Segmentation ensures messages are tailored to audience interests.

Our email list is a mix of donors but also people who just signed up for our mailing list because they want to learn more. And so as we build out our strategies...we're always considering how that message...should be tweaked for a prospective donor versus a current donor.

Takeaway: • Use segmentation to deliver relevant content to different subscriber groups. • Adjust messaging to match the recipient's relationship with the organization. • Personalized communications can lead to higher engagement and conversions.

Experimentation can lead to significant improvements in campaign performance.

It's crazy just how much of a difference you can make, just choosing to say these words instead of that word, something that doesn't take much time. But once you know, it makes such a huge difference, it's powerful.

Takeaway: • Small changes in messaging can have a large impact on results. • Regularly test and iterate to find the most effective strategies. • Use data-driven insights to optimize your communications.

Diversifying communication channels can reach donors more effectively.

I know we're gonna focus a lot on email today, but I've always just loved SMS more...I just think you can do a lot of really creative, interesting things that you can't do on email.

Takeaway: • SMS can offer unique engagement opportunities beyond email. • Explore SMS for timely and direct communication with donors. • Incorporate SMS into your multichannel marketing strategy.

Maintaining a clean email list is crucial for effective communication.

We are even more motivated than, say, an ecommerce store to have your list super clean...making sure that your emails are ending up in people's inboxes and not spam. And so list cleaning...is super important to us because...if we don't have that, then...all the work that we do just kind of goes straight in the trash.

Takeaway: • Regularly clean your email list to maintain high deliverability rates. • Remove inactive subscribers to improve engagement metrics. • A clean list ensures your messages reach your audience effectively.

Differentiating your approach can capture attention during crowded fundraising events.

We actually don't really ask people for money on Giving Tuesday...what we've seen just get such a great response is taking that time not to ask our supporters, but instead to offer them...we worked...to get a whole bunch of different discounts and free stuff that we could give to our supporters.

Takeaway: • Consider giving back to donors during peak fundraising times to build goodwill. • Offering value can set your organization apart from others asking for donations. • Creative approaches can enhance donor loyalty and encourage future support.

The way you frame your message can significantly affect donor engagement.

We ran this experiment...One was sort of the traditional storytelling route...We ran that against something that was more...we kept calling it an economic sort of framing...relating to what our donors are going through in their own lives...The economic messaging performed four times better.

Takeaway: • Testing different messaging approaches can reveal surprising results. • Aligning your message with donors' experiences can boost engagement. • Don't assume traditional methods are always the most effective; experiment regularly.

Email automation can streamline communications and enhance donor relationships.

We're mainly using [automation] on the marketing side for upsells and nurturing. Automation for us is...the foundation of our channel...what I personally love about email automation is that you can do those things once, you can easily put it into a journey and kind of let the data do the work for you.

Takeaway: • Automate onboarding and nurturing sequences to save time and resources. • Use automation for upselling and engaging donors at the right moments. • Automation allows for personalized journeys without constant manual effort.

Personalization enhances donor experience and increases engagement.

Our email list is a mix of donors but also people who just sign up for our mailing list because they want to learn more. And so as we build out our strategies... we're always considering how that message should be tweaked for a prospective donor versus a current donor.

Takeaway: • Segment your audience to deliver relevant content to different groups. • Tailor messages for prospects and existing donors for better engagement. • Personalization can improve conversion rates and donor retention.

Growing an email list is vital for engaging potential donors.

We created an ebook...that we call the World Changers ebook targeted towards parents, teachers that kind of gave them resources and ways to talk about the water crisis with their children or students...And that's currently what we're running on a lot of pages on our site as a pop up.

Takeaway: • Offer valuable resources tailored to your audience to encourage sign-ups. • Lead magnets like ebooks can significantly boost email list growth. • Align your lead magnets with your mission to attract engaged subscribers.

Building emotional connections is essential in retention marketing for non-profits.

Because we're not offering a tangible product. We're offering something that we're asking you to give your money and you're probably not...getting something tangible in return. And so, you know, we'll always touch on those features...But I think that that emotional piece sort of has to be there first.

Takeaway: • Emotional storytelling is crucial for non-profits to engage donors. • Focusing on the impact and hope rather than guilt fosters positive connections. • Use authentic stories to build trust and inspire action.