{"id":325335,"date":"2024-02-13T10:03:51","date_gmt":"2024-02-13T09:03:51","guid":{"rendered":"https:\/\/whydonate.com\/blog\/fundraising-email\/"},"modified":"2024-02-15T10:07:22","modified_gmt":"2024-02-15T09:07:22","slug":"fundraisingu-email","status":"publish","type":"post","link":"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/","title":{"rendered":"9 tip\u016f Pro Dobr\u00fd Fundraisingov\u00fd E-Mail"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Neziskov\u00e9 organizace oslovuj\u00ed v\u00edce lid\u00ed prost\u0159ednictv\u00edm digit\u00e1ln\u00edch kan\u00e1l\u016f ne\u017e kdykoli p\u0159edt\u00edm. N\u011bkte\u0159\u00ed odborn\u00edci sice rychle prohl\u00e1sili, \u017ee e-mailov\u00e9 kampan\u011b na z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f maj\u00ed v dob\u011b rozmachu soci\u00e1ln\u00edch m\u00e9di\u00ed sv\u00e1 nejlep\u0161\u00ed l\u00e9ta za sebou, \u00fadaje v\u0161ak hovo\u0159\u00ed o opaku.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Seznamy e-mail\u016f vzrostly o 11 %, co\u017e je tempo r\u016fstu p\u0159ekonalo r\u016fst hlavn\u00edch platforem soci\u00e1ln\u00edch m\u00e9di\u00ed (Facebook 13 %, Twitter 15 %, Instagram neuv\u011b\u0159iteln\u00fdch 44 %). \u2013 Pane Benchmarku<\/span><\/p><\/blockquote>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#Funguji_Fundraisingu_E-maily\" >Funguj\u00ed Fundraisingu E-maily?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#Proc_Byste_Si_Meli_Vybrat_E-mailove_Fundraising\" >Pro\u010d Byste Si M\u011bli Vybrat E-mailov\u00e9 Fundraising?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#A_Jsou_PristupneCenove_dostupne\" >A. Jsou P\u0159\u00edstupn\u00e9\/Cenov\u011b dostupn\u00e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#B_Snadno_se_Prepravuji_A_Poskytuji_rychle_Vysledky\" >B. Snadno se P\u0159epravuj\u00ed A Poskytuj\u00ed rychl\u00e9 V\u00fdsledky<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#C_Jsou_Vsestranne\" >C. Jsou V\u0161estrann\u00e9<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#Jak_psat_Ucinne_E-maily_Pro_Fundraising\" >Jak ps\u00e1t U\u010dinn\u00e9 E-maily Pro Fundraising?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#1_Seradte_Svou_Databazi\" >1. Se\u0159a\u010fte Svou Datab\u00e1zi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#2_Vytvorte_silny_predmet\" >2. Vytvo\u0159te siln\u00fd p\u0159edm\u011bt<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#3_Ujistete_Se_Ze_Mate_Spravny_Format\" >3. Ujist\u011bte Se, Ze M\u00e1te Spr\u00e1vn\u00fd Form\u00e1t<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#4_Vypravejte_Poutavy_Pribeh\" >4. Vypr\u00e1v\u011bjte Poutav\u00fd P\u0159\u00edb\u011bh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#5_Pouzijte_Jedinou_Vyzvu_k_Akci\" >5. Pou\u017eijte Jedinou V\u00fdzvu k Akci<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#6_Ukazat_Hmatatelny_Dopad\" >6. Uk\u00e1zat Hmatateln\u00fd Dopad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#7_Vytvoreni_Efektivniho_Zaveru\" >7. Vytvo\u0159en\u00ed Efektivn\u00edho Z\u00e1v\u011bru<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#8_Usnadnete_darovani\" >8. Usnadn\u011bte darov\u00e1n\u00ed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#9_Monitorovani_a_Vyhodnocovani_E-mailu\" >9. Monitorov\u00e1n\u00ed a Vyhodnocov\u00e1n\u00ed E-mail\u016f<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#Sablona_E-mailu_Pro_Fundraising\" >\u0160ablona E-mailu Pro Fundraising<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/whydonate.com\/cs\/blog\/fundraisingu-email\/#Zaver\" >Z\u00e1v\u011br<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Funguji_Fundraisingu_E-maily\"><\/span>Funguj\u00ed Fundraisingu E-maily?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Zat\u00edmco p\u0159\u00edjmy z e-mail\u016f v roce 2017 vzrostly o 24 % a tvo\u0159ily 28 % v\u0161ech <\/span><a href=\"https:\/\/whydonate.com\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">online dar\u016f<\/span><\/a><span style=\"font-weight: 400;\">, m\u00edra otev\u0159en\u00fdch e-mail\u016f a m\u00edra proklik\u016f v p\u0159\u00edpad\u011b fundraisingu a ve\u0159ejn\u00e9 podpory klesla. <\/span> <span style=\"font-weight: 400;\">Realita toho, jak se mohou neziskovky posunout d\u00e1l, je v\u0161ak komplikovan\u00e1. Fundraisingov\u00e9 e-maily je t\u011b\u017ek\u00e9 dostat \u201espr\u00e1vn\u011b\u201c. A to, co je \u201edobr\u00e9\u201c, se m\u016f\u017ee nakonec zna\u010dn\u011b li\u0161it, pokud jde o zisk a segmenty publika.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"Proc_Byste_Si_Meli_Vybrat_E-mailove_Fundraising\"><\/span>Pro\u010d Byste Si M\u011bli Vybrat E-mailov\u00e9 Fundraising?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"A_Jsou_PristupneCenove_dostupne\"><\/span>A. Jsou P\u0159\u00edstupn\u00e9\/Cenov\u011b dostupn\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">E-mailov\u00fd marketing je obecn\u011b zdarma pro men\u0161\u00ed neziskov\u00e9 organizace (nebo neziskov\u00e9 organizace s men\u0161\u00edmi seznamy e-mail\u016f). I kdy\u017e se v\u00e1\u0161 e-mailov\u00fd seznam zv\u011bt\u0161uje, e-mailov\u00fd marketing z\u016fst\u00e1v\u00e1 velmi efektivn\u00ed z hlediska n\u00e1klad\u016f, zejm\u00e9na ve srovn\u00e1n\u00ed s jin\u00fdmi metodami <a href=\"https:\/\/whydonate.com\/en\/\" target=\"_blank\" rel=\"noopener\">fundraisingu<\/a> (nap\u0159. fundraisingov\u00fdmi akcemi).