{"version":"1.0.0","segments":[{"startTime":0.17,"endTime":3.966,"body":"Hey, real quick. I've developed a brand new free resource just"},{"startTime":3.988,"endTime":7.182,"body":"for you. It's called the nonprofit social media Content"},{"startTime":7.316,"endTime":11.07,"body":"Planner. This brand new planner will help you"},{"startTime":11.14,"endTime":14.766,"body":"plan, develop, and manage a year's worth of useful and"},{"startTime":14.788,"endTime":18.33,"body":"usable written or other forms of content that your audience"},{"startTime":18.41,"endTime":21.822,"body":"will love. You can just text the word"},{"startTime":21.956,"endTime":25.36,"body":"planner to 3377"},{"startTime":25.85,"endTime":27.206,"body":"or go to"},{"startTime":27.308,"endTime":30.806,"body":"nonprofitcontentententententplanner.com."},{"startTime":30.908,"endTime":33.99,"body":"Grab your free copy today. All right, on to the episode."},{"startTime":36.73,"endTime":40.166,"body":"Hello and welcome to Nonprofit Nation. I'm your host,"},{"startTime":40.198,"endTime":43.654,"body":"Julia Campbell, and I'm going to sit down with nonprofit"},{"startTime":43.702,"endTime":47.45,"body":"industry experts, fundraisers, marketers, and everyone"},{"startTime":47.52,"endTime":51.326,"body":"in between to get real and discuss what it takes to"},{"startTime":51.348,"endTime":55.162,"body":"build that movement that you've been dreaming of. I created"},{"startTime":55.226,"endTime":58.974,"body":"the Nonprofit Nation podcast to share practical wisdom and"},{"startTime":59.012,"endTime":62.822,"body":"strategies to help you confidently find your voice,"},{"startTime":62.986,"endTime":66.754,"body":"definitively grow your audience, and effectively build your"},{"startTime":66.792,"endTime":70.254,"body":"movement. If you're a nonprofit newbie or an experienced"},{"startTime":70.302,"endTime":73.874,"body":"professional who's looking to get more visibility, reach more"},{"startTime":73.912,"endTime":77.718,"body":"people, and create even more impact, then you're in the right"},{"startTime":77.804,"endTime":79.72,"body":"place. Let's get started."},{"startTime":85.29,"endTime":88.958,"body":"Hi, everybody. Welcome back to Nonprofit nation. I'm your host, Julia"},{"startTime":88.994,"endTime":92.62,"body":"Campbell. I'm really excited to be here with you today."},{"startTime":92.99,"endTime":96.742,"body":"I have one of my favorite people here from the sector"},{"startTime":96.886,"endTime":100.426,"body":"and also one of my favorite topics. The question we're"},{"startTime":100.458,"endTime":103.902,"body":"answering today how can we create"},{"startTime":104.036,"endTime":107.722,"body":"a vibrant and effective email communications"},{"startTime":107.866,"endTime":111.614,"body":"program, and what are some of the benchmarks that we can"},{"startTime":111.652,"endTime":115.474,"body":"use and what is some of the data that is out there that we can"},{"startTime":115.512,"endTime":119.362,"body":"leverage and explore so we can improve what"},{"startTime":119.416,"endTime":122.45,"body":"we are already doing and build our own email"},{"startTime":122.52,"endTime":126.274,"body":"campaigns? So my guest today is Abby Jarvis,"},{"startTime":126.322,"endTime":129.798,"body":"senior Content Marketing Manager for Neon One,"},{"startTime":129.964,"endTime":133.734,"body":"and her ten years in the nonprofit technology industry have"},{"startTime":133.772,"endTime":137.11,"body":"been dedicated to understanding how and why"},{"startTime":137.18,"endTime":140.902,"body":"donors support their favorite causes, studying donor trends"},{"startTime":140.966,"endTime":144.31,"body":"and behavior, and sharing practical tactics"},{"startTime":144.39,"endTime":147.35,"body":"nonprofits can use to build successful"},{"startTime":147.43,"endTime":151.242,"body":"fundraising programs. So, Abby, welcome"},{"startTime":151.296,"endTime":155.098,"body":"to the podcast. Thank you. I'm so excited about everything that we're"},{"startTime":155.114,"endTime":158.686,"body":"going to talk about today. Yay. It's been a long time coming."},{"startTime":158.788,"endTime":162.542,"body":"So tell me a bit about you. I know a little bit about your"},{"startTime":162.596,"endTime":166.018,"body":"story, but for my listeners, how'd you get into nonprofit work and then tell me"},{"startTime":166.024,"endTime":169.806,"body":"about what you're doing with Neon One. So getting into the nonprofit"},{"startTime":169.838,"endTime":173.634,"body":"tech industry was entirely accidental. I actually thought"},{"startTime":173.672,"endTime":177.25,"body":"I wanted to be a grants writer and spent a summer working"},{"startTime":177.32,"endTime":181.126,"body":"with a local nonprofit doing some grants for them and discovered that I do"},{"startTime":181.148,"endTime":184.966,"body":"not have the patience for that. So I started working instead with"},{"startTime":184.988,"endTime":188.774,"body":"a company called Qgiv in 2013. And initially I just"},{"startTime":188.812,"endTime":192.038,"body":"was doing their social media posts. I did some sales"},{"startTime":192.124,"endTime":195.946,"body":"support, but what I ended up really getting into is I ended up getting"},{"startTime":195.968,"endTime":199.526,"body":"their blog up and running, and then I got into doing webinars, and then that's"},{"startTime":199.558,"endTime":202.906,"body":"how we met. That is how we met. And I was totally starstruck when I"},{"startTime":202.928,"endTime":206.32,"body":"met you. And then I discovered that I really love doing research."},{"startTime":206.85,"endTime":210.526,"body":"So I was there for a while. I moved to neon one a little over"},{"startTime":210.548,"endTime":214.318,"body":"a year ago, and I have continued doing a lot of writing, doing a lot"},{"startTime":214.324,"endTime":218.082,"body":"of research, and I am really excited not only about this research, but"},{"startTime":218.136,"endTime":221.662,"body":"some of the stuff we have planned for the future. I'm so excited."},{"startTime":221.806,"endTime":225.55,"body":"So abby and I work together on a lot of projects"},{"startTime":225.63,"endTime":229.142,"body":"at neon one, generosity exchange and the nonprofit social media"},{"startTime":229.196,"endTime":232.87,"body":"marketing summit. All details to come. I'll put all the links in"},{"startTime":232.94,"endTime":236.374,"body":"the show notes, but today I want to dive into"},{"startTime":236.572,"endTime":240.246,"body":"the recent report that neon one just released. It's"},{"startTime":240.278,"endTime":244.054,"body":"called the nonprofit email report data backed insights"},{"startTime":244.102,"endTime":247.882,"body":"for better engagement, and it summarizes key"},{"startTime":247.936,"endTime":251.726,"body":"email performance metrics from nearly 1500"},{"startTime":251.828,"endTime":255.21,"body":"nonprofit organizations of all sizes and missions."},{"startTime":255.37,"endTime":256.97,"body":"And you evaluated"},{"startTime":257.13,"endTime":260.35,"body":"37,472 email"},{"startTime":260.42,"endTime":264.154,"body":"campaigns, over 150,000,000 individual"},{"startTime":264.292,"endTime":267.126,"body":"emails that were sent during 2022,"},{"startTime":267.128,"endTime":270.53,"body":"and you broke down some important"},{"startTime":270.6,"endTime":274.274,"body":"benchmarks by list size. So I guess the question should"},{"startTime":274.312,"endTime":278.134,"body":"just kind of start us out is why email? Why now? Why"},{"startTime":278.172,"endTime":281.894,"body":"this report? So we know that email is one of the most"},{"startTime":281.932,"endTime":285.59,"body":"important communications channels in the sector. So"},{"startTime":285.74,"endTime":289.286,"body":"almost half of donors have indicated that it's their preferred"},{"startTime":289.318,"endTime":292.794,"body":"communication channel for updates and for appeals. And then a"},{"startTime":292.832,"endTime":296.566,"body":"study done by the nonprofit tech for good folks showed"},{"startTime":296.598,"endTime":300.006,"body":"that donors cited email as the most compelling"},{"startTime":300.118,"endTime":303.59,"body":"communications type when asking them to donate."},{"startTime":303.67,"endTime":307.518,"body":"So it beat out social media. It beat out direct mail. I don't know how"},{"startTime":307.524,"endTime":310.27,"body":"I feel about that, because I know direct mail is still really powerful and important."