Email doesn't have to be overcomplicated. This episode takes you through some foundations you'll want to consider when looking at your email strategy. It's time to simplify and get back to basics so you can build and grow based of data and engagement with your audience.

What you'll learn:

→ how many calls-to-action (CTAs) should you include? → why email keeps you top of mind. → how to prioritize your content. → ways to encourage people to open your email. → the importance of mobile in your design.

Want to skip ahead? Here are key takeaways:

[5:04] Don't include more than three calls-to-action (CTA). When you increase the CTAs then you decrease the liklihood people will take action due to decision fatigue. If you're worried about sending more emails to break it up because you don't want to overwhelm your audience, ask them! They want to hear from you and likely won't care if they get another email during the month that has value attached to it. [12:43] Sending regular emails keeps you top of mind in their inbox. Even if they aren't reading them all, they're seeing your name. When they have questions or want to engage it'll be easier for them to do that. [13:45] Put your most important piece of information at the top of the email. Ideally you'll have an option for them to click through close to the top. Then the second most important piece should go near the bottom since people tend to scroll. Remember to stay in touch with your entire team to understand how things need to be organized based off of priorities over time. [19:20] Here are some quick tips to encourage readers to open your email. Don't use all caps. Personalize the subject line with their name. Use the pre-header text area to explain more about what's inside.  [24:07] Ensure your emails are mobile friendly. Most people are reading on their phones. Don't lose them because they can't read it or access the media you're including. Send yourself a test to you can see what it looks like on your device.

Resources

TEDTalk | The Paradox of Choice Constant Contact ConvertKit* Claude Chat GPTPerplexity 5 Ways to Leverage AI in Your Marketing

*This post contains affiliate links. Should you choose to purchase we may receive a commission. We are only affiliates of products and services we use ourselves.

Kendra Corman Kendra Corman is the driving force behind KendraCorman.com and H2H Consulting. She is dedicated to enhancing small business and nonprofit marketing through innovative email strategies and leveraging AI technology. Transitioning from leading iconic brands like Jeep to authoring ‘Mastering AI In Communications,' she simplifies complex marketing concepts into actionable steps. Kendra's approach is about making marketing more effective and efficient.

Learn more at: https://kendracorman.com/ 

Email is an important element of your marketing. So where do you get started? And from there, where do you expand? Consistency is important so building slowly over time is important. That way you can ensure that you're adding thoughtful communications that help guide your readers to a conversion and that they're getting the messages they need for their interests at the right time.

What you'll learn:

→ growing past a general newsletter. → crafting communication just for your donors. → setting up your promotional emails. → ways LinkedIn can support your community.

Want to skip ahead? Here are key takeaways:

[2:57] Start with your general newsletter. This can go to your full email list when you first get started. It includes general information, impact stories, and adds value to your audience. Take it to the next step by segmenting this email based off of your audiences' interest. [8:45] Create emails specifically for your donors. Messaging for your donors is a bit different then that of your community. Create separate emails that speak to their own motivations for engaging with your audience. [11:35] Give your monthly donors the VIP treatment. Exclusivity is a great way to keep monthly donors coming back for more. Creating emails that are just for your monthly donors can help you connect with them more and makes them feel special. [16:17] Leverage email for your promotions. During this time your general email newsletters stop. Being thoughtful of who you're sending your promotional emails to can go a long way. Be thoughtful and proactive so you can pull the right lists of peoples for the right events and campaigns.

Resources

Digital Marketing Therapy Episodes all about Email

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click  Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Getting donors is tough work. So why don't fundraisers spend as much time retaining them as they do on getting new ones? When it comes to your monthly donors, being connected to them is so important. It's not about you though, it's about how they want to be connected to. This is what can feel overwhelming at times. In this episode you'll learn some ways to think about how you build community with your donors to increase their giving over time.

What you'll learn:

→ how to be unique and showcase your personality. → the importance of individualized communication and adding value. → building a strategy that is donor-centric. → ways LinkedIn can support your community.

Want to skip ahead? Here are key takeaways:

[3:09] Retaining donors is a long-term strategy that will support your organization overall. It's important to get out of a scarcity mindset and the feeling that you need the money immediately. Instead, think about how you can retain donors so that you have more consistency in your funding. It's time to play the long game. [7:26] Focus on providing value, and be as individualized as you can. That personal connection and sharing of impact builds trust and helps when asking for additional gifts. Don't forget to ask them for their feedback and connect with them personally on platforms like LinkedIn. [8:36] Be unique so you stand out amongst the noise. Don't just send a regular postcard. Send a letter with something inside it so it stands out in the mailbox. Put your messaging on something unique so people remember it, like a Rubik's cube. [14:47] Don't undervalue your smaller monthly donors. They likely want to be part of the community more so than the larger donors. And longterm they have incredible potential for your organization. [17:08] Leverage LinkedIn to create virtual events. This allows you to get in front of new audiences. You can also create events for your existing donors, and ask them to bring their friends. It's a great FREE way your donors can help you grow and share the work you're doing. [20:03] Pay attention to who your audience is and how they like to interact. Then craft the experience and the langauge around them. For example, if you're a little goofy, or serious.