<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\"><a href=\"http:\/\/www.campaignmonitor.com\/\" target=\"_blank\" rel=\"noopener\">E-mailov\u00fd marketing<\/a> je nejlep\u0161\u00ed marketing s n\u00e1vratnost\u00ed investic 4400 %, co\u017e znamen\u00e1, \u017ee za ka\u017ed\u00fd vynalo\u017een\u00fd dolar se z\u00edsk\u00e1 44 dolar\u016f.<\/span><\/p><\/blockquote>\n<h3><span class=\"ez-toc-section\" id=\"B_Snadno_se_Prepravuji_A_Poskytuji_rychle_Vysledky\"><\/span>B. Snadno se P\u0159epravuj\u00ed A Poskytuj\u00ed rychl\u00e9 V\u00fdsledky<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Nejobl\u00edben\u011bj\u0161\u00ed slu\u017eby e-mailov\u00e9ho marketingu jsou pom\u011brn\u011b intuitivn\u00ed a jednoduch\u00e9 &#8211; v\u011bt\u0161ina z nich nevy\u017eaduje znalost ani jedin\u00e9ho \u0159\u00e1dku k\u00f3du. D\u00edky profesion\u00e1ln\u011b navr\u017een\u00fdm \u0161ablon\u00e1m, funkc\u00edm kop\u00edrov\u00e1n\u00ed a vkl\u00e1d\u00e1n\u00ed a dal\u0161\u00edm snadno pou\u017eiteln\u00fdm editor\u016fm je odes\u00edl\u00e1n\u00ed e-mail\u016f snadn\u011bj\u0161\u00ed ne\u017e kdykoli p\u0159edt\u00edm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jedn\u00edm z hlavn\u00edch koncept\u016f e-mailov\u00e9ho fundraisingu je jeho rychl\u00e9 doru\u010den\u00ed. Va\u0161e neziskov\u00e1 organizace m\u016f\u017ee z\u00edskat z\u00e1kazn\u00edky, d\u00e1rce, p\u0159\u00edznivce a dobrovoln\u00edky rychleji ne\u017e jakoukoli jinou metodou.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"C_Jsou_Vsestranne\"><\/span>C. Jsou V\u0161estrann\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">E-maily jsou vynikaj\u00edc\u00edm n\u00e1strojem pro <\/span><a href=\"https:\/\/whydonate.com\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">online fundraising<\/span><\/a><span style=\"font-weight: 400;\">, poskytov\u00e1n\u00ed informac\u00ed, mobilizaci dobrovoln\u00edk\u016f, propagaci voln\u00fdch pracovn\u00edch m\u00edst a zviditeln\u011bn\u00ed.<\/span><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"e-mailov\u00fd fundraiser\" src=\"https:\/\/res.cloudinary.com\/whydonate\/image\/upload\/f_auto,q_auto\/v1552481509\/whydonate-production\/wordpress\/email-fundraising.jpg\" alt=\"Fundraisingov\u00fd e-mail\" width=\"750\" height=\"500\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Jak_psat_Ucinne_E-maily_Pro_Fundraising\"><\/span>Jak ps\u00e1t U\u010dinn\u00e9 E-maily Pro Fundraising?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Neexistuje \u017e\u00e1dn\u00fd jednoduch\u00fd vzorec pro psan\u00ed fundraisingov\u00fdch e-mail\u016f, kter\u00e9 zaru\u010d\u00ed \u00fasp\u011bch, ale shrnuli jsme na\u0161e nejlep\u0161\u00ed tipy pro psan\u00ed uk\u00e1zkov\u00fdch e-mail\u016f, kter\u00e9 maj\u00ed dobrou \u0161anci:<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"1_Seradte_Svou_Databazi\"><\/span>1. Se\u0159a\u010fte Svou Datab\u00e1zi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Segmentac\u00ed d\u00e1rc\u016f a c\u00edlen\u00edm e-mailov\u00e9ho marketingu na r\u016fzn\u00e9 segmenty m\u016f\u017eete zv\u00fd\u0161it retenci d\u00e1rc\u016f a\u00a0<\/span><a href=\"https:\/\/whydonate.com\/blog\/donation-site-how-to-make-a-good-website-for-a-charity\/?lang=en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">d\u00e1rcovstv\u00ed<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Existuje n\u011bkolik zp\u016fsob\u016f, jak m\u016f\u017eete segmentovat sv\u00e9 d\u00e1rce. N\u011bkter\u00e9 z nejb\u011b\u017en\u011bj\u0161\u00edch segment\u016f jsou v\u011bk, velikost daru, datum posledn\u00edho darov\u00e1n\u00ed a frekvence darov\u00e1n\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Klasifikace d\u00e1rc\u016f je prim\u00e1rn\u011b zam\u011b\u0159ena na poskytov\u00e1n\u00ed relevantn\u00edho obsahu men\u0161\u00edm skupin\u00e1m d\u00e1rc\u016f. Zabra\u0148uje va\u0161im d\u00e1rc\u016fm za\u017e\u00edt frustruj\u00edc\u00ed pocit, \u017ee v\u00e1\u0161 obsah a komunikace pro n\u011b nejsou osobn\u011b relevantn\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Segmentace d\u00e1rc\u016f v\u00e1m umo\u017e\u0148uje p\u0159izp\u016fsobit t\u00f3n a informace a povzbudit va\u0161e d\u00e1rce, aby se zapojili do va\u0161\u00ed neziskov\u00e9 organizace zp\u016fsobem, kter\u00fd jim vyhovuje. D\u00e1rce, kter\u00fd v uplynul\u00fdch m\u011bs\u00edc\u00edch a letech opakovan\u011b p\u0159isp\u00edval va\u0161\u00ed organizaci, by m\u011bl obdr\u017eet jin\u00fd e-mail ne\u017e ten, kter\u00fd se pr\u00e1v\u011b p\u0159ihl\u00e1sil do va\u0161eho e-mailov\u00e9ho seznamu. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Segmentace tak\u00e9 pom\u00e1h\u00e1 budovat d\u016fv\u011bru a umo\u017e\u0148uje va\u0161\u00ed neziskov\u00e9 organizaci vyu\u017e\u00edvat data ke strategick\u00e9mu r\u016fstu va\u0161ich dar\u016f. P\u0159itom byste m\u011bli tak\u00e9 zajistit, aby ka\u017ed\u00fd odb\u011bratel e-mailu v\u00fdslovn\u011b souhlasil se za\u0159azen\u00edm do va\u0161eho seznamu (ov\u011b\u0159en\u00fd opt-in), a m\u011bli byste aktualizovat podm\u00ednky pou\u017e\u00edv\u00e1n\u00ed a z\u00e1sady ochrany osobn\u00edch \u00fadaj\u016f. Po odesl\u00e1n\u00ed e-mailov\u00fdch zpravodaj\u016f nebo e-mailov\u00fdch kampan\u00ed zkontrolujte sv\u00e9 m\u011bkk\u00e9 a tvrd\u00e9 odrazy. Pokud zaznamen\u00e1v\u00e1te velk\u00e9 mno\u017estv\u00ed opu\u0161t\u011bn\u00ed nebo pokud je va\u0161e m\u00edra otev\u0159en\u00ed a prokliku n\u00edzk\u00e1, m\u011bli byste p\u0159ehodnotit sv\u016fj e-mailov\u00fd seznam.