{"id":319486,"date":"2024-01-19T09:07:06","date_gmt":"2024-01-19T08:07:06","guid":{"rendered":"https:\/\/whydonate.com\/blog\/fundraising-email\/"},"modified":"2024-01-19T09:18:22","modified_gmt":"2024-01-19T08:18:22","slug":"fundraising-email","status":"publish","type":"post","link":"https:\/\/whydonate.com\/sk\/blog\/fundraising-email\/","title":{"rendered":"9 Tipov Pre Dobr\u00fd E-Mail Na Z\u00edskavanie Finan\u010dn\u00fdch Prostriedkov"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Neziskov\u00e9 organiz\u00e1cie oslovuj\u00fa viac \u013eud\u00ed prostredn\u00edctvom digit\u00e1lnych kan\u00e1lov ako kedyko\u013evek predt\u00fdm. Hoci niektor\u00ed odborn\u00edci r\u00fdchlo vyhl\u00e1sili, \u017ee e-mailov\u00e1 komunik\u00e1cia pri z\u00edskavan\u00ed finan\u010dn\u00fdch prostriedkov u\u017e v \u010dase rozmachu soci\u00e1lnych m\u00e9di\u00ed pre\u0161la svoj\u00edm vrcholom, \u00fadaje hovoria o opaku.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Zoznamy e-mailov vzr\u00e1stli o 11 %, \u010do je tempo rastu, ktor\u00e9 prekonalo rast hlavn\u00fdch platforiem soci\u00e1lnych m\u00e9di\u00ed (Facebook 13 %, Twitter 15 %, Instagram neuverite\u013en\u00fdch 44 %). &#8211; P\u00e1n referen\u010dn\u00e9 hodnoty<\/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\/sk\/blog\/fundraising-email\/#Funguju_e-maily_na_ziskavanie_financnych_prostriedkov\" >Funguj\u00fa e-maily na z\u00edskavanie finan\u010dn\u00fdch prostriedkov?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/whydonate.com\/sk\/blog\/fundraising-email\/#Preco_by_ste_si_mali_vybrat_e-mailovy_fundraising\" >Pre\u010do by ste si mali vybra\u0165 e-mailov\u00fd fundraising?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/whydonate.com\/sk\/blog\/fundraising-email\/#A_Su_dostupnepristupne\" >A. S\u00fa dostupn\u00e9\/pr\u00edstupn\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\/sk\/blog\/fundraising-email\/#B_Lahko_sa_prepravuju_a_prinasaju_rychle_vysledky\" >B. \u013dahko sa prepravuj\u00fa a prin\u00e1\u0161aj\u00fa r\u00fdchle 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\/sk\/blog\/fundraising-email\/#C_Su_vsestranne\" >C. S\u00fa 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\/sk\/blog\/fundraising-email\/#Ako_pisat_vykonne_e-maily_na_ziskavanie_financnych_prostriedkov\" >Ako p\u00edsa\u0165 v\u00fdkonn\u00e9 e-maily na z\u00edskavanie finan\u010dn\u00fdch prostriedkov?<\/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\/sk\/blog\/fundraising-email\/#1_Triedenie_databazy\" >1. Triedenie datab\u00e1zy<\/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\/sk\/blog\/fundraising-email\/#2_Vytvorte_silny_predmet\" >2. Vytvorte siln\u00fd predmet<\/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\/sk\/blog\/fundraising-email\/#3_Uistite_sa_ze_je_vas_format_spravny\" >3. Uistite sa, \u017ee je v\u00e1\u0161 form\u00e1t spr\u00e1vny<\/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\/sk\/blog\/fundraising-email\/#4_Rozpravajte_presvedcivy_pribeh\" >4. Rozpr\u00e1vajte presved\u010div\u00fd pr\u00edbeh<\/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\/sk\/blog\/fundraising-email\/#5_Pouzite_jedinu_vyzvu_k_akcii\" >5. Pou\u017eite jedin\u00fa v\u00fdzvu k akcii<\/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\/sk\/blog\/fundraising-email\/#6_Ukazte_hmatatelny_vplyv\" >6. Uk\u00e1\u017ete hmatate\u013en\u00fd vplyv<\/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\/sk\/blog\/fundraising-email\/#7_Vytvorenie_ucinneho_zaveru\" >7. Vytvorenie \u00fa\u010dinn\u00e9ho z\u00e1veru<\/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\/sk\/blog\/fundraising-email\/#8_Ulahcite_darovanie\" >8. U\u013eah\u010dite darovanie<\/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\/sk\/blog\/fundraising-email\/#9_Sledovanie_a_vyhodnocovanie_e-mailov\" >9. Sledovanie a vyhodnocovanie e-mailov<\/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\/sk\/blog\/fundraising-email\/#Sablona_e-mailu_pre_fundraising_pre_vas\" >\u0160abl\u00f3na e-mailu pre fundraising pre v\u00e1s<\/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\/sk\/blog\/fundraising-email\/#Zaver\" >Z\u00e1ver<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Funguju_e-maily_na_ziskavanie_financnych_prostriedkov\"><\/span>Funguj\u00fa e-maily na z\u00edskavanie finan\u010dn\u00fdch prostriedkov?