Monday, 25 March
1200 – 1800 Optimizing email marketing conversion by speaking in our supporter's language and testing

Email can be the most important driver of your supporter engagement and digital fundraising program, both for acquisition and development.

Join this workshop run by NextAfter, well known marketing and fundraising Research Lab, and learn all you need to know to leverage it to its full potential.



This 6-hour workshop will cover every aspect of an email fundraising campaign including segmentation, sender names, subject lines, preview text, design, copywriting, calls-to-action, and landing pages. We'll explore how to make each element of your campaign personal and believable, and lead to greater opens, clicks, donations, and revenue.

Features: Complimentary workbook with A/B tests, exam and Email Fundraising Optimization Certification.

Audiences: Digital, Lead Generation and Donor Development practitioners, Heads of IG, Comms. practitioners and anyone involved in email marketing copy sign off.

Content:

Section 1 – Workshop and Email Fundraising Optimization Introduction (15 minutes)
In a world full of Snapchat, Instagram post, and Tweets, why should I be focusing on email for fundraising? Isn't email supposed to be "dead?"

In this session, you'll learn why email is arguably the most important driver of your online fundraising program, especially for nonprofits, what you need to know to start leveraging it to its full potential, and how you can begin to test and optimize your campaigns.

Section 2 – The Value Proposition (45 minutes)
Every approach to email fundraising has its own essence; a sort of reliable, constant energy that powers it to achieve the most desired outcome (donations in this case). What makes ours different? Who's the wizard behind the curtain?

And how will it help me convince people to give up their email address and look forward to my messages?

In this session, you'll learn the strategic underlying force behind the most successful email campaign examples from 1,200+ fundraising experiments and understand how it impacts every step in this field‐tested model for getting more donations through email.

Section 3 – The Email Envelope (1 hour)
It's one thing to earn the right to send someone emails; it's another thing to earn the right to have your email opened.

When most fundraisers think of the email open, they think of the subject line. And while the subject line is one aspect of earning the right to be opened, it is not the only aspect. There is an entire envelope that readers consider, similar to how we understand the "envelope" in traditional direct mail.

How can we, as fundraisers, legitimately cut through the clutter of someone's inbox and increase our probabilities of getting our messages opened, even if we are not 'good' at writing subject lines?

In this session, you will learn how to leverage every aspect of the email "envelope" to attract a qualified email open. We will also break down an easy-to-understand formula for writing subject lines that doesn't require you to be an expert wordsmith.

Section 4 – The Email Body (1 hour)
Once your email is opened, what is preventing your reader from going back to their inbox, deleting your email, or worse, marking your email as SPAM?

And once you get someone reading your email, how then do you ignite their generosity so that they want to give and give joyfully?

If it were a face-to-face conversation, we might have a better idea, but we're dealing with thousands of people all at once in a digital environment. Is it possible to make that personal connection?

In this session, we'll help you understand five different ways to adjust your emails so that readers are sub-consciously more inclined to accept your message, digest it, and consider a serious giving decision that they will feel good about later.

Section 5 – Email Acquisition (45 minutes)
No one wakes up in the morning wondering what email newsletter they are going to sign up for that day. In most cases, the reason to give up your email for anything other than some sort of monetary transaction is like an afterthought or idea. If they are not coming to your site looking to give you their email, how do you convince them to do so before they leave and never come back?

In this session, you will learn how to create an instant connection with potential donors and transition that connection into acquiring an email. You'll learn how to earn the right to communicate with them regularly, even if you feel like you've tried everything already.

Section 6 – Email Segmentation, Live Optimization, and Questions & Answer (1 hour 15 minutes)
What are some of the best and most effective ways to segment your email list? How can you tailor messaging to each segment? What is a waste of time when it comes to segmentation and messaging? That will be the focus of the first half of this session and then the remaining time we'll look at your example emails, take questions, and cover other areas that we have not addressed yet.

Instructors:

Tim Kachuriak, Founder & Chief Innovation Officer
During his career, Tim has consulted with a number of national and international nonprofits including The Heritage Foundation, Prison Fellowship International, Doctors Without Borders, Wycliffe Bible Translators, among others.

A nonprofit thought leader, Tim is the lead researcher and co-author of the Online Fundraising Scorecard, a contributing writer for Fundraising Success, CO+OP, and Outcomes magazines. Tim has trained organizations around the world and is a frequent speaker at national nonprofit conferences including Social Media for Nonprofits, Association of Fundraising Professionals, and the Direct Marketing Association Non-Profit Federation.
Jon Powell, Senior Director of Research and Education
B+B SmartWorx and has more than eight years of hands-on marketing optimization experience gained through managing hundreds of A/B and multivariate tests at the MECLABS Institute, one of the largest independent databases of experiments for marketing and sales in the world.
Brady Josephson, Vice President of Innovation & Optimization
His work and writing have been featured in CBC, Christianity Today, NPR, and The Chronicle of Philanthropy among others.

He has also been a speaker and presenter at conferences in Canada, the US, and Europe including Social Media for Nonprofits, AFP Congress, CyberGrants Conference, RaiseNow Inspire, and BBCON.
Friday, 29 March
0800 – 1500 MODERN CAMPAIGN FUNDAMENTALS: CREATING PEOPLE-POWERED CHANGE

This fast-paced, one day "sampler" introduces participants to the latest advocacy theories, strategies, and tactics used to effectively engage and mobilise people to action. Through examples from a wide range of successful campaigns, hands-on learning activities, and practical application of new tools and frameworks, participants will leave with a deeper understanding of how to build powerful, people-centred campaigns that address the root causes of the problems they’re tackling. This workshop will also facilitate dialogue and reflection on applying an integrated campaigning approach to Save the Children projects.

AGENDA:

  • Challenges and opportunities of modern campaigning and advocacy landscape
  • Harnessing moments of strategic opportunity
  • Identifying root causes; developing a systems-based strategy
  • Crafting and selecting high-impact, people-powered tactics
  • Storytelling in the digital age
  • Mass mobilising through calls to action
  • Engaging people in long-term power building

NB: This workshop is a modified version of a two-day curriculum, so several elements are adjusted to accommodate this special workshop and as such will be limited to introductory instruction/exercises. Trainers will adjust the schedule as needed to accommodate the group's specific needs and requested learning priorities.

MICHAEL'S BIOGRAPHY
Michael Silberman has been guiding social change organisations to achieve greater impact through the creative use of participatory strategies and technologies for more than a decade. He’s the founder and Global Director of the Mobilisation Lab, which equips advocacy campaigners and their organisations to leverage people power, deploy creative tactics and tackle root causes so that they can break through and win lasting change in today's digital world.
Silberman is recognised as one of the U.S.'s 50 most influential leaders by The NonProfit Times and was named one of LinkedIn’s "Top Professionals 35 and Under" transforming the social impact sector. He teaches digital-era advocacy and campaigning to graduate students at George Washington University and serves on the boards of several nonprofits, including Oxfam America and The Story of Stuff Project.

Silberman got his start on Governor Howard Dean's 2004 presidential campaign where he mobilised 200,000 grassroots volunteers through “Meetups” and built one of the first successful digital organising programs in American politics. Prior to launching the MobLab, Silberman was a partner and co-founder at Echo & Co, an award-winning