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"2_Vytvorte_silny_predmet\"><\/span>2. Vytvo\u0159te siln\u00fd p\u0159edm\u011bt<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><span style=\"font-weight: 400;\">35 % p\u0159\u00edjemc\u016f e-mailu otev\u0159e e-mail na z\u00e1klad\u011b p\u0159edm\u011btu.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Skv\u011bl\u00fd fundraisingov\u00fd e-mail nen\u00ed ve skute\u010dnosti tak skv\u011bl\u00fd, pokud nen\u00ed otev\u0159en. Proto je nezbytn\u00e9 vytvo\u0159it p\u0159edm\u011bt, d\u00edky kter\u00e9mu budou va\u0161e e-maily ve va\u0161\u00ed doru\u010den\u00e9 po\u0161t\u011b vynikat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zde je n\u011bkolik tip\u016f, jak zlep\u0161it p\u0159edm\u011bt va\u0161ich fundraisingov\u00fdch e-mail\u016f:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">P\u0159edm\u011bt udr\u017eujte kr\u00e1tk\u00fd, nejl\u00e9pe 4\u201315 znak\u016f.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vytvo\u0159te pocit nal\u00e9havosti pomoc\u00ed slov jako \u201enal\u00e9hav\u00e9\u201c a \u201ed\u016fle\u017eit\u00e9\u201c.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Udr\u017eujte to p\u0159esn\u00e9. I kdy\u017e m\u016f\u017eete b\u00fdt nepochybn\u011b velmi kreativn\u00ed s p\u0159edm\u011bty, m\u011bly by se v\u017edy t\u00fdkat obsahu e-mailu. Zav\u00e1d\u011bj\u00edc\u00ed \u0159\u00e1dky p\u0159edm\u011btu nejsou povoleny a v n\u011bkter\u00fdch zem\u00edch jsou dokonce zak\u00e1z\u00e1ny.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zaujm\u011bte sv\u00e9 \u010dten\u00e1\u0159e nebo se na n\u011bco zeptejte \u2013 m\u016f\u017ee to pomoci zv\u00fd\u0161it va\u0161i otev\u0159enost.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zkuste p\u0159izp\u016fsobit \u0159\u00e1dek p\u0159edm\u011btu pomoc\u00ed k\u0159estn\u00edho jm\u00e9na kontaktu.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zahrnuje jm\u00e9no odes\u00edlatele.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Testujte v r\u016fzn\u00e9 dny a \u010dasy dne a nezapome\u0148te ud\u011blat spoustu A\/B testov\u00e1n\u00ed, abyste zjistili, co funguje nejl\u00e9pe, vytvo\u0159en\u00edm n\u011bkolika vzorov\u00fdch e-mail\u016f s fundraisingem.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sna\u017ete se vyhnout slovu \u201emy\u201c. &#8222;My&#8220; je entita bez tv\u00e1\u0159e a &#8222;j\u00e1&#8220; je osoba, kter\u00e1 chce mluvit s &#8222;ty&#8220; a &#8222;j\u00e1&#8220;.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pou\u017e\u00edvejte r\u00fdmy, seznamy, aliterace a dal\u0161\u00ed. Tyto funguj\u00ed dob\u0159e. Ale p\u0159edev\u0161\u00edm myslete na n\u011bco jin\u00e9ho a bu\u010fte kreativn\u00ed.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka: <\/span><\/p>\n<p><a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MailChimp<\/span><\/a><span style=\"font-weight: 400;\"> zjistil, \u017ee n\u00e1sleduj\u00edc\u00ed slova jsou pro otev\u0159en\u00e9 sazby hrozn\u00e1:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Podpora<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">P\u0159ipom\u00ednka<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Procentn\u00ed sleva<\/span><\/li>\n<\/ul>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"3_Ujistete_Se_Ze_Mate_Spravny_Format\"><\/span>3. Ujist\u011bte Se, Ze M\u00e1te Spr\u00e1vn\u00fd Form\u00e1t<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Na\u0161e pozornost je st\u00e1le krat\u0161\u00ed a krat\u0161\u00ed. Velmi m\u00e1lo lid\u00ed \u010dte dlouh\u00e9, dlouh\u00e9 e-maily, i kdy\u017e jsou skv\u011bl\u00e9. V\u011bt\u0161ina lid\u00ed obsah p\u0159el\u00e9tne. Nav\u00edc doba, kterou pr\u016fm\u011brn\u00fd u\u017eivatel pot\u0159ebuje k tomu, aby se rozhodl, je 50 milisekund &#8211; tedy ani ne cel\u00e1 sekunda!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Krom\u011b toho je d\u016fle\u017eitost dob\u0159e naform\u00e1tovan\u00fdch e-mail\u016f v\u00fdznamn\u011bj\u0161\u00ed ne\u017e kdy d\u0159\u00edve, proto\u017ee st\u00e1le v\u00edce u\u017eivatel\u016f p\u0159ech\u00e1z\u00ed na mobiln\u00ed telefony. <\/span><span style=\"font-weight: 400;\">V\u00edce ne\u017e polovina e-mail\u016f se \u010dte na mobiln\u00edm za\u0159\u00edzen\u00ed. A n\u011bkter\u00e9 studie dokonce tvrd\u00ed, \u017ee toto \u010d\u00edslo je je\u0161t\u011b vy\u0161\u0161\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zde je n\u011bkolik tip\u016f, jak spr\u00e1vn\u011b form\u00e1tovat uk\u00e1zky fundraisingov\u00fdch e-mail\u016f:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bu\u010fte stru\u010dn\u00ed, jen n\u011bkolik odstavc\u016f &#8211; nejl\u00e9pe dva nebo t\u0159i.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Omezte odstavce na 2-3 v\u011bty.