Resources

Bluefishing: The Art of Making Things Happen

Nate Morse

With a rich background in fostering business growth, Nate now turns his attention to the nonprofit sector. He applies his knowledge of the customer journey to the path of donors, emphasizing how understanding and nurturing these relationships can lead to increased and sustained giving.

His discussions focus on making the donor experience rewarding. By adopting strategies that businesses use to keep customers coming back, nonprofits can encourage donors to continue their support. Nate's insights help organizations create strong, lasting bonds with their donors, ensuring that every gift has a lasting impact. Learn more at https://natemorse.com

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Most fundraisers don't think of themselves as sales people. And while “sales” in the nonprofit space might look a little different, the foundation of taking them on a journey that ultimately leads in a donation, is still the same. Paying attention to how you you reach out to new donors and what that experience looks like is critical.

What you'll learn:

→ how to make it more about them. → why leading with stories helps with better connection. → benefits of asking the questions. → creating your knowledge base champion

Want to skip ahead? Here are key takeaways:

[3:12] Sales is really about the opportunity to help someone solve a problem, achieve a dream, or make things better. When you approach conversations in what's in it for them vs what can they do for you, you're more likely to get that donation. This can lead to a more aligned fit, and therefore increased donor retention. [13:10] Connect the dots to create emotion. Don't forget to share stories. These stories will help convey the work you do in an emotional way. Help them dream so they can see how their contribution builds these dreams. [17:13] Ask questions and listen. This way you know what part of your programs to highlight and what stories to share. Take this into future conversations so you have some common ground to share.

John Lester

John Lester is on a mission to transform limiting mindsets that hold back salespeople and small business owners. Having built his career helping companies big and small drive revenue through coaching and training, John knows that tech stacks, skills and product knowledge are ineffective without the right sales psychology. His goal is to help sellers and solopreneurs reframe sales as mutually beneficial versus oppositional through personal insights and practical coaching. Learn more: https://attitudeselling.com 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Funnels aren't just for sales teams. They are a way to understand how people become donors so you can get more of them! Funnels can help you create better donor and customer experiences while automating many of the actions. Learn how to set up a funnel, how to test and what to know before you get started. 

What you'll learn:

→ funnels can include offline and online activities. → how to get started with creating one. → mistakes people make with their funnels. → why the data should be around the people, not just the numbers.

Want to skip ahead? Here are key takeaways:

[7:17] At their core, funnels help you organize your content so that it hits the ideal customer with the right information at the right time to simplify their buying decision. It's more about crafting a great journey that allows you to build trust and guide them. This is opposed to you throwing everything you have out there and assuming people will know how they can best engage and support your organization. [13:00] Three core things every funnel needs: a way for people to convert, ability to capture their contact information, and a plan to nurture them. Thinking about all of these elements at the beginning ensures you have a way to turn first-time donors and customers into repeat customers and donors. [20:47] Understand who you're talking to. Get to know their pain points and what they care about. That way you know that your messaging and efforts are going to be worthwhile. It also ensures you craft your funnels around people, and not just the value of the transaction (or lack thereof).

Resources

Google Analytics Microsoft Clarity

Mikael Dia

Founder, Funnelytics

Mikael Dia, a seasoned digital marketing expert and founder of Funnelytics, has navigated the entrepreneurial landscape with a passion for scaling businesses to seven figures. Through his innovative software, Funnelytics.io, Mikael simplifies marketing funnel analysis, empowering entrepreneurs to optimize customer journeys effectively. With a commitment to data-driven decision-making, Mikael brings practical insights to the podcast, offering a fresh perspective on marketing, conversions, and the ever-evolving digital landscape. Learn more: https://funnelytics.io/ 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Building value into your monthly giving program is so important. It helps to create a deeper connection and build community. This helps your donors stick around longer, and hopefully increase their gifts over time. Managing the stewardship of these donors can be overwhelming. Learn some ways you can automate, personalize, and manage your monthly giving program with ease.

What you'll learn:

→ why over communication doesn't lead to donors leaving. → how you can add value without adding more work as your membership grows. → get personal with your automations

Want to skip ahead? Here are key takeaways:

[2:56] Don't stress when people stop giving monthly. It happens, but it doesn't mean that you shouldn't communicate. Have a conversation and thank them for what they've done so far and the impact it's made. Create an open opportunity to learn why so you can “fix it”, follow up in the future, or understand how you can do better to retain current and future donors. [7:03] Monthly newsletters with sneak peeks and VIP access. This is a great perk that gives members a behind the scenes peek at what's coming. Make them feel like a VIP with special impact stories just for them, early access to events or contents, etc. [7:38] Automate handwritten cards with tools like Handwrytten. By connecting it to your CRM you can trigger handwritten cards automatically when milestones or criteria are met. [10:17] Build tiers into your program to maximize your time. Phone calls are so important, but can take a lot of time. Create levels of monthly giving to line out when they'll get calls. For example, maybe it's after they've been giving for 3 months.

