WEBVTT 00:00:03.000 --> 00:00:07.000 I'm delighted to see so many people here and more people are trickling 00:00:07.000 --> 00:00:36.000 in as we speak. I am delighted about today's webinar, one, because we know that email is such an important communication channel. It is consistently ranked as donors number one preference for communications and also because Rachel is just energetic and knowledgeable and has so many great things to share with you. Also, I don't know if you get Rachel's emails, I do and I always open and read them. So if anyone is going to speak with authority about how to write emails 00:00:36.000 --> 00:00:40.000 that people see, open, read, and act upon, it is Rachel 00:00:40.000 --> 00:00:56.000 Before I turn it over to her, just a couple really fast housekeeping things. If you are here and want to talk to us in the chat, please talk to us in the chat. It's so much more fun when we're all talking to each other. No one likes to feel like they're speaking into the void, and I don't know about 00:00:56.000 --> 00:01:11.000 You guys, but I always learn as much from the chat as I do from the session presenter. That said, the chat can go really fast. So if you have a question that you want us to answer at the end, please do drop that in the Q&A box 00:01:11.000 --> 00:01:26.000 That will, like, I'm gonna be monitoring the chat and keeping an eye on everything, but that is the best way to make sure that we get your questions at the end. The most popular question we get, we get them dozens of time every webinar. Is this being recorded? Yes, it is. 00:01:26.000 --> 00:01:39.000 You're going to get an email from me tomorrow morning with a link to the recording. It will have the transcript and it will have some additional resources for you that you can use as you plan your upcoming emails. 00:01:39.000 --> 00:01:45.000 That all said, I'm not going to steal one more moment of Rachel's time. Rachel, we are delighted to hear from you. 00:01:45.000 --> 00:01:58.000 Yay, I'm so excited to be here. This is such a gift and so much fun. I absolutely, I love this topic. I'm thrilled to be your guest. 00:01:58.000 --> 00:02:13.000 I am going to share my slides, my beautiful friends. Here we go. Yay. Okay. People are typing in. We've got some people from Sarasota, Florida. I love it. 00:02:13.000 --> 00:02:30.000 I am nosy, and I'm going to invite you to type into the chat and tell me what you're going to be for Halloween, because I am just really feeling the Halloween excitement. I can't decide I'm either… personally, I'm either gonna be a suffragette or Dolly Parton, because I love 00:02:30.000 --> 00:02:45.000 dressing up like Dolly Parton, and I love Dolly Parton. And when I'm not helping people with their fundraising, oh, someone's gonna be Cookie Monster! C is for cookie! That's good enough for me. Anne Marie from Charlotte, North Carolina. We've got some 00:02:45.000 --> 00:03:02.000 Beautiful. Oh my god, some Daphne from Scooby Doo. I love it. I love me a Daphne. I also love me a Thelma. We got an inflatable cow, we got a Miss Fizzle. Wednesday Adams. Great goddess. I am just… you guys are creative. You guys are so creative 00:03:02.000 --> 00:03:21.000 Okay, well, when I'm not helping people with their fundraising, which I absolutely love doing, and I have a really affordable program, that's only $49 a month, if you want a little help with your… with your, fundraising, I'm raising twins. They are sophomores in college 00:03:21.000 --> 00:03:33.000 Which is awesome and exciting, and I love being empty nester. I have met this amazing woman over right here, and I got my start in fundraising, starting a nonprofit to empower girls 00:03:33.000 --> 00:03:49.000 In STEM, at Girls Start, which is a nonprofit that I started, I love that Anne is going to be Crowns here at Community Schools. I love that. I love a group costume, and I love that you've got a mission-infused costume. You are a total rock star. 00:03:49.000 --> 00:04:10.000 Way to go. Okay, this… we're gonna be fast and furious, my fundraising friends. I popped this link in here if I can help you with your fundraising. But we're going to be fast and furious. I have another webinar that I'm doing immediately after this, so if the… if towards the end I haven't answered your question, I'm going to pop in my email, and you can just send me your question. If I don't get 00:04:10.000 --> 00:04:27.000 to answer it. But I'm going to be fast and furious because forgive me, but I'm hosting another webinar right after this, so thanks in advance. Golden Girls, that's a good group costume. I also love… one time I showed up at a Halloween party, and a friend of mine and all her friends were dressed up like 00:04:27.000 --> 00:04:43.000 Orange is the new black, like, prison inmates, that was pretty cool. Oh, dragonflies, and oh, I love a group costume. Oh, I love it. Okay, well, that's where you can get more of me in your life. You can also join my newsletter 00:04:43.000 --> 00:05:00.000 I'm really grateful to Abby for giving me a shout out for my newsletter. I am a healthy obsession with donor stewardship, philanthropic psychology, fundraising, and email. Yay! I love, I love coming up with creative emails 00:05:00.000 --> 00:05:07.000 I'm working on one right now in my head, which is a shout out to anyone who has a son 00:05:07.000 --> 00:05:23.000 Oh my god, literally, this is my this is me talking to my son, even though he's 19, life would just be better if he was wearing a helmet at all times, unless he was sleeping or taking a shower 00:05:23.000 --> 00:05:39.000 I'm going to turn that into an email someday. Anyway, you can follow me on LinkedIn. You can sign up for my newsletter. I do a lot of free workshops and I do work really hard to entertain you. And we can all use a little more entertainment, right? 00:05:39.000 --> 00:05:57.000 Okay, so type your questions into the Q&A, and we're going to be chatting you up in in the chat here. So, and I'm in Austin, Texas, and that's my hometown. I'm a native, and I'm married to another native, so together we're an endangered species 00:05:57.000 --> 00:06:18.000 I'm going to try to control myself. I get really excited when I talk about email. There's so many great nuggets in here. It's off the chart how many great nuggets are in here? I'm going to talk fast because I've got a lot to cover. But that's me when I talk about email. I just absolutely love talking about email, and to help you 00:06:18.000 --> 00:06:36.000 With your end of year, I've got this free checklist. Jenna said, somebody has to be excited about emails. Well, I'm happy to be that person. I love them. I love subject lines. I keep a Google Doc of really great subject lines. I have my all-time favorite Giving Tuesday subject lines in 00:06:36.000 --> 00:06:52.000 This slide deck for you, so check out my end of year appeal checklist. I also put this into the chat, my friends. And I'm going to be nosy and ask you a few questions about yourself. So type into the chat and tell me if your end-of-year appeal is done 00:06:52.000 --> 00:07:01.000 If it's a draft or if you have not even started it yet. Okay, so we've got draft halfway, still in my head. 00:07:01.000 --> 00:07:06.000 