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zvolte popisn\u00e9 nadpisy a podnadpisy s aktivn\u00edmi slovesy a \u017eiv\u00fdmi podstatn\u00fdmi jm\u00e9ny. Ty upoutaj\u00ed pozornost va\u0161ich p\u0159\u00edznivc\u016f a povzbud\u00ed je, aby si text skute\u010dn\u011b p\u0159e\u010detli.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pe\u010dliv\u011b vytvo\u0159te zpr\u00e1vu v uk\u00e1zkov\u00e9m \u00faryvku.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ujist\u011bte se, \u017ee uk\u00e1zka e-mailu pro fundraising vypad\u00e1 dob\u0159e na obrazovk\u00e1ch mobiln\u00edch za\u0159\u00edzen\u00ed &#8211; text by m\u011bl b\u00fdt dostate\u010dn\u011b velk\u00fd, aby se dal rychle p\u0159e\u010d\u00edst, a v\u0161echny odkazy by m\u011bly b\u00fdt snadno kliknuteln\u00e9.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ujist\u011bte se, \u017ee v\u00e1\u0161 e-mail pro fundraising nen\u00ed p\u0159epln\u011bn\u00fd a \u017ee jeho \u010d\u00e1sti jsou obklopeny dostate\u010dn\u00fdm prostorem.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vyberte si jedno p\u00edsmo a dr\u017ete se ho.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Omezte se na t\u0159i barvy, pozad\u00ed nechte sv\u011btl\u00e9 a barvy pou\u017e\u00edvejte pouze jako akcenty.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V uk\u00e1zk\u00e1ch e-mail\u016f pro fundraising pou\u017e\u00edvejte velk\u00e9 a odv\u00e1\u017en\u00e9 obr\u00e1zky, kter\u00e9 okam\u017eit\u011b zaujmou a p\u0159esv\u011bd\u010d\u00ed va\u0161e kontakty.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V z\u00e1hlav\u00ed e-mailu v\u017edy uv\u00e1d\u011bjte logo sv\u00e9 organizace.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V z\u00e1pat\u00ed uve\u010fte kontaktn\u00ed \u00fadaje va\u0161\u00ed organizace a mo\u017enost odhl\u00e1\u0161en\u00ed.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ujist\u011bte se, \u017ee je va\u0161e darovac\u00ed str\u00e1nka optimalizovan\u00e1 pro mobiln\u00ed za\u0159\u00edzen\u00ed, aby se d\u00e1rci nemuseli pot\u00fdkat se slo\u017eit\u00fdm a obt\u00ed\u017en\u011b pou\u017eiteln\u00fdm formul\u00e1\u0159em.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"4_Vypravejte_Poutavy_Pribeh\"><\/span>4. Vypr\u00e1v\u011bjte Poutav\u00fd P\u0159\u00edb\u011bh<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Dobr\u00fd p\u0159\u00edb\u011bh je \u010dasto z\u00e1kladem \u00fasp\u011b\u0161n\u00e9ho fundraisingov\u00e9ho e-mailu. Lid\u00e9 jsou &#8222;naprogramov\u00e1ni&#8220; reagovat na p\u0159\u00edb\u011bhy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">P\u0159\u00edb\u011bhy hr\u00e1ly v lidsk\u00fdch d\u011bjin\u00e1ch v\u017edy z\u00e1sadn\u00ed roli. Po tis\u00edce let pou\u017e\u00edv\u00e1me p\u0159\u00edb\u011bhy k p\u0159ed\u00e1v\u00e1n\u00ed znalost\u00ed, u\u010den\u00ed, sd\u00edlen\u00ed zku\u0161enost\u00ed a navazov\u00e1n\u00ed kontakt\u016f s ostatn\u00edmi.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">V\u00fdzkum na Stanfordov\u011b univerzit\u011b zjistil, \u017ee si informace l\u00e9pe zapamatujeme, pokud jsou sd\u011blov\u00e1ny jako sou\u010d\u00e1st p\u0159\u00edb\u011bhu (a\u017e 22kr\u00e1t l\u00e9pe ne\u017e samotn\u00e1 fakta).<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Nejen\u017ee si p\u0159\u00edb\u011bhy pamatujeme l\u00e9pe ne\u017e fakta, ale tak\u00e9 v n\u00e1s vyvol\u00e1vaj\u00ed emoce a nut\u00ed n\u00e1s jednat. Proto je vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f neuv\u011b\u0159iteln\u011b mocn\u00fdm n\u00e1strojem pro neziskov\u00e9 organizace, kter\u00e9 samoz\u0159ejm\u011b nemaj\u00ed o poutav\u00e9 p\u0159\u00edb\u011bhy nouzi. Vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f umo\u017en\u00ed \u010dten\u00e1\u0159i nahl\u00e9dnout do va\u0161eho sv\u011bta a p\u0159ipomene mu, pro\u010d je va\u0161e posl\u00e1n\u00ed tak d\u016fle\u017eit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zde je n\u011bkolik zp\u016fsob\u016f, jak m\u016f\u017eete v e-mailu o fundraisingu vypr\u00e1v\u011bt p\u0159\u00edb\u011bhy:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Vypr\u00e1v\u011bjte p\u0159\u00edb\u011bh, kter\u00fd zah\u0159eje u srdce. Zde je p\u0159\u00edklad takov\u00e9ho<\/span> <a href=\"https:\/\/medium.com\/charity-water\/the-woman-who-fell-down-the-well-5e72d68d7e9b\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Charita<\/span><\/a><span style=\"font-weight: 400;\"> p\u0159\u00edb\u011bh<\/span><a href=\"https:\/\/medium.com\/charity-water\/the-woman-who-fell-down-the-well-5e72d68d7e9b\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">: voda<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Vyu\u017eijte hlavn\u00edho hrdinu, protagonistu. Je snaz\u0161\u00ed nav\u00e1zat kontakt s \u010dlov\u011bkem, kter\u00fd m\u00e1 jm\u00e9no, ne\u017e s anonymn\u00ed skupinou lid\u00ed (nap\u0159. chud\u00ed lid\u00e9 v Som\u00e1lsku).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Pou\u017e\u00edvejte jednoduch\u00fd, lidsk\u00fd jazyk. Vyhn\u011bte se \u017eargonu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Shrom\u00e1\u017ed\u011bte p\u0159esv\u011bd\u010div\u00e9 vizu\u00e1ln\u00ed materi\u00e1ly pro uk\u00e1zky fundraisingov\u00fdch e-mail\u016f, kter\u00e9 odpov\u00eddaj\u00ed p\u0159\u00edb\u011bhu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Vypr\u00e1v\u011bjte p\u0159\u00edb\u011bhy, kter\u00e9 p\u0159\u00edmo odr\u00e1\u017eej\u00ed dopad p\u0159\u00edsp\u011bvk\u016f va\u0161ich d\u00e1rc\u016f. \u0158ekn\u011bte jim p\u0159esn\u011b, jak budou pen\u00edze pou\u017eity a jak\u00fd bude v\u00fdsledek jejich daru.