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Zatia\u013e \u010do pr\u00edjmy z e-mailov v roku 2017 vzr\u00e1stli o 24 % a tvorili 28 % v\u0161etk\u00fdch<\/span><a href=\"https:\/\/whydonate.com\/en\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">online darov<\/span><\/a><span style=\"font-weight: 400;\">, miera otvoren\u00fdch e-mailov a miera kliknut\u00ed v pr\u00edpade fundraisingu a verejnej podpory klesla. <\/span> <span style=\"font-weight: 400;\">V skuto\u010dnosti je v\u0161ak postup neziskov\u00fdch organiz\u00e1ci\u00ed komplikovan\u00fd. E-maily o z\u00edskavan\u00ed finan\u010dn\u00fdch prostriedkov s\u00fa n\u00e1ro\u010dn\u00e9 na &#8222;spr\u00e1vny&#8220; postup. A to, \u010do je &#8222;dobr\u00e9&#8220;, sa m\u00f4\u017ee v kone\u010dnom d\u00f4sledku ve\u013emi l\u00ed\u0161i\u0165 z h\u013eadiska zisku a segmentov publika.<\/span><\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Preco_by_ste_si_mali_vybrat_e-mailovy_fundraising\"><\/span><span style=\"font-weight: 400;\">Pre\u010do by ste si mali vybra\u0165 e-mailov\u00fd fundraising?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"A_Su_dostupnepristupne\"><\/span>A. S\u00fa dostupn\u00e9\/pr\u00edstupn\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">E-mailov\u00fd marketing je pre men\u0161ie neziskov\u00e9 organiz\u00e1cie (alebo neziskov\u00e9 organiz\u00e1cie s men\u0161\u00edmi zoznamami e-mailov) spravidla bezplatn\u00fd. Aj ke\u010f sa v\u00e1\u0161 e-mailov\u00fd zoznam zv\u00e4\u010d\u0161uje, e-mailov\u00fd marketing zost\u00e1va ve\u013emi n\u00e1kladovo efekt\u00edvny, najm\u00e4 v porovnan\u00ed s in\u00fdmi met\u00f3dami <a href=\"https:\/\/whydonate.com\/en\/\" target=\"_blank\" rel=\"noopener\">fundraisingu<\/a> (napr. fundraisingov\u00fdmi podujatiami).<\/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 najlep\u0161\u00edm marketingom s n\u00e1vratnos\u0165ou invest\u00edci\u00ed 4400 %, \u010do znamen\u00e1, \u017ee za ka\u017ed\u00fd vynalo\u017een\u00fd dol\u00e1r sa z\u00edska 44 dol\u00e1rov.<\/span><\/p><\/blockquote>\n<h3><span class=\"ez-toc-section\" id=\"B_Lahko_sa_prepravuju_a_prinasaju_rychle_vysledky\"><\/span>B. \u013dahko sa prepravuj\u00fa a prin\u00e1\u0161aj\u00fa r\u00fdchle v\u00fdsledky<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Najob\u013e\u00fabenej\u0161ie slu\u017eby e-mailov\u00e9ho marketingu s\u00fa celkom intuit\u00edvne a jednoduch\u00e9 &#8211; v\u00e4\u010d\u0161ina z nich nevy\u017eaduje, aby ste poznali \u010do i len jeden riadok k\u00f3du. V\u010faka profesion\u00e1lne navrhnut\u00fdm \u0161abl\u00f3nam, funkci\u00e1m kop\u00edrovania a vkladania a \u010fal\u0161\u00edm \u013eahko pou\u017eite\u013en\u00fdm editorom je odosielanie e-mailov jednoduch\u0161ie ako kedyko\u013evek predt\u00fdm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jedn\u00fdm z hlavn\u00fdch konceptov e-mailov\u00e9ho fundraisingu s\u00fa r\u00fdchle v\u00fdsledky. Va\u0161a neziskov\u00e1 organiz\u00e1cia m\u00f4\u017ee z\u00edskava\u0165 z\u00e1kazn\u00edkov, darcov, podporovate\u013eov a dobrovo\u013en\u00edkov r\u00fdchlej\u0161ie ako akouko\u013evek inou met\u00f3dou.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"C_Su_vsestranne\"><\/span>C. S\u00fa v\u0161estrann\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">E-maily s\u00fa vynikaj\u00facim n\u00e1strojom na<\/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;\">, poskytovanie inform\u00e1ci\u00ed, mobiliz\u00e1ciu dobrovo\u013en\u00edkov, propag\u00e1ciu vo\u013en\u00fdch pracovn\u00fdch miest a zvidite\u013enenie.<\/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=\"E-mail na z\u00edskavanie finan\u010dn\u00fdch prostriedkov\" width=\"750\" height=\"500\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Ako_pisat_vykonne_e-maily_na_ziskavanie_financnych_prostriedkov\"><\/span><span style=\"font-weight: 400;\">Ako p\u00edsa\u0165 v\u00fdkonn\u00e9 e-maily na z\u00edskavanie finan\u010dn\u00fdch prostriedkov?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Neexistuje jednoduch\u00fd vzorec na p\u00edsanie e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov, ktor\u00fd by zaru\u010dil \u00faspech, ale zhrnuli sme na\u0161e najlep\u0161ie tipy na p\u00edsanie e-mailov\u00fdch vzoriek, ktor\u00e9 maj\u00fa dobr\u00fa \u0161ancu:<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"1_Triedenie_databazy\"><\/span>1. Triedenie datab\u00e1zy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Segment\u00e1ciou darcov a cielen\u00edm e-mailov\u00e9ho marketingu na r\u00f4zne segmenty m\u00f4\u017eete zv\u00fd\u0161i\u0165 mieru udr\u017eania darcov a<\/span><span style=\"font-weight: 400;\">darcovstvo<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Existuje nieko\u013eko sp\u00f4sobov, ako m\u00f4\u017eete segmentova\u0165 svojich darcov. Medzi naj\u010dastej\u0161ie segmenty patria vek, ve\u013ekos\u0165 darcovstva, d\u00e1tum posledn\u00e9ho darovania a frekvencia darovania.