It’s no secret that, just like we do, our supporters get a lot of emails each day. On average, individuals receive over a hundred messages per day, each one clamoring for their attention and competing with your fundraising appeal, nonprofit newsletter or member update. The inbox is a crowded place, so how do you stand out and ensure that your emails are being opened? Photo Source: Big Stock PhotoHere are seven quick tips for better subject lines:1. Test.Before you send out an email to a large portion of your audience, test two different subject lines with a smaller subset of your list. Make this part of your normal process, so you get smarter every time.2. Personalize. Use something personally relevant to the reader to grab their attention.3. Be interesting.Make your subject line oddly short, long or different. Above all, make it interesting, so people open the message in the first place.4. Make it fresh.Don’t say “update” or “news” each time. Instead, just focus on what’s actually new!5. Keep it brief.Subject lines often get cut off in many email programs, put key information right up front.6. Instill urgency.Make it clear why your email matters now—”three days left to give.”7. Banish spam-ness.Run your copy and subject line through a content-checker, avoid all caps and shun exclamation points. The Email Sender and Provider Coalition notes that 69% of subscribers base their decision to send your message to the spam folder on the subject line.If I had to choose just one of these to convey, I concentrate on #3. My best advice for building a following is to create wonderful content and reflect it in the subject line. People open the emails they know will contain something of value. Provide that value. The rest will follow! Adapted from http://nonprofitmarketingblog.com/
This is the question recently posed* by Slate’s Seth Stevenson in reference to the case of Karen Klein, the bullied bus monitor in upstate New York. Students called her horrible names and brought her to tears. When video of her torment was posted online, a groundswell of appalled people donated more than $700,000 to a spontaneous campaign on IndieGoGo. (Klein accepted the money, retired and put $100,000 of the sum toward an anti-bullying cause she created.)As Stevenson notes, campaigns to help suffering individuals crop up online everyday – including for people in life and death situations – but they rarely spark the scale of reaction to Karen Klein. What was it about this particular situation that prompted a response from 32,000 donors?Stevenson asked Stephen Reicher, a psychology professor at Scotland’s University of St Andrews, and Reicher cited the following factors – which should be familiar to those of us who enjoy reading about behavioral economics!1. A tangible cause: As Reicher told Stevenson, “To say lots of people are suffering is an abstract concept. To see this one woman suffering, and be able to help her, is more concrete.” This is the identifiable victim or singularity effect I’ve often cited on this blog.2. Archetypal elements: Reicher talked about how the video causes us to flash back to our own childhoods on the school bus, which is powerful. It also inverts roles – the children are bullying the adult, which seemed to evoke strong emotions. This reminds me of the Story Wars idea — that basic universal themes unite audiences around causes.3. Online dynamics: The network effects of the Internet encourage piling on – and can guide our actions. We see this in fundraising all the time – collective action begets more collective action. We join the crowd.Bottom line? What we know works, worked in a big way because of Karen Klein’s story. Remember that, above all, is always the root of every movement. There is someone who stood for something – or meant something to us – and everything grows from that.*Hat tip to Clam Lorenz for sending me this article!
John Haydon, our favorite Facebook guru, has created a useful video tutorial on how to use the new Facebook Insights reports to understand how your nonprofit’s Facebook outreach is faring. If you’re not regularly tracking your results on Facebook, you’re missing out on a real opportunity to better understand your social media audience and optimize how you interact with your supporters. Facebook Insights can tell you:Which posts have the highest levels of engagementWhen people liked — and “unliked” — your pageWhich sites refer the most traffic to your Facebook pageCheck out John’s tutorial on the new Facebook Insights reports, then let us know if you’ve seen the new Insights options and how your Facebook outreach is doing.