},{"startTime":310.34,"endTime":314.014,"body":"I would need to learn more about that. But the"},{"startTime":314.052,"endTime":317.234,"body":"importance of email just can't be overstated. And it's also a really"},{"startTime":317.272,"endTime":320.978,"body":"valuable tool for nonprofits because it's relatively low cost"},{"startTime":321.064,"endTime":324.654,"body":"compared to some of the other types out there. But despite"},{"startTime":324.702,"endTime":328.298,"body":"that, there weren't really any benchmarks around nonprofit"},{"startTime":328.334,"endTime":332.066,"body":"email performance that were appropriate for a lot of the folks who are sending"},{"startTime":332.098,"endTime":335.606,"body":"emails now. So there was, of course, a ton of research"},{"startTime":335.708,"endTime":339.37,"body":"around email for for profits, and there was some"},{"startTime":339.44,"endTime":343.014,"body":"information out there about email for nonprofits, but it really focused"},{"startTime":343.062,"endTime":346.426,"body":"on the large nonprofits, the nonprofits that are"},{"startTime":346.448,"endTime":349.878,"body":"household names. So small and mid sized"},{"startTime":349.894,"endTime":353.454,"body":"nonprofits were relying on data and benchmarks and best"},{"startTime":353.492,"endTime":357.246,"body":"practices that didn't reflect their reality, and we wanted to"},{"startTime":357.268,"endTime":361.022,"body":"change that. And that's how the email report kind of got its"},{"startTime":361.076,"endTime":364.914,"body":"start. That's what I love. I know that so"},{"startTime":364.952,"endTime":368.738,"body":"many of the reports out there, or the benchmarking data, first of all,"},{"startTime":368.824,"endTime":372.654,"body":"relies on the business industry for profits,"},{"startTime":372.782,"endTime":376.114,"body":"or like you just said, the larger, huge"},{"startTime":376.312,"endTime":379.894,"body":"national organizations, and there's nothing wrong with that. But I love that"},{"startTime":379.932,"endTime":383.766,"body":"you wanted to create something that's relevant to the small and"},{"startTime":383.788,"endTime":387.446,"body":"mid sized nonprofits, which are most of my listeners. So I"},{"startTime":387.468,"endTime":390.634,"body":"know that they appreciate that. So I've read the report,"},{"startTime":390.752,"endTime":394.474,"body":"and I found some things incredibly surprising, but I"},{"startTime":394.512,"endTime":398.138,"body":"want to know what were some of the most"},{"startTime":398.304,"endTime":401.966,"body":"surprising findings for you? Because I know we have a lot of"},{"startTime":401.988,"endTime":405.806,"body":"myths and misconceptions around how email works and what"},{"startTime":405.828,"endTime":409.242,"body":"we think works and what we think doesn't work, but what surprised"},{"startTime":409.306,"endTime":413.07,"body":"you? So the most surprising finding to me was"},{"startTime":413.22,"endTime":416.466,"body":"the data that we saw when we started looking for the best day of the"},{"startTime":416.488,"endTime":420.226,"body":"week to send emails. So I'm in the for profit sector. I"},{"startTime":420.248,"endTime":423.858,"body":"have been told forever and ever that you're supposed to send emails on"},{"startTime":423.864,"endTime":427.694,"body":"Tuesdays and Thursdays, and that if you send an email campaign on Friday afternoon,"},{"startTime":427.742,"endTime":430.566,"body":"it's going to flop and you're not going to get any engagement. So when we"},{"startTime":430.588,"endTime":434.166,"body":"looked at engagement levels for emails sent during different days of the"},{"startTime":434.188,"endTime":437.97,"body":"week, so just for clarifications like engagement"},{"startTime":438.05,"endTime":441.642,"body":"here means open rates and click through rates, we discovered that"},{"startTime":441.776,"endTime":445.526,"body":"emails sent on Fridays had the best overall engagement. So a combination"},{"startTime":445.558,"endTime":449.13,"body":"of those two data points and I actually asked"},{"startTime":449.2,"endTime":453.034,"body":"Tim Saranio, who did most of the heavy lifting on the data"},{"startTime":453.072,"endTime":456.718,"body":"analytics side of things, I asked him to check it again. Tim, no,"},{"startTime":456.804,"endTime":460.494,"body":"this is not, this can't be, this can't be. So that really"},{"startTime":460.532,"endTime":464.126,"body":"caught me by surprise. And there were some other little things I was kind of"},{"startTime":464.148,"endTime":467.758,"body":"surprised at how few organizations were using emojis in their subject lines"},{"startTime":467.854,"endTime":471.522,"body":"when we looked, we wanted to see if emojis impacted engagement, and"},{"startTime":471.656,"endTime":474.93,"body":"only 3% of all of the campaigns that went out"},{"startTime":475.08,"endTime":478.594,"body":"contained emojis. So that was kind of surprising to me. And"},{"startTime":478.632,"endTime":482.466,"body":"then one other one that I really liked, that was kind of shocking"},{"startTime":482.498,"endTime":486.214,"body":"to me was we'd found that including lots and lots of links to the same"},{"startTime":486.252,"endTime":489.922,"body":"form, but in a single email, improved click through rates immensely."},{"startTime":490.066,"endTime":493.802,"body":"The sweet spot seems to be including a link to a donation form six"},{"startTime":493.856,"endTime":497.658,"body":"times in an email. And I know it feels kind of redundant when"},{"startTime":497.664,"endTime":499.738,"body":"you're writing an email to just link to the same thing over and over and"},{"startTime":499.744,"endTime":502.766,"body":"over again, but it had a really positive impact, so there were lots of little"},{"startTime":502.788,"endTime":506.458,"body":"surprises. I'm curious what surprised you, but the Friday"},{"startTime":506.554,"endTime":510.266,"body":"thing was my favorite. I think what surprised me is that smaller"},{"startTime":510.298,"endTime":513.934,"body":"nonprofits had more engagement and higher open rates."},{"startTime":514.062,"endTime":517.794,"body":"Yeah, I loved that. Now that I think about it, it's not as"},{"startTime":517.832,"endTime":520.93,"body":"surprising because if you're a larger organization,"},{"startTime":521.51,"endTime":525.122,"body":"you have thousands and thousands of people on your email"},{"startTime":525.176,"endTime":528.934,"body":"list. Maybe people that came to you years ago that"},{"startTime":528.972,"endTime":532.738,"body":"haven't really been engaged, but if you're smaller also, you're"},{"startTime":532.754,"endTime":536.55,"body":"trying to keep your costs down. I know a lot of my clients, they use"},{"startTime":536.62,"endTime":540.266,"body":"MailChimp or ConvertKit or something where you pay by subscriber. So"},{"startTime":540.288,"endTime":543.482,"body":"they're constantly as we should be, culling their email"},{"startTime":543.536,"endTime":547.254,"body":"list, scrubbing out people that are bouncing or cold"},{"startTime":547.302,"endTime":550.966,"body":"subscribers and keeping the ones that are really engaged."},{"startTime":550.998,"endTime":554.574,"body":"So I guess it shouldn't have surprised me, but the same is"},{"startTime":554.612,"endTime":558.158,"body":"true on social media, actually, from what I've been seeing is that"},{"startTime":558.244,"endTime":561.354,"body":"smaller organizations with more targeted"},{"startTime":561.402,"endTime":564.906,"body":"followings get more engagement than larger"},{"startTime":564.938,"endTime":568.162,"body":"organizations. But that was something that really surprised me. The other"},{"startTime":568.216,"endTime":571.89,"body":"thing that I thought was hilarious because I saw Tim speak"},{"startTime":572.04,"endTime":575.762,"body":"several times at the nonprofit technology conference and then at the AFP"},{"startTime":575.826,"endTime":579.526,"body":"international fundraising conference this past year as part of the"},{"startTime":579.548,"endTime":583.334,"body":"generosity roadshow is the"},{"startTime":583.532,"endTime":587.206,"body":"can you tell the cannabis story? Yeah,"},{"startTime":587.388,"endTime":590.842,"body":"because I love he asked, what was the word that"},{"startTime":590.976,"endTime":594.714,"body":"triggered the highest open rate? And none of us could"},{"startTime":594.752,"endTime":598.57,"body":"guess it, but it was cannabis. So I guess I gave it away. Yeah,"},{"startTime":598.64,"endTime":602.346,"body":"that was actually really funny. So we worked with chirian Koshi."},{"startTime":602.378,"endTime":606.046,"body":"He's phenomenal. He's among many other things that"},{"startTime":606.068,"endTime":609.822,"body":"he does, he's the founder of nonprofit operating system. And"},{"startTime":609.956,"endTime":613.522,"body":"Chirian took all of the individual email campaigns from the data set"},{"startTime":613.656,"endTime":617.026,"body":"and used some AI tools to"},{"startTime":617.048,"endTime":620.402,"body":"analyze, among other things, the words and phrases that"},{"startTime":620.456,"endTime":623.7,"body":"positively and negatively impact open rates. And"},{"startTime":624.07,"endTime":627.862,"body":"the first time he did it, the word cannabis had"},{"startTime":627.916,"endTime":631.382,"body":"such high engagement rates that it skewed the whole data"},{"startTime":631.436,"endTime":635.03,"body":"set. Like it performed thousands of times better"},{"startTime":635.1,"endTime":638.506,"body":"than really anything else. And these are organizations that are doing"},{"startTime":638.608,"endTime":642.38,"body":"advocacy around legislation. Yeah,"},{"startTime":642.91,"endTime":646.374,"body":"and it was funny because it wasn't marijuana and it wasn't"},{"startTime":646.502,"endTime":649.37,"body":"like weed. It was cannabis. Cannabis."},{"startTime":650.43,"endTime":653.802,"body":"Yeah. That was one that when we were going through and cleaning up the data,"},{"startTime":653.856,"endTime":657.28,"body":"we were like, we can't include this in the data set. It's throwing everything off."},{"startTime":657.97,"endTime":661.15,"body":"So that was really funny. And I loved the"},{"startTime":661.22,"endTime":665.038,"body":"emojis and also the sending emails on a Friday."