You ve Got Mail! List Offer Creative. Timely insights & trends. Katie Parker Editorial Director. Zach Christensen Creative Director
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1 You ve Got Mail! Timely insights & trends Colleen Webster Digital Solutions Director Katie Parker Editorial Director Zach Christensen Director List
2 Pop Quiz! #1 Direct marketing rule: your list better be good, if not great! Give your donors a way to opt-in Be smart about how you ask.
3 Organic list growth Consider off-line methods to organically grow your list.
4 Do not buy lists It s bad for everyone involved! Append information Build out your donor profiles with relevant data.
5 Make sure to keep your list clean It s like brushing your teeth, just not as often!
6 Pop Quiz! Why the from matters Who goes there? The importance of your subject line Should I open the door or hide behind the couch?
7 providers are working to help users AI is telling us what s what in our inbox.
8 Not everyone needs everything For real, how many times should I talk to my donors about CGAs? 1 acquisition Donor Lifecycle 2 onboarding 3 relationship 4 retention
9 #2 Direct marketing rule: compelling offers will always get traction. Single-focused messages work Keep it simple, keep it clean.
10 Single-Focused Design Traditional enewsletter Design Emotional vs. intellectual offers Pulling the right levers.
11 Hey listeners, always personalize Make it all about me!
12 #3 Direct marketing rule: the job of creative isn t to impress donors.
13 2018/19 Marketing Calendar Sept Oct Nov Dec Jan Feb Mar Apr May Jun Q3 Q Q Q2 Print Web Social August: October: January: April: PG Finder Refresh Survey Survey Survey Newsletter Direct Mail Pkg. Segmented Quarterly enewsletters Segmented Quarterly enewsletters Theme: FA s impact in community, ease of PG and donor Facebook Ad Facebook Ad impact story. Theme: Personal Estate Planning Kit Promotion Theme: Personal Estate Planning Kit Promotion Echo Landing Page February: May: Theme: Personal Estate Planning Kit Targeted Direct Mail (Invite Pkg.) Newsletter Direct Mail Pkg. Facebook Ad Theme: Invite to join the Van Hengel Society Theme: FA s impact in community, ease of PG and donor impact story. Theme: Estate Planning Awareness Week Targeted Direct Mail (Letter Pkg.) Echo Theme: PG extension of AG Landing Page November: Echo Theme: Personal Estate Planning Kit Segmented Quarterly enewsletters Landing Page Facebook AD Facebook Ad Theme: V.H. Society Theme: May DM echo and drive donors to Personal Estate Planning Kit Theme: October DM echo and drive donors to Personal Estate Facebook Ad Planning Kit Theme: Personal Estate Planning Kit Promotion June: Segmented Quarterly enewsletters December: March: Facebook Ad Facebook Ad Facebook Ad Theme: Personal Estate Planning Kit Promotion Theme: Personal Estate Planning Kit Promotion Theme: February DM echo and drive donors to Personal Estate Planning Kit Content should be meaningful to your donor Open-rate is the + Click-rate is the
14 A mobile-first mentality But don t forget about everything else.
15 Opens by Environment Desktop Webmail Mobile 60% 50% 40% 30% 20% 10% 0% Pop Quiz!
16 List
17 Colleen Webster Digital Solutions Director Katie Parker Editorial Director Zach Christensen Director FYI In a few days you will receive an giving you instructions on how to access: The recording & The presentation slides Thank You for attending our webinar today!
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