Presentation given at the Grinspoon Institute for Jewish Philanthropy's Annual Conference in Springfield, MA, November 2010. Focus on how to improve nonprofit eNewsletters - what will make your constituents open, read, and be engaged by your eNewsletters?

1. eNewsletters 201
Using Story to Optimize Your eNewsletters
November 21, 2010
Kevin Martone
Technology Program Manager
kevin@hgf.org
Grinspoon Institute for Jewish Philanthropy

2. Would You Open These?
Camp ABC eNewsletter
News from Camp ABC
Camp ABC Alumni eNewsletter
Camp ABC Summer Update

3. Camps Have Incredible Stories to Share

4. eNewsletters Can Share These Stories!

5. Strategy
5

6. Audience?
Donors
Prospects
Alumni
Current Families
Potential Families
6

7. Desired Outcome?
7
One Call to
Action!

8. Stories First … NOT Facts
"Facts don't have the
power to change
someone's story.
Your goal is to
introduce a new story
that will let your facts
in.”
- Annette Simmons

9. Stories Are Out There

10. Leverage Stories

11. There will be
no school on
Thursday!
Don’t Bury the Lead

12. A
B
C
D
E
Don’t Bury the
“Hook”

13. De-emphasize Non-Essential Content

14. Focus on Stories and Pictures

15. B
D
F
E
C
A
Use the Tools Effectively – Subject Lines

16. Use the Tools Effectively - Personalize
 Segmentation
 Photos
 Dialog
 Personal Stories

17. Segmentation

18. Worth a Thousand Words

19. Dialog Brings it Alive
 ?

20. Make it Personal

21. Make it Personal

22. Make it Personal

23. Make it Personal
 ?

24. Make it Personal

25. Call to Action
 Simple (Strong)
 Secondary (Subtle)
 Connect to Mission

26. Potential Calls to Action
 Enroll
 Donate
 Volunteer
 Register for an event
 Submit updated contact information
 Submit a story/photo/testimonial about camp
 Post something on Facebook

27. Call to Action

28. Call to Action

29. Secondary Calls to Action
 Subtle

30. Photos/Video
 Highly Engaging

31. Connect to Mission
 “Planting Seeds”
 Jewish experience in the
Deep South

32. You Have the Stories ….

33. … Now Use Them To Engage!