NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 2
In response to the recent Sudan crisis, in addition to its usual rapid response plan, the IRC did a phone blast to a group of offline donors for whom it had telephone numbers but no e-mail addresses. A worker who had been on the ground in Darfur made a quick pitch, trying to drive traffic to sign an urgent petition online. At the time of the webinar, the campaign had netted the organization 400 new e-mail addresses, but McKee said the jury is still out, given that it was a high cost-per-donor e-mail. Only time will tell how these donors perform online.
E-mail appends can be used to match offline donors to e-mail addresses. McKee said there is usually a 15 percent to 20 percent match rate. She recommended doing this with a reputable agency and doing it with care and a mind to not alienating donors.
McKee also shared the following tactics for tapping into donor social circles more effectively:
Don't miss offline opportunities. McKee suggested creating event hubs where attendees can get value-added information about the event and send information on the event to their friends and family members. Value-added information could be videos about speakers who are going to be at the event, mini-documentaries about the organization, etc.
The goal, McKee saud, is to give attendees information they want and need and to encourage them to send it to family/friends. E-mail collection should be front and center on hub pages and at the offline event as well.
Make it easy for donors to spread the word about you. Create a viral toolkit for donors and evangelists so they can evangelize on your behalf. McKee said this goes way beyond a tell-a-friend landing page that appears after someone takes action.