In just 68 words, Seth Godin recently summed up a fundamental truth of human behavior that all nonprofit fundraisers should take to heart. (Read it here: “People like us do stuff like this.”) Rather than focusing on need or showing a donor what their gift can accomplish, those looking to move proverbial mountains should spend more time understanding and appealing to shared identity. When individuals perceive themselves as part of a community (or “tribe”, as Seth would say), they’re more likely to act in a way that supports conformity and loyalty to this group. If you can show or suggest that a group would act in a certain way as part of their shared identity, the individuals who identify with this group are much more likely to act in the same way. This means that if you’re a graduate of Virginia Tech, you’re more likely to give to a cause if other Hokies are also supporting the cause. If you’re a Mets fan, you’ll sign up for the blood drive in Queens — because that’s what Mets fans do. If you live in the Lone Star State, you won’t mess with Texas.There are many types of shared identity, such as those created through:Location — a neighborhood, a nationalityCommon experiences — graduating classes, survivorsShared passions — birdwatchers, mountain bikersBy plugging into these social norms of community pride and self-identity, fundraisers and changemakers can inspire people to change behaviors, take action, and give.How are you appealing to your audience’s identity and sense of community to rally support for your cause?
4. Finally, make the appeal for your causeOnce these women have made the right connections, and have had the right coaching and advice, they often feel a new excitement about what their wealth can accomplish in the world. Speak with them about how they give of their resources—often both time and money—and make the case for why your cause is worth it! Women today make up just under half of the nation’s millionaires. Over the next 20 years, through divorce, the death of a spouse, or inheritance, American women will control some $25 trillion dollars. This shift in wealth creates an incredible opportunity for much good to be done in the world. In my practice, I have seen that most women consider themselves to be philanthropic, and charitable organizations would be well served to provide opportunities for these women to flex their charitable muscles!Here are my tips on how to approach women who are taking the reins of their wealth for the first time, often in a crisis:1. Approach donors with empathyMajor life transitions such as the death of a spouse, divorce, and even retirement, can take a deep emotional toll, often forcing women to take more control of their financial life. Some may be prepared, but many are not. She will need time before she is ready to give to your organization as she learns how much money she has, where it is, and whether she and her family are going to be secure for the long run.2. Show her the good you doThe fact is, women think about money differently than men. As a group, women tend to be more concerned with the ultimate purpose of money rather than with an investing strategy and performance numbers. They first want to know that their money will securely carry themselves and their families through the future. After that, many women want to use their money to effect change in the world. Before you ask for money, show donors how the funds you do have are making an impact and demonstrate the good you’re already achieving.3. Invest time and support to build a long-term partnershipThere is a vast difference between winning a check from a one-time donor and building a long-term relationship with a philanthropist who is going to be dedicated to your cause for years to come. If you want a donor to partner with you over time, you should invest in them and make them feel appreciated, too. Before seeking contributions from women in transition, set your organization apart by encouraging her to seek wise counsel that can help her navigate the decisions of her new life. Charlie Jordan is a Certified Financial Planner™ practitioner and partner with Brightworth in Atlanta. He advises high-net-worth clients—particularly women—in investment management and tax and estate planning and he works closely with them to establish plans for their charitable giving. He is also on the board of the Georgia Planned Giving Council.
Why the #IceBucketChallenge Works Tops 6 Donor Communication Mistakes to Avoid BONUS: Even though this post is from December 2013, it was #11 on our list: 10 Ways to Thank Your Donors On behalf of the Network for Good team, thank you for being loyal readers of the Nonprofit Marketing Blog. We wish you a happy holiday season! 5 Rules for Thanking Donors 10 Social Media Stats for Nonprofit Marketers 11 Great Online Giving Tips for #GivingTuesday and Every Day Why Recurring Giving Matters [Infographic] 6 Types of Stories That Spur Giving 3 Steps to a Powerful, All-Organization Team of Messengers Here at Network for Good, we’re reflecting on 2014 and planning for the upcoming year. We’re locking down webinar topics and presenters for next year, putting the finishing touches on some incredible—and free!—fundraising eGuides, getting posts queued up for this blog, and brainstorming ways to help nonprofits raise more money online (because that’s what we’re here for!).But before we dive into 2015, we want to share with you our top blog posts from 2014. Drumroll, please… Creating the Perfect Campaign for #GivingTuesday 7 Ways to Make 2014 the Year of the Donor Have any ideas for posts you’d like to see in 2015? Share your suggestions in the comments.