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Klasifik\u00e1cia darcov je zameran\u00e1 najm\u00e4 na poskytovanie relevantn\u00e9ho obsahu men\u0161\u00edm skupin\u00e1m darcov. Zabr\u00e1ni to tomu, aby va\u0161i darcovia mali frustruj\u00faci pocit, \u017ee v\u00e1\u0161 obsah a komunik\u00e1cia nie s\u00fa pre nich osobne relevantn\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Segment\u00e1cia va\u0161ich darcov v\u00e1m umo\u017en\u00ed prisp\u00f4sobi\u0165 t\u00f3n a inform\u00e1cie a povzbudi\u0165 va\u0161ich darcov, aby spolupracovali s va\u0161ou neziskovou organiz\u00e1ciou sp\u00f4sobom, ktor\u00fd im vyhovuje. Darca, ktor\u00fd opakovane daroval va\u0161ej organiz\u00e1cii v priebehu posledn\u00fdch mesiacov a rokov, by mal dosta\u0165 in\u00fd e-mail ako ten, ktor\u00fd sa pr\u00e1ve prihl\u00e1sil do v\u00e1\u0161ho e-mailov\u00e9ho zoznamu. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Segment\u00e1cia tie\u017e pom\u00e1ha budova\u0165 d\u00f4veru a umo\u017e\u0148uje va\u0161ej neziskovej organiz\u00e1cii vyu\u017e\u00edva\u0165 \u00fadaje na strategick\u00fd rast darov. Z\u00e1rove\u0148 by ste mali zabezpe\u010di\u0165, aby ka\u017ed\u00fd odberate\u013e e-mailu v\u00fdslovne s\u00fahlasil so zaraden\u00edm do v\u00e1\u0161ho zoznamu (overen\u00e9 prihl\u00e1senie), a mali by ste aktualizova\u0165 podmienky pou\u017e\u00edvania a z\u00e1sady ochrany osobn\u00fdch \u00fadajov. Po odoslan\u00ed e-mailov\u00fdch bulletinov alebo e-mailov\u00fdch kampan\u00ed skontrolujte m\u00e4kk\u00e9 a tvrd\u00e9 odrazy. Ak sa v\u00e1m ve\u013ea e-mailov odmieta alebo ak je miera otvorenia a kliknutia n\u00edzka, mali by ste prehodnoti\u0165 svoj e-mailov\u00fd zoznam.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"2_Vytvorte_silny_predmet\"><\/span>2. Vytvorte siln\u00fd predmet<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><span style=\"font-weight: 400;\">35 % pr\u00edjemcov e-mailov otvor\u00ed e-mail na z\u00e1klade predmetu.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Skvel\u00fd e-mail pre fundraiserov nie je a\u017e tak\u00fd skvel\u00fd, ak ho nikto neotvor\u00ed. Preto je d\u00f4le\u017eit\u00e9 vytvori\u0165 predmet, ktor\u00fd va\u0161e e-maily zv\u00fdrazn\u00ed v doru\u010denej po\u0161te.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tu je nieko\u013eko tipov, ako zlep\u0161i\u0165 predmety va\u0161ich e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Predmety spr\u00e1v by mali by\u0165 kr\u00e1tke, najlep\u0161ie 4-15 znakov.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vytvorte pocit naliehavosti pomocou slov ako &#8222;naliehav\u00e9&#8220; a &#8222;d\u00f4le\u017eit\u00e9&#8220;.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zachovajte presnos\u0165. Aj ke\u010f m\u00f4\u017eete by\u0165 nepochybne ve\u013emi kreat\u00edvni, predmety by mali v\u017edy s\u00favisie\u0165 s obsahom e-mailu. Zav\u00e1dzaj\u00face predmety nie s\u00fa povolen\u00e9 a v niektor\u00fdch krajin\u00e1ch s\u00fa dokonca zak\u00e1zan\u00e9.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zaujmite \u010ditate\u013eov alebo im polo\u017ete ot\u00e1zku &#8211; to v\u00e1m pom\u00f4\u017ee zv\u00fd\u0161i\u0165 mieru otvorenia.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sk\u00faste personalizova\u0165 predmet spr\u00e1vy pou\u017eit\u00edm krstn\u00e9ho mena kontaktu.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uve\u010fte meno odosielate\u013ea.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Testujte v r\u00f4znych d\u0148och a \u010dasoch d\u0148a a nezabudnite vykona\u0165 mno\u017estvo A\/B testov, aby ste zistili, \u010do funguje najlep\u0161ie, vytvoren\u00edm nieko\u013ek\u00fdch vzoriek e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sna\u017ete sa vyhn\u00fa\u0165 slovu &#8222;my&#8220;. &#8222;My&#8220; je subjekt bez tv\u00e1re a &#8222;ja&#8220; je osoba, ktor\u00e1 chce hovori\u0165 s &#8222;tebou&#8220; a &#8222;mnou&#8220;.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pou\u017e\u00edvajte r\u00fdmy, zoznamy, aliter\u00e1cie a in\u00e9. Tie funguj\u00fa dobre. Predov\u0161etk\u00fdm v\u0161ak vymyslite nie\u010do in\u00e9 a bu\u010fte kreat\u00edvni.