Still in my head, draft almost okay. I got a couple people that are done with it 00:07:06.000 --> 00:07:26.000 And final approval, haven't started. Lauren has not started. I wrote the worst draft ever, so I'm starting over. I love that. Okay, well, my checklist is going to help. I am also doing send me an email if you want to learn more about this. I am doing 00:07:26.000 --> 00:07:42.000 An end-of-year appeal makeover right now, but that's my email address. So, okay, well, I'm happy for you if you're done, and if you're in a draft form or you haven't even started, you are in the absolute 00:07:42.000 --> 00:07:46.000 beautiful place. I'm also, as I said, admittedly nosy 00:07:46.000 --> 00:08:10.000 So I want to know, and if you're doing Giving Tuesday, you can include that number in here, because a lot of people consider Giving Tuesday, like, the kickoff of their whole end-of-year campaign, but I'm nosy, so type in how many direct mail and email appeals you are sending. Like, I know Stephanie hasn't sent any yet, but you're going to, okay, you're going to. 00:08:10.000 --> 00:08:27.000 Type in the total number of appeals that you are going to send out, and you can combine Giving Tuesday in there, you can combine direct mail and your email. Okay, Olga's only sending 3 emails. Olga, not enough. I want you to send 3 just on the last day. 00:08:27.000 --> 00:08:38.000 Oh, I love cinnamon. Oh, my God, I love that your name is cinnamon. That is so awesome. I love that. Cinnamon. Let's be more like cinnamon. 00:08:38.000 --> 00:08:43.000 Cinnamon is sending out nine emails and two direct mails. Love that. 00:08:43.000 --> 00:08:54.000 goal… Brittany's goal is 3 emails. Not smart enough, not enough. Okay, it's okay if you're freaking out. It's okay to freak out. It's okay to freak out. 00:08:54.000 --> 00:08:57.000 Download my checklist. I'm going to put that in there again 00:08:57.000 --> 00:09:18.000 I'm here to make you feel better. Download my checklist. We're going to take a deep breath. It's going to be great. If you're freaking out, you're in the right place, okay? I want you to send more emails, and the reason why I want you to send more emails is because your donors aren't reading all your emails, okay? Instead of thinking, like, oh my God, it's my 15th email 00:09:18.000 --> 00:09:29.000 Cinnamon is not sitting there thinking, it's my 15th email, but maybe she is. But you know what? I want Cinnamon to think about before that. I want her to think, hey, what's my open rate? My open rate's 40%. 00:09:29.000 --> 00:09:49.000 That means 60% of people did not read my email, so I better send another one. Also, you can also just resend to unopens. But here's some truth bombs. It's going to take more than one email to get through. The end of… just because it's the end of year, that's not a reason to give. We need to give donors a real 00:09:49.000 --> 00:10:04.000 Reason. And saying things is a privilege. Okay, so some truth bombs. Now we're gonna dig into your end of year appeal schedule, okay? Your end of year schedule. This isn't just your appeal. This is, like, the whole kit and caboodle 00:10:04.000 --> 00:10:25.000 So here is the dealio. We are past September and we're kind of past October, but I left them in here so you know if you haven't done these things, you need to catch up on it. Okay, Brittany says, I would be appalled if I was emailed that many times by an organization excited to hear more about how I can change my perspective on that 00:10:25.000 --> 00:10:30.000 I love this! I love this. Okay, yes. 00:10:30.000 --> 00:10:38.000 I love this. She's appalled. And you know what? If she was on an email list and she got 15 emails 00:10:38.000 --> 00:10:49.000 She might unsubscribe, but you know what? She wasn't gonna donate anyway, so that's okay. I'm going to show you how to write compelling 00:10:49.000 --> 00:10:52.000 Great emails that combine 00:10:52.000 --> 00:10:56.000 thoughtfulness, stewardship, compassion 00:10:56.000 --> 00:11:07.000 excitement, interest, and your donor. Like, all six of those things together. My goal is not that you write 00:11:07.000 --> 00:11:23.000 A ton of low-quality emails. My goal is that you write a decent number of high quality emails and high quality emails get opened and read and people take action 00:11:23.000 --> 00:11:31.000 So I love your openness to like, let's like change my attitude about that. Oh, well. 00:11:31.000 --> 00:11:47.000 Alana, we're going to segment. We got a segment girlfriend. We can't be. It's 2026. That's like, you know, we got a segment. Okay, we got to do it. It's easy. It's easy peasy, and you can do it. You can't get away with not segmenting. Okay. 00:11:47.000 --> 00:12:08.000 It hurts your fundraising too much. Okay, so this is your schedule here. We're now pretty much looking at November. So hopefully you've got your segmentation scheduled, you've got your list is clean. Hopefully you are ready to go with some good stewardship. It's really important that you guys warm your donors up 00:12:08.000 --> 00:12:24.000 Giving Tuesday is early this year, it's December 1st. This… I'm not… I don't want to go into this too much. Oh, I'll put in my… a link here where you can download my slides. But this is just a bird's eye view of all the things my beautiful friends 00:12:24.000 --> 00:12:31.000 For you to think about in your whole campaign schedule. Now, what I'm going to get into 00:12:31.000 --> 00:12:47.000 Is what's coming up. We have 63 days until December 31st, so you've got time. You've got time. Now, here's a real kicker. Giving Tuesday is coming up really fast. Giving Tuesday is 33 days away 00:12:47.000 --> 00:12:53.000 Type me if you are planning to participate in Giving Tuesday 00:12:53.000 --> 00:12:59.000 Tighten me if you're doing it. And listen, guys, I'm not like 00:12:59.000 --> 00:13:15.000 Type love, if you are on my list and you love getting it. And let me tell you something, friends, this month I have literally, okay, lots of people doing Giving Tuesday, lots of people giving to, I already put it in the chat. I'll put it back in here 00:13:15.000 --> 00:13:25.000 This is your checklist, my friend, to download. I'm scanning to see if anyone wrote love. Maybe it's just like one person. Okay, love Danielle. 00:13:25.000 --> 00:13:32.000 Danielle wrote love. Marcy wrote love. Okay, Cinnamon wrote love. Okay, so some people, Anne wrote love. Some people are on my email list. 00:13:32.000 --> 00:13:48.000 Listen, I have been sending out this month, I've literally been sending out an email every single day. Have I had unsubscribes? Hardly any. Why not? Because I've sent really good 00:13:48.000 --> 00:14:04.000 Emails with really good subject lines that are really funny, that deliver valuable content. And that's what I want you to do, too. Are you going to get unsubscribes if you send out crap? Yes! And we're not going to do that. We're going to send great stuff. Okay 00:14:04.000 --> 00:14:22.000 So before I get into talking more about, and it's okay if you don't have capacity, the Giving Tuesday, that's okay. It's okay if you're not participating. I was just curious and that's why I'm asking. And I don't think it's useless. I think, because I think there's lots of creative things to do with Giving Tuesday 00:14:22.000 --> 00:14:35.000 Like using Giving Tuesday just for stewardship or having a different kind of goal for Giving Tuesday. So anyway, really quick before I go into my 00:14:35.000 --> 00:14:43.000 whole like seven-part end-of-year email series, and yes, is that going to include seven emails 00:14:43.000 --> 00:14:58.000 Yes, it is. Ilana loves a Noah's giving Tuesday. It's a nice way to warm people up, and if you haven't done that already, think about it. It's also a nice way to kind of stand out. But please, pretty please with Sugar on top, do not send any emails on Giving Tuesday that say. 00:14:58.000 --> 00:15:13.000 It's Giving Tuesday in the subject line. Don't do that. It's like shouting. Everyone does that. Okay, we know it's Giving Tuesday. The the season to give is not a reason to give. Okay, but 00:15:13.000 --> 00:15:32.000 The fastest thing you can do right now to boost your end of year revenue warm people up with gratitude. Type yes into the chat. If you have been stewarding your donors, you've been picking up the phone, you've been doing a thinkathon 00:15:32.000 --> 00:15:45.000 You've been sending them a letter reporting back on all the ways their gift is making a difference. Yes, yes, yes, I love that. I love that. If you haven't done that, do it. Pick up the phone, have a thank-a-thon. 00:15:45.000 --> 00:16:01.000 Smile and dial, smile and dial. Okay, with our… I hope that's a donor newsletter, Richard. Tell me if that's a donor. Marie said, kind of. Okay, this is the number one thing that you can do to boost your end of year, is report back and let them know 00:16:01.000 --> 00:16:06.000 that you… exactly how their gift made a difference, okay? 00:16:06.000 --> 00:16:24.000 I want everyone on my nice list this year. This is how you're going to get onto my nice list. You're going to report back on their last gift, let them know how… oh, informal newsletter made aimly at donors. That means you're… it's a spray and pray, and you're trying to reach everybody 00:16:24.000 --> 00:16:39.000 Pick a lane, let's go with donors. And let's have this donor-centered newsletters can raise a lot more money. Informational, not going to raise a ton of money. 00:16:39.000 --> 00:16:58.000 Okay, type me if you're like, I'm doing all this, I'm doing all this, I'm down for this, or type yes if yay. Okay, sweet. I want you to be building and testing and scheduling your emails. I want you to make a donation. You think it's all buttoned down and hunky dory 00:16:58.000 --> 00:17:13.000 But lo and behold, it may not be. There may be a broken link or something like that in there. They may not go to the thank you landing page. You think they're going to go to, which is why I want you to do all this. Type yes into the chat if you have 00:17:13.000 --> 00:17:20.000 already written your appeal and your thank you letter. Type yes 00:17:20.000 --> 00:17:35.000 Okay, Sarah, I cannot get our big boss to move away from info letters and it's killing me. I'm sorry. Info letters are not going to raise money. Okay, good. Because I want everyone to do this now. You're writing your appeal and I want you to write your thank you 00:17:35.000 --> 00:17:52.000 the same time, because your appeal is for something specific, and your thank you is going to speak exactly to that specific thing that they donated to, that specific campaign. And just a reminder, I do 00:17:52.000 --> 00:18:10.000 Lee, I do need to leave, like, 5 minutes for the hour, and I'm gonna drop my email in there, so if I didn't answer everybody's questions, I will be able to answer them there. Okay, well, I only have one question in the Q&A, but if you've got questions, feel free to type them in there, beautiful friends 00:18:10.000 --> 00:18:18.000 This is why I really want you to test everything, because look at this real autoresponder I got dear comma 00:18:18.000 --> 00:18:33.000 Ouch, ouch, ouch. They thought it… they had a personalization tag in there, and they didn't. I'm sorry for sentiment. It feels like Cinnamon has to have a lot of things getting approved by the higher-ups. And you know what I believe Cinnamon, surprise, surprise! 00:18:33.000 --> 00:18:50.000 I believe in letting the fundraisers be fundraisers. I don't walk. I don't like walk into the emergency room and with a butter knife and say, hey, let me try to do surgery. I think I'd be great at that. I don't do that. I've never done that 00:18:50.000 --> 00:18:56.000 I also got this. Thank you for your donation from all of us at organization. 00:18:56.000 --> 00:19:06.000 Yeah, this is why I want you to test. Test, test, and test. This is why I want you to mystery shop your organization and make a donation yourself. Now look 00:19:06.000 --> 00:19:15.000 Okay, well, it's… here's an easy thing about… and I could talk about email all day, but here's an easy thing to fix that. 00:19:15.000 --> 00:19:20.000 Stop using deer blank, okay? 00:19:20.000 --> 00:19:24.000 These are, like, I work really hard to have 00:19:24.000 --> 00:19:39.000 First names for every single person on my email list. But lo and behold, there are some people who have crazy little email addresses like director at avc.org. I personally can't stand vague email addresses 00:19:39.000 --> 00:19:47.000 If you want to boost your email open rate, send it from a human being, send it from Rachel at abcorg. 00:19:47.000 --> 00:19:53.000 abc.org, not director or executive director, or development 00:19:53.000 --> 00:19:54.000 Oh. 00:19:54.000 --> 00:20:10.000 I mean, people give to humans and email gets opened by people knowing other humans. So so personalized, personalized, personalized. And back to your question and type anything into the Q&A that you really want me for a short answer 00:20:10.000 --> 00:20:29.000 I like to use you when I don't have their first name. So that it because you still sounds really, really personal. So there's a pro tip for you. And if you want more help from me, I teach people all these tricks and so many more, and I'll put my little $49 membership 00:20:29.000 --> 00:20:35.000 And there, if you're interested, we just finished a great workshop on event fundraising. 00:20:35.000 --> 00:20:54.000 And we're talking about Giving Tuesday next. Okay, so how much email? This is for my people who are like, I don't know, Rachel. I don't want to send more than 3 more than 3. You're freaking me out right now. Here's a minimum 3 emails just for giving Tuesday. That's a minimum. A lot of people are sending 5 to 7 00:20:54.000 --> 00:21:16.000 They're sending a kickoff the day before. They're sending like 3 to 5 the day of, and how are they sending so many? Maybe they've got a match, maybe they've got a pledge, maybe they've got some challenge, and updating me on how close you are to your goal, or how close you are to your challenge, and maybe your challenge is something silly like 00:21:16.000 --> 00:21:22.000 getting poured… pouring somebody with green slime, like in that 00:21:22.000 --> 00:21:29.000 that Canadian television show that was a staple in my TV diet, I forgot what it was called 00:21:29.000 --> 00:21:34.000 I don't remember. Anyway, I love that green slime situation. Yes. 00:21:34.000 --> 00:21:39.000 Jenna, I can resend the checklist 00:21:39.000 --> 00:21:44.000 Happy to do it, my friend, and I've also got… yeah, there you go. Okay. 00:21:44.000 --> 00:22:00.000 This is just a sample. We've got the Giving Tuesday, but but things like a challenge, a pledge, those give you a reason to keep updating people. And and and you want to update them on how much you raised in the end as well, like people people want to know 00:22:00.000 --> 00:22:15.000 Then we've got our end-of-year ask, we've got some cultivation in there. So that's like a minimum. That's like a light email schedule. And then this is a heavy email schedule. If you want me to answer your question, beautiful Sarah, pretty pleased with sugar 00:22:15.000 --> 00:22:33.000 Pop it in the Q&A. This is a lot more. They did their kickoff and they did all their emails for Giving Tuesday than they did a thank you. They've got a match. They've got like a disappearing match. So this is an example. They're sending four on the last day of the year. They're literally sending four 00:22:33.000 --> 00:22:46.000 So if this is you, you're in the right place. Type me if this Nickelodeon, that's it. I don't remember the name of the show though. This is me. I love it. 00:22:46.000 --> 00:23:04.000 I have to… I'm a procrastinator, too. I'm such a bad procrastinator. I have to. I'm addicted to it. It's like I have ADD, and that's… I have to have a deadline to get anything done. So I am about to pop into my sample seven part email series. Now, I'm going to put this into the chat 00:23:04.000 --> 00:23:19.000 We're going hot and heavy here. I'm gonna put this into the chat, friends. So you can download these slides, because you're going to want my template. This is a 7 series campaign that I'm going to show you 00:23:19.000 --> 00:23:39.000 It starts off with stewardship, it ends with stewardship. And I'm going to walk you through it, and you can download these slides and you can absolutely use this because I've put in like got insert, target, beneficiary here, insert your mission here. So this is an actual template. So this is a layout 00:23:39.000 --> 00:23:41.000 Of what you're sending when 00:23:41.000 --> 00:23:59.000 Lots on December 31st. That's the last day of the year. Okay, but 1st off the ingredients to any fundraising appeal. We got a problem. We got a solution, and we've got the donor's gift is gonna solve it. The donor gets to solve it. Okay 00:23:59.000 --> 00:24:04.000 I can't tell you how many appeals that I read that literally sound like 00:24:04.000 --> 00:24:22.000 of report card of, like, or like an annual report. Here's all the great things we got done this year. No, no, no, no, no, no, no, no. That's not what this is. This is an email appeal. There's a problem. Thanks. I'm glad you like this. There's a problem 00:24:22.000 --> 00:24:40.000 And there's a solution and the donor is going to solve it. Okay, so here we are starting with stewardship. This gift we owe to you. Imagine getting through the holiday season alone, pregnant with nowhere to turn. And then we've got this story. Thanks to you, this person was happy 00:24:40.000 --> 00:24:56.000 I've got you guys, if you have a question, there's no there's just the handouts. You can download these slides and then you can see this, okay? And if you've got a question, put it into the Q&A because we're just chatting our friends up 00:24:56.000 --> 00:25:14.000 here into the chat. Okay, so this is just stewardship, and it's just thanking you. You made this great thing happen. You saved Jenna. She was in trouble. Your kindness and compassion says everything there is to know about your generous and caring heart. I am not just thanking the donor for their gift 00:25:14.000 --> 00:25:33.000 I'm not just telling them what their gift made possible. I am reflecting back on who they are. They are kind, they are compassionate, they are generous, they are loving, and they have a caring heart. Don't just thank the donor for their gift. Thank the donor for who they are when they make that gift 00:25:33.000 --> 00:25:50.000 That, my friends, is philanthropic psychology. Thank you for making Christmas Day and every day brighter for women fleeing abuse. This is just stewardship. It's just this is kind of like closing the loop for all those people who haven't reported back and told their donors how their gift made a difference 00:25:50.000 --> 00:26:08.000 Start with this. This is the start to your end of your campaign. I'm warming them up, warming them up. Okay. Whoops, I went backwards instead of forwards. Okay, now we've got the second email. This can't keep happening to moms. That kind of a subject line is going to make it's going to pique my curiosity 00:26:08.000 --> 00:26:22.000 What the heck is happening to moms? I don't know what's happening to moms. I'm gonna have to open up this email to find out what is happening with moms. Now, we've got a donate button that is very obvious and easy to see, and I'm asking, how many times 00:26:22.000 --> 00:26:36.000 Three times. I'm asking every email you need to ask three times, and always my fundraising friends always use the PS. So I've got there's the holidays should be a happy time 00:26:36.000 --> 00:26:50.000 But for the families who come to the Center for Battered Women, it's brought with terror, violence, and forgive me in advance for not giving a trigger warning, but this is an email series about domestic abuse. I apologize for not 00:26:50.000 --> 00:27:08.000 Letting… if we're not telling you that, but I do want to let you know. So we've got this conflict here, these twins saw this abusive situation with their parents when they should have seen holiday lights, they were looking at emergency lights and sirens. This is great immersive storytelling 00:27:08.000 --> 00:27:17.000 We make a gift so that kids like this get the services that they need using the PS, this is going to give them emergency shelter and care 00:27:17.000 --> 00:27:35.000 Okay, that was the second email. Here comes the third email. This story will warm your heart, Rachel. Oh, am I going to want to open that? Well, yes. Well, yes. And then we're going to talk about when your world has been turned upside down, every connection counts, and we're talking about 00:27:35.000 --> 00:27:50.000 Like, this holiday should have been just opening up the Christmas presents, but instead it was like this. But thanks to you, we were able to give them help, and they got this, and as they were leaving, one of the therapists said they've been such a joy 00:27:50.000 --> 00:28:00.000 These kids are yours and mine. We are here for them because of you until the sky's clear, you are their light of hope 00:28:00.000 --> 00:28:15.000 I am putting the donor in this story. I'm reflecting back on how important they are to a positive outcome of this story, my friends. Will you help this family feel and start a new life with your most generous gift today? Because honestly, like the first step 00:28:15.000 --> 00:28:34.000 It going to the shelter, that's just step one. They need a lot more help. They're going to need therapy, they're going to need more help. Reinforcing the ask and the PS. Now we've got