},{"startTime":665.214,"endTime":668.722,"body":"That's kind of blowing my mind. I know that when I do social media"},{"startTime":668.776,"endTime":672.258,"body":"audits, I always find surprising data"},{"speaker":"for my clients, whether it's you should be posting on Sunday at 08","startTime":672.424,"endTime":676.274,"body":"00"},{"speaker":"p.m. Or Tuesday at 04","startTime":676.312,"endTime":679.986,"body":"00 p.m.. I mean, it's"},{"speaker":"p.m. Or Tuesday at 04","startTime":680.018,"endTime":683.19,"body":"never the times that we're told in the best practices"},{"speaker":"p.m. Or Tuesday at 04","startTime":683.53,"endTime":687.206,"body":"blog posts. So I guess we really need to look at"},{"speaker":"p.m. Or Tuesday at 04","startTime":687.228,"endTime":690.94,"body":"data specific to our sector. So how often"},{"speaker":"p.m. Or Tuesday at 04","startTime":691.31,"endTime":694.986,"body":"should nonprofits send emails? This is like one of my"},{"speaker":"p.m. Or Tuesday at 04","startTime":695.008,"endTime":698.538,"body":"number one questions that I get. I'm going to give you the most annoying answer"},{"speaker":"p.m. Or Tuesday at 04","startTime":698.624,"endTime":702.154,"body":"of all time. The answer is it depends. Yeah, that's usually"},{"speaker":"p.m. Or Tuesday at 04","startTime":702.352,"endTime":706.158,"body":"so, of course, if you're doing something like a monthly newsletter, you want to"},{"speaker":"p.m. Or Tuesday at 04","startTime":706.164,"endTime":709.774,"body":"send that once a month. Consistency is really important when it comes to that type"},{"speaker":"p.m. Or Tuesday at 04","startTime":709.812,"endTime":713.246,"body":"of thing, but other than that, there's no real correct"},{"speaker":"p.m. Or Tuesday at 04","startTime":713.348,"endTime":716.994,"body":"answer. What I can tell you is that"},{"speaker":"p.m. Or Tuesday at 04","startTime":717.032,"endTime":720.802,"body":"donors do want to hear from nonprofits. I think all of the data in the"},{"speaker":"p.m. Or Tuesday at 04","startTime":720.856,"endTime":724.642,"body":"report kind of reinforces that. But in a study"},{"speaker":"p.m. Or Tuesday at 04","startTime":724.696,"endTime":728.326,"body":"I have done in the past, we found that most gen z and"},{"speaker":"p.m. Or Tuesday at 04","startTime":728.348,"endTime":732.086,"body":"millennial donors preferred to hear from the nonprofits they support on"},{"speaker":"p.m. Or Tuesday at 04","startTime":732.108,"endTime":735.798,"body":"a monthly basis. Older generations, mostly baby boomers and"},{"speaker":"p.m. Or Tuesday at 04","startTime":735.804,"endTime":739.362,"body":"gen x, wanted to hear from them on a quarterly basis."},{"speaker":"p.m. Or Tuesday at 04","startTime":739.506,"endTime":743.034,"body":"Now, I will say that that study is several years old"},{"speaker":"p.m. Or Tuesday at 04","startTime":743.152,"endTime":746.73,"body":"and preferences change and evolve all the time."},{"speaker":"p.m. Or Tuesday at 04","startTime":746.8,"endTime":750.55,"body":"Especially, I think all of us have seen some changes in donor behavior"},{"speaker":"p.m. Or Tuesday at 04","startTime":750.63,"endTime":754.374,"body":"after the pandemic. So I will say double"},{"speaker":"p.m. Or Tuesday at 04","startTime":754.422,"endTime":758.046,"body":"check me on that and take it with a grain of salt. But I do"},{"speaker":"p.m. Or Tuesday at 04","startTime":758.068,"endTime":761.594,"body":"have two suggestions if you're really struggling with how frequently to send emails."},{"speaker":"p.m. Or Tuesday at 04","startTime":761.722,"endTime":765.486,"body":"The first is simply to ask how frequently do people want to hear"},{"speaker":"p.m. Or Tuesday at 04","startTime":765.508,"endTime":769.058,"body":"from you? And then use segmentation, if you can, to give them what they want."},{"speaker":"p.m. Or Tuesday at 04","startTime":769.144,"endTime":772.578,"body":"Now I'm going to throw in the caveat that you're never going to make everybody"},{"speaker":"p.m. Or Tuesday at 04","startTime":772.664,"endTime":776.354,"body":"happy. You just can't. It's impossible. So don't stress yourself out"},{"speaker":"p.m. Or Tuesday at 04","startTime":776.392,"endTime":779.75,"body":"trying to. But if the majority of your donors indicate that they want"},{"speaker":"p.m. Or Tuesday at 04","startTime":779.82,"endTime":783.606,"body":"monthly updates, send them monthly updates. But if they don't, if"},{"speaker":"p.m. Or Tuesday at 04","startTime":783.628,"endTime":786.966,"body":"they want to hear from you quarterly, pull back. Don't stress yourself out trying to"},{"speaker":"p.m. Or Tuesday at 04","startTime":786.988,"endTime":790.186,"body":"send them monthly updates when they're really going to look at it most closely if"},{"speaker":"p.m. Or Tuesday at 04","startTime":790.208,"endTime":793.866,"body":"it's quarterly. And then the frequency with which you"},{"speaker":"p.m. Or Tuesday at 04","startTime":793.888,"endTime":797.286,"body":"send appeals will vary too. Just make sure you are sending"},{"speaker":"p.m. Or Tuesday at 04","startTime":797.318,"endTime":800.906,"body":"periodic appeals because that's the only way you're going to make this an"},{"speaker":"p.m. Or Tuesday at 04","startTime":800.928,"endTime":804.446,"body":"effective fundraising channel for yourself. But really the biggest thing is just to"},{"speaker":"p.m. Or Tuesday at 04","startTime":804.468,"endTime":808.042,"body":"be flexible and don't put a schedule"},{"speaker":"p.m. Or Tuesday at 04","startTime":808.106,"endTime":811.726,"body":"ahead of what you need to communicate. So if you have an"},{"speaker":"p.m. Or Tuesday at 04","startTime":811.748,"endTime":815.37,"body":"urgent need arise, we see it all the time in Florida. We get hurricanes. A"},{"speaker":"p.m. Or Tuesday at 04","startTime":815.38,"endTime":818.894,"body":"hurricane will go through. There's an urgent need. People will send an appeal,"},{"speaker":"p.m. Or Tuesday at 04","startTime":819.022,"endTime":822.834,"body":"maybe off schedule, and that's fine, that's okay to do."},{"speaker":"p.m. Or Tuesday at 04","startTime":822.952,"endTime":826.646,"body":"So I would caution you to avoid skipping emails that"},{"speaker":"p.m. Or Tuesday at 04","startTime":826.668,"endTime":830.406,"body":"your donors and supporters expect. But I do think"},{"speaker":"p.m. Or Tuesday at 04","startTime":830.428,"endTime":834.166,"body":"it's more important not to send emails just because you feel like"},{"speaker":"p.m. Or Tuesday at 04","startTime":834.188,"endTime":837.878,"body":"you have to. Exactly. I see all the time"},{"speaker":"p.m. Or Tuesday at 04","startTime":837.964,"endTime":841.26,"body":"actually, nonprofits, I don't think they send enough"},{"speaker":"p.m. Or Tuesday at 04","startTime":841.63,"endTime":845.402,"body":"or they're sending a monthly newsletter, like you said."},{"speaker":"p.m. Or Tuesday at 04","startTime":845.456,"endTime":849.002,"body":"And then if your donors only get the monthly newsletter, what if they"},{"speaker":"p.m. Or Tuesday at 04","startTime":849.056,"endTime":852.666,"body":"delete it one time or it goes to spam? Then they're more"},{"speaker":"p.m. Or Tuesday at 04","startTime":852.688,"endTime":855.406,"body":"likely to not have heard from you. And then maybe the next time they hear"},{"speaker":"p.m. Or Tuesday at 04","startTime":855.428,"endTime":859.102,"body":"from you, it's an email appeal. So I love"},{"speaker":"p.m. Or Tuesday at 04","startTime":859.156,"endTime":862.862,"body":"that there's data on how much to send, how"},{"speaker":"p.m. Or Tuesday at 04","startTime":862.916,"endTime":866.574,"body":"frequently to send, and what different segments"},{"speaker":"p.m. Or Tuesday at 04","startTime":866.622,"endTime":870.306,"body":"and different verticals are seeing because I think that's really helpful. That's such a"},{"speaker":"p.m. Or Tuesday at 04","startTime":870.328,"endTime":874.126,"body":"huge question because I think I get, for instance,"},{"speaker":"p.m. Or Tuesday at 04","startTime":874.158,"endTime":877.87,"body":"from the theater that I belong to, I'm a member of the local"},{"speaker":"p.m. Or Tuesday at 04","startTime":878.04,"endTime":881.574,"body":"community theater, they're sending emails twice a week because they have"},{"speaker":"p.m. Or Tuesday at 04","startTime":881.612,"endTime":885.414,"body":"shows, they have things they need to promote, they have events, things like"},{"speaker":"p.m. Or Tuesday at 04","startTime":885.452,"endTime":888.982,"body":"that. But if you're an organization that maybe"},{"speaker":"p.m. Or Tuesday at 04","startTime":889.116,"endTime":892.826,"body":"you're not going to want to send twice a week because you"},{"speaker":"p.m. Or Tuesday at 04","startTime":892.848,"endTime":896.074,"body":"don't want to just send something for the sake. Of sending something, I think there"},{"speaker":"p.m. Or Tuesday at 04","startTime":896.112,"endTime":899.914,"body":"is room to experiment. So when we look, I think off"},{"speaker":"p.m. Or Tuesday at 04","startTime":899.952,"endTime":903.466,"body":"the top of my head, I think the average small nonprofit. So"},{"speaker":"p.m. Or Tuesday at 04","startTime":903.568,"endTime":907.294,"body":"nonprofits with lists between 250 and 999"},{"speaker":"p.m. Or Tuesday at 04","startTime":907.332,"endTime":911.102,"body":"people were sending an average of 22 email campaigns a year,"},{"speaker":"p.m. Or Tuesday at 04","startTime":911.236,"endTime":915.026,"body":"which is just under two a month. And then the larger nonprofits, I believe, were"},{"speaker":"p.m. Or Tuesday at 04","startTime":915.048,"endTime":918.574,"body":"sending around 27 campaigns per year. And I don't"},{"speaker":"p.m. Or Tuesday at 04","startTime":918.622,"endTime":922.37,"body":"necessarily know that, for example, all of the people"},{"speaker":"p.m. Or Tuesday at 04","startTime":922.44,"endTime":926.278,"body":"on every list received all 22 to 27 campaigns, but"},{"speaker":"p.m. Or Tuesday at 04","startTime":926.364,"endTime":930.102,"body":"regular communication is certainly a good"},{"speaker":"p.m. Or Tuesday at 04","startTime":930.156,"endTime":934.006,"body":"thing. And if you are stressing yourself out trying to hold yourself to"},{"speaker":"p.m. Or Tuesday at 04","startTime":934.028,"endTime":937.654,"body":"one a month, there's room to experiment with sending. More"},{"speaker":"p.m. Or Tuesday at 04","startTime":937.692,"endTime":940.858,"body":"frequently, because then your one a month is going to be so long that no"},{"speaker":"p.m. Or Tuesday at 04","startTime":940.864,"endTime":944.634,"body":"one's going to ever read it, right? I find that all the time."