<\/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;\"> zistila, \u017ee nasleduj\u00face slov\u00e1 s\u00fa z h\u013eadiska miery otvorenia hrozn\u00e9:<\/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;\">Pripomienka<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Percentu\u00e1lna z\u013eava<\/span><\/li>\n<\/ul>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"3_Uistite_sa_ze_je_vas_format_spravny\"><\/span>3. Uistite sa, \u017ee je v\u00e1\u0161 form\u00e1t spr\u00e1vny<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Na\u0161a pozornos\u0165 je \u010doraz krat\u0161ia. Len ve\u013emi m\u00e1lo \u013eud\u00ed \u010d\u00edta dlh\u00e9 a rozsiahle e-maily, aj ke\u010f s\u00fa skvel\u00e9. V\u00e4\u010d\u0161ina \u013eud\u00ed obsah prech\u00e1dza len zbe\u017ene. Okrem toho \u010das, ktor\u00fd priemern\u00fd pou\u017e\u00edvate\u013e potrebuje na rozhodnutie, je 50 milisek\u00fand &#8211; ani nie cel\u00e1 sekunda!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Okrem toho je d\u00f4le\u017eitos\u0165 dobre naform\u00e1tovan\u00fdch e-mailov d\u00f4le\u017eitej\u0161ia ako kedyko\u013evek predt\u00fdm, preto\u017ee \u010doraz viac pou\u017e\u00edvate\u013eov prech\u00e1dza na mobiln\u00e9 telef\u00f3ny. <\/span><span style=\"font-weight: 400;\">Viac ako polovica e-mailov sa \u010d\u00edta na mobilnom zariaden\u00ed. Niektor\u00e9 \u0161t\u00fadie dokonca tvrdia, \u017ee toto \u010d\u00edslo je e\u0161te vy\u0161\u0161ie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tu je nieko\u013eko tipov, ako spr\u00e1vne naform\u00e1tova\u0165 vzorky e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nech je kr\u00e1tky, len nieko\u013eko odsekov &#8211; najlep\u0161ie dva alebo tri.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Odseky obmedzte na 2-3 vety.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vyberte si opisn\u00e9 nadpisy a podnadpisy s akt\u00edvnymi slovesami a \u017eiv\u00fdmi podstatn\u00fdmi menami. Tie up\u00fataj\u00fa pozornos\u0165 va\u0161ich priaznivcov a podnietia ich k tomu, aby si text skuto\u010dne pre\u010d\u00edtali.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Starostlivo vytvorte spr\u00e1vu v uk\u00e1\u017ekovom \u00faryvku.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uistite sa, \u017ee vzorka e-mailu na z\u00edskavanie finan\u010dn\u00fdch prostriedkov vyzer\u00e1 dobre na obrazovk\u00e1ch mobiln\u00fdch zariaden\u00ed &#8211; text by mal by\u0165 dostato\u010dne ve\u013ek\u00fd, aby sa dal r\u00fdchlo pre\u010d\u00edta\u0165, a na v\u0161etky odkazy by sa malo da\u0165 \u013eahko klikn\u00fa\u0165.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uistite sa, \u017ee v\u00e1\u0161 e-mail na z\u00edskavanie finan\u010dn\u00fdch prostriedkov nie je preplnen\u00fd a \u017ee jeho \u010dasti s\u00fa obklopen\u00e9 dostato\u010dn\u00fdm priestorom.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vyberte si jedno p\u00edsmo a dr\u017ete sa ho.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Obmedzte sa na tri farby, pozadie nechajte svetl\u00e9 a farby pou\u017e\u00edvajte len ako akcenty.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V uk\u00e1\u017ekach e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov pou\u017e\u00edvajte ve\u013ek\u00e9 a odv\u00e1\u017ene obr\u00e1zky, aby ste okam\u017eite zaujali a nasadili svoje 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 uve\u010fte logo svojej organiz\u00e1cie.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V p\u00e4ti\u010dke uve\u010fte kontaktn\u00e9 \u00fadaje va\u0161ej organiz\u00e1cie a mo\u017enos\u0165 odhl\u00e1senia.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uistite sa, \u017ee je va\u0161a darcovsk\u00e1 str\u00e1nka optimalizovan\u00e1 pre mobiln\u00e9 zariadenia, aby sa va\u0161i darcovia nestretli so zlo\u017eit\u00fdm a \u0165a\u017eko pou\u017eite\u013en\u00fdm formul\u00e1rom.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"4_Rozpravajte_presvedcivy_pribeh\"><\/span>4. Rozpr\u00e1vajte presved\u010div\u00fd pr\u00edbeh<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Dobr\u00fd pr\u00edbeh je \u010dasto z\u00e1kladom \u00faspe\u0161n\u00e9ho e-mailu na z\u00edskavanie finan\u010dn\u00fdch prostriedkov. \u013dudia s\u00fa &#8222;naprogramovan\u00ed&#8220; reagova\u0165 na pr\u00edbehy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pr\u00edbehy v\u017edy zohr\u00e1vali v dejin\u00e1ch \u013eudstva z\u00e1sadn\u00fa \u00falohu. U\u017e tis\u00edce rokov pou\u017e\u00edvame pr\u00edbehy na odovzd\u00e1vanie vedomost\u00ed, u\u010denie, zdie\u013eanie sk\u00fasenost\u00ed a nadv\u00e4zovanie kontaktov s ostatn\u00fdmi.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">V\u00fdskumom na Stanfordskej univerzite sa zistilo, \u017ee inform\u00e1cie si lep\u0161ie zapam\u00e4t\u00e1me, ak s\u00fa podan\u00e9 ako s\u00fa\u010das\u0165 pr\u00edbehu (a\u017e 22-kr\u00e1t lep\u0161ie ako samotn\u00e9 fakty).