einsights header 2012web

 


 

FUNDRAISING INSIGHTS

eNewsletter Marketing for Nonprofits

 

email marketing

Consistent, relevant communication with your constituents is an essential piece of any organization’s marketing and fundraising efforts throughout the year. It helps to keep donors engaged and prepares them to donate again. Plenty of options exist, and e-newsletters (like this one) are a good place to start. So how do you do it?

Start by analyzing what you want to accomplish with your newsletter: Get more donations? Volunteers? Awareness? The answer to that question helps drive what comes next, which is figuring out what you have to say to your constituents. (See below for some good content ideas.) Next, decide how often you need to communicate. A quarterly newsletter may be best to start as time and resources for developing content can be scarce. As time goes on, or as your organization becomes more active, you may want to increase the frequency.

When putting together your content, keep a few key points in mind.

  • We exist in an on-the-go world. Keeping content concise is key because many of us are “scanners” who peruse for the most relevant information. More and more content is also being viewed on mobile platforms (think smartphones and tablets).
  • Incorporate personalized content. Look into programs that allow you to merge donor names with the email content. For example, instead of it just saying “Dear Friend,” start off with a “Dear Jane”. You can also personalize the subject line with his or her name.
  • Write in your own voice. Don’t just take canned, pre-written content and put it in email format. Rewrite it in your own words, and reference the articles if your recipients want to read more.
  • Don’t be afraid to express opinions, but do it in a way that explains and doesn’t offend. For instance, if some imminent legislation will affect you and your organization, don’t just say, “This is stupid”. Instead, educate your readers by providing facts: “If Bill XYZ passes, our organization will be faced with hardships such as…”

Potential email/e-newsletter content

  • Recent “wins” for your organization
    • Grants, major donations, etc.
    • Organization announcements
      • New staff, new facility, etc.
  • Short article on an impressive outcome
  • Upcoming events
  • Photos and recap of past event(s)
  • Volunteer, donor or beneficiary spotlight
    • Has someone gone above and beyond?
    • Has your organization been able to help someone with an “extra special” story?
  • Legislation or other political issues impacting your cause/organization
  • Links & resources
    • Where can constituents find out more information about your cause or organization
    • Interesting blog posts or articles that you’ve come across that are relevant to your cause


This email address is being protected from spambots. You need JavaScript enabled to view it. to learn more about how SofTrek’s products can help you manage all your
multichannel fundraising efforts, including online and personal asks, in one integrated system.

 


 

PRODUCT NEWS

ClearView opportunities management helps strengthen donor relationships

This is what your donor pipeline looks like today
Here are the prospects you need to call this week
These donors made gifts in the past 30 days

Having that level of detail—and much more—at your fingertips can make managing
your donor opportunities more efficient and effective. With ClearView, it’s all available
when you log into your dashboard each morning. There, you’ll find tasks, notifications,
reports, news and more to help you in your efforts to build, step-by-step, your donors’
relationships with your organization. Even complex, interconnected information is
easily accessible and ready to use.

ClearView CRM donor management

ClearView CRM donor management opportunity


For example: Let’s say you want to recognize, with a hand-written note and additional
cultivation, donors who start down the path of fulfilling a major gift. In seconds, you
can set up a “watch notification” in ClearView to let you know when a new opportunity
is created for the donor in whom you’re interested. The notification icon (new in
ClearView 2.1) in the page header of any screen keeps you aware when a new
notification hits your list. In addition, adding the notification panel to your personalized
dashboard lets you see when new opportunities occur according to your watch
notification settings, keeping you in touch with fresh potential every time you visit your
dashboard.

So, now, you’re automatically alerted to break out the fountain pen, and get started
on that note card, or follow up with any other cultivation efforts you see fit. Simply
review your donor’s summary page, (just one click away from the notification panel or
list), and make informed decisions about deepening that donor’s relationship with your
organization.

An important additional benefit: ClearView—and your dashboard—go on the road
wherever you are, on your smartphone, tablet, laptop or any other connected device.

If you’re not using ClearView, call us today to find out how it can help—855.378.2961.

 


 

NEWS

SofTrek Gets Visa Approval for Protecting Cardholder Data

pci security approval

Amherst, N.Y. (July 16, 2012) – Credit card company Visa says Amherst, N.Y. based
fundraising software company SofTrek has passed the rigorous security-screening process that
certifies it compliant with the Payment Card Industry (PCI) Data Security Standard (DSS).
Software companies that collect sensitive financial information, such as credit card numbers, over
the internet are PCI DSS compliant if they meet stringent standards for handling such information
securely. SofTrek’s PledgeMaker donor-management system allows nonprofit donors to make
online gifts via credit card.

Download the full press release here.

 

 


 

LINKS AND RESOURCES

 

5 Essential Elements of Every Email:

http://www.netmanners.com/368/5-essential-elements-of-every-email/

Don't Brush Off Email Privacy:

http://www.netmanners.com/398/dont-brush-off-email-privacy/

The Power of a Thank-You (and Multichannel Communications):

http://www.fundraisingsuccessmag.com/blog/the-power-thank-you-and-multichannel-communications

 

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