email number four. Just never thought it would happen to her. Now you're piquing my curiosity with that subject line. What 00:28:34.000 --> 00:28:51.000 What did she not think? What happened? What did she not think? And this is also a great example of, like, taking one story, and this could be Giving Tuesday friends, or this could be end of year, but I'm taking one story and I'm telling this, this story throughout the entire 00:28:51.000 --> 00:29:06.000 appeal, this one story. I'm sticking with this story. You could, you know, so that's another strategy. I hope you've been able to read my email about the three young kids we've been helping. And then that's hyperlinked so that you can go back if you 00:29:06.000 --> 00:29:23.000 Are the 60% of people who didn't open the email, and you can get caught up if you want to, just doing you a kindness there. You may know someone like Jess, someone who's been abused. Even if you don't know who they are, because that's the truth, right? There are people that we know there could be in these situations, and we're not even aware that they're yours 00:29:23.000 --> 00:29:42.000 But there's good news. You can change that. I'm putting the donor in the story. Then I'm going to describe what their gift is going to do. Only you can help this family find a new path. Only you. It's up to me. I am like in this story, this outcome depends on me. So that, my friends, email number four 00:29:42.000 --> 00:29:53.000 Type yes if you're like, I'm rocking and rolling, I'm ready to see emails number 5 and 6. This is the best day of my life. Where have you been all my life? 00:29:53.000 --> 00:30:10.000 Thank you. If you want to, you can type me. Okay, yes, yes, okay. Number five and six. Is this you? I love that. Okay, only one person said yes, but it's okay. Yay, Betsy. Betsy's like, I like you enough, Rachel. I'll throw you a bone here 00:30:10.000 --> 00:30:21.000 Is this you? I love this. Is this you? You can see how my obsession with emails, it helps people. 00:30:21.000 --> 00:30:32.000 Would I open it if it said, is this you? Yes. Yes. And you're piquing my curiosity. I love this opening. Please steal this. I'm looking for a hero 00:30:32.000 --> 00:30:43.000 And I think that might be you! And personalization, we can say, I'm looking for a hero, and I think that might be you, Abby 00:30:43.000 --> 00:31:02.000 I've been sharing the story of three young kids. Yay! So now do you see I want everyone who said, you send me seven emails, Rachel, I'm going to unsubscribe. I don't like you anymore. If if now you're like, I get it, I get it, I get it, just type love 00:31:02.000 --> 00:31:17.000 Okay, just type love if you're like, I was hating on it, didn't think it was possible. I was telling everybody in this public forum that I would unsubscribe, but now I see lo and behold, this woman gets me. Okay 00:31:17.000 --> 00:31:35.000 Here we go. Now we've got surprise, surprise, one more here. Hours left to give. Are you the hero we need, or are you the hero we're looking for? I'll be honest, time's running out. Now we're getting into, like, the deadline part, like, you know, we're really 00:31:35.000 --> 00:31:50.000 Will you be the hero who makes it happen? Okay, only hours remain to leave a tax deductible gift. This isn't another sad story. This is real. This is happening in your community of blank. Another great opportunity for personalization. You could 00:31:50.000 --> 00:32:09.000 Like, Austin, Texas, you know, you've got… you know what city they're in, you could put that in there, especially if you're working with donors from… from all over the United States. Brittany is tracking me more-ish, so I'm glad you're tracking me more-ish. Number seven, look inside to see your impact. This is the wrap-up. This is like 00:32:09.000 --> 00:32:13.000 Here's all the great things that happened, and it happened because of you. 00:32:13.000 --> 00:32:28.000 We had an ambitious goal, and thanks to you, we did it. Yay! If I can be of any service to you, always, always, always. Yay! Oh, I love that. I love that. If you're going to be sending these emails, you're going to be a bright spot in a sea of nonsense. Yes 00:32:28.000 --> 00:32:39.000 A sea of nonsense, there's a sea of bland beige appeals that just look terrible and don't… and this is the slides, friends. I put this in the chat a few times. 00:32:39.000 --> 00:32:44.000 I'm like, I want you to stand out like the beautiful rainbow unicorn that you are 00:32:44.000 --> 00:33:00.000 And how are you going to do that? You're going to do that with a great subject line. My fundraising friends, because before I give you my money, I'm giving you my attention, and if I don't give you my attention, I am not going to open it. 00:33:00.000 --> 00:33:13.000 Does anyone feel turned off by seeing their first name and email subject? Oh, please. Okay, that's an auto delete for me. Wow, Mary, Mary, Mary. Okay. 00:33:13.000 --> 00:33:27.000 Not if it's a well-written. I don't know, I don't put a first name in the subject line every time. I maybe do it one out of every… probably 7 emails. I my email service provider, if I don't have a first name 00:33:27.000 --> 00:33:43.000 it just doesn't show up as a name, so that's pretty handy. But I'm not turned off. Like, here's the thing, people can take all of this and not use it in the right way, right? When I first told you guys 00:33:43.000 --> 00:33:58.000 That I'm gonna show you 7 emails. People are like, I'm gonna unsubscribe if you send me 7 emails, and then you were like, wow, these actually look really, really good. People can do things in the wrong way. If you're using segmentation the right way, your donors are going to feel seen, loved 00:33:58.000 --> 00:34:16.000 and cared about by you, and that's the goal. And when it comes to subject lines, you've got one goal. Get it opened. That carrot is your subject line. That's how you're going to get open. Here's some great Giving Tuesday subject lines. I love this 00:34:16.000 --> 00:34:27.000 stretch goal for koalas. We'd love to see your name on this list, Rachel. Well, what list is that? You've got that Giving Tuesday glow, Abby. 00:34:27.000 --> 00:34:35.000 Aw, Allie, how can four more kids to camp. I'm down. You inspire me, cinnamon 00:34:35.000 --> 00:34:38.000 Cinnamon's gift match, 2X? What? 00:34:38.000 --> 00:34:55.000 So these are just some really fun subject lines, and I absolutely… oh, sorry, QR code was the handouts link. Okay, sorry. No, that was the QR code was the handouts link. I meant to do that. I meant… I meant to make sure you get my handouts, friends. I want you to have my handouts 00:34:55.000 --> 00:35:02.000 So yeah, I also want you to have my checklist. I'll put that in there too. 00:35:02.000 --> 00:35:05.000 Okay. 00:35:05.000 --> 00:35:07.000 Sweet, okay. 00:35:07.000 --> 00:35:24.000 I love subject line tester.com. I'm sorry, sorry, I love send checkit.com, sendcheckit.com. Here, I'm going to put this in here. It's my favorite. Nowadays, they make me enter my name and my email address. I don't care. Sometimes I'll 00:35:24.000 --> 00:35:40.000 I will check subject lines all day. I'm a freak, but here's some tips. Don't make it all about you. Get inspired by