<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Nielen\u017ee si pr\u00edbehy pam\u00e4t\u00e1me lep\u0161ie ako fakty, ale vyvol\u00e1vaj\u00fa v n\u00e1s aj em\u00f3cie a n\u00fatia n\u00e1s kona\u0165. Preto je storytelling neuverite\u013ene siln\u00fdm n\u00e1strojom pre neziskov\u00e9 organiz\u00e1cie, ktor\u00e9, samozrejme, nemaj\u00fa n\u00fadzu o presved\u010div\u00e9 pr\u00edbehy. Rozpr\u00e1vanie pr\u00edbehov umo\u017e\u0148uje \u010ditate\u013eovi nahliadnu\u0165 do v\u00e1\u0161ho sveta a pripom\u00edna mu, pre\u010do je va\u0161e poslanie tak\u00e9 d\u00f4le\u017eit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tu je nieko\u013eko sp\u00f4sobov, ako m\u00f4\u017eete v e-maile o z\u00edskavan\u00ed finan\u010dn\u00fdch prostriedkov rozpr\u00e1va\u0165 pr\u00edbehy:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Povedzte pr\u00edbeh, ktor\u00fd v\u00e1s zahreje pri srdci. Tu je pr\u00edklad tak\u00e9hoto<\/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;\"> pr\u00edbeh<\/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\u017eite protagonistu, hrdinu. Je \u013eah\u0161ie nadviaza\u0165 kontakt s \u010dlovekom, ktor\u00fd m\u00e1 meno, ako s anonymnou skupinou \u013eud\u00ed (napr. chudobn\u00ed \u013eudia v Som\u00e1lsku).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Pou\u017e\u00edvajte jednoduch\u00fd, \u013eudsk\u00fd jazyk. Vyvarujte sa \u017earg\u00f3nu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Zhroma\u017edite presved\u010div\u00e9 vizu\u00e1lne materi\u00e1ly pre uk\u00e1\u017eky e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov, ktor\u00e9 sa hodia k pr\u00edbehu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Rozpr\u00e1vajte pr\u00edbehy, ktor\u00e9 priamo odr\u00e1\u017eaj\u00fa vplyv pr\u00edspevkov va\u0161ich darcov. Presne im povedzte, ako bud\u00fa peniaze pou\u017eit\u00e9 a ak\u00fd bude v\u00fdsledok ich daru.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Ve\u010fte svojich \u010ditate\u013eov po emocion\u00e1lnej ceste pr\u00edbehu.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Vytvorte si slovami ment\u00e1lny obraz a p\u00f4sobte na v\u0161etky zmysly. Zrkadl\u00edme sk\u00fasenosti in\u00fdch, \u010di u\u017e prostredn\u00edctvom videnia, po\u010d\u00favania alebo \u010d\u00edtania.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Uistite sa, \u017ee v\u00e1\u0161 e-mail odpoved\u00e1 na ot\u00e1zky: Pre\u010do by ma to malo zauj\u00edma\u0165? Ako m\u00f4\u017ee m\u00f4j dar pom\u00f4c\u0165? \u010co chcete, aby som urobil\/ako m\u00f4\u017eem pom\u00f4c\u0165?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; Zamerajte sa na konkr\u00e9tny program alebo iniciat\u00edvu. Neuv\u00e1dzajte inform\u00e1cie o v\u0161etkom, \u010do rob\u00edte, v jednom e-maile.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"Z\u00edskavanie finan\u010dn\u00fdch prostriedkov na rozpr\u00e1vanie pr\u00edbehov\" src=\"https:\/\/res.cloudinary.com\/whydonate\/image\/upload\/f_auto,q_auto\/v1552562596\/whydonate-production\/wordpress\/story-telling.jpg\" alt=\"E-mailov\u00e1 \u0161abl\u00f3na na z\u00edskavanie finan\u010dn\u00fdch prostriedkov\" width=\"767\" height=\"511\" \/><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"5_Pouzite_jedinu_vyzvu_k_akcii\"><\/span>5. Pou\u017eite jedin\u00fa v\u00fdzvu k akcii<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pou\u017eitie jedinej v\u00fdzvy k akcii neznamen\u00e1, \u017ee sa v e-maile op\u00fdtate len raz. Mnoh\u00ed odborn\u00edci na fundraising dokonca odpor\u00fa\u010daj\u00fa p\u00fdta\u0165 sa \u010ditate\u013eov trikr\u00e1t. Nem\u00fd\u013ete v\u0161ak svojich \u010ditate\u013eov. Ak je va\u0161\u00edm cie\u013eom z\u00edska\u0165 finan\u010dn\u00e9 prostriedky, ne\u017eiadajte svojich \u010ditate\u013eov, aby sa prihl\u00e1sili na podujatie, stali sa dobrovo\u013en\u00edkmi a \u010d\u00edtali v\u00e1\u0161 blog.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">P\u00fdtajte sa r\u00f4znymi sp\u00f4sobmi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do e-mailu m\u00f4\u017eete napr\u00edklad prida\u0165 vidite\u013en\u00e9 tla\u010didlo &#8222;darova\u0165&#8220;, ktor\u00e9 \u010ditate\u013eov presmeruje na va\u0161u darcovsk\u00fa str\u00e1nku alebo na odkaz na va\u0161u str\u00e1nku.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Navy\u0161e nechcete, aby si pr\u00edjemcovia pre\u010d\u00edtali v\u00e1\u0161 e-mail o z\u00edskavan\u00ed finan\u010dn\u00fdch prostriedkov a \u010dudovali sa, o \u010do ide. Necho\u010fte okolo hor\u00facej ka\u0161e a polo\u017ete svoju ot\u00e1zku v prv\u00fdch dvoch odsekoch, ak je to mo\u017en\u00e9. Ak budete \u010daka\u0165 pr\u00edli\u0161 dlho, mnoh\u00ed z va\u0161ich \u010ditate\u013eov jednoducho prejd\u00fa na nasleduj\u00faci e-mail vo svojej schr\u00e1nke.