enewsletters 201: using story to optimize your enewsletters

eNewsletters 201

Using Story to Optimize Your eNewslettersNovember 21, 2010

Kevin Martone

Technology Program Manager

kevin@hgf.orgGrinspoon Institute for Jewish Philanthropy

Would You Open These?

Camp ABC eNewsletter

News from Camp ABC

Camp ABC Alumni eNewsletter

Camp ABC Summer Update

Camps Have Incredible Stories to Share

eNewsletters Can Share These Stories!

Strategy

5

Audience?

Donors

Prospects

Alumni

Current Families

Potential Families

6

Desired Outcome?

7

One Call to Action!

Stories First … NOT Facts

"Facts don't have the power to change someone's story. Your goal is to introduce a new story that will let your facts in.”

- Annette Simmons

Stories Are Out There

Leverage Stories

There will be no school on Thursday!

Don’t Bury the Lead

A

B

C

D

E

Don’t Bury the “Hook”

De-emphasize Non-Essential Content

Focus on Stories and Pictures

B

D

F

E

C

A

Use the Tools Effectively – Subject Lines

Use the Tools Effectively - Personalize

Segmentation Photos Dialog Personal Stories

Segmentation

Worth a Thousand Words

Dialog Brings it Alive

?

Make it Personal

Make it Personal

Make it Personal

Make it Personal

?

Make it Personal

Call to Action

Simple (Strong) Secondary (Subtle) Connect to Mission

Potential Calls to Action

Enroll Donate Volunteer Register for an event Submit updated contact information Submit a story/photo/testimonial about camp Post something on Facebook

Call to Action

Call to Action

Secondary Calls to Action

Subtle

Photos/Video

Highly Engaging

Connect to Mission

“Planting Seeds” Jewish experience in

the Deep South

You Have the Stories ….

… Now Use Them To Engage!