},{"speaker":"p.m. Or Tuesday at 04","startTime":944.752,"endTime":948.586,"body":"So let's talk about length of email. Do you"},{"speaker":"p.m. Or Tuesday at 04","startTime":948.608,"endTime":952.006,"body":"find that shorter emails are more"},{"speaker":"p.m. Or Tuesday at 04","startTime":952.048,"endTime":955.15,"body":"engaging? What are some tips you have around"},{"speaker":"p.m. Or Tuesday at 04","startTime":955.22,"endTime":958.814,"body":"crafting the body of the email? So I"},{"speaker":"p.m. Or Tuesday at 04","startTime":958.852,"endTime":962.462,"body":"can say that a lot of this is going to be more experiential or"},{"speaker":"p.m. Or Tuesday at 04","startTime":962.516,"endTime":966.226,"body":"anecdotal because we didn't have the time to"},{"speaker":"p.m. Or Tuesday at 04","startTime":966.248,"endTime":969.522,"body":"go through the body of all 37,000 plus email"},{"speaker":"p.m. Or Tuesday at 04","startTime":969.576,"endTime":973.234,"body":"campaigns. However, I think shorter emails can certainly be"},{"speaker":"p.m. Or Tuesday at 04","startTime":973.272,"endTime":976.942,"body":"more engaging, but I think there are elements that contribute"},{"speaker":"p.m. Or Tuesday at 04","startTime":977.006,"endTime":980.434,"body":"to the success of a campaign more than the length."},{"speaker":"p.m. Or Tuesday at 04","startTime":980.562,"endTime":983.618,"body":"So if you look at the study, one of the things that we did, it's"},{"speaker":"p.m. Or Tuesday at 04","startTime":983.634,"endTime":987.222,"body":"the last section we looked at the most engaging email sent"},{"speaker":"p.m. Or Tuesday at 04","startTime":987.276,"endTime":991.046,"body":"during the year of 2022, and it wasn't"},{"speaker":"p.m. Or Tuesday at 04","startTime":991.078,"endTime":994.794,"body":"a particularly short email, but it did take a couple of"},{"speaker":"p.m. Or Tuesday at 04","startTime":994.832,"endTime":998.474,"body":"steps to make even a longer email more engaging. So"},{"speaker":"p.m. Or Tuesday at 04","startTime":998.592,"endTime":1002.198,"body":"first, the email was really easy to scan. It contained tons of"},{"speaker":"p.m. Or Tuesday at 04","startTime":1002.224,"endTime":1005.914,"body":"information, but it was very organized, so very easy to kind of skim"},{"speaker":"p.m. Or Tuesday at 04","startTime":1005.962,"endTime":1009.63,"body":"through. And then they made some other design"},{"speaker":"p.m. Or Tuesday at 04","startTime":1009.7,"endTime":1013.374,"body":"choices that made it really easy to interact with it and get the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1013.412,"endTime":1017.214,"body":"information that you needed. They used a lot of bulleted lists, which"},{"speaker":"p.m. Or Tuesday at 04","startTime":1017.252,"endTime":1020.126,"body":"was really helpful because you can just kind of skim it and get the gist"},{"speaker":"p.m. Or Tuesday at 04","startTime":1020.158,"endTime":1023.234,"body":"of it and then read more deeply if you want to. And then I love"},{"speaker":"p.m. Or Tuesday at 04","startTime":1023.272,"endTime":1026.5,"body":"that they used images to add some of the key information."},{"speaker":"p.m. Or Tuesday at 04","startTime":1026.87,"endTime":1030.626,"body":"So as you're scanning an email, your eyes will naturally be drawn"},{"speaker":"p.m. Or Tuesday at 04","startTime":1030.658,"endTime":1034.294,"body":"to images. So if you have a note about an"},{"speaker":"p.m. Or Tuesday at 04","startTime":1034.332,"endTime":1038.054,"body":"upcoming program, or if you have a big call to action or something, making"},{"speaker":"p.m. Or Tuesday at 04","startTime":1038.092,"endTime":1041.514,"body":"it part of an image will make it stand out. And then,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1041.712,"endTime":1045.45,"body":"yeah, the whole thing was just very easy to skim. You could easily find important"},{"speaker":"p.m. Or Tuesday at 04","startTime":1045.52,"endTime":1049.05,"body":"information and you could absorb it very quickly. So"},{"speaker":"p.m. Or Tuesday at 04","startTime":1049.2,"endTime":1052.73,"body":"I'll pull from my background as a writer, too."},{"speaker":"p.m. Or Tuesday at 04","startTime":1052.8,"endTime":1056.526,"body":"So my favorite writing tip sounds really goofy, but it's to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1056.548,"endTime":1060.206,"body":"use exactly as many words as you need to relay. No more, no"},{"speaker":"p.m. Or Tuesday at 04","startTime":1060.228,"endTime":1063.886,"body":"less, no more, no less. If you can tell a story and make a good"},{"speaker":"p.m. Or Tuesday at 04","startTime":1063.908,"endTime":1067.73,"body":"appeal in 400 words, that's amazing. If you need 700 words,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1067.8,"endTime":1071.65,"body":"use 700 words. If you need to use more, use more."},{"speaker":"p.m. Or Tuesday at 04","startTime":1071.8,"endTime":1075.474,"body":"I will say that the longer your email gets, the more you will"},{"speaker":"p.m. Or Tuesday at 04","startTime":1075.512,"endTime":1079.014,"body":"need to focus on readability and good storytelling to keep"},{"speaker":"p.m. Or Tuesday at 04","startTime":1079.052,"endTime":1082.646,"body":"people interested. It's hard to get people to read a wall of"},{"speaker":"p.m. Or Tuesday at 04","startTime":1082.668,"endTime":1086.438,"body":"text, but if you're telling a compelling story and you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1086.444,"endTime":1088.854,"body":"need to use a lot of words to do it, as long as you're being"},{"speaker":"p.m. Or Tuesday at 04","startTime":1088.892,"endTime":1092.362,"body":"succinct, go for it. I am a huge"},{"speaker":"p.m. Or Tuesday at 04","startTime":1092.416,"endTime":1095.834,"body":"fan of Liz Wilcox. I've actually had her on"},{"speaker":"p.m. Or Tuesday at 04","startTime":1095.872,"endTime":1099.322,"body":"my podcast and she runs the email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1099.376,"endTime":1102.64,"body":"marketing membership and so she sends out an email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1103.01,"endTime":1106.586,"body":"about email every week. But some of her emails"},{"speaker":"p.m. Or Tuesday at 04","startTime":1106.618,"endTime":1109.79,"body":"are literally three sentences and some are like a huge"},{"speaker":"p.m. Or Tuesday at 04","startTime":1109.86,"endTime":1113.04,"body":"long I don't want to say diatribe but story."},{"speaker":"p.m. Or Tuesday at 04","startTime":1113.73,"endTime":1117.458,"body":"And she says the same thing. Sometimes I just want to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1117.464,"endTime":1121.106,"body":"get the point across really quickly and then sometimes I really do have something to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1121.128,"endTime":1124.914,"body":"say that I think is valuable. So just use as many words as"},{"speaker":"p.m. Or Tuesday at 04","startTime":1124.952,"endTime":1128.39,"body":"you think you need. So this is a question"},{"speaker":"p.m. Or Tuesday at 04","startTime":1128.54,"endTime":1132.166,"body":"that I get, especially with social media in terms of"},{"speaker":"p.m. Or Tuesday at 04","startTime":1132.188,"endTime":1135.24,"body":"content. But with email I think it's valuable to understand."},{"speaker":"p.m. Or Tuesday at 04","startTime":1135.69,"endTime":1139.526,"body":"How much should we be fundraising with our email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1139.708,"endTime":1143.466,"body":"and how much should we just be updating our supporters? I don't"},{"speaker":"p.m. Or Tuesday at 04","startTime":1143.488,"endTime":1146.746,"body":"know if you remember this, but I do. A long time ago I asked you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1146.848,"endTime":1150.538,"body":"about the perfect kind of content split on social media and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1150.624,"endTime":1153.502,"body":"same kind of thing. How frequently should we be asking for money on social media"},{"speaker":"p.m. Or Tuesday at 04","startTime":1153.556,"endTime":1157.166,"body":"versus how frequently should we be posting other stuff? And you told me"},{"speaker":"p.m. Or Tuesday at 04","startTime":1157.188,"endTime":1160.67,"body":"that social posts should be 80% value add,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1160.74,"endTime":1164.286,"body":"so entertaining, informative, or educational, and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1164.308,"endTime":1167.986,"body":"20% should be appeals. And I think you can remember that. I do"},{"speaker":"p.m. Or Tuesday at 04","startTime":1168.008,"endTime":1171.634,"body":"still teach that, yeah. And I think you can"},{"speaker":"p.m. Or Tuesday at 04","startTime":1171.672,"endTime":1175.282,"body":"follow a really similar rule of thumb with emails. So send your"},{"speaker":"p.m. Or Tuesday at 04","startTime":1175.336,"endTime":1178.986,"body":"newsletters and send your impact updates and send your thank you emails."},{"speaker":"p.m. Or Tuesday at 04","startTime":1179.038,"endTime":1182.598,"body":"And that is going to be if you do those things will be a pretty"},{"speaker":"p.m. Or Tuesday at 04","startTime":1182.764,"endTime":1186.166,"body":"big portion of your email messaging and then appeals can be the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1186.188,"endTime":1190.022,"body":"rest. This is really important to me because I hear a lot"},{"speaker":"p.m. Or Tuesday at 04","startTime":1190.076,"endTime":1193.766,"body":"of nonprofits who worry about asking their donors"},{"speaker":"p.m. Or Tuesday at 04","startTime":1193.798,"endTime":1197.37,"body":"too much. And this concept of donor fatigue is kind of like this"},{"speaker":"p.m. Or Tuesday at 04","startTime":1197.44,"endTime":1200.186,"body":"specter that just is in front of them every time they need to write an"},{"speaker":"p.m. Or Tuesday at 04","startTime":1200.208,"endTime":1203.934,"body":"email. There's a lot of fear around asking people to donate, especially if you've already"},{"speaker":"p.m. Or Tuesday at 04","startTime":1203.972,"endTime":1207.742,"body":"asked that quarter that month or whatever. Mark"},{"speaker":"p.m. Or Tuesday at 04","startTime":1207.796,"endTime":1211.226,"body":"Pittman once told me something that really stuck with me. Donor"},{"speaker":"p.m. Or Tuesday at 04","startTime":1211.258,"endTime":1215.026,"body":"fatigue isn't real. Donors aren't tired of making a difference and they're not"},{"speaker":"p.m. Or Tuesday at 04","startTime":1215.048,"endTime":1218.866,"body":"tired of supporting the causes they love. They're tired of being asked all"},{"speaker":"p.m. Or Tuesday at 04","startTime":1218.888,"endTime":1222.642,"body":"the time without understanding what their past gifts have already"},{"speaker":"p.m. Or Tuesday at 04","startTime":1222.696,"endTime":1226.174,"body":"accomplished. So if you're sending a lot of impact"},{"speaker":"p.m. Or Tuesday at 04","startTime":1226.222,"endTime":1229.686,"body":"updates and you're sending newsletters that spotlight your clients and how your"},{"speaker":"p.m. Or Tuesday at 04","startTime":1229.708,"endTime":1233.334,"body":"donors are helping make a difference, your readers will be much"},{"speaker":"p.m. Or Tuesday at 04","startTime":1233.372,"endTime":1237.206,"body":"more responsive to appeals when you do send them I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1237.228,"endTime":1240.694,"body":"love that. Big fan of Mark Pittman. Huge fan of Mark Pittman."},{"speaker":"p.m. Or Tuesday at 04","startTime":1240.822,"endTime":1244.454,"body":"So which metrics should we be tracking"},{"speaker":"p.m. Or Tuesday at 04","startTime":1244.582,"endTime":1248.406,"body":"in terms of our email program or email communications?"},{"speaker":"p.m. Or Tuesday at 04","startTime":1248.598,"endTime":1252.346,"body":"The data nerd in me wants to say you should track all of them,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1252.368,"endTime":1255.982,"body":"but that's not realistic, I don't think so. I think the big"},{"speaker":"p.m. Or Tuesday at 04","startTime":1256.036,"endTime":1259.726,"body":"three are your open rate, your click through rate, and the amount you raise per"},{"speaker":"p.m. Or Tuesday at 04","startTime":1259.748,"endTime":1263.534,"body":"fundraising email. So here's why I chose those"},{"speaker":"p.m. Or Tuesday at 04","startTime":1263.572,"endTime":1267.106,"body":"three, because when you asked me that question, I really had to think about it."},{"speaker":"p.m. Or Tuesday at 04","startTime":1267.208,"endTime":1271.006,"body":"Your open rate is an indicator of how well you're catching your audience's attention"},{"speaker":"p.m. Or Tuesday at 04","startTime":1271.118,"endTime":1274.834,"body":"and kind of piquing their interest. If your open rate is low, it"},{"speaker":"p.m. Or Tuesday at 04","startTime":1274.872,"endTime":1278.306,"body":"can point you towards some strategies that you can get to start improving your"},{"speaker":"p.m. Or Tuesday at 04","startTime":1278.328,"endTime":1281.974,"body":"engagement. So maybe you experiment with your subject lines and then"},{"speaker":"p.m. Or Tuesday at 04","startTime":1282.012,"endTime":1285.826,"body":"preview text and see if you can write something more engaging that catches people's"},{"speaker":"p.m. Or Tuesday at 04","startTime":1285.858,"endTime":1289.574,"body":"attention and makes them excited about reading what you have to say. If that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1289.612,"endTime":1293.386,"body":"doesn't work out, maybe you can look at the frequency that you're sending. Are"},{"speaker":"p.m. Or Tuesday at 04","startTime":1293.408,"endTime":1297.194,"body":"you sending too frequently? Is your audience tuning you out? Are you not"},{"speaker":"p.m. Or Tuesday at 04","startTime":1297.232,"endTime":1300.986,"body":"sending frequently enough? And so your audiences aren't used to seeing you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1301.008,"endTime":1304.846,"body":"there. They're not looking for you, they just delete your messages. Are you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1304.868,"endTime":1308.666,"body":"sending irrelevant information? Could you send more targeted"},{"speaker":"p.m. Or Tuesday at 04","startTime":1308.698,"endTime":1312.27,"body":"information and boost those open rates by segmenting your list a little differently?"},{"speaker":"p.m. Or Tuesday at 04","startTime":1313.81,"endTime":1317.554,"body":"Your open rate is an indicator of how well you're catching people's attention. Your click"},{"speaker":"p.m. Or Tuesday at 04","startTime":1317.592,"endTime":1321.074,"body":"through rate is a good indicator for how engaging they find your"},{"speaker":"p.m. Or Tuesday at 04","startTime":1321.112,"endTime":1324.706,"body":"content and how easy it is for people to engage with"},{"speaker":"p.m. Or Tuesday at 04","startTime":1324.728,"endTime":1328.486,"body":"you. So if you look at your email report"},{"speaker":"p.m. Or Tuesday at 04","startTime":1328.588,"endTime":1332.214,"body":"and you find that your click through rate is low, maybe you can ask"},{"speaker":"p.m. Or Tuesday at 04","startTime":1332.252,"endTime":1335.75,"body":"yourself, do you actually give people links to click?"},{"speaker":"p.m. Or Tuesday at 04","startTime":1335.9,"endTime":1339.622,"body":"So we said that the sweet spot for linking to your donation form is six"},{"speaker":"p.m. Or Tuesday at 04","startTime":1339.676,"endTime":1343.318,"body":"links. If you're only using one, you may not get the click throughs that you're"},{"speaker":"p.m. Or Tuesday at 04","startTime":1343.334,"endTime":1346.774,"body":"looking for. Are you looking at your emails? And can you easily"},{"speaker":"p.m. Or Tuesday at 04","startTime":1346.822,"endTime":1350.666,"body":"identify a call to action? Is it easy to click on the links that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1350.688,"endTime":1354.046,"body":"you've given them? We know that a lot of people interact with email on their"},{"speaker":"p.m. Or Tuesday at 04","startTime":1354.068,"endTime":1357.886,"body":"phones, so if you're only including text hyperlinks, those can be hard to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1357.908,"endTime":1361.566,"body":"tap on. But if you're using a button, they're way easier to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1361.588,"endTime":1365.358,"body":"tap on and they're. Also very tempting to tap on it."},{"speaker":"p.m. Or Tuesday at 04","startTime":1365.444,"endTime":1368.834,"body":"Yeah, it's like every did you ever watch Dexter's Lab? No."},{"speaker":"p.m. Or Tuesday at 04","startTime":1368.952,"endTime":1372.29,"body":"Well, Dexter's Lab is a great old Cartoon Network show, and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1372.36,"endTime":1376.158,"body":"Dexter'sister Dee Dee is kind of the airheaded"},{"speaker":"p.m. Or Tuesday at 04","startTime":1376.254,"endTime":1379.654,"body":"big sister. She cannot resist pushing a button. It's like a"},{"speaker":"p.m. Or Tuesday at 04","startTime":1379.692,"endTime":1383.126,"body":"thing, oh, I got. Kids and so I get"},{"speaker":"p.m. Or Tuesday at 04","startTime":1383.148,"endTime":1386.95,"body":"it in the elevator. No one can resist pushing a button."},{"speaker":"p.m. Or Tuesday at 04","startTime":1387.02,"endTime":1390.674,"body":"You can't do it. So push add buttons and then the last one, the amount"},{"speaker":"p.m. Or Tuesday at 04","startTime":1390.732,"endTime":1394.378,"body":"raised per email will give you insight into how compelling your audience finds your"},{"speaker":"p.m. Or Tuesday at 04","startTime":1394.384,"endTime":1397.834,"body":"appeal in your content. So my personal favorite way to do this,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1397.952,"endTime":1401.578,"body":"because I don't love pulling lots of"},{"speaker":"p.m. Or Tuesday at 04","startTime":1401.584,"endTime":1405.022,"body":"reports, is just to spin up a donation form specifically for that email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1405.076,"endTime":1408.766,"body":"campaign. So when you look at all the donations processed on that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1408.788,"endTime":1412.414,"body":"form, you can easily attribute them to that campaign. But"},{"speaker":"p.m. Or Tuesday at 04","startTime":1412.532,"endTime":1415.53,"body":"if you look at it and you don't raise as much as you anticipated, you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1415.54,"endTime":1419.186,"body":"can evaluate things like what stories you're telling or the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1419.208,"endTime":1423.026,"body":"length and formatting of your email. If you notice that you get"},{"speaker":"p.m. Or Tuesday at 04","startTime":1423.048,"endTime":1426.59,"body":"lots of clicks to your donation form but not a lot of donations processed,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1426.75,"endTime":1430.306,"body":"that may be a good indicator that there's something on your donation form that's tripping"},{"speaker":"p.m. Or Tuesday at 04","startTime":1430.338,"endTime":1433.878,"body":"people up and making it hard to give. So those are the three that I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1433.884,"endTime":1437.27,"body":"would really look at. I love that, and I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1437.34,"endTime":1441.122,"body":"absolutely agree with you. Your email could be incredibly effective."