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00fdsledky 42 \u0161t\u00fadi\u00ed s\u00fahrnne v<\/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 viac ako 22 000 \u00fa\u010dastn\u00edkov<\/span><\/a><span style=\"font-weight: 400;\"> uk\u00e1zali, \u017ee ak d\u00e1te \u013eu\u010fom mo\u017enos\u0165 rozhodn\u00fa\u0165 sa, \u010di chc\u00fa darova\u0165, \u0161anca, \u017ee daruj\u00fa, sa takmer zdvojn\u00e1sob\u00ed. Po\u017eiadajte \u010ditate\u013eov o darcovstvo a potom pridajte vari\u00e1ciu nasleduj\u00facej vety: &#8222;Ale m\u00f4\u017eete si vybra\u0165 ktor\u00fako\u013evek z nich.&#8220;<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"6_Ukazte_hmatatelny_vplyv\"><\/span>6. Uk\u00e1\u017ete hmatate\u013en\u00fd vplyv<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vytvorenie pr\u00edbehu a emocion\u00e1lneho pr\u00edbehu zah\u0155\u0148a:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Predstavenie probl\u00e9mu \u010ditate\u013eom (pr\u00edpadne prostredn\u00edctvom pr\u00edbehu jednej osoby).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rie\u0161enie (pravdepodobne slu\u017eba va\u0161ej organiz\u00e1cie).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pozva\u0165 ich, aby sa stali s\u00fa\u010das\u0165ou rie\u0161enia (v\u00fdzva k akcii).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ak chcete svojich \u010ditate\u013eov skuto\u010dne presved\u010di\u0165, aby darovali, je nevyhnutn\u00e9 jasne uk\u00e1za\u0165, ako ich dary zmenia situ\u00e1ciu. Prepojte sumy darovan\u00fdch prostriedkov s konkr\u00e9tnymi v\u00fdsledkami.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Mileni\u00e1li ve\u013emi pravdepodobne alebo pravdepodobne prestan\u00fa prispieva\u0165, ak nevedia, \u010di m\u00e1 pr\u00edspevok vplyv (78 %), ak organiz\u00e1cia \u017eiada o podporu pr\u00edli\u0161 \u010dasto (73 %) alebo ak nec\u00edtia s organiz\u00e1ciou osobn\u00fd vz\u0165ah (72 %).<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Ak chcete darcov motivova\u0165 k darovaniu, uk\u00e1\u017ete im na konkr\u00e9tnych pr\u00edkladoch, \u010do m\u00f4\u017eu svojimi darmi dosiahnu\u0165. Uk\u00e1\u017ete im, \u017ee 50 dol\u00e1rov m\u00f4\u017ee pom\u00f4c\u0165 k\u00fapi\u0165 \u0161kolsk\u00e9 pom\u00f4cky \u0161tudentovi z rodiny s n\u00edzkym pr\u00edjmom alebo \u017ee 200 dol\u00e1rov poskytne materi\u00e1l potrebn\u00fd na zorganizovanie \u010distenia rieky.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"7_Vytvorenie_ucinneho_zaveru\"><\/span>7. Vytvorenie \u00fa\u010dinn\u00e9ho z\u00e1veru<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Jednou z najv\u00e4\u010d\u0161\u00edch v\u00fdziev pri p\u00edsan\u00ed \u00fa\u010dinn\u00fdch e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov je t\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00f4\u017ee by\u0165 ve\u013emi \u0165a\u017ek\u00e9 n\u00e1js\u0165 rovnov\u00e1hu medzi podrobn\u00fdm opisom d\u00f4sledkov ne\u010dinnosti (napr. &#8222;Bez darov, ako je ten v\u00e1\u0161, bude viac det\u00ed \u017ei\u0165 bez jedla a \u010distej vody.&#8220;), ktor\u00fd m\u00f4\u017ee vyvola\u0165 pocity viny a odradi\u0165 \u010ditate\u013eov od darovania, a pozit\u00edvnym a povzbudzuj\u00facim t\u00f3nom.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vopred po\u010fakujte darcom a zopakujte im, pre\u010do je ich pr\u00edspevok d\u00f4le\u017eit\u00fd.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Po\u010das uz\u00e1vierky sa sna\u017ete obzvl\u00e1\u0161\u0165 presved\u010divo vysvetli\u0165, pre\u010do \u017eiadate o dary. Teraz je \u010das skuto\u010dne sa spoji\u0165 so svoj\u00edm darcom a zos\u00faladi\u0165 sa s n\u00edm.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"8_Ulahcite_darovanie\"><\/span>8. U\u013eah\u010dite darovanie<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ke\u010f\u017ee hlavn\u00fdm cie\u013eom e-mailu na z\u00edskavanie finan\u010dn\u00fdch prostriedkov je z\u00edska\u0165 finan\u010dn\u00e9 prostriedky, je nevyhnutn\u00e9, aby va\u0161i \u010ditatelia prispeli. Aj ke\u010f bol v\u00e1\u0161 e-mail dokonale spracovan\u00fd a va\u0161a v\u00fdzva na akciu bola in\u0161pirat\u00edvna a presved\u010div\u00e1, ak sa va\u0161im \u010ditate\u013eom bude zda\u0165 va\u0161a v\u00fdzva na akciu a proces darovania zlo\u017eit\u00fd alebo m\u00e4t\u00faci, strat\u00edte ich. Ak je \u0165a\u017ek\u00e9 \u010d\u00edta\u0165 a pracova\u0165 s webovou str\u00e1nkou, nieto e\u0161te prispie\u0165, pou\u017e\u00edvatelia to vzdaj\u00fa e\u0161te sk\u00f4r, ako za\u010dn\u00fa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pomocou online darcovsk\u00e9ho syst\u00e9mu, ako je napr.