NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 3
To determine if your organization is suffering from junk drawer syndrome, Fignar recommended doing a diagnostic test of one of your e-mails or e-newsletters to determine if it's clear which story is most important and what readers are expected to do next.
The cure?
- Start thinking in terms of campaigns.
- Establish a goal for each e-mail. This can help weed out what should be in an e-mail and what shouldn't, Fignar said. Do you want recipients to understand a specific part of your mission better? Do you want them to donate?
- Decide how you will measure success: open rate/clickthroughs; or conversion rate (e.g., donations, petition signers)
For cultivating online donors, Fignar recommended NPAdvisors' Donor Development Model, which lists the stages of cultivation as:Acquire: In
- Companies:
- NPAdvisors
- People:
- Heather Fignar
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