ShareEmailPrint To learn more, read: Posted on June 21, 2012June 21, 2017Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)Earlier this week, the Guttmacher Institute and UNFPA published a new study that estimates the number of women with an unmet need for contraception to be 222 million in 2012, a slight decrease from 2008. 645 million women in the developing world are using modern contraceptive methods, but in the poorest countries, the unmet need actually increased from 2008-2012.In order to meet the unmet need, funding for contraceptives (supplies, program costs, logistical costs, etc.) would, according to the report, need to be doubled:Clearly, closing funding gaps is essential if the necessary multifaceted improvements in contraceptive service provision are to be achieved. This report provides updated estimates of the level of funding that is needed to both improve services for current users and adequately meet the needs of all women who currently need but are not using modern contraceptives. In 2012, the cost of providing contraceptive services and supplies to the 645 million women who are currently using modern methods in the developing world is an estimated $4.0 billion. Providing adequate services for all 867 million women in developing countries who want to avoid a pregnancy in 2012 (both current users and nonusers of modern methods)—a task requiring substantial investment to expand capacity and improve quality of care—would cost $8.1 billion.Read the full report here.Share this:
ShareEmailPrint To learn more, read: Posted on November 6, 2013August 15, 2016Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)The Global Health Corps is now accepting the first part of applications for its 2014-2015 fellowships, and will be accepted through January 24, 2014. The fellowships draw young people with diverse backgrounds and interests, and are open to anyone who is proficient in English, will have an undergraduate university degree by July 2014, and is under the age of 30. While job descriptions for next year’s fellowships will be posted in December, details on last year’s fellowships offer some great background on the sort of positions and organizations that host fellows.Share this:
Editor’s note: I always find that it’s easier to get through something a big as #GivingTuesday when you have a post-event reward to look forward to. Give yourself a little motivation boost and sign up for this post-#GivingTuesday webinar: The Procrastinator’s Guide to End-of-Year Fundraising with Pursuant’s Rachel Muir.Year-End CountdownWhether you’ve been planning for months, or you’ve waited until the last minute, #GivingTuesday is a huge opportunity for your nonprofit to build awareness for your mission, expand your reach through new donors, and raise money for your cause.Haven’t started yet? You can still make the most of this day to boost funds for your nonprofit. Here are three things you can do to get ready for the big day:1.Write your appeal and make sure the message is consistent across all channels.Decide on your campaign’s focus and then use your theme and strongest stories to write a standout appeal. Use the appeal as a reference for updating the rest of your communications, social media profiles, and online assets, like your website and donation page.Feature your #GivingTuesday campaign and its main focus on your nonprofit’s home page, “Why Give” page, and donation page. All of your channels should reinforce your core message and also include your campaign branding (such as any special logos or taglines) and story. It helps to pre-write follow-up emails, posts, and tweets to make it easier on the actual day itself.Need help writing your fundraising appeal? We have a step-by-step guide just for you.2. Get your donation page ready and be your donor if you haven’t yet.On #Givingtuesday, you’re going to be sending a lot of people to your donation page. You want to make sure it’s clear, consistent with your campaign, and user friendly. Visit your nonprofit’s website to see how easy (or difficult) it is to make a donation. See if there’s any part of the process that may be confusing or difficult for your donors.Next, have a colleague or a friend visit the page. A second set of eyes is vital, as sometimes we get used to seeing things on our own website and don’t realize how a visitor may experience them. With all of the people you’re hoping to drive to your donation page, it’s important to make sure there’s a seamless donation experience in place.3. Plan your social media blitz.Yes, you should definitely send email appeals to your donors on #GivingTuesday—but don’t stop there. On a day like #GivingTuesday, your social media channels are vital. Facebook and other channels you’re already using will help you communicate updates quickly, create a sense of urgency, and spread your campaign beyond your traditional network.Take some points from your appeal and plan to post then throughout the day, along with fundraising goal updates and stories from the community you’ve served. Ask your most loyal social media fans to help spread the message and share your campaign. If you can, send them pre-made tweets and Facebook posts so they can simply copy, paste, and post.Finally, don’t forget about graphics. Free tools like Canva or PicMonkey are great for creating your own images. Just be sure to use consistent branding throughout your images so it’s obvious that these visuals are supporting the same #GivingTuesday campaign.
