Trail Blazer, Non-Profit and Political Talk!

We are now past Halloween (and campaign season) so the holiday fundraising has begun.  So I have compiled 9 Tips for success for those needing to raise money via email.

1. What name appears in your “from” box?
   Be sure your organization name is in the “from” box.  Lots of people might not know that Jane Whosit is the Director/Manager of your organization.

2. Your subject line needs to grab them.
   Let the reader see what you are going to tell them in the email, Newsletter Fall 2008, doesn’t make me want to open the email.  Be aware that your subject line does NOT look the same in all email packages (Outlook, AOL, Eudora).  This tool,  http://www.emaillabs.com/tools/from_subject_line_tool_popup.html,  this site is down now can be handy in showing you how the from and subject line will appear in these packages.  this tool helps with subject line creation http://www.localnews.biz/subjectLine/ValidateSubjectLine.asp
    
3. See the big picture!  Does your message look like something out of a magazine?  Lots of graphic images.  Cut ‘em out!  Well at least cut the amount and size down.  Half or more of your subscribers probably block images.  Break it down so only have a few and they are not critical to the message.  Make sure the important information is in text form so it shows up regardless of the images.  If you have some HTML ability use the “alt” tags in the HTML code to describe what is in the picture, often this will display if the image does not. 
   
   
4. Just the Basics, No web Programmers allowed
   Remove CSS (Style Sheets) because Outlook 2007 will not display an email properly that utilizes CSS.  For those with some technical skills anything that is not “plain” html should be removed, that means no style sheets or scripts.  The images you do have should be references (web links) and not imbedded.  No attachments.

5. Include the essentials:
   1. Organization name prominently displayed
   2. Address and contact info: Telephone, email and web contact page link
   3. Email address used to send the message should be displayed in the email
   4. Does the unsubscribe link work (and directions prominently displayed)

Note you should also have an EMAIL/SPAM policy on your web site, and the email should have a link to this policy.

5. Optional: Keep a copy of the email on your web site. Link to this from within the email.  This is beneficial for people who read your emails in TEXT only format.  You’re on-line email version can have as much graphics and special programming (like CSS) as you would like.

6. Proof, test, proof, test, proof …
   As the king of bad spelling and grammar I know how critical this is.  Nothing makes you look like a second rate organization (or a spammer) like spelling or coding mistakes.   Often this is in the body or the links you want your readers to use.  Always, I mean never, let an email go out that you have not sent to 2-3 people with various email providers (AOL, Yahoo, Gmail etc.) as a test.  You want to see from as many views as possible how the message looks.  And have those friends who test read the email look for spelling, grammar, and general look and feel.  Find a friend that gets only text versions so you have that view as well.

7. Consider your target and action time needed to boost results. 
   Make sure that readers who you are asking to volunteer tomorrow live in the area in need of volunteers. On the other hand if the request is far enough in the future, so they could make travel plans, don’t exclude people.  If you’re holding a $1000 dinner, a 20 year old college student who donated $10 when they were 18 might not be the best person to send an invite to, but the 55 year old doctor who donated $500 each of the last 10 years might be.

8. Contact newcomers with enthusiasm. 
   An immediate welcome email should be sent.  Follow-up phone calls are great for thanking them, and asking why they signed up – if resources allow of course – to establish a bond.  In any case let them know what to expect from your organization, in terms of email, other contacts and activism.  Always let them know what is your organization is missing. Keep that list on your web site as well.  Our client, Kairos Dance, has a great example of a wish list (what’s missing), http://www.kairosdance.org/pages/kairos-wish-list-donate.

9. Handle Spam Complaints NOW! 
   As more email is sent, from your organization or others, the subscribers just feel overwhelmed and you can expect complaints to go up.  Having a simple unsubscribe process is not enough; there are people who will complain via your ISP or other methods.  When you get feedback of an unsubscribe, act on it right away.

You can attempt to minimize increases in unsubscribe requests by planning your frequency, and sticking to the plan.  Resist the temptation or orders from those higher on the pay scale to send more often.

A resource, which is worth checking out, is http://www.emailexperience.org/ for more tips.  They are a group of email marketers.

These 9 items, in my opinion, have the ability to be implemented without a major investment in time or labor.  Keep notes during the holidays and your organization will have lots of feed back on what worked and did not work.  Keep those notes close so you can make improvements when the smoke clears in the New Year.