Newsletters for Nonprofits, Part II Writing and Designing Great E Newsletters

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1 Newsletters for Nonprofits, Part II Writing and Designing Great E Newsletters We will begin 2 minutes after the top of the hour. Kivi Leroux Nonprofit Marketing Guide.com You will see the slides here. CharityHowTo 1

2 Newsletters for Nonprofits, Part II Writing and Designing Great E Newsletters Kivi Leroux Nonprofit Marketing Guide.com CharityHowTo 2

3 Bonus Materials 20 Newsletter Essentials Where to Start with Your Newsletter Makeover 20 Ways to Build Your List Moving from a Print Newsletter to an Newsletter First, let s talk about how these things actually get sent... CharityHowTo 3

Hire an Email Service Hire an Email Service Provider Provider Makes your life much

4 Don t Do It Yourself! More easily labeled a spammer. List management is extremely timeconsuming. Tracking is nearly impossible. Hire an Service Hire an Service Provider Provider Makes your life much easier. List management and tracking are fully automated. Creates an online archive. Slow Clap for the ESP CharityHowTo 4

5 Use a Service Provider Some popular stand alone providers: MailChimp icontact Vertical Response Constant Contact Plus many CRM and all in one integrated fundraising service providers idealware.org, then click on A Simple 3 Part Checklist 1. Reader Centered Content? 2. Fast Read? 3. Simple Design? CharityHowTo 5

1 Reader Centered Content? http://www.flickr.

6 1 Reader Centered Content? The Broccoli: What you want to write CharityHowTo 6

The Cheese: What they want to read http://www.

com/photos/nate/412768397 Thus, the messy reality

7 The Cheese: What they want to read Thus, the messy reality of your nonprofit communications strategy CharityHowTo 7

8 Emphasize the Personal Value Me! Me! Me! Flickr: roseoftimothywoods CharityHowTo 8

9 Use the Words You or Your You Still Have Time It s Your Choice A Video That Will Make You Laugh and Cry Use the Word My for a One to One Feel My Reason for Giving In My Favorite Way to... How I Made My Decision CharityHowTo 9

10 Emphasize the Personal Value Emphasize the Personal Value NOT ABOUT ME: States Challenge Federal Drinking Water Regulations in Court ABOUT ME: Is Slightly Dirtier Drinking Water OK with You? You Are Not the Boss of Me! You Are Not the Boss of Me TELLING ME WHAT TO DO: Register for Our Dance a Thon MAKING ME WANT TO DO IT: Where You Can Dance All Night with Your Best Friends CharityHowTo 10

11 Fill in the Blank in Headlines [Number] Miracles You've Created for This Year How Your Support Changed into Why We Can't Without You [Number] Little That Will CharityHowTo 11

12 Fill in the Blank in Headlines If I'd Only Known: Lessons from How Many of These Early Warning Signs of Do You Recognize? [Number] Myths that Believe How to When You Really Want to The Dreaded... Let s talk about spam filters CharityHowTo 12

13 Avoiding Spam Filters & Instant Deletions Permission Based List Recognizable Relevant Formatted Properly No Obvious Trigger Words Spam Triggers According to HubSpot Miracle Urgent Avoid Hidden Chance Friend Access Instant Join Millions Free Preview Satisfaction Guaranteed Do It Today Accordingly HubSpot s Ultimate List of SPAM Trigger Words: Ultimate List of SPAM Trigger Words.aspx CharityHowTo 13

14 2 Fast Read? Sticky Microcontent is Essential From Line Subject Line Headings Subheadings Bolded and Linked Text Call to Action CharityHowTo 14

15 Your Subject Lines Long subject lines often get cut off Put most important words in first 30 characters Short works, but so can long (there really is no magic formula) Short or Long Better? CharityHowTo 15

Short or Long Better? http://www.retentionscience.com/new-research-reveals-which-email-subject-lines-perform-best-for-marketers/ Be Selective!

