New emarketing Strategy Marketing is reworking and simplifying e-communications to make them more impactful.

Transcription

1 New emarketing Strategy Marketing is reworking and simplifying e-communications to make them more impactful. Reason for the Strategy More than 60% of our list views our s on mobile platforms (smartphones and tablets). We want to be responsive to our constituents and to current trends. Mobile necessitates grabbing attention in a quick and concise manner. Our previous e-communications had an overload of content. About the Strategy Our new strategy replaces the monthly catch-all enewsletter. Marketing will send a maximum of one a week to our entire list, at least one of which will relate to the division of the month. The s will be optimized to be responsive on any viewing platform: computer, smartphone or tablet. content s include an impact story, a resource, a campaign focus, event, workshop/program or other news. Marketing will utilize Facebook to message out additional division of the month content, upcoming programs and other content previously in the enewsletter. Please continue to submit calendar listings. This new strategy will not affect H.A.M.S.A., PAL, Shalom Bayit and Tools for Shuls newsletters, however these templates will now also be mobile responsive. Standard Components Great Subject Enticing Pre-Header Large Image/Video Clear Headline Concise, Inviting Content Call To Action 2014 Divisions of the Month 01 Careers 02 Developmental Disabilities 03 Counseling 04 Tools for Families 05 Aviv 06 Corporate/Volunteers 07 Developmental Disabilities 08 Tools for Families 09 Careers 10 Counseling 11 Aviv 12 Corporate/Volunteers

2 Old enewsletter

3 Events

4 Development

5 VIA

6 Development 2

7 Division of the month

8 How to Make Your Campaigns Stand Out with Millennials (But it really applies to anyone viewing on mobile). Source: achieveguidance.com We are constantly asked by causes about the status of in this fast-paced, ever-changing world of communications. We ve spoken with a lot of cause leaders about the continuous decline in success with their newsletters and campaigns and many assume it s because is no longer an effective way to communicate and engage constituents. However, our research indicates that is still a valuable part of your communication and fundraising strategies, especially with Millennials. More than 65% of Millennials receive communication from nonprofits. In addition, is the preferred way to engage with nonprofits on their smartphones over Facebook, Twitter, text, video and many other mediums. So, what s the problem? It seems like we should just send more and more s then, right? Wrong. And here s why. According to Mashable, 294 billion s were sent each day in 2012 and a whopping 78% of them were spam. And according to our research, most Millennials (65%) max out at following five nonprofits by . And their biggest pet peeve? Too many of them stating, I always have something in my inbox from them. So how can you engage your Millennial audience through campaigns without overwhelming them? How can your s stand out and be chosen as one of the few they read on a regular basis? There is no magic formula, but there are some simple things your organization should be focusing on that could help tremendously. Inspire Action Millennials prefer short, concise s that give a clear call-to-action. Please, please put an end to long s full of copy and no action to take at the end! Keep it short and tell your readers what you want them to do next whether it s sign a petition or pledge, make a donation or just simply read the rest of a blog article. Optimize Your Design and Layout It s no surprise that more and more people are reading on their mobile devices. Make sure you are using a one-column layout so your s are readable on phones. Don t bury headlines and calls-to-action and again, keep the copy short! Provide Content that Millennials Want The top content Millennials want from general s like newsletters are upcoming events, short, timely updates with links to full articles and success stories related to your organization. So, give them want they want! Keep in mind that this may look different for your organization so if you can, test out a few approaches to see what content your audience wants the most by tracking clicks and shares in your . Follow Up on Big Calls-to-Action You ve sent a beautiful, easy-to-follow with the content your readers crave followed by a clear call-to-action or two. Now it s time to follow-up on the action you asked them to take. If you asked for a donation or to sign a pledge, let them know how their action made a difference by sending a brief follow-up detailing the success.