E-mail Regains Lead in Fundraising Digital Efforts

In 2017, e-mail is expected to regain its lead role in the digital efforts of nonprofit fundraisers, per numerous nonprofit marketing pros. For fundraisers and fundraising consultants to make the most of a renewed e-mail focus, they may want to check the tactics provided in a recent post for thedatabank.com by Michael Stein, a nonprofit consultant and digital strategist. For example, to maximize response, e-mail outreach in 2017 may require nonprofits to reboot, refresh and rethink, says Stein. He urges marketers to address four basic issues before blasting out e-mails: Check to see if your e-mail template or e-newsletter needs a creative refresh; make sure the e-mail works well for mobile viewers; consider a rewrite of your welcome e-mail to new subscribers for better engagement; and develop new creative and messaging ideas to test for boosted e-mail fundraising appeal. Next, he advises marketers to "mobilize," personalize and automate e-mail campaigns. Certainly, mobile readiness is essential for wooing donors, especially given, as Stein cites, the recent Movable Ink report that, across industries, 69% of e-mail opens were on a mobile device. A good mobile experience should extend from the e-mail subject line to the website landing page and, most importantly, to the donation page, advises Stein. Personalizing is another proven way to maximize e-mail response. That means digital messaging with relevant, timely content based on smart e-mail list segmentation, using data such as event attendance, website downloads, and donation amount or frequency. Finally, marketers need e-mail automation, especially for timely engagement of new e-mail subscribers and donors. Automated responses should include key transactions such as e-mail subscription, event signups, and online giving, since these are often the most opened and read e-mails, says Stein. Other suggestions include using more graphics and video to boost e-mail response. For more, go to http://www.acculistusa.com/e-mail-regaining-its-lead-role-in-fundraising-digital-strategy/