uh models where maybe that will work but i’d certainly suggest experimenting with making your email short simple no more than three images no more than uh three calls to action no more than a couple of uh maybe 20 lines of text the reason for that is because people inherently want to spend such a short amount of time on the in the email itself carry more content on the web when an email has too much to look at people decide to look at nothing when you give them too many options to click on they ultimately click on nothing so

let’s break that down depending on the campaign as i said you want to try to strive to three links or less three calls to action or less as you increase the number of things people have to look at they’re less inclined to do them you overwhelm people and i’ll go ahead and imagine you probably do this too if you open an email on a mobile device if it’s not from a friend or a loved one maybe a coworker but from an organization one of the first things you probably do is open it and and scroll through it really quickly and if the emails going and going and going well you’re already starting to disengage from the content right and the reality of somebody sitting back and reading a multi-page multi-scroll email on a mobile device is pretty slim so if your campaign if you’re doing an annual campaign it’s a really big deal it’s a cornerstone event for your organization if you took some of christie’s advice earlier about maybe having your own celebrated giving tuesday type event regardless if it’s a big event maybe you just have that one thing in your email with only one call to action register now or donate here the more important the campaign the less you actually put in the email now no one’s going to see your campaign unless they open the email now the other thing i see a lot in non-profits is that they think the open rate is the end-all be-all metric of success unfortunately it’s not open rate tells you a couple of things it tells you the email was delivered and it tells you your subject line worked or didn’t but it doesn’t actually tell you the most important metric now on open rate as i said one thing that drives open rate is your subject line i’ll give you a couple of my favorite tips around subject lines try to include the words you or your in your subject line that’s a powerful way to draw your audience into your content try utilizing numbered content meaning three tips five ways seven ideas you have to make sure your content is numbered but that’s a really powerful way to get more opens and try personalizing your subject line so with a tool like constant contact you can actually have somebody’s name appear in the subject line but the open rate as i said isn’t the end-all be-all metric because open rate has lots of false positives lots of false negatives the way that the reason that occurs is because a lot of programs show a preview of an email before it’s open that counts as an open and they may not have even read one word of it in fact if you really think about it open rate doesn’t prove they read anything they could have opened it read every single word but because they didn’t click we don’t know that they read it no the metric we must focus on is the click rate clicks proved the email was delivered proves it was open and shows you exactly what people find of value make sure you’re consistently focusing on your click-through rate and make sure you’re paying attention to who clicks on what with a tool like constant contact you can actually segment people by the click meaning that the second they click you can actually have them copied into a different list that way you could follow up easily with them about that kind of content make sure to focus on the clicks and the reason why i talk to you about keeping your emails to sync and not giving people too many options is that’s going to help you increase your click rate my next tip is to make sure that anybody that did open it that didn’t open it the first time make sure to turn on a resend and non openers option if your tool uses if your tool offers it constant contact does what this does is it as the name suggests automatically resend the email to anyone that didn’t open it in the first place in the first send this increases your open rate up to 40 percent on average the reality is not everybody is clued into their inbox the moment you send the email this gives you another chance to get an open my last tip is to make sure that if you’re utilizing a tool like constant contact you utilize the non openers report this is going to cumulatively tell you who has consistently not opened your email now that’s going to be really important because it gives you an idea of who is not engaged and by knowing who’s not engaged well now you can either do a re-engagement campaign try a different subject line maybe reach out to them on the phone because they’re not paying attention we definitely are in risk of losing the subscribers attention and if we lose the subscribers attention that maybe they’re we’re losing their attention about our whole non-profit we’re not going to get that donation from them we’re not going to get that attendance from them we’re not going to get that volunteer opportunity from them if they’re not paying attention to us now if uh i’m happy to talk about this next tip which is connect your constant contact account to your mobile cause account it’s the best of both worlds you can import your contacts from mobile cause in a constant contact and utilize some features and strategies like i just explained and anybody that you gr anybody that’s added to your email list through constant contacts tools can be easily ported over to mobile cause now if you’re not utilizing constant contact we have partnered with mobile