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Ve\u010fte \u010dten\u00e1\u0159e po emocion\u00e1ln\u00ed cest\u011b p\u0159\u00edb\u011bhu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Vykreslete sv\u00fdmi slovy ment\u00e1ln\u00ed obraz a p\u016fsobte na v\u0161echny smysly. Zrcadl\u00edme zku\u0161enosti druh\u00fdch, a\u0165 u\u017e je vid\u00edme, sly\u0161\u00edme nebo \u010dteme.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Ujist\u011bte se, \u017ee v\u00e1\u0161 e-mail odpov\u00edd\u00e1 na ot\u00e1zky: Pro\u010d by m\u011b to m\u011blo zaj\u00edmat? Jak m\u016f\u017ee m\u016fj dar pomoci? Co chcete, abych ud\u011blal\/jak v\u00e1m mohu pomoci?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Zam\u011b\u0159te se na konkr\u00e9tn\u00ed program nebo iniciativu. Nezahrnujte do jednoho e-mailu informace o v\u0161em, co d\u011bl\u00e1te.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"Z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f na vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f\" src=\"https:\/\/res.cloudinary.com\/whydonate\/image\/upload\/f_auto,q_auto\/v1552562596\/whydonate-production\/wordpress\/story-telling.jpg\" alt=\"E-mailov\u00e1 \u0161ablona pro fundraising\" width=\"767\" height=\"511\" \/><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"5_Pouzijte_Jedinou_Vyzvu_k_Akci\"><\/span>5. Pou\u017eijte Jedinou V\u00fdzvu k Akci<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pou\u017eit\u00ed jedin\u00e9 v\u00fdzvy k akci neznamen\u00e1, \u017ee se v e-mailu zept\u00e1te pouze jednou. Mnoz\u00ed odborn\u00edci na fundraisingu dokonce doporu\u010duj\u00ed, aby se \u010dten\u00e1\u0159i ptali t\u0159ikr\u00e1t. Neple\u0165te v\u0161ak \u010dten\u00e1\u0159e. Pokud je va\u0161\u00edm c\u00edlem z\u00edskat finan\u010dn\u00ed prost\u0159edky, ne\u017e\u00e1dejte sv\u00e9 \u010dten\u00e1\u0159e, aby se p\u0159ihl\u00e1sili na akci, stali se dobrovoln\u00edky a \u010detli v\u00e1\u0161 blog.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ptejte se r\u016fzn\u00fdmi zp\u016fsoby.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do e-mailu m\u016f\u017eete nap\u0159\u00edklad p\u0159idat v\u00fdrazn\u00e9 tla\u010d\u00edtko &#8222;darovat&#8220;, kter\u00e9 \u010dten\u00e1\u0159e p\u0159esm\u011bruje na va\u0161i darovac\u00ed str\u00e1nku nebo na ni odk\u00e1\u017ee.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nav\u00edc nechcete, aby si p\u0159\u00edjemci p\u0159e\u010detli v\u00e1\u0161 e-mail o fundraisingu a p\u0159em\u00fd\u0161leli, o \u010dem to cel\u00e9 je. Necho\u010fte kolem hork\u00e9 ka\u0161e a polo\u017ete svou ot\u00e1zku pokud mo\u017eno v prvn\u00edch dvou odstavc\u00edch. Pokud budete \u010dekat p\u0159\u00edli\u0161 dlouho, mnoho va\u0161ich \u010dten\u00e1\u0159\u016f jednodu\u0161e p\u0159ejde k n\u00e1sleduj\u00edc\u00edmu e-mailu ve sv\u00e9 schr\u00e1nce.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00fdsledky 42 studi\u00ed zkombinovan\u00fdch v\u00a0<\/span><a href=\"http:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/10510974.2012.727941#.Us3LiWRDvZE\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">metaanal\u00fdzy v\u00edce ne\u017e 22 000 \u00fa\u010dastn\u00edk\u016f<\/span><\/a><span style=\"font-weight: 400;\"> uk\u00e1zal, \u017ee pokud d\u00e1te lidem mo\u017enost volby, zda necht\u011bj\u00ed darovat, \u0161ance, \u017ee daruj\u00ed, se t\u00e9m\u011b\u0159 zdvojn\u00e1sob\u00ed. Po\u017e\u00e1dejte \u010dten\u00e1\u0159e, aby p\u0159isp\u011bli, a p\u0159idejte variantu n\u00e1sleduj\u00edc\u00ed v\u011bty: &#8222;Ale m\u016f\u017eete si svobodn\u011b vybrat.&#8220;<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"6_Ukazat_Hmatatelny_Dopad\"><\/span>6. Uk\u00e1zat Hmatateln\u00fd Dopad<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vytvo\u0159en\u00ed p\u0159\u00edb\u011bhu a emocion\u00e1ln\u00edho p\u0159\u00edb\u011bhu zahrnuje:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">P\u0159edstaven\u00ed probl\u00e9mu \u010dten\u00e1\u0159\u016fm (p\u0159\u00edpadn\u011b prost\u0159ednictv\u00edm p\u0159\u00edb\u011bhu jedn\u00e9 osoby).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u0158e\u0161en\u00ed (pravd\u011bpodobn\u011b slu\u017eba va\u0161\u00ed organizace).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vyzvat je, aby se pod\u00edleli na \u0159e\u0161en\u00ed (v\u00fdzva k akci).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Abyste \u010dten\u00e1\u0159e skute\u010dn\u011b p\u0159im\u011bli k darov\u00e1n\u00ed, je nutn\u00e9 jasn\u011b uk\u00e1zat, jak jejich dary p\u0159isp\u011bj\u00ed ke zm\u011bn\u011b. Propojte v\u00fd\u0161i dar\u016f s konkr\u00e9tn\u00edmi v\u00fdsledky.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Mileni\u00e1lov\u00e9 s velkou pravd\u011bpodobnost\u00ed nebo pravd\u011bpodobn\u011b p\u0159estanou p\u0159isp\u00edvat, pokud nev\u011bd\u00ed, zda m\u00e1 jejich dar n\u011bjak\u00fd dopad (78 %), pokud organizace \u017e\u00e1d\u00e1 o podporu p\u0159\u00edli\u0161 \u010dasto (73 %) nebo pokud k organizaci nec\u00edt\u00ed osobn\u00ed vztah (72 %).<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Chcete-li sv\u00e9 d\u00e1rce motivovat, uka\u017ete jim na konkr\u00e9tn\u00edch p\u0159\u00edkladech, \u010deho mohou sv\u00fdmi dary dos\u00e1hnout. Uka\u017ete jim, \u017ee 50 dolar\u016f m\u016f\u017ee pomoci nakoupit \u0161koln\u00ed pot\u0159eby pro studenta z rodiny s n\u00edzk\u00fdmi p\u0159\u00edjmy nebo \u017ee 200 dolar\u016f zajist\u00ed materi\u00e1l pot\u0159ebn\u00fd k uspo\u0159\u00e1d\u00e1n\u00ed \u00faklidu \u0159eky.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"7_Vytvoreni_Efektivniho_Zaveru\"><\/span>7. Vytvo\u0159en\u00ed Efektivn\u00edho Z\u00e1v\u011bru<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Jednou z nejv\u011bt\u0161\u00edch v\u00fdzev p\u0159i psan\u00ed \u00fa\u010dinn\u00fdch fundraisingov\u00fdch e-mail\u016f je t\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u016f\u017ee b\u00fdt velmi obt\u00ed\u017en\u00e9 naj\u00edt rovnov\u00e1hu mezi podrobn\u00fdm popisem d\u016fsledk\u016f ne\u010dinnosti (nap\u0159. &#8222;Bez dar\u016f, jako je ten v\u00e1\u0161, bude \u017e\u00edt v\u00edce d\u011bt\u00ed bez j\u00eddla a \u010dist\u00e9 vody.&#8220;), kter\u00fd m\u016f\u017ee vyvolat pocity viny a m\u016f\u017ee \u010dten\u00e1\u0159e odradit od darov\u00e1n\u00ed, a pozitivn\u00edm a povzbudiv\u00fdm t\u00f3nem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e1rc\u016fm p\u0159edem pod\u011bkujte a zopakujte jim, pro\u010d je jejich p\u0159\u00edsp\u011bvek d\u016fle\u017eit\u00fd.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B\u011bhem uz\u00e1v\u011brky se sna\u017ete obzvl\u00e1\u0161\u0165 p\u0159esv\u011bd\u010div\u011b vysv\u011btlit, pro\u010d \u017e\u00e1d\u00e1te o dary. Nyn\u00ed je \u010das se s d\u00e1rcem skute\u010dn\u011b spojit a sladit.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"8_Usnadnete_darovani\"><\/span>8. Usnadn\u011bte darov\u00e1n\u00ed<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vzhledem k tomu, \u017ee hlavn\u00edm \u00fa\u010delem e-mailu pro fundraisingu je z\u00edskat finan\u010dn\u00ed prost\u0159edky, je nezbytn\u00e9, aby va\u0161i \u010dten\u00e1\u0159i p\u0159isp\u011bli. I kdyby byl v\u00e1\u0161 e-mail perfektn\u011b zpracovan\u00fd a va\u0161e v\u00fdzva k akci byla inspirativn\u00ed a p\u0159esv\u011bd\u010div\u00e1, pokud se va\u0161im \u010dten\u00e1\u0159\u016fm bude zd\u00e1t va\u0161e v\u00fdzva k akci a proces darov\u00e1n\u00ed slo\u017eit\u00fd nebo matouc\u00ed, ztrat\u00edte je. Pokud je t\u011b\u017ek\u00e9 web p\u0159e\u010d\u00edst a pracovat s n\u00edm, nato\u017e na n\u011bj p\u0159isp\u011bt, u\u017eivatel\u00e9 to vzdaj\u00ed je\u0161t\u011b d\u0159\u00edve, ne\u017e za\u010dnou.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pomoc\u00ed online d\u00e1rcovsk\u00e9ho syst\u00e9mu, jako je nap\u0159 <\/span><a href=\"https:\/\/whydonate.com\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">WhyDonate<\/span><\/a><span style=\"font-weight: 400;\">, zaru\u010d\u00edte sv\u00fdm d\u00e1rc\u016fm bezprobl\u00e9mov\u00fd a optimalizovan\u00fd syst\u00e9m darov\u00e1n\u00ed &#8211; v\u00fdsledkem bude v\u00edce dar\u016f. Darovac\u00ed str\u00e1nky WhyDonate jsou jednoduch\u00e9, kr\u00e1sn\u00e9 a pln\u011b p\u0159izp\u016fsobiteln\u00e9. Jako syst\u00e9m je WhyDonate bezpe\u010dn\u00fd a mnohem levn\u011bj\u0161\u00ed ne\u017e jin\u00e9 n\u00e1stroje na trhu. WhyDonate nab\u00edz\u00ed mnoho dal\u0161\u00edch funkc\u00ed, kter\u00e9 v\u00e1m mohou pomoci z\u00edskat v\u00edce pen\u011bz pro va\u0161i neziskovou organizaci. Zde je n\u011bkolik z nich:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Navrhovan\u00e9 \u010d\u00e1stky dar\u016f s popisem, aby se d\u00e1rci c\u00edtili dob\u0159e, proto\u017ee v\u011bd\u00ed, na co p\u0159isp\u011bj\u00ed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vhodn\u00e9 <\/span><a href=\"https:\/\/whydonate.com\/cs\/blog\/10-nejlepsi-crowdfunding-platformy-v-evrope\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">d\u00e1rcovsk\u00e1 platforma<\/span><\/a><span style=\"font-weight: 400;\"> program pro zam\u011bstnavatele.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mo\u017enosti opakovan\u00fdch dar\u016f. Um\u00edst\u011bte do formul\u00e1\u0159e mo\u017enost opakovan\u00e9ho darov\u00e1n\u00ed, abyste zaznamenali vy\u0161\u0161\u00ed m\u00edru udr\u017een\u00ed p\u0159\u00edsp\u011bvk\u016f.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimalizace pro stoln\u00ed po\u010d\u00edta\u010de, mobiln\u00ed telefony a tablety.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">P\u0159ij\u00edmejte dary na sv\u00e9 str\u00e1nce na Facebooku.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/whydonate.com\/en\/\"><span style=\"font-weight: 400;\">Darov\u00e1n\u00ed&#8216; teplom\u011br&#8216;<\/span><\/a><span style=\"font-weight: 400;\"> abyste podpo\u0159ili dal\u0161\u00ed d\u00e1rcovstv\u00ed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V\u00edce platebn\u00edch bran (iDeal, kreditn\u00ed karta, PayPal a mnoho dal\u0161\u00edch platebn\u00edch metod).<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/whydonate.com\/cs\/crowdfundingova-sbirka\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">A mnoho dal\u0161\u00edho!<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Poskytnut\u00ed mo\u017enosti d\u00e1rc\u016fm zaregistrovat se do programu opakovan\u00fdch dar\u016f je skv\u011bl\u00fdm zp\u016fsobem, jak zv\u00fd\u0161it po\u010det dar\u016f. Pom\u00e1h\u00e1 tak\u00e9 va\u0161\u00ed neziskov\u00e9 organizaci vytv\u00e1\u0159et lep\u0161\u00ed finan\u010dn\u00ed progn\u00f3zy a odpov\u00eddaj\u00edc\u00edm zp\u016fsobem pl\u00e1novat.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"9_Monitorovani_a_Vyhodnocovani_E-mailu\"><\/span>9. Monitorov\u00e1n\u00ed a Vyhodnocov\u00e1n\u00ed E-mail\u016f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Odesl\u00e1n\u00ed e-mailu pro fundraising je jen polovina pr\u00e1ce. Stejn\u011b d\u016fle\u017eit\u00e9 je i to, co bude n\u00e1sledovat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pokud chcete v\u011bd\u011bt, zda jsou va\u0161e fundraisingov\u00e9 e-maily \u00fasp\u011b\u0161n\u00e9 a na \u010dem je t\u0159eba zapracovat, abyste zv\u00fd\u0161ili jejich efektivitu, je nezbytn\u00e9 sledovat n\u011bkter\u00e9 z\u00e1kladn\u00ed kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti (KPI).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zde je n\u011bkolik kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti, kter\u00e9 je t\u0159eba sledovat:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00edra doru\u010den\u00ed (procento e-mail\u016f, kter\u00e9 doraz\u00ed do c\u00edle);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00edra odhl\u00e1\u0161en\u00ed (procento p\u0159\u00edjemc\u016f, kte\u0159\u00ed se z va\u0161eho mailing listu odhl\u00e1sili).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00edra otev\u0159en\u00ed (procento p\u0159\u00edjemc\u016f, kte\u0159\u00ed otev\u0159eli e-mail od va\u0161\u00ed organizace).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00edra prokliku (procento p\u0159\u00edjemc\u016f, kte\u0159\u00ed kliknou na odkaz um\u00edst\u011bn\u00fd v e-mailu).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00edra konverze (bez ohledu na to, zda osoba po kliknut\u00ed na odkaz v e-mailu dokon\u010dila akci). V p\u0159\u00edpad\u011b e-mail\u016f pro fundraising se obvykle jedn\u00e1 o dar).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pokud v\u00e1s zaj\u00edmaj\u00ed dal\u0161\u00ed digit\u00e1ln\u00ed KPI, kter\u00e9 by va\u0161e neziskov\u00e1 organizace m\u011bla sledovat, <\/span><a href=\"https:\/\/whydonate.com\/cs\/blog\/tip-opakovane-darovani-program\/\"><span style=\"font-weight: 400;\">klikn\u011bte zde a p\u0159e\u010dt\u011bte si n\u00e1\u0161 \u010dl\u00e1nek<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"E-mailov\u00e9 fondsenwerving analytika\" src=\"https:\/\/res.cloudinary.com\/whydonate\/image\/upload\/f_auto,q_auto\/v1552562997\/whydonate-production\/wordpress\/Schermafbeelding_2019-03-14_om_12.26.14.png\" alt=\"Statistiky e-mailov\u00e9ho fundraisingu\" width=\"758\" height=\"397\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nezapome\u0148te za dary pod\u011bkovat. D\u00e1v\u00e1te t\u00edm najevo, \u017ee si va\u0161e organizace v\u00e1\u017e\u00ed podpory d\u00e1rc\u016f a \u017ee si jich v\u00e1\u017e\u00ed bez ohledu na okolnosti. Existuje mnoho zp\u016fsob\u016f, jak d\u00e1rc\u016fm po poskytnut\u00ed daru pod\u011bkovat:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zasl\u00e1n\u00ed n\u00e1sledn\u00e9ho d\u011bkovn\u00e9ho e-mailu;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Po\u0161lete p\u011bkn\u00e9 pod\u011bkov\u00e1n\u00ed;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Upozorn\u011bte na jednoho nebo v\u00edce sv\u00fdch d\u00e1rc\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pozv\u011bte d\u00e1rce na speci\u00e1ln\u00ed akci nebo mu p\u0159edejte d\u00e1rek.<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Sablona_E-mailu_Pro_Fundraising\"><\/span>\u0160ablona E-mailu Pro Fundraising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><strong>P\u0159edm\u011bt: Zpracov\u00e1n\u00ed informac\u00ed o projektu, kter\u00fd se uskute\u010dnil v roce 2012, a o jeho v\u00fdsledc\u00edch: Podpo\u0159te [Organisation\/Cause] a m\u011bjte pozitivn\u00ed dopad!<\/strong><\/p>\n<p><strong>V\u00e1\u017een\u00ed [Supporter&#8217;s Name],<\/strong><\/p>\n<p><strong>Douf\u00e1me, \u017ee v\u00e1m tento e-mail p\u0159ijde v dobr\u00e9 n\u00e1lad\u011b. Proto\u017ee jste vysoce cen\u011bn\u00fdm \u010dlenem komunity, oslovili jsme v\u00e1s, abychom v\u00e1s po\u017e\u00e1dali o podporu pro [Organizace\/P\u0159\u00ed\u010dina]. Tato v\u011bc m\u016f\u017ee v\u00fdrazn\u011b zm\u011bnit a zanechat trvalou stopu v \u017eivot\u011b lid\u00ed. <\/strong><\/p>\n<p><strong>Ve spole\u010dnosti [Jm\u00e9no spole\u010dnosti], jsme velmi odd\u00e1ni tomu, co d\u011bl\u00e1me, tj. [give a detailed overview about your organisation or the cause you wish to seek support for]. Pevn\u011b v\u011b\u0159\u00edme, \u017ee kdy\u017e se postav\u00edme na vlastn\u00ed nohy, m\u016f\u017eeme v\u00fdrazn\u011b zm\u011bnit \u017eivoty lid\u00ed v nouzi.