0:04  
Okay

0:07  
hohoho Good afternoon or good morning, depending on where you are, folks. This is Tim Sarrantonio, neon one and Abby Jarvis neon one.

0:22  
Hey, everybody, it is so good to see you all logging in. I'm excited to talk to everybody. So Tim and I are going to make a small request of you, if you could do us a favor and drop a note in the chat just to let us know that you can hear us. Hi, Brandon, I assume that means you can hear us because you drafted it in the chat. I really appreciate it. Very excited to hear that I rarely present with a headset, and I am always paranoid that I have set up my microphone incorrectly. So I am relieved to hear that you guys can hear is very excited to see you.

0:58  
Awesome. Yeah, we're gonna give it a little bit because there was a lot of interest for this topic. So we want to be respectful of your time. We're going to have a lot of time for interaction questions, and really want to make sure that this is immediately actionable for you, we do not have time to waste, right? So we're really excited. We got a lot of meaty data, as well as wonderful insights on storytelling tips, and how to really engage your donors. So when you left, when are you laughing at?

1:28  
The lights just came on. It's a miracle.

1:30  
It's a miracle. It's a Christmas miracle. So you may know, or notice that we are wearing some attire for the season, at least for the Christmas side of things. And so Abby, what are you what are you wearing before we start getting started? So

1:46  
I'm wearing a Krampus Christmas sweatshirt. I love the legend of Krampus he is my favorite Christmas character. And every time I wear have someone asked me who or what Krampus is, so lights are off again. If you all know who Krampus is. Oh, good. At least one person, Tara. Thank you, Tara. Very good to know other people.

2:10  
You go. Awesome. Yeah, we'll get we'll get started probably in one minute. How about we call that? And then we'll do that. So as folks are coming in here, if you want to drop also not just a note, but who you are and where you're located. Because we have a little bit of a surprise. But Abby, where are you? Typically?

2:30  
I am typically in Lakeland, Florida. It is right between Tampa and Orlando. Awesome.

2:36  
Awesome. And I'm in upstate New York yet, folks. And what is the first four webinars in 2022? For neon one. We're doing a webinar from the Chicago office together indeed.

2:50  
My very Floridian body is not accustomed to this cold gray weather really, really quite a remarkable adjustment period.

3:01  
Awesome. Awesome. And I see. So and actually, this is a great engagement point. Thank you, Ashley and Waterford so we're gonna get started as people file in just a few basic items here in terms of of housekeeping one, please. As you can see there continue to talk to us continue to chat, Abby's gonna be monitoring the chat. I'll check out the q&a too. But I'm going to be running the slides. So she'll pay attention that chats gonna be great if you want to put comments if you want to put things that like your thoughts or questions that you might want us to see. But if you're like, I need this question to get answered. And I want to make sure that these two goofballs answer it then q&a Is what you can use. So everybody has the opportunity to pop into the chat, we're going to have a few opportunities to hear from you. But if you want to make sure you get a specific question answered, q&a is a good part of that. So ask questions, use the q&a box. And Abby, do you want to maybe take the the second two housekeeping items?

4:03  
Yeah, so I'm gonna throw out here. This is something that comes up a lot when we are are like talking with each other and talking about nonprofit best practices. I want to throw out the caveat that everything we talked about today is although it's it's data backed, we're not making this up. There's no one size fits all approach to anything. I want to encourage you if we talk about something today that you have tried before, and it hasn't worked out for you, that's okay. No two nonprofits are the same. No two donor bases are the same and what works for one organization may not work for you. So keep that in mind as we go through some of these best practices today. And just kind of take everything with a grain of salt and take it and twist it and make it yours and apply it to your organization that we you think is most reasonable. The second thing is that we do have a gift for you on the last slide. So stick around to the end. We're going to give you a resource that kind of touches on all of the best practices. We're going to talk about today can be a really wonderful way to boost your donor retention and kind of set yourself up to keep your donors engaged year round, regardless of how and when they come to you. So

5:11  
the other the other final present that we're going to be giving you too, is to answer Karl's question. Things are being recorded, the slide deck will be provided live captions are on right now, that are auto generated by zoom. But we will also be providing the transcript to go along that all of which can be found at NEON one.com under our resources section. All right, Abby, you ready to get into it?

5:36  
Let's do it.

5:37  
Let's do it. Awesome. So why is understanding email trends important? Well, first, we're gonna get into some data. This is my preview. This is why we're excited to join. If you've ever watched any of our presentations, either me or Abby, we talk about different things and have different strengths that complement each other. I'm the data nerd, I'm going to come in and kind of talk about the larger trends that we might be seeing in the sector. And then Abby, what's your superpower? When it comes to this?

6:10  
My superpower is taking trends and figuring out what those trends actually mean for you and for your donors. Awesome. That's what I love.

6:21  
So we're gonna get into explicitly what the learning objectives are going to be for today shortly. But it's important to frame why are we even talking about email in the first place? And there's a lot more to come from Neon one when it comes to email insights. But these are two important ones to help frame. Why does this matter? Why is this something that any size nonprofit should be paying not only attention to but special attention to and first from m&r benchmarks. $78 is raised for every 1000 emails sent out by your organization. So each individual person, let's see if a list of 500 people for instance, you're hitting twice. That's the type of metric that we're seeing there, right. So email can be an effective driver, but you need to be efficient about it from a acquisition cost per acquisition standpoint, per se. Then the other one that we actually cited in our donor report earlier this year is donor preferences. This is from a firm called Data Axel that did a fantastic study of donor communication preferences in the wake of the pandemic. And 47.9% of donors cite email as their preferred communication method. That is more and it's the highest one. It's above direct mail. It's above social media, and it's above texting. So this is a big deal. And so why emails are, are going to be important, are because they can make you money. They can make you money for your organization, but they're only going to be effective when your donors actually open, read and act upon these things. So Abby, what are we going to be doing to actually unpack this from a very tactical standpoint for people,

8:05  
so we're going to be looking at a few different things. So the first thing so that first piece need people to open your emails, we're going to talk about how to write subject lines that your donors will actually click on. We're going to look at the different kinds of ways you can keep your donors engaged through their preferred method, email, especially new donors, because we know that retaining those new donors is kind of a pain point for a lot of nonprofits. We're going to look at different kinds of emails that you may want to send and maybe take a look at when you want to send them, we're going to look at how you can create personalized emails, we're going to go into what personalization means. But we're going to look at how you can create emails that feel very much as though that email was written specifically for the one individual that is looking at it. And then we're going to give you some tips that you can kind of incorporate into your emails when you're making email appeals specifically. So that's kind of the high level overview that we're going to look at. And we're going to kind of dive into to all these different tactics.

9:07  
Awesome. And we did see another question, I think we can definitely touch on the inclusion of things like video and social media to so we'll we'll definitely make sure that we fold into that. So what what are the types of emails that people should be sending, having?

9:22  
So I want to again, throw the caveat to take this with a grain of salt. These are these are very common, very popular types of emails. And I would actually be curious if you would drop a note in the in the chat. Do you send all of these types of emails? Do you send some of them? Are you sending a kind of email we didn't include on this list? I want to hazard a guess and say that most of you are sending fundraising emails and appeals. And I am going to assume that you are using your your fundraising platform, your fundraising tools to send thank you emails. I hope that there is an emphasis on sending impact updates, so not only thinking of doing Are for their gift, but also telling your donor what that gift achieved. I see a number of you are sending newsletters, which is really wonderful. I think that's a great way to keep your donors apprised of what's going on with you. event invitations, of course, are big, especially if you have a lot of emphasis on fundraising events and your nonprofit, if you have donors that are recurring donors, or if you have a membership program, keeping in touch with those people and reminding them to keep their status active, to renew those commitments as they start to lapse or expire, I want to talk to you a little bit about nurture emails, I saw it all except nurture. So I'm excited to talk about that one in particular, that's a that's a favorite topic of mine. And then if you all have volunteers that are working with you, you're probably sending some very specific communications to those volunteers about what's going on. Oh, I see someone called out programs, specific emails, which I love to see. I think that's really valuable, especially if you're an organization that's communicating both with donors and your volunteers, and your clients and your beneficiaries, and whoever else is in your list. So I love that. Very, very

11:10  
good. Awesome. So what kind of emails should you send on this, and how?

11:18  
Well, the big concern that I hear from a lot of folks is when they see that previous slide, and they see all of these different kinds of emails, and I see that a lot of you are sending most or all of those those types of emails. A question that is very common is won't my donors get irritated that I'm communicating with them that frequently. And I know there can absolutely be a concern about email fatigue. So I wanted to to include these two different tips for you if you are concerned about that. So the first one to throw out there is creating different lists of different kinds of donors. And I've added curiosity, will you let me know if you are creating different lists of supporters and donors that you send to. So an example of those different kinds of lists are those different segments. So maybe you don't want to send an appeal to your recurring donors, because you've already sent out an impact or an upgrade appeal to them, you can segment out a list of different recurring donors and you will exclude them from your your appeal. Or you may have an email appeal that's going out that you want to ask for support for people who haven't attended your event. You don't want to you don't want to send that email to your event attendees, you can create a different list that excludes those event attendees. I am so proud of all of these people are telling me that they have different lists. I do know how much work that that takes. And I know your donors appreciate that effort. The other thing, that is a really great tactic, if you have the capacity to accommodate people's requests, if you give your supporters, your your donors, your clients, your members, everybody has the ability to manage their own communications preferences, that can also be a really wonderful way to manage the volume of emails that are going out. So I love that Fiona called out that they are currently experimenting with segmenting by the decade of their first gift, which is wonderful. The absolute number of possibilities for very cool communications inherent with that stocktake is really exciting. So keep these tips in mind that you can do both at the same time, you can do one or the other. But but keep these in mind. So you don't feel guilty when you are sending out those emails because people want to hear from you.

13:35  
Awesome. And I know kind of you, let's help people dream a little bigger when it comes to this type of stuff. So So what are some other questions that we can dive into?

13:43  
Yeah, so some of the big questions I have is kind of what emails are you sending? What do you want to start doing? I saw some of you share some dreams about the email communications you'd like to do. And what what are you looking to kind of experiment with? The reason we ask is because one, we can maybe get into some of it here. And to as we look at our content and the emails that we send from Neon one in 2023, we can start thinking about what you all are wanting to do, and how you're looking to communicate with your donors. Tim, I can't actually see the notes. Oh, would like to see video options for system emails. Very cool. There's a lot of cool stuff happening there. I don't know that that is actually the question I intended to ask

14:26  
you actually what you intended to ask before we dive into a type of email I was able to get the show notes on the thing here. But before we get into the types of emails we wish every nonprofit would send How many of you send welcome emails to folks and it sounds like not many people are doing nurture items yet, but if you are doing that, maybe an explicit yes to nurture emails, welcome series, things like that.

14:51  
Yeah, how many of you just drop a yes in the chat? Are you welcoming your new donors when they make their first gift? Oh, look at all of these beautiful responses. David, we send a welcome series, but I don't think we're doing it. Well. I am very excited to welcome emails. I'm very passionate about welcome emails. I don't know if you've picked that up, but something is very important to me. Oh, Violet, I love that you are talking about you're working on building a list of donors both big and small. It's very important. And yes, you've sent welcome emails. I'm so happy to hear that. Need to send but an army of one Heather, I absolutely feel you, Heather. Who are you with? Are you Heather Corey that I know. Because anyway, Heather Corey, who is also an army of one. Yes. Oh, my gosh, I'm so happy to see you. Hi, Heather. Great. Okay. Well, let's actually then take a look at welcome emails.

15:45  
Awesome. Let's do it. So

15:47  
why would you want to send a welcome email, it sounds like you all have a pretty good grasp, because so many of you have indicated that these are emails that you are sending out. So the reason I want it before we get into how to do it, especially if you're an army of one as Heather is, why would you want to send these. So the biggest reason that you would do well to invest in sending some welcome emails is because a good welcome email or good email series can address some of the top reasons that donors never make a second gift. So when you Rashanna, ask, what is a welcome email. So a welcome email when someone makes their first gift, they of course, they're going to get their automated receipt. Thank you so much for donating here, your transaction details. If you follow up with a welcome email or a series of welcome emails, you are thanking your first time donor for their gift, you are telling them how excited you are that they have decided to join your community and work with you and all of your other supporters to make a difference in your mission or your cause your community, you may be telling them a little bit about your organization and the work that they are supporting when they give, you may be giving them opportunities to learn more about your organization, read about the people that you serve, maybe invite them to get invited and supporting your cause in different ways. So you can do that through one email, you can do it through several emails, we're going to talk a little bit about how you can write a series of emails once scheduled them out. And then you don't really have to think about it again, although of course, you want to update them periodically. But when you're writing these email series, you can address some of the biggest reasons. First time donors never make a second gift. The number one reason that donors don't make a second gift is because they're not thanked for their first one. The other big reason is that it is very common for people to be thanked for their gift and then never asked for a second one. And we know that as much as we would love donors to think of us all the time and give constantly, you have to ask for support. This one, the third one is my my kind of pet topic, they don't understand the impact that their gift made. They don't understand the outcomes that are possible because of their support. Many people feel that they're gifted and make a difference. Maybe it's hard for them to say if you're a food bank, and they donate to you, they know that their gift of $30 isn't solving hunger in your community with it, but they don't understand the impacts that they made without their delegates. And then my favorite one because it makes me laugh every time is that people will just forget that they don't need it at all. And when you send a welcome email when you like, give them the feeling that you're excited that they're there and you celebrate them and you welcome them to your community, they will remember you and they will remember the way you made them feel. And they will be more likely to give again in the future because they want that same positive feeling associated with supporting your organization.

