How to Leverage Your Email List, even if it's tiny!

featuring Jenni Hargrove, the founder of Nonprofit Jenni

Transcript

1. Nonprofit's Email List How to Leverage Your (Even If It's Tiny)
2. Get Connected With Jenni: Listen to my podcast at Join my book club for nonprofit professionals at Email me at hello@nonprofitjenni.com nonprofitjenni.com/bookclub nonprofitjenni.com/podcast Get nonprofit inspiration every week with the Nonprofit Jenni Show on your favorite podcast app!
3. Collect (relevant) email addresses as often as possible. Step 1:
4. Where to Get Email Addresses Deals/Discounts Register for our free webinar, '6 Ways to Overcome Trauma' Get our free rescue pet adoption and move-in guide Get 20% off your first purchase when you subscribe! Webinar/Event Attendees Share your email to get updates about our after-school programs Instagram/Facebook Stories Website Contact Form Schedule a call with us or email us your burning questions Website Lead Magnets Join our email list to access this members-only article Paywall/Gated Content
5. Connect with your audience regularly to stay top-of-mind. Step 2:
6. How to Maintain Consistent Connections Segment this list based on each individual's roles, needs, and interests. Once per month, find a resource (like an article or video) each segment would appreciate. Make a list of your "priority" targets (such as major donors). Write an email to each segment sharing the resource. If you have time, add a personalized note to the beginning of each email so each lead feels seen as an individual. 1 2 3 4 Every 3-6 months, include a call-to-action related to your nonprofit. 5
7. Example Email for a Major Donor Segment Hi Myra, I saw your LinkedIn post last week about your professional develompent conference! How was it? What was your favorite session that you attended? I was thinking about you because I just wrote an article with updates about our clean water project in Africa, and I thought you might be interested since you were a key part in funding that project. (link to article) I'd love to catch up sometime soon and hear how things have been going for you at work and with your family. Here's the link to my calendar if you'd like to schedule a quick call!
8. Nail your subject line. Step 3:
9. Email open rates are maximized when your subject line contains 6- 10 words Email open rates go down by about 19% when you use the word "newsletter" in your subject line Subject lines that hint at timely, relevant information perform best Fun Facts About Subject Lines When emails are marked as spam, it's because of the subject line 69% of the time Subject lines should contain no more than 3 punctuation marks and/or 1 emoji 1 1 invespcro.com/blog/email-subject-lines-statistics- and-trends 1, 2 2 mailchimp.com/help/best-practices-for-email- subject-lines 2 1, 2 1
10. Are Timely and/or Urgent The Most Successful Types of Subject Lines: Great to see you at our fundraising event last week! How to Perform CPR in an Emergency Situation Final Reminder: Your professional membership is expiring! Are Personal Hey Jenni, are we breaking up? Are Clever Include Numbers 5 Ways to Empower Women During Women's History Month Include "How Tos" Our Christian perspective on legalizing abortion Are Controversial/Topical
11. Get personal and vulnerable. Step 4:
12. Examples: How to Get Personal and Vulnerable Talk about a recent news story that's impacting your work or your clients' work Talk about your current professional development or a book you're reading Share advice you recently gave to a client that focuses on a common pain point Share a controversial opinion with humility and empathy for others Relate to an emotion that's experienced universally, like concern for your family Ask your audience to reply and share their advice on an issue you're experiencing
13. These tips might make your newsletter even better. Final Thoughts:
14. Jenni's Final Advice Email weekly or biweekly to stay top-of-mind, and watch your timing Consider including a "table of contents" at the beginning of each newsletter Include a call-to-action at the end of each section of your newsletter Know that you'll experience some "churn" with your audience as time passes Ensure your email newsletter (and subject lines) are optimized for mobile viewing Keep your newsletter short and sweet with external engagement opportunities
15. Get Connected With Jenni: Listen to my podcast at Join my book club for nonprofit professionals at Email me at hello@nonprofitjenni.com nonprofitjenni.com/bookclub nonprofitjenni.com/podcast Get nonprofit inspiration every week with the Nonprofit Jenni Show on your favorite podcast app!