<\/strong><\/p>\n<p><strong>Samotn\u00e1 pr\u00e1ce na tomto \u00fakolu v\u0161ak m\u016f\u017ee b\u00fdt docela n\u00e1ro\u010dn\u00e1. Na\u0161e organizace je z\u00e1visl\u00e1 na \u0161t\u011bdrosti laskav\u00fdch lid\u00ed, jako jste vy. Pod\u00e1n\u00edm ruky m\u016f\u017eeme v\u0161ichni kr\u00e1\u010det vst\u0159\u00edc lep\u0161\u00ed budoucnosti. I s mal\u00fdm p\u0159\u00edsp\u011bvkem m\u016f\u017eete p\u0159in\u00e9st v\u00fdznamnou zm\u011bnu a pomoci n\u00e1m pokra\u010dovat v tom, co d\u011bl\u00e1me.<\/strong><\/p>\n<p><strong>[Popi\u0161te, kde budou finan\u010dn\u00ed prost\u0159edky pou\u017eity, a napi\u0161te o n\u011bkter\u00fdch \u00fasp\u011b\u0161n\u00fdch p\u0159\u00edb\u011bz\u00edch a o tom, jak pozitivn\u011b ovlivnily \u017eivoty lid\u00ed. M\u016f\u017eete tak\u00e9 vyzdvihnout n\u011bkter\u00fd z va\u0161ich \u00fasp\u011bch\u016f].<\/strong><\/p>\n<p><strong>Nezapome\u0148te, \u017ee v\u0161echny dary jsou ode\u010ditateln\u00e9 od dan\u00ed a my v\u00e1m vystav\u00edme potvrzen\u00ed o jejich p\u0159ijet\u00ed.<\/strong><\/p>\n<p><strong>Va\u0161e dne\u0161n\u00ed podpora n\u00e1m m\u016f\u017ee pomoci dos\u00e1hnout pozitivn\u00ed zm\u011bny a zlep\u0161it \u017eivoty t\u011bch, kte\u0159\u00ed to pot\u0159ebuj\u00ed. Spole\u010dn\u011b m\u016f\u017eeme dos\u00e1hnout skute\u010dn\u00e9 zm\u011bny a vytvo\u0159it lep\u0161\u00ed budoucnost pro v\u0161echny.<\/strong><\/p>\n<p><strong>D\u011bkujeme, \u017ee jste zv\u00e1\u017eili na\u0161i \u017e\u00e1dost, a jsme vd\u011b\u010dn\u00ed za va\u0161i trvalou podporu.<\/strong><\/p>\n<p><strong>Srde\u010dn\u00e9 pozdravy,<\/strong><\/p>\n<p><strong>[Tv\u00e9 jm\u00e9no]<\/strong><\/p>\n<p><strong>[V\u00e1\u0161 titul\/pozice]<\/strong><\/p>\n<p><strong>[Organizace\/P\u0159\u00ed\u010dina] <\/strong><\/p>\n<p><strong>[Kontaktn\u00ed informace]<\/strong><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"Zaver\"><\/span>Z\u00e1v\u011br<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vytvo\u0159en\u00ed \u00fa\u010dinn\u00e9ho e-mailu pro fundraising je n\u00e1ro\u010dn\u00e1 pr\u00e1ce. Segmentace publika, v\u00fdb\u011br spr\u00e1vn\u00fdch sd\u011blen\u00ed pro jednotliv\u00e9 skupiny, v\u00fdb\u011br spr\u00e1vn\u00fdch obr\u00e1zk\u016f, pou\u017eit\u00ed nejlep\u0161\u00edch slov a spr\u00e1vn\u00fd t\u00f3n &#8211; je toho tolik, co je t\u0159eba zv\u00e1\u017eit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zaveden\u00ed profesion\u00e1ln\u00edch postup\u016f a tip\u016f, o kter\u00e9 jsme se pod\u011blili v\u00fd\u0161e, sice m\u016f\u017ee va\u0161i organizaci p\u0159iv\u00e9st na spr\u00e1vnou cestu, ale ve skute\u010dnosti neexistuje \u017e\u00e1dn\u00fd skute\u010dn\u00fd recept na dokonal\u00fd e-mail pro fundraising. Ka\u017ed\u00fd d\u00e1rce je jin\u00fd a ka\u017ed\u00e1 situace je jedine\u010dn\u00e1. <\/span><span style=\"font-weight: 400;\">Nezapome\u0148te, \u017ee je naprosto nezbytn\u00e9 otestovat ka\u017ed\u00fd tip a podle toho aktualizovat strategii e-mailov\u00e9ho fundraisingu. Jedin\u011b opakov\u00e1n\u00edm tohoto procesu zjist\u00edte, co je pro va\u0161i neziskovou organizaci skute\u010dn\u011b nejlep\u0161\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dal\u0161\u00ed tipy naleznete v na\u0161\u00ed<\/span> <span style=\"font-weight: 400;\"><a href=\"https:\/\/whydonate.com\/cs\/blog\/\" target=\"_blank\" rel=\"noopener\">nejnov\u011bj\u0161\u00ed a nejobl\u00edben\u011bj\u0161\u00ed blogy neziskov\u00fdch organizac\u00ed<\/a>.<\/span><span style=\"font-weight: 400;\"> abyste m\u011bli p\u0159ehled o nejnov\u011bj\u0161\u00edch informac\u00edch a n\u00e1stroj\u00edch pro neziskov\u00fd sektor.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Neziskov\u00e9 organizace oslovuj\u00ed v\u00edce lid\u00ed prost\u0159ednictv\u00edm digit\u00e1ln\u00edch kan\u00e1l\u016f ne\u017e kdykoli p\u0159edt\u00edm. N\u011bkte\u0159\u00ed odborn\u00edci sice rychle prohl\u00e1sili, \u017ee e-mailov\u00e9 kampan\u011b na z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f maj\u00ed v dob\u011b rozmachu soci\u00e1ln\u00edch m\u00e9di\u00ed sv\u00e1 nejlep\u0161\u00ed l\u00e9ta za sebou, \u00fadaje v\u0161ak hovo\u0159\u00ed o opaku. Seznamy e-mail\u016f vzrostly o 11 %, co\u017e je tempo r\u016fstu p\u0159ekonalo r\u016fst hlavn\u00edch platforem soci\u00e1ln\u00edch m\u00e9di\u00ed&#8230;<\/p>\n","protected":false},"author":1,"featured_media":325822,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[16470,16471,16472,16468,16469,16467,16446],"class_list":["post-325335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-e-mail-pro-fundraising-cs","tag-email","tag-financni-prostredky","tag-fundraising-email-cs","tag-fundraisingu","tag-fundraisingu-email","tag-sablona-e-mailu-pro-fundraising"],"_links":{"self":[{"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/posts\/325335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/comments?post=325335"}],"version-history":[{"count":0,"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/posts\/325335\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/media\/325822"}],"wp:attachment":[{"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/media?parent=325335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/categories?post=325335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/whydonate.com\/cs\/wp-json\/wp\/v2\/tags?post=325335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}