18:41  
Your your goal with a welcome series is to obliterate your reply inbox. Have I never signed up for this newsletter? Exactly. And we all have had it happen. How do you not remember the $14 that you gave five years ago? Right like through the peer to peer campaign? And so designing the generosity experience to see that end to end engagement is critical for this but Abby, keep keep on keepin on.

19:13  
Well, you There you go. So here's what a great welcome email series can do. Whether it's two emails or whether it's 10. I mean, don't do 10 That's too much. But one, you're going to make your donors feel appreciated. That's fairly simple. Make them feel appreciated. Tell them that you recognize their gift, you are thankful they have supported your community, you welcome them into your little community of supporters. Help them understand how their gift made a tangible impact. So the more specific you can be the better. Did that $30 gift pay for groceries for a family this week? Did a $30 gift, pay for medicine for an animal your shelter? What did that do? Help them understand the actual tangible outcomes and then give them the opportunity to learn Learn more about your mission and how their support will help. And then as you're doing that focus on building an emotional connection between your donor and the community of people, or animals or whoever that they're supporting. And that's really important. We know from all kinds of donor studies, donor surveys that donors get involved with your mission, because they really care. And they want to make a difference, as much as we would love to think that donors are giving to our organizations, because our organizations are very cool. And all of you have beautiful, wonderful organizations, your donors are giving because they feel emotionally connected to the people that they're supporting with their gift. So the more you can do to deepen that emotional connection, the more likely they will be to continue to support you in the future, and then encourage them to stay involved. And Jennifer asked a really wonderful question. If it is a membership versus a donation, would you make the same points, and that depends very largely on the membership program that you have. But yes, you can do a lot of this. So when so I'm a member of my my local art museum in my hometown. And when I paid for my membership, of course, they sent me the transaction details and give me a rundown of the perks associated with that membership. But they also told me like your membership dollars go toward keeping our doors open. They fund the summer camps where local kids come and take art classes, you our membership, if you are a conservation organization, your membership gets you access to our parks, but it also pays for ongoing education, or it will help us continue to lobby for the preservation of the ecosystems that you're you're involved with. So yes, memberships are a little, a little different, you might want to plan your, your welcome email series to reiterate the impact that they make. And then the benefits and perks of membership because it can be kind of a funny, it's not transactional, but it's not purely a donation either. So yeah, I would make the same points, but I might separate them out a little bit. So you're touching on the impact, and the benefits kind of side by side.

21:55  
And just to add on to that. There's also, if you're calling your recurring giving program, a membership program, sometimes that that has its own definitive strategy, we've actually talked with expert or wall store about that, and we're gonna go pretty big on that, and 2023. And then you have your professional associations. I'm a doctor, I'm a pharmacist, some some folks are using neon CRM for that, for instance, and they have a lot of different emails, that welcome series is going to look completely different because they've paid their dues for the year. And you're probably delivering more programmatic information through that. And actually, Delaney has a great question that I do want to flag at this point, too. Do you assume that the donor wants to be added to your newsletters? Or is this an ask that you provide in the welcome series? Abby, I know we're going to touch on the Ask element a little bit later on. But maybe what about newsletter opt in for this type of stuff versus a welcome series? That's a good question.

22:55  
It's a great question. And I would encourage you to do this. So no, I would not necessarily assume that someone wants to newsletter. A few years ago, I did a research study where I asked donors of different ages, how they wanted to be communicated with and many donors, a surprising number of donors indicated that they didn't want you to talk to them at all. They wanted to make their gift and they want you to leave them alone. I mean, you can send future emails, whatnot, but they didn't want regular monthly updates, like some did. So what I would do, I would try two things. One, I would add a an opt in checkbox to your form. So just checkboxes, yes, I'd like to receive information about how my gift is serving this community. Try that. The other thing you could do if you have a standalone form, where people can actually sign up to receive your newsletters, try this hack. It's my favorite hack. Ask your donor to do you a favor and ask them to sign up to receive your newsletter. And the reason that I would encourage you to frame it as a favor is because of the psychological hack called the Benjamin Franklin effect, or the Ben Franklin effect. The Ben Franklin effect, it's this really weird phenomenon, where if you ask someone to do you a favor, and they do you a favor, their perception of you is more positive than it would be if they had not done you their favor. It's a form of cognitive dissonance. So if you if I don't know if Kristen asks me to do her favor and sign up to receive newsletters and I sign up my brain tells me wow, I must really like Kristen because otherwise I wouldn't have done the her the favor of signing up for the newsletter. So if you don't have someone opt into receiving your newsletters initially ask them to do you a favor, sign up to receive newsletters and their their feelings towards you will be more positive if they choose to do so than if they didn't and if they don't use you no harm, no foul. You don't have to send them a newsletter.

24:51  
Well, then maybe we can get into how do we even get people to read the emails in the first place.

24:57  
Right, any questions?