},{"speaker":"p.m. Or Tuesday at 04","startTime":1441.266,"endTime":1445.018,"body":"But if your donation page on your website is not mobile optimized or"},{"speaker":"p.m. Or Tuesday at 04","startTime":1445.024,"endTime":1448.682,"body":"it's not easy to use, then sending all the traffic in the world"},{"speaker":"p.m. Or Tuesday at 04","startTime":1448.736,"endTime":1452.326,"body":"there is not going to help you. So using this data to see like,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1452.368,"endTime":1456.094,"body":"okay, tons of people are clicking, but we only got ten people that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1456.132,"endTime":1459.726,"body":"actually completed the donation. What's wrong on the other end"},{"speaker":"p.m. Or Tuesday at 04","startTime":1459.908,"endTime":1463.262,"body":"of this? Click? I love that. So what I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1463.316,"endTime":1466.722,"body":"really like about a lot of the reports that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1466.856,"endTime":1470.402,"body":"Neon One releases is that there are a lot of"},{"speaker":"p.m. Or Tuesday at 04","startTime":1470.456,"endTime":1474.13,"body":"ways to use the findings. So how do you recommend that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1474.2,"endTime":1477.83,"body":"we use the findings from this report to improve our own email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1477.9,"endTime":1481.686,"body":"marketing programs? I think the most important thing is to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1481.708,"endTime":1485.186,"body":"use these benchmarks as a guide or an inspiration"},{"speaker":"p.m. Or Tuesday at 04","startTime":1485.298,"endTime":1488.706,"body":"and not as a cudgel. So don't beat"},{"speaker":"p.m. Or Tuesday at 04","startTime":1488.738,"endTime":1492.506,"body":"yourself up if you're not hitting these benchmarks. If"},{"speaker":"p.m. Or Tuesday at 04","startTime":1492.528,"endTime":1496.346,"body":"you're a small nonprofit and you look at the report and you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1496.368,"endTime":1500.026,"body":"discover that you've got a much lower open rate than the average for"},{"speaker":"p.m. Or Tuesday at 04","startTime":1500.048,"endTime":1503.774,"body":"small nonprofits, I don't want you to panic. What will"},{"speaker":"p.m. Or Tuesday at 04","startTime":1503.812,"endTime":1507.246,"body":"be most valuable to you is to use that benchmark as an"},{"speaker":"p.m. Or Tuesday at 04","startTime":1507.268,"endTime":1510.97,"body":"aspirational goal and then track your own incremental"},{"speaker":"p.m. Or Tuesday at 04","startTime":1511.13,"endTime":1514.97,"body":"improvement over time. That will be much more valuable if you're"},{"speaker":"p.m. Or Tuesday at 04","startTime":1515.05,"endTime":1518.61,"body":"not hitting those numbers, but you are beating your open rate"},{"speaker":"p.m. Or Tuesday at 04","startTime":1518.68,"endTime":1522.498,"body":"for last month's newsletter. You're doing great. So I want to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1522.504,"endTime":1526.098,"body":"throw that out there. It's really important. I think some of the research"},{"speaker":"p.m. Or Tuesday at 04","startTime":1526.184,"endTime":1529.926,"body":"that we did with cheering Koshi will be really helpful to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1529.948,"endTime":1533.522,"body":"a lot of folks. Like I kind of mentioned, he used an AI"},{"speaker":"p.m. Or Tuesday at 04","startTime":1533.586,"endTime":1537.366,"body":"engine to evaluate the different campaigns that went out. And one"},{"speaker":"p.m. Or Tuesday at 04","startTime":1537.388,"endTime":1540.746,"body":"of the things he looked at was a sentiment analysis. And what that did was"},{"speaker":"p.m. Or Tuesday at 04","startTime":1540.768,"endTime":1544.074,"body":"it looked at the emotions and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1544.112,"endTime":1547.654,"body":"feelings that were inherent in email subject"},{"speaker":"p.m. Or Tuesday at 04","startTime":1547.702,"endTime":1551.318,"body":"lines and to some extent preview text. And we make some"},{"speaker":"p.m. Or Tuesday at 04","startTime":1551.344,"endTime":1554.634,"body":"recommendations about how to write subject lines that inspire"},{"speaker":"p.m. Or Tuesday at 04","startTime":1554.682,"endTime":1557.854,"body":"engagement. There's a ton in there, but the big takeaway is that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1557.892,"endTime":1561.294,"body":"engaging subject lines tend overwhelmingly to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1561.332,"endTime":1564.578,"body":"evoke positive feelings in the reader. So"},{"speaker":"p.m. Or Tuesday at 04","startTime":1564.744,"endTime":1567.886,"body":"positive feelings like pride or joy or relief"},{"speaker":"p.m. Or Tuesday at 04","startTime":1567.998,"endTime":1571.362,"body":"outperform emails that either don't have"},{"speaker":"p.m. Or Tuesday at 04","startTime":1571.416,"endTime":1575.038,"body":"emotion driven subject lines or have negative subject lines."},{"speaker":"p.m. Or Tuesday at 04","startTime":1575.134,"endTime":1578.63,"body":"And negative emotions are like fear and anger and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1578.7,"endTime":1582.386,"body":"embarrassment and things like that. So cheering calls"},{"speaker":"p.m. Or Tuesday at 04","startTime":1582.418,"endTime":1585.83,"body":"out in the report that nonprofits need to send more"},{"speaker":"p.m. Or Tuesday at 04","startTime":1585.9,"endTime":1589.462,"body":"emotion driven email subject lines, particularly"},{"speaker":"p.m. Or Tuesday at 04","startTime":1589.526,"endTime":1593.29,"body":"those with positive emotions. So if you're looking to improve your email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1593.36,"endTime":1596.506,"body":"campaigns, I would definitely start there. I love that."},{"speaker":"p.m. Or Tuesday at 04","startTime":1596.688,"endTime":1600.246,"body":"So in your opinion, sort of the bird's eye"},{"speaker":"p.m. Or Tuesday at 04","startTime":1600.278,"endTime":1604.014,"body":"view, what does all of this mean? What are the two or"},{"speaker":"p.m. Or Tuesday at 04","startTime":1604.052,"endTime":1607.834,"body":"three biggest takeaways from this report? I am not naturally"},{"speaker":"p.m. Or Tuesday at 04","startTime":1607.882,"endTime":1611.04,"body":"an optimist, and this email report made me so happy."},{"speaker":"p.m. Or Tuesday at 04","startTime":1611.73,"endTime":1615.314,"body":"So when I zoomed out and I looked at everything, we found, the whole"},{"speaker":"p.m. Or Tuesday at 04","startTime":1615.352,"endTime":1619.106,"body":"body of research there, I think, are two really powerful things to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1619.128,"endTime":1622.914,"body":"take from this. One, donors love the nonprofits they"},{"speaker":"p.m. Or Tuesday at 04","startTime":1622.952,"endTime":1626.514,"body":"support, and they want to hear from them. The benchmarks we"},{"speaker":"p.m. Or Tuesday at 04","startTime":1626.552,"endTime":1630.226,"body":"identified in the report, everything from bounce rates to open rates"},{"speaker":"p.m. Or Tuesday at 04","startTime":1630.258,"endTime":1634.054,"body":"to click through rates, nonprofits consistently outperform their for"},{"speaker":"p.m. Or Tuesday at 04","startTime":1634.092,"endTime":1637.906,"body":"profit counterparts. I think there can be a lot of fear around sending"},{"speaker":"p.m. Or Tuesday at 04","startTime":1637.938,"endTime":1641.098,"body":"emails. I think there's a lot of pressure to send the perfect"},{"speaker":"p.m. Or Tuesday at 04","startTime":1641.184,"endTime":1644.662,"body":"email or to send these perfectly"},{"speaker":"p.m. Or Tuesday at 04","startTime":1644.726,"endTime":1648.486,"body":"polished messages, and it's not really necessary. You may be worried"},{"speaker":"p.m. Or Tuesday at 04","startTime":1648.518,"endTime":1651.994,"body":"that you're sending emails too frequently, or that people won't find you interesting, or"},{"speaker":"p.m. Or Tuesday at 04","startTime":1652.032,"endTime":1655.854,"body":"that your small team can't reach your audiences as well as the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1655.892,"endTime":1659.742,"body":"big players. But the data refute those fears, and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1659.876,"endTime":1662.686,"body":"over and over and over again, it's proving that people want to hear from you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1662.708,"endTime":1665.486,"body":"and they care what you have to say. The other thing, and I've kind of"},{"speaker":"p.m. Or Tuesday at 04","startTime":1665.508,"endTime":1668.994,"body":"alluded to it, is that small nonprofits are just killing the game."