Presentation by Justin Perkins, Director of Nonprofit Services and Business Development at Care2.com. Overview of how nonprofits can use email to cultivate donors.

1. Email Fundraising Justin Perkins, Director of Nonprofit Services Copyright ©2008 Care2, Inc. All Rights Reserved. 06/06/09

4. Making Connections with Nonprofits Care2 invites its members to get involved with nonprofit organizations working on a variety of Causes Care2 members care about.

5. Engaged Influentials Online and Offline © Care2, Inc. p. Care2 is an active online community. What makes them really special is their propensity to do more…

12. It’s an Emergency Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 Be prepared. You want to be ready to respond when tragedy strikes. You should be only a few steps away from hitting send to ask for help from your online supporters.

14. Issue of the Day Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 You Can’t Pay for this Kind of Attention When your issue rolls off the tongues of everyone who talks about an issue (like the Olympics) there is no question if the timing is right – ASK!

15. The Holidays Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 Synchronize with the Calendar. It is often effective to tie alerts and fundraising appeals to holidays and current events. It makes your communications more relevant, and makes you more human and can be more fun. Look at your calendar and plan ahead.

16. Got a Month? Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 Making a Commitment Online fundraising has simplified the monthly giving process for donors. Turn $10 into $120. Monthly giving program is a great way to move your supporters to the next level of giving.

17. Set a Goal Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 Everyone loves a Challenge Providing your supporters with a goal helps create a sense of community and to understand their role motivating them to action. Setting a goal provides a great opportunity to create a series of appeals keeping users up to date on goal and urge them to help meet the challenge.

22. Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 Subject Lines Write it First! Don’t let your subject line be something you crafted on the fly after spending hours on your message. Pack a Punch. It’s the first thing your supporters see. You’ve only got a few moments to catch their attention so you want to make it good. Simultaneous Messaging. Most people read their emails in a preview pane so your subject line is and message are shown together. Test. Try a few subject lines to a segment of your list to see what performs best.

25. Subject Line Test Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 Defenders of Wildlife tested subject lines for their online fundraising appeal.

26. Subject Line: Urgency Copyright ©2008 Care2, Inc. All rights reserved 06/06/09

27. Subject Line: Provocative Copyright ©2008 Care2, Inc. All rights reserved 06/06/09

28. Subject Line: Clever Copyright ©2008 Care2, Inc. All rights reserved 06/06/09

29. Segment your list? Copyright ©2008 Care2, Inc. All rights reserved 06/06/09

30. Follow Up Quickly Copyright ©2008 Care2, Inc. All rights reserved 06/06/09

31. About Justin Perkins Justin Perkins joined Care2 in 2006 with an eclectic background as a social entrepreneur, accidental techie, new media marketing expert and former State water resources administrator for a major watershed in Colorado. Justin develops partnerships with nonprofits and customizes strategic campaigns for them to reach Care2's audience of 10 million members. He also develops new tools to help nonprofits with marketing and fundraising. Justin launched frogloop.com, Care2’s popular nonprofit marketing blog, as a way to share cutting edge case studies and best practices for nonprofit online marketing. He has an MBA from the University of Colorado, enjoys trail running & skiing, sells roasted nuts at the farmers markets on the weekends, and frequently writes & speaks at conferences about online marketing. Contact Justin if your nonprofit would like a free hour of online marketing consulting. justin@earth.care2.com

32. Contact Justin Perkins Director of Nonprofit Services [email_address] 303-475-4827 Cutting edge nonprofit marketing tips: www.Frogloop.com & search the tagged archives