24:59  
There we go. So let's let's keep this going. Great questions, keep them up, folks. Now, where I'm going to come into play here is is on the data side to kind of start things off, and then I'll hand it over to Abby, on kind of the more focused elements around the storytelling pieces, the elements that go into personalization and whatnot. Does this affect work for EQ, asking for donations? Let's flag that to revisit? By the way? It's a good fun question from violet. But we're, let's get into some, some some data here. And some of this is related to the psychology violence. So I think that we can touch on this in both of our sections coming up. So first, donors are most likely to read it, when you send them at the right time. Right, you're not sending everything at one in the morning. Right? Less your organization's preferences are one in the morning, again, going back to Abby's caveat, these elements that I'm about to showcase are generally what the data shows across what we've analyzed, and other larger industry benchmarks have analyzed, right. So this is a pretty good data set. But the way I approach benchmarks is look at what the larger data set says. And then look inward within and validate. And either it's validated against the benchmark that you see here. So let's say, you know, I get into some of the data and you go, I think I do that. Good. If you don't, and you fall outside of it, ask yourself like, is that a bad thing? Because the answer might be no. And that's perfectly fine. If it's working for you, and you send it a later time or an earlier time, or do a different type of subject line. Great. So let's get into the data, which of course is my favorite part. First, when to send data. So this is actually analyzed from a this is a bit of a preview of a big report that Abby and I are starting to work on. This is like the TZ just tease that you have but think of it as a stocking stuffer, folks. And so this is drawn from some of the research that we're gearing up to present in a big way in 2023, around email, and we looked at actually a lot of emails, so the year round emails, neon CRM sent 250 million emails out alone in 2021. And we're keeping pace with that, if not exceeding that, because Giving Tuesday this data is actually from last week. Last week, and so we sent out 3 million emails on December 2 alone, was it the second is the time is bleeding together right night of November. Oh my gosh, yeah. So that to that, too. So that's actually November 29? That's correct. And so we saw a 60% increase from 2021 on the number of emails, and I am going to get to is that a bad thing? We'll see.

27:58  
You said that because Doron asked a question about that in the chat.

28:01  
I'll get into volume concerns. This is probably one of the best things that you get out of it from me, Abby's got her own peak items, I'm going to give you a peek item to help kind of bat down some concerns that either you have internally that you're concerned about or your board might bring up to you or your leadership might be bringing up. This is data that you can use and say Ah, but Nyan one has seen. This is successful. So year round emails being sent typically between 11am and 12pm, we found that we can blend this across all time zones. By the way, when we do this type of analysis that that if your organization's based in for instance, a Pacific Time Zone, you can you can probably assume this is work. If you're working cross nationally, by the way, we do our analysis in Central time, just as its key thing. So giving Tuesday itself just slightly before just slightly before 11am. Okay. And then for end of the year. And if you do have questions I see there's like a little hand raise thing. We're going to be focusing on the q&a if you do want to ask a question, by the way, so So just as as a heads up, they're not not going to be looking at the hand raising thing. So end of the year is just afternoon, just a little bit in the afternoon there. So So that's tending that tends to be when the emails are actually being sent out themselves. And then when it comes to the data behind what is catching donors eyes. Interesting fact is we looked at some of the most improved campaigns from 2020 into 2021. For emails on Giving Tuesday, and we found that 32% of them are using Preview text. That's the thing that when you look at your inbox, it shows a little bit of a tease of what's going to be in the email. So note, and I think that should be higher. In all honesty. I think that organization Shouldn't shouldn't be using Preview text. And there's a lot of good data that we're seeing in our data set. Because a lot of times when you see this stuff, they don't connect it to the money raised, you see something from MailChimp or Constant Contact, and they don't know how much money has been raised, we do. And so preview text is great, but think of it as just yet another billboard area that you have to capture the donors attention. So Abby's going to get into to kind of the substance there, but the data shows that I think preview text is something that you should be taking advantage of tone is another one. And so we actually ran all the subject lines through a machine, an artificial intelligence tool that scans for language, sentiment, it's the sentiment in tone is this a positive email, a neutral email or a negative email, and overall positive tends to perform best when it comes to driving revenue. But you can't alone rely on positive intent. Because things like if you're always talking about how everything's great, then the donor doesn't have a problem to solve. And so Abby is going to kind of run with that, but know that you should have a mixture in tone. And it's a free tool if you even want to get it kind of a gut check on your own subject lines, and language and copy and things like that. But it was just interesting to see that a mix performs well but tends to lean toward the positive, which is a good overall decision that your marketing operations can make. And then emojis. I love emojis. They're like the modern hieroglyphics. And so high performers do stand out actually using emojis and their subject lines to think about something like a Giving Tuesday inbox for a donor and it's just all this, you know, blank, regular text, and then a pop of a gift, or a celebration, emoji or so many different things that the Unicode Consortium has given us high performance using. So this is also when you could give a little bit more brand personality from your nonprofit. Abby, you got something to add?

32:13  
I do. So I saw that Bob dropped a comment in the chat is very good. And I think it's important. Also that they've seen data, this is emojis can trip spam filters. And I want to throw out there that yes, I can absolutely happen. And I'm going to give you some pointers on how you can try to avoid that. But there are certainly some emojis that trip spam filters more than others. So some that I would encourage you to avoid using just from personal experience as a marketer who sends emails, subject lines with emojis in them. Avoid the siren or the rotating light in Unicode. Avoid the like Bang Bang, it's the two exclamation points, the fire emoji can trip can trip spam filters very quickly. The reason those are most likely to trip spam filters is because a lot of folks use them to like create a sense of urgency with sales or very high pressure scammy emails. So we're going to talk a little bit about testing your emails for deliverability. And that's something to keep in mind. So as you're testing, we'll go over this later, test the subject, line emojis that you're using and see if it causes any deliverability issues, because some are absolutely more likely to trip spam filters and others.

33:27  
There's some other great questions flowing into the q&a. Somebody asked, for instance, what's the AI tool that that I used for this analysis? I dropped the name of it just not the URL. Sorry. But you can Google that. And maybe we add it to the show notes or something, Abby too. But another fun question that Fiona asked. Tara asked a good question about opt in. But I want to dive in live right now. And Fiona is about multiple times per day when it comes to a campaign. Abby, do you have any thoughts on this from from kind of a general standpoint, I can state at least on Giving Tuesday, what we saw is, is a few update emails during the day was perfectly fine. And we'll get into the engagement data actually pretty shortly. But what about the general like strategy for multiple in a day?

