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20NTC Session Proposal
Fundraising

What Your Email Marketing is Leaving on the Table

Submitted by: Jennifer Jones Ingram NTEN Member badge | Care2

Description

A recent Adobe study revealed that 61% of people prefer to hear from companies & organizations via email, compared with only 5% via social media. There’s clearly enormous value in email communication, but it’s up to nonprofits to unlock its full potential via creative, innovative approaches, and a strong backend strategy.

Tim Robinson and Jennifer Jones Ingram of Care2 will share tested strategies and the latest trends in optimizing the value of email. Carol Marchesano, Director of Digital Marketing at North Shore Animal League America, will share her organization’s successful email fundraising strategy and provide insight into how she maximizes its ROI.

The presenters will teach attendees how to use an ROI calculator tool to “hack” their email strategy and help nonprofit marketers:

   Gauge the ROI of their email programs

   Find the optimal frequency for their fundraising appeals

   Compare results against industry benchmarks

   Build an acquisition strategy for success


Learning Outcomes

  • Understand why email is still your most valuable digital fundraising tool.
  • How you can calculate the value of an email address.
  • Learn multi-channel and engagement tactics nonprofits are using to boost that value.

Target Audience

Email marketers and fundraisers who want to boost the ROI from their digital fundraising program.

Additional Speakers

Tim Robinson, Care2, Carol Marchesano, NSALA, TBD (agency or nonprofit)

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