BBNC Engagement

Current Tactics

Social Media• Feed on Home Page• Robust Social Media Connect Page

Providing Relevant Content• Segmented Mailing• Conditional Content in Newsletters• Personalized Content• Surveys• Personalized Prompts for Further Engagement

Website TacticsSocial Sharing on Key Webpages

Website TacticsSocial Sharing on Confirmation Pages

Website TacticsLightbox for Email/Registration Sign-up

Email TacticsSocial Sharing on Confirmation and Engagement Emails

Email Tactics

3 Weeks Later3 Weeks Later

Additional Ways to Connect — blog, social media links

2 Weeks Later2 Weeks Later

Update Progress Email (info-graphic)

1 Week Later1 Week Later

Who We Are Email

DonationDonation

Welcome Campaign for Donors and Registrants (Automatic Email Series)

• Each email in the series is set up as a weekly scheduled email.

• The email pulls it’s mailing list from a dynamic query.

(For example, the first email in the series would pull a query that identifies first time donors that made a donation in the last 7 days.

Email TacticsWelcome Series Data• People who open one of your Welcome Series emails are 20%–30% more

likely to open emails long term.1

• The average open rate for Welcome emails is 50%, making them 86% more effective than email newsletters.2

• Subscribers that receive a Welcome note show 33% more long term brand engagement.3

• 88% of the top non-profits do NOT send a Welcome series;4 however, automated Welcome email is a no-brainer.

1 http://powerthruconsulting.com/case-studies/whats-email-welcome-series-worth/2 Marketing Sherpa3 Cheifmarketer.com4 Online Fundraising sponsored by Dunham + Company

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Email TacticsTypes of Triggered Email Series

• Email signup welcome series

• Donation welcome series

• Event registration welcome series

• Community signup welcome series

• Membership purchase welcome series

• Membership expiring series

• Monthly donor credit card expiring series

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Email TacticsTesting Emails Using a/b Testing Tool

1. Target audience

2. Landing page

3. Subject line

4. Call-to-action link

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Email Tactics

Engagement Reading Environment

There are third party tools available that help you test for all kinds of readers and devices and can also supplement your email reports. They work with your current email service provider tools.

• Emailonacid.com• Litmus.com

Email TacticsRobust Opt-Out Page

• Associate e-mails with campaigns so constituents can opt-out from that campaign instead of unsubscribing altogether.

• Promote social mediaas another channel through which to stay connected.

• Different “subscriptions” are created by using attributes.

Questions?