other senders. I get inspired by for-profit senders all the time. Do not use all caps. Do not capitalize the first 00:35:40.000 --> 00:35:55.000 letter of every word. Please stop doing that. It makes it harder to read. I don't capitalize anything. All your fundraising. Yay, Brittany says she's never felt so seen 00:35:55.000 --> 00:36:05.000 I love it. Always test, use A/B subject lines to test. I test every single one unless I'm in a hurry. But ask yourself, would I open this 00:36:05.000 --> 00:36:22.000 All fundraising should sound like a conversation, a real happy hour conversation between two beautiful human beings. Okay, so for you to get started, and we're getting close to the end, but I've got time for questions. I want you to think about a compelling story 00:36:22.000 --> 00:36:38.000 If you use a photo in your email appeal, if you use a photo, it needs to show the need, okay? I don't want it to be you're raising money for coats for kids and it's a happy kid wearing a coat 00:36:38.000 --> 00:36:54.000 Drinking cocoa next to a fireplace. No, it needs to be a kid who's cold, who's outside wearing a t-shirt and doesn't have a jacket, okay? The photo needs to help you tell the story and explain the need 00:36:54.000 --> 00:37:10.000 You can also think about your narrator. Is it coming from a human? Is it coming from an inanimate object? Is it coming from your board chair? Is it coming from your founder? Is it coming from a client, a parent? What is your opening hook? And of course, what is 00:37:10.000 --> 00:37:17.000 Your… I love that title, casing feels too formal. Yes, 100%. 00:37:17.000 --> 00:37:23.000 What is your offer, which is the tangible thing that my gift is going to do. 00:37:23.000 --> 00:37:37.000 So I'm gonna give you some tactical tips here to win the fundraising jackpot. Okay, I know this is direct mail, but I'm just this is real, and this happened. I have a… I'm doing a thing right now where I'm rewriting 00:37:37.000 --> 00:37:40.000 Appeals. I'll put the link in here 00:37:40.000 --> 00:37:46.000 I'm sorry. I'm doing this end-of-year rewrite thing. 00:37:46.000 --> 00:37:53.000 And this is… I really rewrote this appeal. This was mine. This is my rewrite on the left 00:37:53.000 --> 00:37:59.000 What was this photo? This photo reinforces the need. This is a homeless person who needs help. 00:37:59.000 --> 00:38:06.000 This is what they actually sent out. Three people who were happy and smiling 00:38:06.000 --> 00:38:11.000 And so I know I get it. Okay. 00:38:11.000 --> 00:38:24.000 I get it. You're tired of showing these photos of people in need without a problem to solve, donors don't have anything to do. Save the photo, the happy photos of the people that you served 00:38:24.000 --> 00:38:27.000 For your stewardship 00:38:27.000 --> 00:38:32.000 Use photos of people in need. It can be stock photos 00:38:32.000 --> 00:38:39.000 For your appeals, use the Happy Smiling You Helped Us photos for your stewardship. 00:38:39.000 --> 00:38:55.000 I'm going to summarize some appeal writing tips. We've got 18 questions in the Q&A. I'm about to hit those all fast and furious. If I don't reach yours because I have to scoot out do an Irish goodbye and leave 5 minutes ahead of time, I will put my email address. 00:38:55.000 --> 00:39:14.000 All fundraising conversation needs to sound like a real happy hour conversation between me and Abby, who's so much fun to go to happy hour with. We got to go to happy hour this summer, and it was a blast. You need to pay extra attention to the subject line and to your Ps 00:39:14.000 --> 00:39:28.000 Always use the PS. You think people read from the beginning to the end, but they don't. They skim. Personalize if you can. It doesn't have to be always the first name. It could be the city that they live in. 00:39:28.000 --> 00:39:35.000 And it doesn't have to be every single email. You're not going to send every single email with 00:39:35.000 --> 00:39:45.000 Their first name in the subject line or in the email body, you're going to do it sparingly, but it's a good way to 00:39:45.000 --> 00:40:02.000 To clean your list and to boost your open rates. It needs to come from a human with a real email address. It needs to be skimmable. We want to alternate the links of the paragraphs. We want to use short, short sentences, and 00:40:02.000 --> 00:40:20.000 One paragraph can be three, one can be two, one can be one, one can be four, but we're going to alternate them so that it's easy to skim. We're going to have a tangible ask, a very clear call to action, and all the thank yous is ready, okay? You're going to be ready with your 00:40:20.000 --> 00:40:36.000 Thank you. Landing page. You're going to be ready with your thank you autoresponder. You're going to be ready to do your thank you cards, and if you've got a question, type it into the Q&A. Having a clear offer is probably one of the biggest mistakes I see in fundraising appeals 00:40:36.000 --> 00:40:51.000 There's no clear offer. That is what tells the donor… that's what they're buying, right? It tells them what their gift is gonna do. I just fixed that, and it didn't show up right. Anyway, your $100 will pay for a month's worth of baby formula for a hungry orphan 00:40:51.000 --> 00:41:08.000 Without a problem to solve, donors do not have anything to do. So we're going to give them something to do. We're going to have a clear call to action that's emphasized. Look at this, $20 a month means a hungry kid for a year. We've got a neutral expression 00:41:08.000 --> 00:41:16.000 Of a kid, it can be sad, or it can be neutral in the appeal. The happy stuff goes at the end in the stewardship 00:41:16.000 --> 00:41:33.000 type in one, two, or three. Which call to action do you think works best? Please make your Year-End gift to save the penguins today. Please stand with penguins today, or please stand up for your values. Segmentation is sending emails 00:41:33.000 --> 00:41:34.000 to 00:41:34.000 --> 00:41:44.000 different segments such as monthly donors. I'm sending them an email appeal that first thanks them for being a monthly donor 00:41:44.000 --> 00:41:49.000 That's a great question. So I've got two 00:41:49.000 --> 00:42:02.000 I only have one person voting. Oh, wait, no. Okay, sorry. I got two. Lots of people in two. Lots of people on three. It's one. It's one. It sounds boring maybe, but 00:42:02.000 --> 00:42:18.000 Make your Year-End gift to save the penguins today. This is tell me exactly what I'm going to do. Make it very clear that actually works the best, believe it or not. Here's some ways to rock your PS. This is just 00:42:18.000 --> 00:42:28.000 A screenshot of one of the many workbooks that I give to people that are in my league program. I'll put that link in there, but this is from my 00:42:28.000 --> 00:42:35.000 End of your fundraising made easy. 10 different ways to rock your PS 00:42:35.000 --> 00:42:41.000 I am going to get started on these Q&A questions. I'm going to leave this up so you guys can 00:42:41.000 --> 00:42:51.000 enjoy that, and I will also put my link to my handouts right here for you, my beautiful friends. Okay, so here we go. 00:42:51.000 --> 00:42:55.000 Questions. Is there a gold standard for email links? 