Resources

Handwrytten

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

If you're spending all your time directing people on where information is, training your team, or just struggling to figure out what the tasks the employee that just left did, then this episode is for you. Documenting the way things are done inside your organization doesn't just protect you when someone leaves, it helps to streamline onboarding and ensures that your team is doing critical tasks in the same way.

What you'll learn:

→ what is a knowledge base? → how to get started with creating one. → how often you should be reviewing your knowledge base. → creating your knowledge base champion

Want to skip ahead? Here are key takeaways:

[6:36] A knowledge base is a central location where you house all of the information people inside your organization, or your board, may need. This includes things like passwords, proccesses for repeateded tasks, event logistics, and more. It keeps things out of post-it notes, personal notebooks, and inside our own heads. This is an electronic document that is constantly evolving and being added to, but has the most current information. [11:20] Creating a knowledge base takes time. First – start with new roles you're hiring for. Or maybe you have someone thats's about to take an extended vacation or retire. Document those elements first. Have them put their tasks down on paper. Then have someone that doesn't do that task read the instructions and see if they can execute. [17:46] Keeping it up to date can be overwhelming. Any time you have a a major staff member transition its a good time to review those tasks. Otherwise, break it into sections and review one section quarterly. That way you know your entire knowledge base gets reveiwed roughly once a year. [22:54] Create a team culture around utilizing your knowledge base. It takes consistency to ensure this stays up to date. It can be helpful to have a chamption in the team that manages it and keeps everyone on track.

Resources

Google Sites Notion

Roxanne Fry Founder, RoxStar Solutions

Roxanne Fry is the founder and CEO of RoxStar Solutions LLC. As a process improvement solutionist, she helps nonprofits leverage technology tools to streamline their day-to-day business operations and maximize the use of their CRM. Roxanne is a certified Salesforce Administrator with extensive nonprofit C-Suite experience. Learn more at https://roxstarsolutions.com 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours 

Technology can help your streamline so many things in your organization. This can include marketing communications, internal systems, donor stewardship and on and on.  Getting everyone on board with new technology is the more difficult part. Learn ways to better communicate the need for new tech as well as how to embrace it in this episode.

What you'll learn:

→ why change is good. → ways to make decision making easier. → how to encourage your team to actually use the tech you have. → getting more buy in from your leadership on new tech tools. → testing to find what works. → reaching out to platforms to understand where they're headed.

Want to skip ahead? Here are key takeaways:

[5:01] Change can be scary, but if we think about it as an opportunity instead can help with your mindset. Don't avoid the technology – you can't outrun it. Instead, think about all the ways it can provide opportunities. Start with the end goal in mind, or the problem you need to solve, then start researching. Don't worry so much about the how, just about how it can help you with efficiency. [9:52] Do a time study to figure out where people are spending their time. This can help you bring up tasks that people could be automating or highlight areas where your tech can support them. It can also help you address roadblocks for people in why they aren't using it. [13:40] When prepping to pitch a new tech solutions, come at it from multiple viewpoints. Be able to communicate the ROI to your executives or CSuite. Understand the objections of your team members so you can have solutions for those. Ensure you've connected with other team members to understand the impact. [17:50] Don't feel rushed to pick a solution. Build in time to test 2-3 different solutions. This will ensure that the actual platform will truly work for your organization and the members of your team.  [23:09] Pricing isn't everything – remember to connect with the platforms. Ask them where they are in their development and what features they're planning on releasing in the near and distant future. You can also negotiate pricing. Don't forget to ask about nonprofit pricing.

Colin Sanburg

Colin started at 21 in a family business and quickly realized the business was a financial house of cards. Over several ugly years, he developed a passion for solving those profitability and cash flow problems and later scaled that business as owner and CEO. He reinvested profits from that first business to buy several other businesses and real estate. Along the way, Colin realized that no middle market or large business survives without mastering its finances, yet very few small business owners are financially focused. That realization led him to study every small business finance book he could find, complete several small business finance courses, including Strategic Finance at Harvard, and earn his Executive MBA from The University of Texas at Dallas.

Colin’s passion for connecting with and helping other entrepreneurs came from starting several mastermind groups and spending hundreds of sessions giving advice and support. Through it all, he became the go-to person in his circles for financial strategy and advice. Learn more at https://finelevate.com 

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click Learn more about The First Click: https://thefirstclick.net Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours