WHAT THE FUNDRAISING
133: Donor Engagement: Building Authentic Connections in Nonprofit Email Marketing with Racheli Edelkopf
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“My goal is to build connection, build community, and even more important, I want to dig deep and say, you know what, whatever mission I have, chances are part of that mission is to promote it.”
– Racheli Edelkopf
Episode #133
Overview
In this episode of What the Fundraising Podcast…
Are you a nonprofit marketer looking to enhance your email strategy and build stronger relationships with your audience? Discover the power of shifting your mindset in nonprofit marketing with Racheli Edelkopf, as she shares her journey from program director to running a boutique marketing company. Racheli truly has a way with words that will transform your connection with donors.
Racheli’s journey began in the for-profit world, but she soon discovered her true calling was to use her marketing skills to make a difference. She joined a nonprofit organization that assists individuals with disabilities, where she played an instrumental role in tripling program participation and securing valuable sponsorships.
Over the years, Racheli discovered the impact of personalization and relationship-building in nonprofit email marketing to make donors feel like they are an important part of the organization’s journey. Today, Racheli helps nonprofits attract more supporters by creating genuine connections with their audience.
EPISODE HIGHLIGHTS
- Introducing Racheli Edelkopf
- Marketing Transformation of a Non-Profit
- Marketing Mindset Shift
- Fundraising and Marketing
- Micro-details in Marketing
- Building Communities of Superfans
- The Importance of Unsiloing Marketing and Fundraising
- Using the Word "You" in Emails
- Balancing Positivity and Negative Emotions in Fundraising
- Avoiding Donor Fatigue and Sending Effective Emails
- Importance of Personalized Emails
- Why Nonprofits Don't Send Enough Emails
- Operational Transparency
- Donor Fatigue and Content
- Quick Wins
- Crafting Effective Email Subject Lines
- Merging Fundraising and Marketing
- Applying Teachings to Marketing
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Racheli Edelkopf
ADDITIONAL RESOURCES
- I am so excited to be partnering with Neon One to be bringing you this mini-series all about how we improve our donor communications and create more engagement. There is so much wisdom in this series from how to create more engagement in your email campaings to how to incorporate community centric fundraising practices into your communication. But another resource that I love is the 2023 Neon One Email Report which is designed to give you practical strategies for creating compelling emails to help you improve your email campaign performance. There are great benchmarks, analysis, and tips and tools all in one place so check it out TODAY!
- If you haven’t already, please visit our new What the Fundraising community forum. Check it out and join the conversation at this link.
- If you’re looking to raise more from the right funders, then you’ll want to check out my Power Partners Formula, a step-by-step approach to identifying the optimal partners for your organization. This free masterclass offers a great starting point
Brought To
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TIPS AND TOOLS TO IMPLEMENT TODAY
- Implement specific, niche, and actionable ideas in your marketing and fundraising strategies.
- Identify shared values and beliefs with your audience and speak to those in your content.
- Focus on building connections and community, rather than just raising funds or making transactions.
- Use micro details and specific language to make your messaging more impactful.
- Encourage supporters to take small, tangible actions to become advocates for your cause.
- Always be authentic and true to your values and mission in your marketing and fundraising efforts, when you fall out of alignment everything else will too.
FAVORITE QUOTES
- "My goal is to build connection, build community, and even more important, I want to dig deep and say, you know what, whatever mission I have, chances are part of that mission is to promote it." - Racheli Edelkopf
- “I want to market something that feels exciting to market, that will have I need my heart and my passion to be in the work that I do.” - Racheli Feldman
- “Let them see what you're seeing. Let them feel what you're feeling. And when they do, when they can see that impact, they're going to want in and want to take the next step.” - Racheli Edelkopf
- “I'm not a massive believer that one word is going to change your whole email.” - Racheli Edelkopf
- “Let's not try to convince people of something they don't care about.” - Racheli Edelkopf
- “It's not just about we need to build these affordable housing and we need this funding. It's really part and parcel of that. Just as important as the funding is what are people's messaging and stories around this cause, around the people that we serve.” - Racheli Edelkopf
- “It's hard enough for us to do the things we care about. Let's not try to convince people of something they don't care about.” - Racheli Edelkopf
- "The goal really is to take baby steps. So even if you're not doing everything or you're not doing it perfectly, that's totally okay." - Racheli Edelkopf
- “Fundraising is the work you're galvanizing support. People are buying into the mission. They're starting to be ambassadors for your program.” - Racheli Edelkopf
- “If I get a mass email, I do not need to answer it, right? But if somebody took the time to send me a personal email and I know them, or I have some kind of connection, then, yeah, I need to take the time to read it.” - Racheli Edelkopf
RELATED CONTENT
Racheli helps nonprofits market the heck out of their cause and create the impact they want to make. She’s obsessed with marketing that makes your cause magnetic while building relationships and super fans for your cause. Whenever she’s not collabing with nonprofit rock stars, she can be found with her three kiddos or training for her next half marathon.
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I teach nonprofit fundraisers to bring in more gifts from the RIGHT donors… so they can stop hounding people for money. Fundraising doesn’t have to be uncomfortable.
- CEO & Creator of the Power Partners Formula™
- Disruptor in the funding sector, changing lives everyday
- Relentlessly committed to the movement of money into the nonprofit sector
- Focused on win-win partnerships that allow fundraisers to be authentic and empowered in their work
- Over 15 years working in nonprofits (managing director and ED of multiple fast-growth organizations)
MALLORY ERICKSON