34:13  
So I would I would give you kind of three pointers and this is from a marketer and not necessarily from a fundraiser here I'm speaking to you from my marketing hat. One is spaced out your emails of course, I would suggest doing like a beginning, middle and end of the day update if you are doing a big giving day like that. The biggest so keep that in mind. That's the first thing spaced them out. beginning middle end if you feel like you want to experiment with others do so but do so with a grain of salt. The second piece of advice I would give you is emails are annoying if there is nothing valuable in them. But if there is something very valuable in them, they are less annoying. So if I get three nearly identical appeals on Giving Tuesday Hitting middle and end, I'm going to not I don't really I'm not gonna pay attention diminishing returns basic Yeah. However, if you have a really great campaign, and you send me an email and you're like, hey, support this very phenomenal program. And then the second email is, look, this is a person from our community who's benefited from this program, here's a little bit of their story, click here to support them. And the third email is, here's another beautiful story about one of our community members and how they've benefited from this. There's still time to get involved, we would love to have your support, click here to give, you are giving me an whether it's an emotional experience, in this case, sending me client stories, whether you're educating me whether you're entertaining me whether I mean regardless of value doesn't have to be like an actual tangible physical value, the more valuable your emails are, the less people will react negatively to receiving them. The third is that if you choose to send a series of emails, I would really encourage you to think carefully about who is receiving those emails. This is my personal pet peeve. This happened to me on Giving Tuesday, I got an email beginning of the day gave to the campaign and then continued to receive solicitations the rest of the day. that frustrated me, because I've already given you support. And I would I'm interested in learning about what my support is achieving. But to me, and this is purely a personal preference, you might find that this is not the case for your donor base. You know that thing. You go on Amazon and you buy like a toilet seat cover or whatever. And then you just get emails for weeks about toilet seat covers, you really have already bought one that's kind of the same, the same vibe to me. So if you are sending a series of appeals, I would encourage you to consider filtering out people who have already given to you and sending them an impact update or a thank you letter or something else instead. Tim may absolutely contradict me on that maybe we see people who are having great success sending multiple appeals to the same groups of people. Do you want to ruin my day? No,

36:53  
no segmentation, which we'll talk about from from because, look, folks, you hear the word segmentation, you start to see all this stuff. And then immediately, you're probably saying, yeah, how much work? Are you telling me to do here? Right. And so the reality is, is that this, you know, there's little things that you can do with technology to accelerate, accelerate the generosity experience with this. And filters to automatically remove donors from an appeal that you're sending out multiple times per day is easy to do, it doesn't matter how big you are, if the tech supports that type of thing. And that can be Constant Contact, that can be your CRM, we'll get into that with a few examples. Actually, in Abby section, we're going to show you how small to mid sized organizations are actually doing this right. We're not going to be diving into really large nonprofits and what we're doing. So we're going to actually dive into some of the examples of what Abby's showing, but I'm going to finish up my section over here. So no, I am not contradicting you, Abby. In fact, what we actually, we actually found is even this past Giving Tuesday, the engagement rates and opens can be a little skewed because of some of the changes that Apple made. But but the click through rate is something that was really exciting to see that our client base on Giving Tuesday actually saw higher engagement rates for opens and click throughs. Above the industry averages that we see from something like MailChimp, on Giving Tuesday, it meant that donors were engaged. And the reason they're engaged is because they're seeing the value in that and how you can even get those eyeballs on your email itself is to do the following things. First, look at your past emails with high open rates, and identify common trends. And I would even go so far as to say if especially if you're doing things that have calls to action, look at the engagement rate as well. Use a free subject line tester. But you might have some some suggestions for focus on that one,

38:50  
for instance, do I spend about as much time writing email subject lines as I do actually writing the emails and I use a free subject line tester at co schedule has one that's great. It's free, you give them your email address, and you can just test one subject lines. And those will tell you words that you have in your subject line that may prevent open rates, words in your subject line that may help open rates, it will give you pointers on how long to make your subject lines. And they do it for free. So you can go in there, come up with a subject line, drop it in the subject line tester, tweak it, trust it again, keep tweaking it, and it will score you and as your score goes up. You can choose your favorite subject line that has a good high score.

39:31  
It's kind of a fun world where we're living in now because the technology's there. It's about saying what are the foundational things that I need first, and then you can think about these bells and whistles right? And so I don't know if you can actually pick up on the bell ringing on my head for that. But things like A B testing there. Anybody could do a B testing anybody. And so a B testing is simply saying I'm going have at least two versions of something with slight tweaks on them. And so this is were repurposing content and understanding some based on data points on who's the audience? And am I? Am I sending the same audience something differently on different days, for instance? Or am I sending two different messages to different audiences. So understanding where you're starting is important for AV testing. And you don't need some of the fancy automated things that MailChimp does, it can be as simple as tweaking the words in the subject line, just tweaking them or emoji or no emoji, right? That's a B testing emoji versus no emoji is a B testing that you send out, did it work better, did it not which one, and that's why you need to pay attention to the data. And your team needs to prioritize this in relation to your larger goals. You are not looking for vannamei vanity metrics here on Yay, we got a lot of open rates and things like that, did it drive towards your ultimate goals? That's the KPI that ultimately matters here is getting to your revenue points, getting to your overall growth goals. And that could be even growing your community and your list toward the ultimate reason for revenue. Abby, now we're going to hand it off. I'm gonna actually do the baton handoff, though, like, how do you make this look good? Right? You got the data, you know what to start to do? But how does? How do you make it pop?

41:26  
Definitely. So this is important for a number of reasons. The biggest one is that I'm telling you this as a marketer, people don't read emails, which is a real bummer. When you're a marketer, you write emails for a living. So what you can do to increase the likelihood that people will read your emails is take a few steps to create a design that is useful. So there are three big things to keep in mind here. The first is to use if possible, a high impact image. And what I mean by that is remember your goals, you want to connect your donor your, your reader, whoever it is you with the community that you want them to support. So you'll notice in this image that I've included here, the image features a single subject, making eye contact with the camera, that is a very powerful kind of format, because you are more easily able to connect with an individual or a small group of people two to three people who are making an eye making eye contact with you, and generally have a happy expression. Now there are some, there are some exceptions to this rule, I could talk to you all day about choosing a good image. We won't do that, because we don't have that much time. But avoid very sad looking or sad feeling images. We want people to feel like when they give they are hopeful they get out of a sense of hope not out of a sense of despair. So keep that in mind. I do want to add this caveat here that you should be mindful of file sizes and load times. So we'll go into testing in a minute. But a simple thing you could do to improve your your readers experiences is try using a file compression service. I use one called compressed jpeg to take very large files and compress it you don't really compromise the image quality, but it makes the file size smaller and makes the email load faster. I'll drop a link to that in the chat, along with a link to the subject line tester I just dropped in there. The other thing is this, please please choose a font that is easy to read and use a readable size. So even if you are if your logo or your organization and your branding uses like a script font, script fonts don't translate very well to the actual body of a email. I think the best practice is to use a sans serif font. So Arial is an easy one Helvetica is classic, and then use a reasonable size. So if you are put your self and your donor shoes and you have Bernadine who is reading your email on her iPhone, and you don't want her squinting and pulling the iPhone up close to her face, you need to have maybe start with a 12 or 14 and kind of move from there needs to be easy to read. And then here this is important, we're going to talk about CTAs in a minute. But if you want someone to do something, make it easy for them to click on a hyperlink. So use hyperlinks when possible, but I would encourage you to experiment with using buttons for your primary calls to action. So experiment with that. Buttons are easier to tap. So if you've ever tried to like to hit a tiny little hyperlink with your finger and you end up like hitting the wrong hyperlink, it's very frustrating. Try using a button for the big CTA.

