Effective Email Marketing for the Nonprofit Ronald McGrath Chief Information Officer HighRoad Solution

HighRoad Solution Nonprofit Centric Approach

Providing messaging solutions to member-driven organizations

Integration to your Database Reducing the distance between data and action Campaign Email Fax Broadcast Transactional Fax Campaign SMS Virtual Events

Questions Let’s start with conducting some polling questions

Benefits of Campaign Email Marketing

• Create an consistent online

relationship with your members, advocates, and constituents

• Develop personal relationships with

your supporters

• Quickly mobilize advocates on issues • Create member value and increase

member retention

• Convert your audience into donors

Email Campaigns

• Drive Donations Online – Use our ROI Tracker to track donation amount

generated by email campaigns

• Event Marketing – market your upcoming

events

– Give teaser topics to anticipate high demand

topics based on click-throughs

• Newsletters – Use click-throughs to track which topics your

members find valuable

– Personalize content based on specific

constituencies to engage and compel to action

• Press Releases – use to push traffic to your

website

Email Deliverability

• Delivering email isn’t easy today – Black lists, Spam Traps and Filters • Best Practice – Separate your daily

business emails from campaign email

• Private IP Addresses • BlueHornet has a department dedicated to

handling Deliverability and relationships with ISPs

– Bounce Handling • SureSend Platform – Inbox Monitoring Report

HighRoad Email Marketing powered by BlueHornet

• Department dedicated to Deliverability – Global VP of Deliverability and Privacy Services • Became a public company when purchased

by Digital River

• What those this mean for you? • More capital to make investments in

platform

• Held to a higher standard – Sarbanes-Oxley

compliant

• Built in integration to web analytic

packages

Creative Services

Before Help you upgrade your online brand

Creative Services

After

Creative Services

Event Templates

Hands-On Workshop

Ok, let’s delve into some of the details of using email marketing effectively

Track Revenue or “Calls to Action” Generated by Email Campaigns

Using Dynamic Content to Drive Better Responses Email Template Dynamic Content Female Male Segment your database by gender

Triggered Messages

• Automate your membership renewal

email campaigns

– Fully automated based on membership

expiration date field in your database

• Trigger campaign email sequence

after a donation is made on your website

• Feature is also great for: – Membership Anniversaries – Member Birthdays

Web Analytics Integration

Abandoned Shopping Cart Email

Our Customers

Questions

Thank You – For More Info Contact Us Here

HighRoad Solution

Phone 703.297.8894

Email [email protected]

Web Analytics Integration

List Segmentation

Pricing

Virtual Meeting eXpress (VMX) Online Event

How do you manage member information?

Do you use an Association Management database to manage your member information?

Campaign Email

Today, we’ll be focusing on our Campaign Email offering