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Thursday, May 14 • 2:00pm - 3:00pm
B3-3: Goodbye e-blasts, hello personalized emails | generously sponsored by

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Let’s face it, no one wants more emails in their inbox.

But as a fundraiser who understands the importance of digital prospects for your annual or monthly giving program, you know that emails are critical for cultivation and stewardship. There’s pressure from the top to continue growing your email revenue in a highly competitive online space. Deep down, you know that a monthly e-newsletter just won’t cut it anymore — but you’re not quite sure how to keep your donors clicking, reading and giving.

Fortunately, there are savvy charities in your midst that are taking steps to update their branded templates, formal narrative structure and impersonal calls to action — and seeing great results.
This session will showcase easy-to-implement changes you can make to your email strategy tomorrow, including new template formats, updated authentication practices, alternative narrative formats, and quick A/B tests to further improve email performance.

Learning outcomes
  • -  Understand why branded templates and impersonal tones of voice distract from the core elements of your email communications.
  • -  Learn how to avoid that dreaded ‘unsubscribe’ by making changes to your email template, subject line selection, tone of voice and sender name.
  • -  Explore how writing emails from a real sender — complete with their unique personality quirks, organizational priorities and puns — can improve email open and click-through rates.
  • -  Walk away with practical email tips, tricks and tests you can use to improve email results for all your advocacy, engagement and fundraising email needs.

avatar for Whitney Brown

Whitney Brown

Digital Director, Public Outreach Group
Whitney is an experienced digital strategist and fundraiser with expertise in political and issue-based digital campaigning.As Digital Director at Public Outreach, Whitney is responsible for building and executing multi-channel engagement campaigns that generate new leads for organizations... Read More →

Thursday May 14, 2020 2:00pm - 3:00pm
Horizon North
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