16 Short or Long Better? Be Selective! Don t resort to abbreviating every word. Highlight short phrases (maybe 5 words at a time) If I only read headlines and what s bolded or underlined with links, do I get it? CharityHowTo 16

17 What s a Better Subject Line? Bad Subject Line: Wkshop, New Staff, Reg. Deadlines, Thanks, and MORE! Headlines from Articles in the Newsletter: Certification Workshop Scheduled for May 15 Jane Princeton Joins Staff as Counselor Conference Registration Closes Friday Thanks to Our Volunteers Connect with Us on Facebook! Common Response Words Save, money, results, love, new, easy, free Right now, today, urgent Subject line analysis from Lillian s List: success words like Victory, Congratulations, and Celebration did well Beware negative response words too... CharityHowTo 17

18 2013 Adestra Subject Line Analysis Report: Charity Keyword Table 2013 Adestra Subject Line Analysis Report: Charity Keyword Table CharityHowTo 18

Latest worked better than special, exclusive, or innovate. http://www.webpronews.

19 Another Response Word Test Sale worked far better than discount, free, save, or voucher. News, update, breaking, alert, and bulletin all worked better than newsletter. Latest worked better than special, exclusive, or innovate. CharityHowTo 19

20 KISS: Keep It It SHORT Short and Sweet SWEET Flickr: Lin Pernille Photography CharityHowTo 20

21 Don t Give Me the Wrapper... Flickr: Nate Steiner Give Me the Candy! Flickr: terren in Virginia CharityHowTo 21

22 Eco News: Volume 5, Issue 4 10 Ways to Lower Your Energy Bill CharityHowTo 22

23 Agency Schedules Series of Parenting Workshops How to Discipline Your Child, Pack Healthy Lunches CharityHowTo 23

24 Straight or Clever? Straightforward usually beats creative in subject lines Clever and fun often works better in social media. Gives It Away: 75% of Seniors Don t Like the Program Piques Interest: The Program Most Seniors Love to Hate CharityHowTo 24

25 Best Punctuation: The Colon : Colons let you put your most important info first, followed by the details. Flu Shots: Get Yours Now While There s No Line What To to Test Length Special characters Specificity Personalization Sender name Exclamation points Discount speak A Question Relevancy (or irrelevancy) Urgency Capitalization Gratitude List Suggested by Emma Marketing CharityHowTo 25

3 Simple Design? Mobile, Mobile, Mobile Almost 50% of Emails are Opened on Mobile Devices http://www.flickr.

26 3 Simple Design? Mobile, Mobile, Mobile Almost 50% of s are Opened on Mobile Devices CharityHowTo 26

Designing for Mobile Links needs to be tap able with large text and buttons Single column design Lots of white space to clearly divide content Finger friendly 3.

27 Designing for Mobile Links needs to be tap able with large text and buttons Single column design Lots of white space to clearly divide content Finger friendly 3. Easy EASY on ON the THE Eyes? EYES? Simple, clean layout Dark text on light colors OK without images Images are engaging when turned on Flickr: Bon_Here CharityHowTo 27

28 Using Templates No skills, no style? Use a template. Great place to start even with skills and style! Plain Plain Text Text Versus v. HTML HTML CharityHowTo 28

29 Full Articles Versus Teasers Either approach is fine Can also mix Fast Read is the Goal! Using Images Correctly No Body Text No ALT Tag = Nothing to See Here CharityHowTo 29

30 Want More Action Less FYI? Make It Personal From someone to someone Laser Like Focused Single topic Short and skimmable Super Clear Call to Action Ask them to do one thing only Where to Put Calls to Action Ask within first 150 words Ask again later in body Ask in PS Ask in a graphic. All links in body related to the ask Not in subject line CharityHowTo 30

Obvious and Clickable Links All Links Underlined

Pulling It it All all together Together Have a goal

centered Quick read with thoughtful microcontent

31 Obvious and Clickable Links All Links Underlined (and Maybe Bold) Use Graphics That Look Like Buttons Pulling It it All all together Together Have a goal Use an service provider Content is reader centered Quick read with thoughtful microcontent Design is easy on the eyes Pulling It All Together CharityHowTo 31

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34 A Good Donor Newsletter Format... A Good Update Letter... CharityHowTo 34

35 A Good Member Newsletter Format... Single focus, plus more newsy content. CharityHowTo 35

36 What Could We Do With This? POLL: What do you want to work on first? CharityHowTo 36

37 Kivi Facebook.com/ charityhowto or nonprofitmarketingguide CharityHowTo 37

Creating an with Constant Contact. A step-by-step guide

Creating an with Constant Contact. A step-by-step guide Creating an Email with Constant Contact A step-by-step guide About this Manual Once your Constant Contact account is established, use this manual as a guide to help you create your email campaign Here