44:41  
Make your pictures clickable to

44:44  
Yeah, we were talking about this this morning, make your pictures clickable as well. I should be able to tap on this picture of Dwayne Britt and go to the donation form or the area they want me to learn more about.

44:55  
And another key piece of the generosity experience design here is if You're making people donate online as your primary call to action link directly to the actual donation page where somebody can immediately make a donation. Don't link to that thing on your website that says donate, then it's the page that lists all the ways that people can donate. Do you want to donate by check? Do you want to donate online? That is for people who are exploring your organization, this is immediate intent that we're trying to get to, says make a gift, which I actually donated on given Tuesday to interfaith partnership for the homeless here. And it took me right to their donation page. And it was just a seamless, easy experience. It remembered who I was, because the features allow that where it's like, Hi, Tim, are you ready to make your donation go? Right. So there's little tweaks that you can do here. All right, let's keep it going. Right, definitely want to be respectful of the time, we've got about 15 minutes. We're almost done them

45:55  
here. Now here is I'm not going to tell you this to make you sad, or to hurt your feelings. But I'm telling you this so you can take advantage of this. People very rarely read their emails closely. As a general rule, people will scan an email before they decide to actually read it in full. So you can take advantage of that by intentionally designing your email. So it's easy to scan. And there are three things that you can do to make this happen. One is to embrace whitespace, you don't need to have a 3.5 paragraph, you can have a sentence and then hit the Return twice, there's space there and then continue on, you can use bullet points if you want to communicate something like an impact or a need that someone is hoping meet when they give. The other thing that you can do and this is included in this email here is use bold font to draw people's attention to the content you really want them to read. And you may have noticed throughout this presentation, I have not bolded the font but I have made font that I really want to stand out this red color here. You can do the same thing in our emails, I wouldn't necessarily encourage you to change the font color of things that you really want people to pay attention to. Because in emails, people may perceive that as a hyperlink, and that can be annoying, but bold, the content that you really want people to read. This other thing that I've added here is to make your ask early, preferably above the fold. And if you're not familiar with that term, it's an old newspaper term, where you want people to get the most important thing, right when they're looking at the the newspaper before they unfold it to read the rest. So you want to ask your big ask before people have to scroll down through their email, whether it's on desktop, or mobile, or, or wherever. So you'll notice here, this is a this is a thank you email. So this isn't necessarily the case here. But if you were asking someone to donate, maybe you would ask them to donate at the beginning of the second paragraph or at the end of the first. That way, even if they don't choose to read the rest of your email, they know exactly what you want them to do. And they can choose to do so right away. The other thing here is to keep your emails short and sweet. Of course, there is room for a long email. But that's generally not going to be your first choice when writing emails. So this can look a few different ways. If you are telling a client story and asking your donors to get involved by supporting them, maybe you add a short summary of their their story. And then you give them a link where they can donate and read the rest of the story. Maybe if you're sending a newsletter, instead of having the full story written out, you have a snippet of the story and then link to someplace on your website where they can read more. If you're sending an impact update, maybe don't have the complete impact update in your email link to it on your website. One, this is a better user experience. People don't necessarily intend to sit down and deeply read a long email. The other thing that's really nice about this is your website is where your donation form is. So if you are linking people to your website, they can explore they can learn more about what you're doing. And they can choose if they want to to support you. So keep it short and sweet and link to your site if you need to. To get more. I love the door and call it out that color it can also be an accessibility issue. That's absolutely an important thing to note. And the bolding may have some accessibility issues that I am not yet aware of. But the colors. The colors can be a minefield, you want to be very intentional about making your email very accessible. And colors can be difficult for people who have color blindness, or who have like different ways of processing written information. So keep that in mind.

49:35  
But we and we also just touched on Taylor's question about length, so let's keep it going about some testing.

49:41  
This is very important and it's something that's very frequently overlooked. I would encourage all of you to test your emails. And this this accomplishes a few things. One it will help you check for deliverability issues. So as Dornoch kind of called out some emojis may result in spam traps So test your emails, and do it do two different things. So test your emails on multiple devices. So I would encourage you to do at the very least, desktop, iOS and Android. So if you have an iPhone, ask your accountant or your development officer or whoever who has an Android to check as well. different operating systems do goofy things to your to your formatting. The other thing is to test different email services as well. So I would encourage you to at least test Gmail and Outlook if some of you have older donors, or people like me, who still cling tenaciously to our old AOL accounts, send send test to those two. The reason I encourage you to do this is because different services have different traps and different requirements. So you may notice that people who have Outlook email addresses are receiving those emails, but people who have Gmail addresses are not. And from there you can you can kind of work backwards is your email is emoji, affecting your deliverability? Do you have file sizes that are too large to neatly move into some of these inboxes? And then you can kind of tweak your email content from there and see if that addresses the deliverability issues.

