Effective Email Marketing for the Nonprofit

Ronald McGrath Chief Information Officer

HighRoad Solution

HighRoad Solution

Nonprofit Centric ApproachProviding messaging

solutions to member-driven organizations

Integration to your Database

CampaignCampaignEmailEmail

FaxFaxBroadcastBroadcast

TransactionalTransactionalFaxFax

CampaignCampaignSMSSMS

VirtualVirtualEventsEvents

Reducing the distance between data and action

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 Marketingpowered 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

Help you upgrade your online brand

Before

Creative Services

After

Creative Services

EventTemplates

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

EmailTemplate 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 SolutionPhone 703.297.8894

Email sales@highroadsolution.com

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