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This question has been closed, and points have been awarded.
Email Marketing Strategy & Cost/benefits For Charities
Posted By: TT* on 6/30/2004 4:29 AM (CST) 75 Points
Hi, I'm about to begin an email marketing strategy project for a non-profit client, analysing the opportunities for using it throughout the organisation, outlining benefits & cost savings.

If anyone has any experience of this I'd appreciate any tips.

I'm doing my own research but I'm also looking for freely available data on how other non-profits have approached this.

Thanks!

Posted by: JBtron Member Response
6/30/2004 9:14 AM (CST)
Here's a start:

http://www.marketingprofs.com/ea/qst_question.asp?qstID=1292

Hope this helps!

Best,

::JBtron
 
Posted by: TT* Author Response
6/30/2004 10:23 AM (CST)
JBTron: Thanks for the link though that discussion doesn't really help unfortunately! It's a general outline of marketing strategy and I'd ideally like to hear from anyone with experience in/tips on how to approach cost/benefit analysis and strategy for email marketing within a large, established charity organisation.
 
Posted by: Sharon Moderator Response
7/12/2004 2:02 AM (CST)
Well, I work for a university which is officially non profit, although doesn't really operate like a charity. We haven't really "analyzed" the cost benefit analysis of email marketing because we are using it still as a supplemental marketing tool. We haven't replaced any mail efforts, although we have cut back on the number of mail pieces in general as things like the course catalog become available online.

However, we have used email marketing very effectively to do effective and cheap market research. Again, hard to do a cost benefit, because essentially, we wouldn't have done the research if it hadn't been close to free.

On the fundraising side, we have not done any email marketing, other than subtle attempts to remind reunion attendees to give for their reunion year. This only in connection to more logistics about the reunion event.

We have not attempted yet to push for online giving in lieu of mail solicitation. I think this is much of your question, but I frankly haven't seen anyone do this yet, at least in higher ed. It would be fairly easy to estimate the cost savings of not doing as much mail solicitation, versus the cost to develop the email campaign, but estimating the effect on the response I think will be difficult.

If I'm on the right track with your question, I'm happy to discuss further what we are doing online and planning on doing online with our fundraising efforts. Feel free to email me directly or continue with this thread.

I hope this is helpful.

Sharon
 
Posted by: TT* Author Response
7/19/2004 10:15 AM (CST)
Hi Sharon, thanks for sharing your experience of email use in your organisation.

I've moved on a bit since I posted the question and am now looking at ways throughout the whole charity where email could be used as a tool to reduce costs, increase performance of email and integrated marketing, and drive 'business' goal attainment.

I am also looking at how constituent data is captured, stored and used across the organisation - it's interesting to see how much improvement could be gained by introducing policies regarding management of this kind of data and integrating it into e.g. email campaigns.

It's not a small task but it is very rewarding, though I can already see that this charity will need to carry out some serious staff buy-in, education and training initiatives over a period of time to implement any strategy we agree on.
 
Posted by: Val (Moderator)* Moderator Response
7/21/2004 2:47 PM (CST)
Hi all. TT asked me to close this question and refund her points since she didn't find the solution she was looking for. Thank, though, for participating!

Best,

Val
 


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