51:13  
Awesome. So let's bring it on home. Abby, in our final 10 minutes or so, and time for questions, too. So I'll keep this tight personalization. So before we get into that, Are we familiar with the term personalization in as it relates to what would happen in an email? And I'll check the chat for this one. All right. So you know, what is the term? Are you familiar with the idea of personalization? And kind of the concept of personalizing your email communications? Yes, adding the first name, Dear John, yes, Jennifer? Oh, Jennifer, Jennifer, Jennifer, I know knows more about it's bigger than that for personalization, for instance, such as a Giving Day, and you get to, you know, remember the types of nonprofits that you've given too in the past type of repeat your donation items, demark, etc. Okay, yes. And there's some technical items on email that, if we have time, we can kind of dive into on the technical side. But awesome. So let's get into it. I'm going to help kind of streamline what is what do we mean by personalization. So personalization is a tactic to make it feel like it was specifically written for the individual opening it even if it's sent at scale, this is one to many marketing, not one to one marketing, when your nonprofit is engaging people. So yes, there's the table stakes of something like a person's first name. But we're all pretty used to that at this point. So you can also do other things such as one, you can segment your audiences and include relevant information that you know, is for that audience. The example I use all the time here is if you're an animal shelter, and somebody has don't, not only donated, but also adopted a pet that has a audience. And it's very easy to segment that audience without doing extra personalization. Because you could say you adopt it, and you know that they adopted it. And that's the audience. You can also then take it even further by doing tags or merge tags, like you're doing a mail merge in email. And so that's where the thing, the dear first name, item comes into play. But when you're using something like a CRM, or a dedicated email platform that might have an integration with it, the world opens up here. So let's get into the practical realities of how to make this happen. One, here's the data again, I'm the data guy. That's why I'm doing this right. And so 68% of people in the US base their decisions on who the from name is, so and so is are you talking as Julia Campbell here, for instance? Or are you talking as JC social consulting? Well, Julia, one of the top experts, in marketing in the nonprofit sector, everything comes directly from her. Is she individually sending 10s of 1000s of emails to all the people passionate about her content? Of course not. But she's doing it in a way that personalizes it from you, you put people first, then you get to their money. Other data actually found that formality when you're doing something like a direct mail appeal, works really well. Right, Dear John, as Jennifer said, but in email, actually, less formal words and salutations are things that work more effectively. When it comes to that, so hi, hey, so having brand guidelines that dictate even formality for versus not and your tone and delivery is one of the things that you can start to align around at your organization. And this is that final one that why we bring up tagging, merge tagging is so important is 65% of email marketers across all industries actually say that dynamic content is their most effective personalization technique. This is the equivalent of not just sending the email to the people who, whose pets were adopted from your agency, but including the name of the pet, in the email itself, hey, hey, John, remember when you adopted Kavanaugh, that type of thing. And so that's why effective data management and hygiene is critical here that also, this is where you can start to take it even further by creating different email variations on that. And so what's really important is you can go back and reference previous giving history. This is when you're creating segments. I remember somebody met early on mentioning body kind of a time based decade, giving history right that a great but other channels to take into account. Are they recurring donors? Did they only give one time, for instance, and what campaigns that they support in the past? Because this doubles down on their interest and their identity as a donor with your organization? And then finally, before I hand it over to Abby, because she inserted this example here, is the the status in terms of membership. Are they an active member, there's nothing more disconnected from the generosity experience than saying, Thank you so much for your support. And it's like I didn't donate this year. What are you doing? Like why and you see this all the time? Were after giving Tuesday, you made it happen? No, I didn't I didn't give to you. And and so this also comes into what Steven Shattuck formerly of Bloomerang called sag lumping, which is when you say hello, dear members, slash donors slash volunteer slash event, registrant, you just dump all of these engagement points into one communication. People notice that and it turns them off. Abby, kind of take us home in terms of this last example.

57:16  
Well, I'm gonna ask you for a quick question, Christian, a Christian, can you give us a quick definition of what dynamic content means?

57:23  
Yes, so I'm actually going to get that right into the next slide.

57:27  
Okay, perfect, then I'm going to focus on this. This is an example of an organization that I supported. They gave me a very, very, very specific, relevant, timely appeal. This is a GivingTuesday appeal that was sent to me from this organization I support. The reason I received this email in particular is a number of weeks ago, I donated to them because they had a campaign to care for beagles that were rescued from a research facility. And those beagles made it needed support. They had 4000 beagles that were freed from this research facility. I donate it to that campaign. And on Giving Tuesday, they sent me an email that referenced my support for the last campaign and they sent me an update about the campaign I supported and then they asked me for a gift. So this was a really beautiful example of them intentionally segmenting me, I know that I am on a list somewhere, that organization, I received an email about and an appeal related to a campaign that I had already proven I was passionate about, because I've supported them in the past. So this is a beautiful example of a great email. I loved it. And I wanted to include that here as an example of the level of personalization you can achieve just by looking at your donors basic transaction history with you.

58:43  
So the final point that I want to make is, is again, how do you tactically deliver on that? And so we just had the question, well, what does that look like? And so what you can do is, first start with your CRM. And your CRM should be that that database of record on donor passion, on awareness on all the ways that you understand somebody. So this can help automate and accumulate larger data sets to understand who are these audiences that I can start to build segments around? Or what key pieces of data can I begin begin to collect? Such as simply add in something like an account custom field, saying email newsletter opt in on your donation form? Would you like to receive our newsletter? Account custom field in our CRM, as an example is something that it's yes or no. And then you'd be able to create a segmentation around that of I do want to receive the newsletter and I am a donor. But other things that you can do is, let's say you're tracking volunteer information in the same database, you can reference the projects that they might be doing, or you're asking them custom information relating to why they're passionate about you. Maybe you do a donor survey, eventually, that information is then put into something that can be put into the merge tags. So we highlighted in our system account custom fields for that flexibility. But even if you're not using a CRM, you can still write base emails and iterations that you can build segments around even something as simple as giving history. Hey, thank you for your support of us before that that's that's a segmentation, that's you're still personalizing it from that you just might have less flexibility. If those systems are disconnected and not integrated, but you can still do it, you can definitely still do it. So Abby, I know we're, you know, give major takeaways. We have the present. We're hitting our time. But any final thoughts? We'll pop the seat the resource on for people who want to grab it before we go. But we could dive into maybe one or two questions that Abby picks?

1:00:52  
Definitely. We've had so many great, great questions that I wanted to throw out there just in case someone missed it. We referenced two segments live on since I bones on one of the previous slides. And I wanted to clarify what that means. So yeah, so live that stands for last year, but unfortunately, not this year. And Simon is some year, but unfortunately, not this year. So those are two donor segments that you can use, they reference people who have given in the past, so either last year or sometime before last year, but have not yet given this year. So it's very helpful to kind of segment those out, you can tweak your messaging a little bit. So you can say, when you gave to us in 2020, we accomplished this only because of your support, we would love you to get involved again, or if you were doing what someone was doing earlier, and they were segmenting by their first gift. When you started supporting us in 1980. We were in this position and because of your support, our community now serves X number of people. So that's why once I was I wanted to call a couple of things. So Tara asked how do we add a checkbox for opting into the newsletter? haven't been able to figure that out? Tim, do you want to call that out? I know, you can. I know the general approach would be to add a custom field to your donation form. Is that how you would do that in neon one? Or would you suggest doing it a different way?