},{"speaker":"p.m. Or Tuesday at 04","startTime":1669.112,"endTime":1672.674,"body":"I know I talk to small nonprofits all the time, and there's so much"},{"speaker":"p.m. Or Tuesday at 04","startTime":1672.712,"endTime":1676.546,"body":"pressure to grow your email campaign and reach more people and expand"},{"speaker":"p.m. Or Tuesday at 04","startTime":1676.578,"endTime":1680.406,"body":"your audience. And that's not bad. That's not a bad goal by"},{"speaker":"p.m. Or Tuesday at 04","startTime":1680.428,"endTime":1684.146,"body":"any means. But small nonprofits outperform the larger"},{"speaker":"p.m. Or Tuesday at 04","startTime":1684.178,"endTime":1687.746,"body":"nonprofits in some really significant ways. One of my favorite"},{"speaker":"p.m. Or Tuesday at 04","startTime":1687.778,"endTime":1691.434,"body":"findings that I should have talked about earlier, but when we looked at the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1691.472,"endTime":1695.174,"body":"average amount raised for these different fundraising campaigns,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1695.222,"endTime":1699.062,"body":"we found that large nonprofits raise more per campaign than their smaller"},{"speaker":"p.m. Or Tuesday at 04","startTime":1699.126,"endTime":1702.71,"body":"counterparts. That's not really surprising. If you've got volume"},{"speaker":"p.m. Or Tuesday at 04","startTime":1702.79,"endTime":1705.646,"body":"5000 people on. Your list, you're going to raise more than the people that have"},{"speaker":"p.m. Or Tuesday at 04","startTime":1705.668,"endTime":1708.702,"body":"400. But what was more surprising is that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1708.756,"endTime":1712.334,"body":"nonprofits contacts donated way more per"},{"speaker":"p.m. Or Tuesday at 04","startTime":1712.372,"endTime":1716.114,"body":"person than the larger organizations. So the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1716.152,"endTime":1719.89,"body":"average large nonprofit raised eighty eight cents per contact"},{"speaker":"p.m. Or Tuesday at 04","startTime":1720.04,"endTime":1723.774,"body":"on an average for their campaigns. The average small nonprofit"},{"speaker":"p.m. Or Tuesday at 04","startTime":1723.822,"endTime":1727.454,"body":"raised $6.15 per contact. And that's"},{"speaker":"p.m. Or Tuesday at 04","startTime":1727.502,"endTime":1731.174,"body":"amazing. So if you're a small nonprofit, of course you want to grow"},{"speaker":"p.m. Or Tuesday at 04","startTime":1731.212,"endTime":1734.45,"body":"your list, but don't let that aspiration"},{"speaker":"p.m. Or Tuesday at 04","startTime":1734.53,"endTime":1738.294,"body":"distract you from the fact that you're talking to a really engaged group"},{"speaker":"p.m. Or Tuesday at 04","startTime":1738.332,"endTime":1741.946,"body":"of people who are excited about your work. And they want to make a difference."},{"speaker":"p.m. Or Tuesday at 04","startTime":1742.128,"endTime":1745.946,"body":"I thought that was really valuable. Where should"},{"speaker":"p.m. Or Tuesday at 04","startTime":1746.048,"endTime":1749.738,"body":"small nonprofits start first? Honestly, my answer is just to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1749.744,"endTime":1753.406,"body":"send emails. They don't have to be perfect. They don't need to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1753.428,"endTime":1757.118,"body":"go through and I see this regularly they don't need to go through"},{"speaker":"p.m. Or Tuesday at 04","startTime":1757.204,"endTime":1761.002,"body":"four rounds of edits and have your board approve every sentence."},{"speaker":"p.m. Or Tuesday at 04","startTime":1761.146,"endTime":1764.826,"body":"They don't need professionally done graphics. You can spin them up in Canva"},{"speaker":"p.m. Or Tuesday at 04","startTime":1764.858,"endTime":1768.354,"body":"or just add a picture yourself your supporters gave to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1768.392,"endTime":1771.634,"body":"you. They care about you. They care about the people that you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1771.672,"endTime":1775.47,"body":"serve. They want to help you. They want to help your community."},{"speaker":"p.m. Or Tuesday at 04","startTime":1775.64,"endTime":1779.074,"body":"And, yeah, fancy systems and really slick"},{"speaker":"p.m. Or Tuesday at 04","startTime":1779.122,"endTime":1782.934,"body":"graphics and elaborate segmentation processes and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1783.052,"endTime":1786.754,"body":"really intense personalization tools are cool, but don't"},{"speaker":"p.m. Or Tuesday at 04","startTime":1786.802,"endTime":1790.49,"body":"wait until you have those things to start talking to the people who"},{"speaker":"p.m. Or Tuesday at 04","startTime":1790.56,"endTime":1793.9,"body":"love you and what you do. Don't wait until"},{"speaker":"p.m. Or Tuesday at 04","startTime":1794.27,"endTime":1797.594,"body":"everything is perfect, because it never will be done is better than"},{"speaker":"p.m. Or Tuesday at 04","startTime":1797.632,"endTime":1801.406,"body":"perfect. Absolutely. I really like that. And I don't know, I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1801.428,"endTime":1805.114,"body":"mean, by the time when this is recorded, my email client"},{"speaker":"p.m. Or Tuesday at 04","startTime":1805.242,"endTime":1808.65,"body":"ConvertKit that I love and adore, and they're wonderful,"},{"speaker":"p.m. Or Tuesday at 04","startTime":1808.81,"endTime":1812.494,"body":"but I created a sequence of emails, and they"},{"speaker":"p.m. Or Tuesday at 04","startTime":1812.532,"endTime":1815.89,"body":"were meant for a specific segment and somehow got sent to my whole email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1815.96,"endTime":1819.554,"body":"list. And it wasn't bad. It was just confusing for people."},{"speaker":"p.m. Or Tuesday at 04","startTime":1819.672,"endTime":1823.506,"body":"But I said, well, we're all human. We all"},{"speaker":"p.m. Or Tuesday at 04","startTime":1823.528,"endTime":1827.346,"body":"make mistakes. Nothing is perfect and okay, everything. It's"},{"speaker":"p.m. Or Tuesday at 04","startTime":1827.378,"endTime":1830.934,"body":"not like brain surgery and no one died, so that's fine."},{"speaker":"p.m. Or Tuesday at 04","startTime":1831.052,"endTime":1834.79,"body":"But I think people do get so hung up on having that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1834.86,"endTime":1837.926,"body":"perfect. Like you said, the shiny tools, the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1837.948,"endTime":1841.77,"body":"segmentation, the graphics, the emojis, this, that I think"},{"speaker":"p.m. Or Tuesday at 04","startTime":1841.84,"endTime":1845.526,"body":"just getting started and talking to people like their people, that's"},{"speaker":"p.m. Or Tuesday at 04","startTime":1845.558,"endTime":1849.29,"body":"really what people want at the end of the day. Absolutely. So something"},{"speaker":"p.m. Or Tuesday at 04","startTime":1849.36,"endTime":1852.62,"body":"I ask my guests one of my favorite questions"},{"speaker":"p.m. Or Tuesday at 04","startTime":1852.99,"endTime":1856.782,"body":"what do you wish you knew when you were starting out, Abby? It actually"},{"speaker":"p.m. Or Tuesday at 04","startTime":1856.836,"endTime":1860.606,"body":"relates to the story that you just told. So I want"},{"speaker":"p.m. Or Tuesday at 04","startTime":1860.628,"endTime":1864.142,"body":"to tell people that the people who are receiving your emails are not"},{"speaker":"p.m. Or Tuesday at 04","startTime":1864.196,"endTime":1867.666,"body":"judging you harshly. They're rooting for you. They really are. If you make a"},{"speaker":"p.m. Or Tuesday at 04","startTime":1867.688,"endTime":1871.518,"body":"mistake, honestly, they're rooting for you. They don't want you to fail."},{"speaker":"p.m. Or Tuesday at 04","startTime":1871.614,"endTime":1875.406,"body":"Definitely. I remember the first time I sent an email to a large group"},{"speaker":"p.m. Or Tuesday at 04","startTime":1875.448,"endTime":1879.174,"body":"of people. I was terrified. I was emailing a list"},{"speaker":"p.m. Or Tuesday at 04","startTime":1879.212,"endTime":1882.582,"body":"of about 26,000 people, and I was"},{"speaker":"p.m. Or Tuesday at 04","startTime":1882.636,"endTime":1885.938,"body":"so anxious about having made a mistake"},{"speaker":"p.m. Or Tuesday at 04","startTime":1886.034,"endTime":1889.654,"body":"somewhere in the process that I was queasy, my hands were"},{"speaker":"p.m. Or Tuesday at 04","startTime":1889.692,"endTime":1893.354,"body":"shaking. It was not cute. And more than ten"},{"speaker":"p.m. Or Tuesday at 04","startTime":1893.392,"endTime":1896.97,"body":"years later, I've been doing this for more than a decade. I still get"},{"speaker":"p.m. Or Tuesday at 04","startTime":1897.12,"endTime":1900.362,"body":"so anxious when I send an email to a large"},{"speaker":"p.m. Or Tuesday at 04","startTime":1900.496,"endTime":1904.206,"body":"list. And if that describes you too, let me tell you"},{"speaker":"p.m. Or Tuesday at 04","startTime":1904.228,"endTime":1907.774,"body":"this. The majority of people do not care if you make a mistake. I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1907.812,"endTime":1911.646,"body":"once invited 30,000 people to a webinar, and"},{"speaker":"p.m. Or Tuesday at 04","startTime":1911.668,"endTime":1915.422,"body":"it was a communications webinar, which makes this even more embarrassing. I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1915.476,"endTime":1919.026,"body":"messed up the personalization token in the draft. And when I loaded it"},{"speaker":"p.m. Or Tuesday at 04","startTime":1919.048,"endTime":1922.722,"body":"up, I glanced over everything, it looked fine. And then"},{"speaker":"p.m. Or Tuesday at 04","startTime":1922.776,"endTime":1926.39,"body":"I realized that I messed up that salutation. All 30,000"},{"speaker":"p.m. Or Tuesday at 04","startTime":1926.46,"endTime":1929.91,"body":"people who received that email got an email addressed to"},{"speaker":"p.m. Or Tuesday at 04","startTime":1929.98,"endTime":1933.318,"body":"Dear Percentage mark first underscore name"},{"speaker":"p.m. Or Tuesday at 04","startTime":1933.404,"endTime":1937.094,"body":"percentage mark. It was mortifying. I got a handful of jokes. It"},{"speaker":"p.m. Or Tuesday at 04","startTime":1937.132,"endTime":1940.798,"body":"didn't negatively impact our registration numbers. We even got to joke"},{"speaker":"p.m. Or Tuesday at 04","startTime":1940.834,"endTime":1944.502,"body":"about it in the webinar, like the importance of testing your emails."