The 9th Annual Bridge to Integrated Marketing & Fundraising Conference in National Harbor, MD, adjacent to Washington, DC, was a huge success. The exhibit hall was abuzz with major nonprofit decision makers in search of vendors to help them with all aspects of their online and offline marketing initiatives. Integrated marketing campaigns continue to be huge contributors to planned and major gift increases for nonprofits throughout the year. Many organizations have embraced and even come to rely on email marketing to reach their goals.
Here are the top 3 ways that nonprofits are using email to increase donor engagement:
1. Appending: Using email appending to identify and opt-in the safe, accurate, and deliverable email addresses of contributors is a key component to integrated marketing. In fact, many nonprofits have moved on from simply appending email addresses to the email list maintenance phase, incorporating email change of address and consistent hygiene into their file upkeep routines.
2. Email testing and optimization: Using multiple channels and multiple creatives in a campaign and being able to map responses back to those channels is crucial for email marketing success. Along with testing, there was a lot of talk about engaging younger donors while maintaining the core donorbase and mid-level donors.
3. Analytics: Analytics took center stage at Bridge. It didn’t take a statistician to understand the importance of modeling and segmenting your database. Having a lot of data is good, but you have to know what to do with it—especially when investing in acquisition programs. Many sessions focused on how modeling can make sense of the data you have and identify the key attributes that mirror your best donors.
It was so encouraging to see nonprofits using the latest in email marketing strategies to increase donor activity. We enjoyed meeting everyone who stopped by our booth & we hope you learned a lot while speaking with us! Hats off to the DMAW for another wildly successful Bridge Conference!