Digging into eNewsletters

first_img“Urgent vote TOMORROW!” “Your account balance is overdue.” “Hurry, final sale ends tonight!”With so many other, potentially more urgent messages competing for your email list members’ attention, what can nonprofits do to maximize the likelihood that their eNewsletters will be opened, read, and clicked on? We recently conducted a review of five national nonprofits’ eNewsletters to help isolate some reliable ways to grab your readers’ attention and draw them in to your eNewsletter. Our survey included standard monthly newsletters (which were sent to the majority of the organizations’ email lists) that were issued by Human Rights First, The Human Rights Campaign, The Smithsonian Institution, League of Conservation Voters, and The Wilderness Society between February and June of 2007.By examining design, content, and link popularity, as well as messaging metrics such as click through rates and open rates, we arrived at a number of recommendations:Place the Most Important Articles at the Top. Generally the articles located near the top of the newsletter tended to receive a higher average click through rate on their links.Give People an Opportunity to Donate or Take Action. eNewsletters that included links to donate or take action resulted in readers clicking on those links. However, click through rates for donation and take action links in eNewsletters were still considerably lower than click through rates for stand-alone action alert emails and donation appeals.Include Fun Stuff in the Sidebars. Some of the eNewsletters we reviewed included fun or interactive features such as trivia questions or an action counter in their sidebars under the menus that linked to articles. Readers clicked on these links, despite their lower placement in the message.Relocate that Tell-a-Friend Link. Unfortunately, it turns out that friends don’t tell friends about eNewsletters. The tell-a-friend links in the messages we reviewed received generated extremely low click through rates of less than .05 %. It’s possible that this is partly a result of poor placement — the majority of the tell-a-friend links in the eNewsletters we reviewed were located at the very bottoms of the messages. It’s also possible that eNewsletters are simply not urgent enough to motivate many people to forward them to a friend. But if boosting viral marketing of your eNewsletter is a key priority for your organization, try placing the tell-a-friend link either at the top of the message or near an interesting article, instead of in the footer of the message.Don’t Skimp on the Design. It’s important to have a clean, easy-to-navigate layout, as well as a consistent banner, and a prominent sidebar. And of course don’t shy away from the fun stuff, like trivia questions, casual updates from the executive director or staff member, or activist and staff spotlights – that’s where an online newsletter can really personalize your organization for your list members! However, given the possibility that the use of images may cause your message to be sent to a spam folder, display badly, or take a long time to load for people on slower internet connections, it would be wise to try to maximize the use of HTML to give your eNewsletter an exciting, interesting layout and rely less on the use of images.Consider Cultivation as a Goal. Although it’s unlikely that your eNewsletter will ever come close to generating as many actions or donations as your stand-alone action alerts and fundraising appeals do, it can play an important role as a cultivation tool. By giving you a monthly forum through which to tell the full story about your work – as opposed to updates about just one campaign or issue – an eNewsletter can build and deepen your list members’ relationships to your organization.Source: http://www.mrss.com/news/digging_into_enewsletters_august_2007.pdflast_img read more

These updates include making the Nexus Integration

first_imgThese updates include making the Nexus Integration Team more comprehensible. The purpose of its role is to proclaim the importance of transparency at scale for integration and defining when “Done” is at scale as it extends the worldwide reach of Nexus. It will now include a Creative Commons license that will allow teams and organizations to reuse the guide’s content and broaden its reach.“We are excited to see the changes in Nexus,” said Lee Cunningham, senior director of enterprise agile strategy at CollabNet. “Organizations using the Nexus framework will enjoy the full support of VersionOne Lifecycle, which provides unmatched visibility and collaboration at scale.”More information about the Nexus Guide will be available here.The Nexus Guide improvements follows new updates Schwaber and other Scrum co-creator Jeff Sutherland made to the Scrum Guide in November last year. Scrum.org is announcing new updates to the Nexus Guide, the body of knowledge for using its Nexus framework to scale Scrum. The new updates focus on adding clarification as well as asserting the importance of transparency at scale. Scrum.org is designed to improve the profession of software delivery through training, certification assessments and community as it reduces the work and work products to make it dependable. Through the Scrum.org community and founder and co-creator Ken Schwaber, Nexus was created with a mission to easily develop and sustain scaled product and software development initiatives using Scrum. Since founding Scrum.org in 2009, Schwaber had a mission to improve the profession of software development. He wanted to reduce the gaps so the work and work products are dependable as Nexus Guide embodies this concept.“Nexus enables multiple Scrum Teams to work together to deliver an integrated increment one or more times per Sprint, because most scaled efforts delay integration. And that’s what fails,” said Schwaber. “It takes what’s already in place and successful in a team’s implementation of Scrum and extends it. Nexus is essentially just Scrum. It can fit the needs of pre-existing Scrum Teams and enable them to work better together, making it the preferred option for scaling Scrum.”Over the years, Scrum.org has found while organizations have successfully learned how to use Nexus, they also found difficulties. As a result, Scrum.org decided to revise the guide. The updates were determined through the Scrum community feedback via the Scrum Guide User Voice website, the Scrum.org community and its professional Scrum trainers.last_img read more