Social media and email are new technologies relative to the mail and telephone. However, the impact of online communications on direct response continues to evolve and grow exponentially. Part 7 of the 20 things you should know before planning your next direct response campaign examines the effective use of email and how social media can improve direct response results.

18. Email appeals—a double-edged sword

Imagine the day when your organization develops an appeal in the morning, executes it in the afternoon and begins depositing contributions by the evening. Believe it or not, in some respects, it’s already happening. One day, direct response will be primarily driven online through vehicles like email appeals and micro campaigns. But we’re not there yet, and won’t be for a while. The overwhelming majority of donations from individuals are still being made through the mail and over the phone.

While email is an effective and inexpensive communications vehicle as well as an emerging channel for generating contributions, it still needs to be supported by direct mail or telemarketing. In fact, even when a donor responds to a direct mail, telemarketing or email appeal by visiting your web site, it doesn’t necessarily mean you can rely on email to renew or cultivate that donor. To cover all your bases, you still need to mail, call and email to maximize the potential of your donor file.

The very fact that email is so inexpensive is part of the problem. Every company and organization, regardless of size, can afford to send emails. This leads to spam, spam filters, crowded in-boxes and automatic deletions that go straight to the trash. Your physical mailbox was never this crowded. I sometimes wonder if the day will come when receiving a letter through Canada Post will be perceived as unique and special.

Breaking through online clutter is challenging. Here are a few tips to rise to that challenge.

• Ensure that your donors opt in to receive email appeals and communications—it’s the law!
• Design your emails to be attractive, compelling and pleasing to read
• Remind donors why they are receiving your email in the subject line
• Consider email as a low-cost method to steward, update and engage your donors
• Test segments of your donor file for email responsiveness and track results and changes
• Collect emails with permission whenever and wherever you can 

While email appeals may not yet provide the same returns as direct mail or telemarketing, for now try to communicate with your donors regarding advances your organization is making in its mission, and remind them to check their mailbox for your recent or next letter.  

19. Social media—acquisition and cultivation through engagement        

The list of opinions on the value of social media to direct response is long and wide ranging.  Regardless, social media in its continually evolving form is here to stay. If your organization is not onboard already, prepare to be left out in the cold within the next few years. It isn’t complicated. It isn’t even expensive. Today, Twitter and Facebook lead the way in engaging followers and sharing information for organizations. Pinterest and YouTube are also popular vehicles growing in use among charities.

Building a social media following is not always a direct path to raising money. However, it is the most critical strategy your organization can adopt to engage the public with the eventual goal of converting friends and followers to donors and supporters. Likewise, ensuring that your donors are also your friends and followers is a key strategy to keep your donors engaged in your organization, cause and activities. Think of the time and money your organization spends on donor acquisition, newsletters and stewardship initiatives. Integrating social media in your fundraising portfolio is one of the most cost effective ways that you can prepare for the next generation of donors while keeping your current donors healthy and active.

A robust social media presence can also open new doors to online fundraising through peer-to-peer campaigns, auctions, product sales and other enterprises. These emerging technologies and new tools are some of the most exciting innovations in fundraising to take place in decades. And it doesn’t take much to be prepared to take advantage of these new opportunities.  

There are many ways to make social media a more meaningful part of your fund development program and many social media professionals out there who can help you. The most important step you can take right now is to research the services that are available, develop a social media policy and strategy, and execute. A few hours every week of evocative engagement is an investment that will eventually pay big dividends.

Alas, this series is coming to an end. Stay tuned for my last installment of 20 things you should know before planning your next direct response campaign, when I will conclude with a few compelling reasons to continue investing in direct response and individual giving.

Check out the rest of the 20 things you should know before planning your next direct response campaign series:

• Part 1: All roads lead to a planned gift
• Part 2: Measuring success
• Part 3: The true value of incentives, swag and monthly donors
• Part 4: Components of a great letter and the importance of variable copy
• Part 5: What goes in your direct mail package
• Part 6: The optimal mailing schedule and telemarketing the right way

Please let me know if you have anything to add to the sections and advice above. Stay tuned for my next article when I will talk about the ideal direct response schedule and the integration of telemarketing and social media.Please feel free to contact me at phoppe@rhafund.com.