00:42:55.000 --> 00:42:59.000 Oh, that's a good question. 00:42:59.000 --> 00:43:05.000 You know, God, I'm trying to think, like, maybe 00:43:05.000 --> 00:43:09.000 Maybe 200 words? I mean 00:43:09.000 --> 00:43:24.000 200 to 300? I'm gonna… I'm gonna say it doesn't need to be super long. Yay. Okay, I hear that three is the minimum. How many emails is enough? It depends, right? Like the adult undergarments 00:43:24.000 --> 00:43:34.000 If you're doing… you know, I want you to write really good subject lines. I want you to write really good emails. I want you to write them as a human being, not as an AI 00:43:34.000 --> 00:43:36.000 But 00:43:36.000 --> 00:43:53.000 But you could send… you could send 5 to 7 just for giving to you could send anywhere from 3 to 7 for Giving Tuesday. You could send anywhere from 5 to 15 for end of year fundraising. I mean, I'm not going to tell you 00:43:53.000 --> 00:44:03.000 How many to send, but for the vast majority of you, you need to be sending more. Mary hates it. Okay, we already asked that about the using the first name. 00:44:03.000 --> 00:44:21.000 Richard asked, what's the difference between an informational newsletter and a donor… Okay, there's donor newsletters which are going to donors, and then there's a newsletter that you're trying to send to everybody. Donor newsletters are all about making the donor feel great 00:44:21.000 --> 00:44:38.000 for what they accomplished, their print newsletters, and they include a reply device. That is a donor newsletter. It's story after story after story of the goodness that the donors did, and it may include some other calls to action 00:44:38.000 --> 00:44:50.000 Such as legacy giving, for example, Marilyn said, what if we don't have a good email list? I inherited a small list around 6,000 00:44:50.000 --> 00:44:56.000 I don't… I think that's a pretty good size email list, but you know what my question to Marilyn and everyone is 00:44:56.000 --> 00:45:11.000 How many active people do you have on that list? Because you may say 6,000, but you may really only have 1,000 active people on that list, meaning people that are actively opening your emails, and everyone else is cold 00:45:11.000 --> 00:45:21.000 And I'm in… I'm guessing this is pretty cold, because you say you don't get a lot of engagement, we add new donors, event attendees of volunteers, but it's been so in a buildup. Welcome to my world. 00:45:21.000 --> 00:45:38.000 It takes time to build an email list. It is a constant people are always unsubscribing. It happens. People move, people change jobs. You know, people get new email addresses. I mean, you know, it's going to happen 00:45:38.000 --> 00:45:52.000 You all… the best way to grow your list is to give compelling reasons for people to join your list, and the best way to have good engagement is to deliver consistently really good content. 00:45:52.000 --> 00:46:04.000 Deliver items of value. How are you helping your readers? Lauren asked, what are your thoughts or empirical results around using the orgs names versus a human's name? 00:46:04.000 --> 00:46:15.000 Use a human, please use a human, a real human, okay? Not the org's name. I mean, I don't care if it's like if it's like it can be Rachel at the Girl Scouts 00:46:15.000 --> 00:46:29.000 But it shouldn't be development at the Girl Scouts, and it shouldn't be Girl Scout newsletter at the Girl Scouts, okay? I hope that answered it properly for you. Okay, Richard said 00:46:29.000 --> 00:46:49.000 I like the idea of personalizing our email sender. For newsletters, we typically answer as many of these as I can, and then I'm going to pop my email address in because I'm doing another webinar in case anyone's joining me for the next webinar. I like the idea of personalizing our email sender for newsletter. We type the name of our exec director. 00:46:49.000 --> 00:47:05.000 It needs to… the sending email, I would… I would have it be from a human being. You're gonna get a better open rate if it's from a human being. Thoughts on a print letter with a tear-off return. This webinar was really about emails 00:47:05.000 --> 00:47:15.000 Emails can include links and QR codes. You can do a tear off return option, but you should also be doing a reply device and a direct mail piece. Sarah 00:47:15.000 --> 00:47:30.000 I answered Getika's… Marietta said, can you outline some guidelines on donor segmentation? You want to be segmenting… I mentioned the monthly donors earlier. 00:47:30.000 --> 00:47:45.000 You have donors as a segment, you have lapsed donors as a segment. You have people who haven't given yet. That's an acquisition. So these are these are different ways that you're going to communicate with your donors. And 00:47:45.000 --> 00:47:58.000 I'll put my link in here if you want more training. If you join, you get access to all the workshops I did all year, and there's definitely workshops on segmentation. 00:47:58.000 --> 00:48:12.000 DevCo asks regarding the immersive storytelling, how much is Imagine made up and how much is based on a real testimonial? You can be creative as you want to be my beautiful friend. I've had nonprofits who 00:48:12.000 --> 00:48:27.000 Kind of taken several stories, several real stories, and kind of made it into one story. So you can be as creative as you want. Yes, you can use scanned signatures and emails 00:48:27.000 --> 00:48:42.000 I already answered Jenna's about how often Christina said, what if the donor gives after, oh, this is a great example of segmentation. Thank you for asking this, Christina. Christina said, what if the donor gives after email two 00:48:42.000 --> 00:49:00.000 If the emails are part of one larger story, do they just get the one thank you email and are they removed? Yes, this is the this is the most critical thing about segmentation, and that is take me off the merry-go-round. If I give to Giving Tuesday, if I raise my hand, I've been stretching my arm out because I did 00:49:00.000 --> 00:49:02.000 The 00:49:02.000 --> 00:49:13.000 I did the, flu shot and a COVID shot yesterday. What? You're crazy, Rachel. I did it all, I know. There's my handouts, and here's the check 00:49:13.000 --> 00:49:18.000 list. Okay. So 00:49:18.000 --> 00:49:35.000 This is the essence of segmentation. If it's Giving Tuesday and I give, don't send me three more appeals for Giving Tuesday. That is the most critical piece of segmentation to answer your beautiful question, Jenna, what is segmentation? What does that mean? 00:49:35.000 --> 00:49:49.000 It means that you take me off the merry-go-round. If I give to the end of your campaign after the third email, I'm not going to get sent the fourth, fifth, and sixth email inviting me to give. This is literally what makes you 00:49:49.000 --> 00:50:06.000 unsubscribe. The greatest gift you can give your donor is the gift of feeling known by you. Alana asked about open and click rates, and you know what? I'm going to invite my beautiful friends at Neon One to pop into the chat their awesome study, because they did a really good email report 00:50:06.000 --> 00:50:26.000 that talks about size, and it talks about open rates. Because, Alana, that's not really a question, but if you want to ask me a