ShareEmailPrint To learn more, read: Posted on August 3, 2016October 7, 2016By: Sarah Hodin, Project Coordinator II, Women and Health Initiative, Harvard T.H. Chan School of Public HealthClick to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to email this to a friend (Opens in new window)Click to print (Opens in new window)In July 2016, global leaders gathered for the second annual Safe Mothers and Newborns Leadership Workshop hosted by the Maternal Health Task Force (MHTF) in partnership with the Barcelona Institute for Global Health (ISGlobal) and The Aga Kahn University and sponsored by the Bill & Melinda Gates Foundation. The participants represented 26 countries from five continents.SMNLW participant Dr. Joannie Bewa is a medical doctor from Benin and Founder of the Young Beninese Leaders Association (YBLA). She is also a fellow of the US Government International Visitor Leadership Program and Secretary Clinton’s Women in Public Service Project as well as a semi-finalist of the “UN Special Envoy Youth of Courage Award.” Dr. Bewa was recognized as a champion for advancing sexual and reproductive health by Women Deliver in 2015 and is a member of the “Adolescent and Youth Constituency” of the Partnership for Maternal, Newborn and Child Health (PMNCH). She played a pivotal role advocating for the health-related SDGs with the UNFPA Youth Panel in Benin and was featured on Melinda Gates’ list of six influential women on the topic of global access to contraception.S: Tell me about yourself and the work that you do.J: My name is Joannie Bewa and I’m from Benin in West Africa. I’m a medical doctor by training practicing in a hospital in Benin, and I’m also the Founder of the Young Beninese Leaders Association (YBLA). I founded YBLA in 2010 as a youth organization advocating for sexual and reproductive health. YBLA also provides capacity building programs on youth leadership and empowerment. One of our big projects is the “Red Ribbon Campaign” where we have 10,000 young people using strategies such as soccer, art, literature and social media to raise awareness about sexual and reproductive health and HIV/AIDS. We also joined a national campaign advocating for free family planning methods for adolescents and youth in Benin. We have implemented a national campaign on girls’ empowerment and women’s entrepreneurship with the support of First Lady Michelle Obama’s Young African Women Leaders Grant program.S: What is the biggest challenge in maternal and newborn health in your country?J: While the maternal mortality ratio in Benin decreased from 576 maternal deaths per 100,000 live births in 1990 to 335 deaths per 100,000 live births in 2013, progress still needs to be made. The modern contraceptive prevalence rate is around 8% and the unmet need for family planning is 33%. We need increased attention to adolescent health—especially early pregnancies—from all stakeholders. A quarter of maternal deaths occur among adolescent populations, so we’re asking ourselves, “What did we miss in our planning?” Adolescent health has to become more than just a song to sing, but really reflected in our interventions. Now is the time to talk more about meaningful adolescent participation.S: What kind of leader do you aspire to be?J: Good leaders are team players. They have a clear vision of where they are, where they want to go and how they’re going to get there. They are also inclusive—when we talk about the SDGs versus the MDGs, we realize that inclusion was lacking in the past and a lot of inequities have increased in developed and developing countries. I would like to be a leader in public health and public service who is able to find concrete solutions to solve health and development issues in Benin, in Africa and around the world. I would like to improve billions of lives through innovative research and effective policies and interventions. I will continue learning, gaining experiences and dreaming big.S: What would you like MHTF readers to know?J: My take-home message from this workshop is that adolescent health and stillbirth need to be prioritized. Costing studies are really important, and documenting effective interventions for equitable, quality care matters. Meaningful adolescent and youth engagement in the planning, implementation, monitoring, evaluation and accountability processes is key. I also think we need meaningful private sector engagement in every area of development. We have seen many successful private sector alliances in public health. The private sector is making money, and when they understand the urgency of acting, you can have them on board. We need everyone. We cannot continue to work in silos if we want to achieve the Sustainable Development Goals by 2030.—Read the PMNCH Knowledge Summary about adolescent health for which Dr. Bewa served as a member of the “Adolescent and Youth Constituency”.Read the first interview in the Global Leaders in Maternal and Newborn Health series with Dr. Emmanuel Ugwa from Nigeria.Check out Dr. Bewa’s summary of the Safe Mothers and Newborns Leadership Workshop on the PMNCH website.Receive the newest interviews in this series delivered to your inbox by subscribing to the MH Blog.Share this: