This was a successful email campaign. The graphics and copy were designed to engage a well-known audience. Each email had a "value proposition" and "call to action". Instead of blasting out a page of text, our goal was to give each recipient a reason to care - and to participate. A great percentage did just that. Clearly, there's a big difference between email marketing and email blasts.
For a Great Cause
I'm not an email design maven. The layout could certainly have been better. It was a fun project, a labor of love and a great learning exercise for Tiger Team Marketing! As a side note: Our chapter contributes part of our fundraising dollars to Horses' Honor - a sanctuary for abandoned or abused horses.
Take a very rainy San Francisco day and add a Taproot Foundation “ScopeAthon”. Mix in a dozen non-profits, about 20 pro bono consultants and some substantial business challenges. It adds up to be a great way to spend a morning in the city, at the very groovy Autodesk Gallery.
My assignment, along with another consultant was to work with the Lindsay Wildlife Museum Operations Director. The museum is a rescue center in the East Bay and is open to the public. It offers many educational events, and gives people an opportunity to connect with nature.
These Taproot events are challenging and intense. Consultants and non-profits are teamed up to work on strategic or tactical organizational challenge. It’s amazing what a small group can accomplish in just a few hours. Especially when laptops are shut, phones are silenced and the goal is clear. I think our “client” left with a workable plan and clear path forward.
It was especially gratifying to apply my business skills in helping Lindsay – a 60-year-old organization that rehabilitates animals affected by intense urban growth. A very small and hopefully useful contribution. I’m looking forward to working with the Museum again in the future.
Here's what amazes me most about working at these Taproot events. People who make their career in the non-profit world are either crazy or saints. Probably both. Kick me if I start to complain about how hard it is to get my job done, how the budget's too small, resources too thin or the competition too fierce.
Having worked for both start-up & public companies, my professional "makeover" includes social giving. A few months ago, I applied to become a Pro Bono consultant for non-profits through the Taproot Foundation. Of those who apply to work with Taproot, 45% are accepted. I've been "tapped" as a Strategy Consultant. After an orientation & training in SF last week, I've targeted a few projects on which I would like to contribute. The time commitment is 3-5 hours a week, so I guess my horses will get an extra day off now an then. With a focus on small-business consulting, and a little pro bono, I'm happy to say my career is no longer focused around corporate shareholder value. What's a Taproot? If you're looking for a way to give back by leveraging your professional skills, check out Taproot.
I am so excited! I received this email from Taproot Foundation yesterday. "Thank you so much for applying to donate your professional skills and MAKE IT MATTER. You’re a great fit for one or more of our volunteer roles and your next step is to attend one of our upcoming orientations." They have told me that I'm likely to be in a leadership position working with a bay area non-profit as part of their strategy practice.
Georganne Benesch is the principal of Tiger Team Marketing, CMO of Centerline Farm and a over zealous Yoga practitioner. With 25+ years in high-tech product marketing, she consults for start-ups, small businesses and technology companies.