},{"speaker":"p.m. Or Tuesday at 04","startTime":1944.646,"endTime":1948.486,"body":"I wish someone had told me that mistakes happen and that people won't"},{"speaker":"p.m. Or Tuesday at 04","startTime":1948.518,"endTime":1952.234,"body":"hate you if they do. And some people might like you more for it"},{"speaker":"p.m. Or Tuesday at 04","startTime":1952.272,"endTime":1956.014,"body":"because it is reassuring to know that the person sending this email is"},{"speaker":"p.m. Or Tuesday at 04","startTime":1956.052,"endTime":1959.422,"body":"a human. Yes. I just got an email that"},{"speaker":"p.m. Or Tuesday at 04","startTime":1959.476,"endTime":1962.898,"body":"said it's good to know that other humans exist in the"},{"speaker":"p.m. Or Tuesday at 04","startTime":1962.904,"endTime":1964.18,"body":"world. Yeah."},{"speaker":"p.m. Or Tuesday at 04","startTime":1966.47,"endTime":1970.162,"body":"We do. I can tell you so many stories about times"},{"speaker":"p.m. Or Tuesday at 04","startTime":1970.216,"endTime":1973.73,"body":"that I have sent the email to the wrong list or"},{"speaker":"p.m. Or Tuesday at 04","startTime":1973.88,"endTime":1976.866,"body":"invited someone to a webinar at the wrong time and I've had to send a"},{"speaker":"p.m. Or Tuesday at 04","startTime":1976.888,"endTime":1980.614,"body":"correction and an apology. And people are so sweet. We're all"},{"speaker":"p.m. Or Tuesday at 04","startTime":1980.652,"endTime":1984.07,"body":"afraid of messing up. And sometimes it's reassuring to know that you're not the only"},{"speaker":"p.m. Or Tuesday at 04","startTime":1984.14,"endTime":1987.382,"body":"one that messes up sometimes. Yeah, I've even"},{"speaker":"p.m. Or Tuesday at 04","startTime":1987.436,"endTime":1991.05,"body":"had mistakes made from really big email"},{"speaker":"p.m. Or Tuesday at 04","startTime":1991.12,"endTime":1994.954,"body":"lists, corporate lists, or some big, huge influencers that I"},{"speaker":"p.m. Or Tuesday at 04","startTime":1994.992,"endTime":1998.822,"body":"follow. And honestly, if it's a tech fail"},{"speaker":"p.m. Or Tuesday at 04","startTime":1998.886,"endTime":2002.638,"body":"or if it's just a little glitch, people are completely going to forgive you. So"},{"speaker":"p.m. Or Tuesday at 04","startTime":2002.804,"endTime":2006.622,"body":"I love that. Let's just all give ourselves some grace, just"},{"speaker":"p.m. Or Tuesday at 04","startTime":2006.676,"endTime":2010.366,"body":"stop being so hard on ourselves. And perfectionism is just the"},{"speaker":"p.m. Or Tuesday at 04","startTime":2010.388,"endTime":2014.158,"body":"enemy of getting anything done. So we're never going to get anything done if we"},{"speaker":"p.m. Or Tuesday at 04","startTime":2014.164,"endTime":2018.002,"body":"think we need to be perfect. So thanks for that story. So we're at"},{"speaker":"p.m. Or Tuesday at 04","startTime":2018.056,"endTime":2021.794,"body":"time, but I want to know where can people"},{"speaker":"p.m. Or Tuesday at 04","startTime":2021.912,"endTime":2025.538,"body":"find more about you, Abby, more about Neon One"},{"speaker":"p.m. Or Tuesday at 04","startTime":2025.624,"endTime":2029.394,"body":"and this report. And I will put all of the links in the show notes"},{"speaker":"p.m. Or Tuesday at 04","startTime":2029.442,"endTime":2033.046,"body":"and it will be like at the top where people can click on the link."},{"speaker":"p.m. Or Tuesday at 04","startTime":2033.228,"endTime":2036.774,"body":"So if you are interested in our research and then some of the"},{"speaker":"p.m. Or Tuesday at 04","startTime":2036.812,"endTime":2040.658,"body":"other educational materials we publish, because we do publish pretty frequently,"},{"speaker":"p.m. Or Tuesday at 04","startTime":2040.754,"endTime":2043.866,"body":"I do hope you come check us out at Neonone. You don't have to"},{"speaker":"p.m. Or Tuesday at 04","startTime":2043.888,"endTime":2047.622,"body":"neonone.com, you don't have to be a client to benefit"},{"speaker":"p.m. Or Tuesday at 04","startTime":2047.686,"endTime":2051.434,"body":"from the work that we do or the articles we write. And then I am"},{"speaker":"p.m. Or Tuesday at 04","startTime":2051.472,"endTime":2055.07,"body":"on LinkedIn too. I am trying to get better"},{"speaker":"p.m. Or Tuesday at 04","startTime":2055.14,"endTime":2058.814,"body":"about posting, but I do check it frequently. I would love to"},{"speaker":"p.m. Or Tuesday at 04","startTime":2058.852,"endTime":2062.586,"body":"talk to you. So I guess if you're on LinkedIn, come hang"},{"speaker":"p.m. Or Tuesday at 04","startTime":2062.618,"endTime":2066.386,"body":"out with me. Yes. That's awesome. No, I'm trying"},{"speaker":"p.m. Or Tuesday at 04","startTime":2066.408,"endTime":2070.178,"body":"to get more on to LinkedIn as well, but it's Neonone.com. All"},{"speaker":"p.m. Or Tuesday at 04","startTime":2070.184,"endTime":2074.034,"body":"the links will be in the show notes. Definitely check out and download the"},{"speaker":"p.m. Or Tuesday at 04","startTime":2074.152,"endTime":2077.746,"body":"email marketing report. It's the first one that I've"},{"speaker":"p.m. Or Tuesday at 04","startTime":2077.778,"endTime":2081.35,"body":"seen of its kind, really dedicated to email and"},{"speaker":"p.m. Or Tuesday at 04","startTime":2081.42,"endTime":2085.11,"body":"especially to how small and mid sized nonprofits are using"},{"speaker":"p.m. Or Tuesday at 04","startTime":2085.18,"endTime":2088.934,"body":"email. So I think it's really interesting, and I just can't wait"},{"speaker":"p.m. Or Tuesday at 04","startTime":2088.972,"endTime":2092.714,"body":"to see what the next research report is. Well, I can"},{"speaker":"p.m. Or Tuesday at 04","startTime":2092.752,"endTime":2096.406,"body":"give you a little teaser by the time this is live, depending"},{"speaker":"p.m. Or Tuesday at 04","startTime":2096.438,"endTime":2100.234,"body":"on exactly when it goes live. I'm actively working on an"},{"speaker":"p.m. Or Tuesday at 04","startTime":2100.272,"endTime":2103.87,"body":"addition to the email report that will focus exclusively on"},{"speaker":"p.m. Or Tuesday at 04","startTime":2103.94,"endTime":2107.758,"body":"year end and giving Tuesday fundraising, so I'm working on"},{"speaker":"p.m. Or Tuesday at 04","startTime":2107.764,"endTime":2111.534,"body":"that. That's actually what I need to do after I have this"},{"speaker":"p.m. Or Tuesday at 04","startTime":2111.572,"endTime":2114.814,"body":"conversation with you. That's the next item on my list for the day, so that"},{"speaker":"p.m. Or Tuesday at 04","startTime":2114.852,"endTime":2118.546,"body":"should be coming pretty soon. Yes. Oh, I'm so excited. I love"},{"speaker":"p.m. Or Tuesday at 04","startTime":2118.568,"endTime":2122.354,"body":"the data. I love the benchmarks, and it helps people because then they"},{"speaker":"p.m. Or Tuesday at 04","startTime":2122.392,"endTime":2125.874,"body":"can go to their higher ups and their board and"},{"speaker":"p.m. Or Tuesday at 04","startTime":2125.992,"endTime":2129.662,"body":"their staff, and it just gives us all a better"},{"speaker":"p.m. Or Tuesday at 04","startTime":2129.736,"endTime":2133.558,"body":"context for how we're doing our work. But I do like what you said."},{"speaker":"p.m. Or Tuesday at 04","startTime":2133.644,"endTime":2137.142,"body":"Use them as a guideline and not a cudgel. Don't beat yourself up with it."},{"speaker":"p.m. Or Tuesday at 04","startTime":2137.196,"endTime":2141.01,"body":"Just use it as a stepping off point or kind of a"},{"speaker":"p.m. Or Tuesday at 04","startTime":2141.02,"endTime":2144.586,"body":"jumping off point. But, Abby, thanks so much for being here. I'm thrilled to have"},{"speaker":"p.m. Or Tuesday at 04","startTime":2144.608,"endTime":2147.974,"body":"you, and I can't wait to read the next resource"},{"speaker":"p.m. Or Tuesday at 04","startTime":2148.022,"endTime":2151.74,"body":"report. Thank you. Thanks for talking with me this morning."},{"speaker":"p.m. Or Tuesday at 04","startTime":2158.29,"endTime":2161.806,"body":"Well, hey there. I wanted to say thank you for tuning into my"},{"speaker":"p.m. Or Tuesday at 04","startTime":2161.828,"endTime":2165.306,"body":"show and for listening all the way to the end. If you really"},{"speaker":"p.m. Or Tuesday at 04","startTime":2165.348,"endTime":2169.042,"body":"enjoyed today's conversation, make sure to subscribe to the show"},{"speaker":"p.m. Or Tuesday at 04","startTime":2169.096,"endTime":2172.894,"body":"in your favorite podcast app, and you'll get new episodes downloaded"},{"speaker":"p.m. Or Tuesday at 04","startTime":2172.942,"endTime":2176.254,"body":"as soon as they come out. I would love if you left me a rating"},{"speaker":"p.m. Or Tuesday at 04","startTime":2176.302,"endTime":2179.846,"body":"or review because this tells other people that my"},{"speaker":"p.m. Or Tuesday at 04","startTime":2179.868,"endTime":2183.526,"body":"podcast is worth listening to, and then me and my guests can"},{"speaker":"p.m. Or Tuesday at 04","startTime":2183.548,"endTime":2187.206,"body":"reach even more earbuds and create even more impact. So"},{"speaker":"p.m. Or Tuesday at 04","startTime":2187.228,"endTime":2191.014,"body":"that's pretty much it. I'll be back soon with a brand new episode, but"},{"speaker":"p.m. Or Tuesday at 04","startTime":2191.052,"endTime":2194.754,"body":"until then, you can find me on Instagram at Julia"},{"speaker":"p.m. Or Tuesday at 04","startTime":2194.802,"endTime":2198.134,"body":"Campbell 77. Keep changing the world, you"},{"speaker":"p.m. Or Tuesday at 04","startTime":2198.172,"endTime":2200.07,"body":"nonprofit unicorn."},{"speaker":"p.m. Or Tuesday at 04","startTime":2200.37,"endTime":2208.41,"body":"Sam."}]}