cause to offer you a special deal you can save up to 35 per month if you prepay for 12 months all you have to do is visit bitly slash ctct-mc and now i’ll throw it back to you scott all right thank you matthew for sharing your knowledge with us today and i know this is really going to help a lot of people in planning for 2021 and thank you again to both christie and to matthew for sharing your insights and expertise with everyone here we hope you’re all looking forward to incorporating these strategies into your 2021 plans now uh before we go ahead and jump into our q a let’s see if we can try another poll question here uh so this one is uh you know are you interested in learning more so let me go ahead and try to launch this poll here and hopefully this will behave this time around scott i don’t know if you’re talking but we cannot hear you again well i think we’ve identified what’s causing the hang-ups so i’m going to close the poll and hopefully we’ll get scott back and uh until we do uh matthew we got a couple of questions that came in related to email if we can ask you please uh do you recommend moving away from newsletters since those are longer and have many links you know uh i love that question thank you for asking it uh you know first let me kind of break down um at least the way we look at newsletters at const contact an email is a newsletter an email campaign for giving is an email they’re all just emails what you call it and kind of the model that just to be clear like i see this so often a non-profit so we should we stop sending newsletters no you you really should continue to share news you should continue to share knowledge you should continue to share updates that’s one way that you can keep people engaged so that when you do a giving campaign there they’re clued in right because the reality is not everybody is in the moment to make a donation the second you ask right they may not have the ability to at that moment in their life it just may not be the right time and so you want to keep them connected to you consistently so when the moment’s right they’re ready and you’re ready so continue to share news continue to share information just break it up so what what i see nonprofits do and especially under the newsletter model is share everything in the world that’s going on share just a little bit and link it to a blog link it to your website share more information on the website you’re teaching them to click and go there and another strategy which is is really key quite frankly that helps you break your your content down is the segment so maybe this audience this information is more tailored to them than this audience i mean one way and in non-profits is very common is break it up by donors and non-donors break it up by volunteers and non-volunteers um if you’re membership based uh you know members and non-members but look at your your big lists and say okay how can i break this up in a smaller list and that’ll give you the ability to share smaller bits of content great thank you i don’t know if we have scott’s back oh there he is oh yeah it’s we’re on things with the polls so i got a question here for i think uh for christy uh if it wasn’t asked yet how do we address virtual digital fatigue and engaging older donors who aren’t tech savvy so we heard this from a couple people so i’m glad we’re addressing it here at the end so for for the virgin i made up a new word virtual digital fatigue a couple of recommendations do try to keep your presentation of 45 minutes to an hour even if you’re in person gala with several hours you don’t need to be that long online so the shorter and sweeter is often better and more engaging and then maybe try to incorporate some things that are different from what you do or have people not have to be online the whole time so maybe that’s a the scavenger hunt idea would work or it’s a yoga event or people it’s an athletic of their choice whether they choose to go outside and walk or roller skate or hike some other things just to break it up and maybe make it a little different for whatever that is for your supporters and then the other thing as far as not being tech savvy and and i think this is an important point that i neglected to bring up earlier is that just like an in-person event you want to offer multiple ways for people to donate so of course you’ll have your donation button on your event page you can have your text to donate so you can have that available and you can say that in your virtual event in your your videos on your images you could tell people if they wanted to mail in a check how to do that in your presentation if you have other ways for people to give

then you want to you know offer all of those abilities and make it easy maybe you put the address up on on the screen so that they can send a check easily if if you know giving online is of concern so the more options you get the more donations you’ll get all right great um so next question here is for matthew uh do you have any tips for e-mail images during covid without in-person events we don’t have much new in terms of images in the last 10 months and there’s only so many times you can use a zoom meeting screenshot so any advice yeah um my favorite advice is when i see uh uh some non-tru nonprofit customers of conscious contact do which is turn this into almost gamify it so you know uh solicit for images from your membership base or your from your um your subscriber base or your your social media followers um get them to contribute images um and and you know you have to be clear you’re going to be using this in your email campaign um and and it’s a fun way to get people to be interactive with you um another another tip i you know i’m probably gonna get some eye rolls and crohn’s but um stock images are are you really a lot of organizations are doing it right now for that reason if you are a constant contact customer when you uh insert an image we do offer free stock images through constant contact you can actually just click a button in their stock images for you right there for free um don’t be ashamed just make sure that the stock image um is obviously to lined up with your message uh and and if you can um people this is just a tip around email marketing people love pictures of people um you’ll get more engagement with a picture of a person a face um you know uh and and make sure whatever you do include an image of some sort because images get that high click-through rate because they’re so big and easy to click on on a mobile device all right uh so uh let’s see we have uh people if you want to um who have email questions and constant contact questions we will uh share those directly with constant contact for a direct response for you uh and um let me see i think at the time might be able to get one more in here christy um question is i’m hesitant to plan for a virtual event what if i’m able to safely host an in-person event then what fair enough so i would say you definitely want to have a virtual element even if you can do in person in that way if you have to pivot at the last minute you’re already prepared and then you still can incorporate anybody who cannot attend your in-person event by sharing them with them virtually and that doesn’t necessarily mean you have to live stream your in-person event but maybe you share highlight videos or behind the scenes or the keynote speaker gets live streamed or some element to draw people in who can’t be there and and as they said again and if you have to pivot then at least you’re already set with your virtual components if for some reason you’re not able to to do it in person at the last minute all right thank you so much and uh now we’ve come to the conclusion of our q a so before we leave if you’re interested in discovering how mobile cause can help maximize your fundraising efforts please fill out our post webinar survey thank you again for attending today and best of luck in your annual planning bye-bye everyone