question, but since you're… want to know more about that in general, I'm going to invite me on one to pop that into the chat. How big a sample size do you need to do A-B testing? Like 00:50:26.000 --> 00:50:30.000 I'm gonna say for AI, I mean 00:50:30.000 --> 00:50:50.000 several thousand, several thousand. Richard asked, what do you think about using stock photos? Yes, I'm fine with stock photos. Megan said, I'm just now starting fundraising for my organization. Congratulations. We've only had the capacity to bring in donations since August. Most end of year campaigns seem to focus on donor impact and thanking donors 00:50:50.000 --> 00:51:02.000 Not necessarily. That's just warming them up. That's the prequel. That's the stewardship. Okay, if you don't have any donors to thank, if no one's ever donated, you got to start with why they should give. 00:51:02.000 --> 00:51:14.000 I don't, I would start with how their gift is going to make a difference. I would start with how their gift is all the things that you've just heard, immersive storytelling, put the donor in the story. 00:51:14.000 --> 00:51:32.000 What are my thoughts from beautiful Anne-Marie, who's been a member of my league for a really long time? And I love her and she just came back and she said a new nonprofit. What is your opinion on creating a letter that goes out with an email? They've done that before and I'm inheriting the mindset 00:51:32.000 --> 00:51:49.000 A letter that goes out with an email. So, I mean, the direct mail piece reinforces the email. That's pretty… that's… or is it the letter is the email? Help me understand. Or you can also… you're a league member, you can send me this… you can email it to me, and I 00:51:49.000 --> 00:51:56.000 Email me the letter in the email. Beautiful, Anne Marie, and I'll just answer it for you, gorgeous. 00:51:56.000 --> 00:52:13.000 Donna said, how does having a match impact your email content? Lead with that and then tell the story of the impact of the gift. The match is really important. A match is great. It's going to raise your gifts anywhere from 15 to 50% on average, and it gives you a great excuse for, like, keep keeping 00:52:13.000 --> 00:52:29.000 this going and emailing people with updates on your almost there, you're almost there, will you help us get there? But yeah, that needs to be front and center, and you need to do the math for the donor in that. You need to say your $20… your $25 becomes $50, your $50 becomes $100 00:52:29.000 --> 00:52:45.000 Abiba says, I keep hearing different advice on this, and just a heads up, I'm about to head out in two minutes and I'll put my email. If I didn't answer your question, you can email it to me. 00:52:45.000 --> 00:52:55.000 Okay, I keep hearing different advice for fundraising emails and year-end campaigns. Should the sender be the organization? It should be a person and that person can be from the 00:52:55.000 --> 00:53:06.000 nonprofit like Rachel at the Girl Scouts and the sign off should change based on who's sending it. I hope that helps 00:53:06.000 --> 00:53:21.000 I don't know, Mary asked, why do I give from the board chair? I don't know. It's hard for me to say. I mean, I'd have to see it. I don't know how compelling the story is. I don't know. I don't think that's a huge doesn't sound insanely strong to me. Oh, and here I go 00:53:21.000 --> 00:53:30.000 I'm answering questions. I think you guys. If you want some help, check this out. 00:53:30.000 --> 00:53:51.000 I answered that so many times. Jenna, it's in the slides. Like I gave you two different screenshots of different campaigns throughout the month. And can I think I answered all these ethics, the industry is moving away from tokenizing Sarah McLaughlin. Wo is me 00:53:51.000 --> 00:53:53.000 It's a tough balance 00:53:53.000 --> 00:53:57.000 Okay, that's kind of vague, Amanda. 00:53:57.000 --> 00:54:00.000 I'm not really sure what that question is 00:54:00.000 --> 00:54:09.000 Should we include a return envelope? It typically gets a higher response rate if you do a return envelope with a stamp. 00:54:09.000 --> 00:54:17.000 The QR… I don't… the… so 00:54:17.000 --> 00:54:22.000 Here is my handouts. I put that in there. Okay, I got 00:54:22.000 --> 00:54:39.000 Cool, okay. So Kathleen, Richard, you've got my email. We feel like a fraud because we're acquired. You're not a fraud. That's insane. You're not a fraud. You're a choir. Embrace who you are 00:54:39.000 --> 00:54:59.000 Embrace who you are. It's okay to use stock photos. You're just going to say in there, we got to all these questions. Boom, boom, boom, boom, boom. I love it. You don't need to reveal that it's a conglomerate story. And it's okay. Just don't use a stock photo that's the first stock photo of shutter 00:54:59.000 --> 00:55:14.000 Or box or whatever, try to use one that's not the most overused one. Okay, I answered everything. I've got to go, my beautiful friends. You're amazing. Keep up the great work. I'd love to work with you. Check out my League of Extraordinary fundraisers. I hope you had a great time today 00:55:14.000 --> 00:55:23.000 Thank you, Neon Juan. I love getting to be with you guys. I'm going to scoot on out of here to go to my next webinar. Take care and have a great end of year. 00:55:23.000 --> 00:55:40.000 Hi, Rachel. Everyone keep an eye out for that email from me tomorrow. I've included links to Rachel's resources, included some links to email resources. I actually went in and just added a link to a primer on segmentation so you can learn more about it 00:55:40.000 --> 00:55:51.000 If you are a Neon One customer and you want to talk to us about how segmentation works for your emails, if you're a customer, you're going to get a link where you can find our open office hours 00:55:51.000 --> 00:56:06.000 You can jump into one of those sessions, ask how to build lists or do segmentation, and we will walk you through the process live with everyone else. So, thank you so much for being here. I know this is a busy time of year. I know a lot of you are 00:56:06.000 --> 00:56:22.000 rethinking your whole email strategy. I hope that this was inspiring and exciting to you, instead of overwhelming. And I just want to say this because I saw a lot of you talk about being worried about over soliciting or worried about over communicating and I want you to hear me when I say this 00:56:22.000 --> 00:56:41.000 If you have people who are on your list and they unsubscribe, that's okay. Those aren't your people. If you have people on your list, just because they're there, they have already proven that they care about your work and they think that you are an organization that will help them make a difference in an area they really care about 00:56:41.000 --> 00:56:57.000 So the next time you get yourself psyched out and sending emails can psych you out. I've been doing it for 15 years, and it still stresses me out. Just remember, the people that you are emailing love you, they believe in your work, and you are just… and giving them the opportunity to do something they love 00:56:57.000 --> 00:57:06.000 When you email them. All right, everybody, I will email you tomorrow morning. Keep an eye out. Have a great day. See you later.