NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 2
If you don't know what your donors are looking for to evangelize for you, she recommended asking. A lot of times it's webcasts, videos, mini-documentaries about the organization, a lecture series from experts at your organization that gives them an inside look into the work your organization is doing, and basic fact sheets.
"Treat donors like program partners and give them material so they can spread the word for you," she said.
Give them a reason to spread the word about you. The reason people pass content on to others is because it's special. Event information, opportunities for two-way communication, things that make donors feel like they've got an inside seat, and inspiring content and visuals are things people are most interested in passing on, McKee said.
Lastly, she shared these tactics for getting your organization out to the public:
E-mail list rental and standalone e-mails. Organizations can buy access to publications' or organizations' e-mail lists. McKee says she's seen better response when standalone e-mails promote an action rather than just ask for donations. When you're doing list buys, McKee recommended tracking your success and looking at key metrics such as number of new signups, number of new donors, revenue generated by new donors, average gift, cost per new signup and cost per new donor. Look at these metrics over time, e.g., month one, month two, month six.
Chaperoned e-mail list swaps. This is when organizations agree to send out e-mails to their constituents on another organization's behalf. McKee said these are free and can be very effective.
Co-registration. This is the process of getting opt-ins from another organization's registration process. Care2 is an example of a group that is a large source of co-registered names through its petition site.