Leveraging Digital Communications: . Altru Masters Workshop

Transcription

1 Leveraging Digital Communications: Altru Masters Workshop

2 Objective Review Digital Communications Overview of functionality in Altru Discuss the different functions Identify best practices for different s

3 Agenda Discuss the function of Digital Communications Identify the role of s in Altru Discuss difference between Appeals and Transactional s Explore a variety of appeal and transactional s Identify best practices for appeals and transactional s

4 What is Digital Communication? What do you think we mean by digital communications? What are the various tools that fit under this umbrella?

5 What is Digital Communication? Digital communications is communications with and by digital technology.

6 Different s in Altru s in Altru: Appeals/Invitations Membership Renewals Acknowledgements Web Forms Acknowledgments Are you using all of them? If not, which ones are you not using? Why?

7 s in Altru

8 s in Altru - Advantage Integrated to the Altru database Pull data into merge fields; personalize communications Assigned to the constituent record Part of the constituent relationship & communication history Two functions: communication and operational Appeals and Acknowledgements Recipients can be targeted in real time Dynamic Selections Online acknowledgements are automated Integral flow of Web forms Unsubscribes, bounces accommodate automatically

9 s in Altru - Restrictions Integrated to the Altru database Every record is a constituent in the database Not a newsletter campaign system with analytics List churn, link popularity No integrated testing mechanisms A/B Testing Restricted design mechanisms Mobile, multi-format

10 s: Appeals vs Transactional Appeals Communication you have initiated Fundraising or Informational Requires CAN-SPAM protocol Transactional Acknowledging revenue Web forms transactions confirmation Does not require CAN-SPAM protocol

11 Appeals: Fundraising vs Informational Fundraising or Informational? Goal determines content and design Operational process is the same List pulled from constituent query Special Links to meet CAN-SPAM

12 Transactional: Revenue vs Web Forms Revenue or Web Forms? Action triggered by constituent Operational process is different Web Forms is integral to Web Forms Process Web forms sent automatically once active Revenue via Acknowledgement (Query) Revenue Acknowledgement sent out by staff

13 Design Best Practices Minimize Use of Images Key elements such as logo, single image Declare width and height in code to preserve layout Message not lost if images are hidden Include link to view as Web page Use template family so brand is recognized

14 Design Best Practices Templates include contact information and Special Page Links in same location Eye-tracking data shows left edge is Images along left edge more effective Inline Styles for Web-based (Gmail) Typically restrict width px Table can assist with structure

15 Design Family

16 Universal Best Practices Content should be clear and concise Scannable Target <250 Words Conversational Leverage merge fields Personalize message Use first names and relationship (member/patron)

17 Universal Best Practices Optimize Subject line Reference your organization Reference the sender Include office/title to identify Keep sender/voice consistent Goals/Call to action identified in top 2-4 Displayed in preview window Easier for recipient to identify your message

18 Universal Best Practices

19 Appeals: Best Practices Display goal/promote progress to encourage participation Set a deadline to prompt response Subject line and call to action critical Keep succinct and bullet points No distractions! Link to donation form Informational should lead to website Asks should point to forms

20 Appeals: Best Practices Leverage merge fields Sniper vs Shotgun Assign content on segment (member/patrons) Start early with cultivation Series is better than single Update content and list with each - update progress, exclude donors

21 Appeals Different Approaches

22 Transactional: Best Practices Delivered in a timely manner Web Forms automated, Revenue is manual Concise and accurate subject line is key Relevant Sender for transaction Include office as it helps identify role Laser focus on main purpose Confirm transaction and thanks

23 Transactional: Best Practices Keep layout clean so core content is not lost Identify next steps if any Click on link to print tickets Formal letter will follow for donation Ideally suited to lead to additional information Links should be relevant, not spammy

24 Transactional Different Approaches

25 Summary Reviewed the function of s in Altru Identified best practices for design, appeals and transactional s. Any Questions?

26 Next Steps Review your s for new opportunities Phase them into your Altru operations