1:02:08  
Yeah, in our CRM, you'd use an account custom field for kind of a custom opt in Preferences item. Some some systems like peer to peer donation platforms, I know that we do this too, like it might be a standard opt in item, because peer to peer is a little bit more like let the you know the person is less connected to the organization. So some systems have built in kind of a default option for that. But your general donation form using a dedicated custom field just for for communication preferences. That is a public question you can ask versus an internal thing, because you have loved flexibility. That would be as easy as you can do it. That's as simple.

1:02:48  
Okay, cool. That's love, listen, love simplicity. And I'm gonna throw this last question out there, Delaney asked, What are your thoughts on having programs and company updates in one email? And I know what I would prefer, but I'm interested to hear what you have to say.

1:03:04  
Yeah. And I want to merge this with the very first question that we asked by the way, which is around video Inclusion and Social Media and stuff like that. And from a practical standpoint, from a technical standpoint, when you're delivering this type of content, a video cannot be embedded into an email that's sending at Mass, what you're going to be doing is taking that image and making it clickable. So let's say you have decided to say I'm going to do a dedicated email internally, or to my supporters, or, you know, internal champions, things like that made me my board members, you have to kind of look at the size of the audience and your intent of what you're trying to do with that audience. So if you want to do things for companies for internal programs, stuff or things like that, you have to ask yourself, why? Why am I going to do that? And what am I expecting to see as an outcome, and if you can tie that to your overall strategic goals for your organization, that is a worthy audience. And, and I think it's important to have internal communications, especially as your team gets larger, or is more remote. Then you have to know and a good we do an internal newsletter, for instance, but it's done through like a Slack thing, right? And we're writing up all the cool things that we're doing it neon one, and we distribute that out. That's important to do. That's a priority for us so people know what's going on. But if you're a small nonprofit, you got three people in, you know, in your organization, and then some volunteers doing like the food pantry, maybe it's not as necessary to have something like an internal newsletter. But that's another topic for another day. So I tried to cover that very first question, too, was I did shoehorn it in but I did do it, proud of you. Well, hey, speaking of working remote, Abby, why don't you take us away while I come over and actually say hello, because we're gonna, we're gonna show that

1:04:59  
Um, I wanted to call out that Liz was made a great point. We didn't cover we didn't spend a great deal of time on nurture emails, you didn't miss it, nurture emails and this now I'm back, I hope okay. So yes, I would consider welcome emails a nurture series. And the reason I say that is because you are nurturing the relationship between yourself and your donor. Now the error that I made, and thank you for telling me that, because I am going to fix this when I do future presentations here. I'm in marketing and I the the phrase nurture emails means something very specific to me, it means a series of emails that is nurturing the relationship between me and the person to whom I am speaking, I didn't do a great job of delineating how a welcome email series and a nurture email series are kind of one in the same. You could take that concept of a welcome email series where you are welcoming your donor building relationship with them, nurturing that relationship with them, and turning it into different iterations. Maybe you could send a nurture email series to lapsed donors and say, Hey, you donated to us two years ago, here is an update about what's what's been going on in our community since the last time you supported us. You could do that for new volunteers, you could welcome them to the fold, teach them a little bit about your programs, tell them a little bit about your history, get them excited about working with you to serve your community, and nurture it that way. Thank you for flagging that, I really appreciate it. That is not something I did a good job calling out. I will go back and fix that. And the next time I do this, but when we talk about welcome emails, or when we talk about creating series of emails that speak directly to the different segments of supporters, that is a nurture email, you are nurturing their relationship with your organization. And in future iterations of this presentation, I will expand more upon that.

1:06:55  
Why don't you can you can you grab the welcome series email, so people have at least that and we're going to include it in the follow up but we'll we'll make sure that gets in the chat right now. And then we'll we'll kind of call it a day. How about that?

1:07:06  
Absolutely. Let me pull this link for you.

1:07:10  
Folks. Tell us tell us tell us. You know, what's the favorite thing that you're going to take away immediately and start acting on? What do you want to do? What do you hope that you can do going into your end of the year with this? By the way, drop that in the chat email subject line testers. There you go. Megan, love an email subject. For segmentation, please, Delaney. That's that's I love that. I love that. So we got the welcome series set any more time? Yes. Love it. Subject line tester. Yes. readability. Love it. Love it. Love it. Oh, oh, there we go. I did

1:07:45  
just drop a link to that compressed JPEGs site. For those of you who were asking about those file sizes and how they can impact readability. If you click over to to that site, you'll also notice there are the opportunities to compress pings, GIFs and PDFs, so get creative, add a fun, fun, Jeff add something.

1:08:07  
And I love it. And you know what, sigh been live been my favorite people in the world. And here's here's one final data point for you before we close off the data on first time donors shows that typically people who donate for the first time your organization this year, they're not likely to give again next year only basically two people at a 10. But But donors who actually donate for the first time in November and December in the Fundraising Effectiveness Project, which is data from us Bloomerang Donor Perfect Qila. November, December donors, their retention rate rocks, it's significantly higher. So this is the time for both that good ol retention. But even when you're acquiring people, something like that welcome series, this is a great time to do it. Those people are really, really, really likely to be primed to come back for that second gift. And I'm

1:09:01  
going to throw this out there because it is appeals time and I want to call attention to what Delaney said here. They said live and silent. I've been scared to death to reach out to those people. And I'm going to give you a little bit of encouragement. Those people donated to you last year or sometime before that because they believe in the work that you're doing. Do not be afraid to reach out to them. They have already proven that they care about what you do. Be intentional in the way you reach out to them reference their past support and invite them to do the thing they love again, you're not asking them to, to do something onerous, you're not asking them to do something hard. You're asking them to support a cause they have already proven to you that they love. So use your data to be intentional in the way you communicate with them. But please talk to them.

1:09:44  
If you think you're sending too many emails, the data clearly shows not Not, not consultants out there complaining about giving Tuesday not you know, thought leaders going well Well, well, what the data shows that donors actually care about you You're not sending enough emails. It's okay. It's okay. But send good emails. And that's hopefully what we helped you with a bit today. So that's that's all we got for you today, folks.

1:10:09  
Yeah, you guys want to do amazing you are, we can't wait to see you do.

1:10:13  
So drop us a line, visit us at NEON one.com. And we got some really amazing things. We're actually at the office to plan next year's calendar. And so we're really excited. Thank you so much for coming today.

1:10:27  
Absolutely. We'll talk to you all soon. Talk to you soon.

Transcribed by https://otter.ai