<\/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 svojim darcom bezprobl\u00e9mov\u00fd a optimalizovan\u00fd syst\u00e9m darovania, \u010do povedie k v\u00e4\u010d\u0161iemu po\u010dtu darov. Darovacie str\u00e1nky slu\u017eby WhyDonate s\u00fa jednoduch\u00e9, kr\u00e1sne a plne prisp\u00f4sobite\u013en\u00e9. Syst\u00e9m WhyDonate je bezpe\u010dn\u00fd a ove\u013ea lacnej\u0161\u00ed ako in\u00e9 n\u00e1stroje na trhu. WhyDonate pon\u00faka mnoho \u010fal\u0161\u00edch funkci\u00ed, ktor\u00e9 v\u00e1m m\u00f4\u017eu pom\u00f4c\u0165 z\u00edska\u0165 viac pe\u0148az\u00ed pre va\u0161u neziskov\u00fa organiz\u00e1ciu. Tu je nieko\u013eko z nich:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Navrhovan\u00e9 sumy darov s popisom, aby sa va\u0161i darcovia c\u00edtili dobre, preto\u017ee vedia, na \u010do prispej\u00fa.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vhodn\u00e9<\/span><span style=\"font-weight: 400;\">darcovsk\u00e1 platforma<\/span><span style=\"font-weight: 400;\"> program pre zamestn\u00e1vate\u013ea.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mo\u017enosti opakovan\u00e9ho darovania. Umiestnite do formul\u00e1ra mo\u017enos\u0165 opakovan\u00e9ho darovania, aby ste zaznamenali vy\u0161\u0161iu mieru udr\u017eania.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimaliz\u00e1cia pre stolov\u00e9 po\u010d\u00edta\u010de, mobiln\u00e9 telef\u00f3ny a tablety.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prij\u00edmajte dary na svojej str\u00e1nke na Facebooku.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/whydonate.com\/en\/account\/register\"><span style=\"font-weight: 400;\">Darcovstvo&#8216; teplomer&#8216;<\/span><\/a><span style=\"font-weight: 400;\"> na podporu v\u00e4\u010d\u0161ieho po\u010dtu darov.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Viacero platobn\u00fdch br\u00e1n (iDeal, kreditn\u00e1 karta, PayPal a mnoho \u010fal\u0161\u00edch platobn\u00fdch met\u00f3d).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A e\u0161te ove\u013ea viac!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Poskytn\u00fa\u0165 darcom mo\u017enos\u0165 zaregistrova\u0165 sa do programu opakovan\u00fdch darov je skvel\u00fd sp\u00f4sob, ako zv\u00fd\u0161i\u0165 po\u010det darov. Pom\u00e1ha tie\u017e va\u0161ej neziskovej organiz\u00e1cii lep\u0161ie vypracova\u0165 finan\u010dn\u00e9 progn\u00f3zy a zodpovedaj\u00facim sp\u00f4sobom pl\u00e1nova\u0165.<\/span><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"9_Sledovanie_a_vyhodnocovanie_e-mailov\"><\/span>9. Sledovanie a vyhodnocovanie e-mailov<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Odoslanie e-mailu na z\u00edskavanie finan\u010dn\u00fdch prostriedkov je len polovica pr\u00e1ce. To, \u010do nasleduje, je rovnako d\u00f4le\u017eit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ak chcete vedie\u0165, \u010di s\u00fa va\u0161e e-maily na z\u00edskavanie finan\u010dn\u00fdch prostriedkov \u00faspe\u0161n\u00e9 alebo nie a na \u010dom mus\u00edte zapracova\u0165, aby ste zv\u00fd\u0161ili ich \u00fa\u010dinnos\u0165, je nevyhnutn\u00e9 sledova\u0165 niektor\u00e9 z\u00e1kladn\u00e9 k\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti (KPI).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tu je nieko\u013eko k\u013e\u00fa\u010dov\u00fdch ukazovate\u013eov v\u00fdkonnosti, ktor\u00e9 treba sledova\u0165:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">miera doru\u010denia (percento e-mailov, ktor\u00e9 sa dostan\u00fa do cie\u013ea);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Miera odhl\u00e1senia (percento pr\u00edjemcov, ktor\u00ed sa odhl\u00e1si z v\u00e1\u0161ho mailing listu)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">miera otvorenia (percento pr\u00edjemcov, ktor\u00ed otvorili e-mail od va\u0161ej organiz\u00e1cie)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Miera preklikov (percento pr\u00edjemcov, ktor\u00ed klikli na odkaz, ktor\u00fd ste umiestnili do e-mailu)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Miera konverzie (bez oh\u013eadu na to, \u010di osoba dokon\u010dila akciu po kliknut\u00ed na odkaz v e-maile. V pr\u00edpade e-mailov na z\u00edskavanie finan\u010dn\u00fdch prostriedkov je to zvy\u010dajne darovanie)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ak v\u00e1s zauj\u00edmaj\u00fa \u010fal\u0161ie digit\u00e1lne KPI, ktor\u00e9 by va\u0161a neziskov\u00e1 organiz\u00e1cia mala sledova\u0165,<\/span><span style=\"font-weight: 400;\">kliknite sem a pre\u010d\u00edtajte si n\u00e1\u0161 \u010dl\u00e1nok<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"Email 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=\"\u0160tatistiky z\u00edskavania finan\u010dn\u00fdch prostriedkov prostredn\u00edctvom e-mailu\" width=\"758\" height=\"397\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Tip odborn\u00edka:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nezabudnite prejavi\u0165 v\u010fa\u010dnos\u0165 za dary. To nazna\u010duje, \u017ee va\u0161a organiz\u00e1cia si v\u00e1\u017ei podporu svojich darcov a \u017ee si ich v\u00e1\u017ei bez oh\u013eadu na to, \u010do sa deje. Existuje mnoho sp\u00f4sobov, ako sa po\u010fakova\u0165 darcom po tom, \u010do v\u00e1m poskytli dar:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Odoslanie n\u00e1sledn\u00e9ho \u010fakovn\u00e9ho e-mailu;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Po\u0161lite pekn\u00e9 po\u010fakovanie;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Umiestnite jedn\u00e9ho alebo viacer\u00fdch svojich darcov do centra pozornosti na platform\u00e1ch soci\u00e1lnych m\u00e9di\u00ed;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pozvite darcu na \u0161peci\u00e1lnu udalos\u0165 alebo mu odovzdajte dar\u010dek.<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Sablona_e-mailu_pre_fundraising_pre_vas\"><\/span>\u0160abl\u00f3na e-mailu pre fundraising pre v\u00e1s<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><strong>Predmet: Podporte [Organisation\/Cause] a urobte pozit\u00edvny vplyv!<\/strong><\/p>\n<p><strong>V\u00e1\u017een\u00fd [Supporter&#8217;s Name],<\/strong><\/p>\n<p><strong>D\u00fafame, \u017ee tento e-mail v\u00e1m pr\u00edde v dobrej n\u00e1lade. Ke\u010f\u017ee ste vysoko cenen\u00fdm \u010dlenom komunity, oslovili sme v\u00e1s, aby ste n\u00e1s podporili na str\u00e1nke [Organisation\/Cause]. T\u00e1to vec m\u00f4\u017ee v\u00fdrazne zmeni\u0165 a zanecha\u0165 trval\u00fa stopu v \u017eivote \u013eud\u00ed. <\/strong><\/p>\n<p><strong>Na str\u00e1nke [Organisation Name], sme ve\u013emi oddan\u00ed tomu, \u010do rob\u00edme, t. j. [give a detailed overview about your organisation or the cause you wish to seek support for]. Pevne ver\u00edme, \u017ee ak sa postav\u00edme na nohy, m\u00f4\u017eeme v\u00fdrazne zmeni\u0165 \u017eivoty \u013eud\u00ed v n\u00fadzi.<\/strong><\/p>\n<p><strong>Samotn\u00e1 pr\u00e1ca v\u0161ak m\u00f4\u017ee by\u0165 dos\u0165 n\u00e1ro\u010dn\u00e1. Na\u0161a organiz\u00e1cia sa spolieha na \u0161tedros\u0165 l\u00e1skav\u00fdch \u013eud\u00ed, ako ste vy. Podan\u00edm r\u00fak m\u00f4\u017eeme v\u0161etci kr\u00e1\u010da\u0165 v \u00fastrety lep\u0161ej bud\u00facnosti. Aj mal\u00fdm pr\u00edspevkom m\u00f4\u017eete prispie\u0165 k v\u00fdznamnej zmene a pom\u00f4c\u0165 n\u00e1m pokra\u010dova\u0165 v tom, \u010do rob\u00edme.<\/strong><\/p>\n<p><strong>[Op\u00ed\u0161te, kde bud\u00fa finan\u010dn\u00e9 prostriedky pou\u017eit\u00e9, a nap\u00ed\u0161te o niektor\u00fdch \u00faspe\u0161n\u00fdch pr\u00edbehoch a o tom, ako pozit\u00edvne ovplyvnili \u017eivoty \u013eud\u00ed. M\u00f4\u017eete tie\u017e vyzdvihn\u00fa\u0165 niektor\u00e9 z va\u0161ich \u00faspechov.]<\/strong><\/p>\n<p><strong>Nezabudnite, \u017ee v\u0161etky dary s\u00fa odpo\u010d\u00edtate\u013en\u00e9 z dan\u00ed a my v\u00e1m poskytneme potvrdenie pre va\u0161e z\u00e1znamy.<\/strong><\/p>\n<p><strong>Va\u0161a dne\u0161n\u00e1 podpora n\u00e1m m\u00f4\u017ee pom\u00f4c\u0165 dosiahnu\u0165 pozit\u00edvnu zmenu a zlep\u0161i\u0165 \u017eivoty \u013eud\u00ed v n\u00fadzi. Spolo\u010dne m\u00f4\u017eeme dosiahnu\u0165 skuto\u010dn\u00fa zmenu a vytvori\u0165 lep\u0161iu bud\u00facnos\u0165 pre v\u0161etk\u00fdch.<\/strong><\/p>\n<p><strong>\u010eakujeme, \u017ee ste zv\u00e1\u017eili na\u0161u \u017eiados\u0165, a sme v\u010fa\u010dn\u00ed za va\u0161u trval\u00fa podporu.<\/strong><\/p>\n<p><strong>Srde\u010dn\u00fd pozdrav,<\/strong><\/p>\n<p><strong>[Your Name]<\/strong><\/p>\n<p><strong>[Your Title\/Position]<\/strong><\/p>\n<p><strong>[Organization\/Cause] <\/strong><\/p>\n<p><strong>[Contact Information]<\/strong><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"Zaver\"><\/span>Z\u00e1ver<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Vytvorenie \u00fa\u010dinn\u00e9ho e-mailu na z\u00edskavanie finan\u010dn\u00fdch prostriedkov je n\u00e1ro\u010dn\u00e1 pr\u00e1ca. Segment\u00e1cia publika, v\u00fdber spr\u00e1vnych spr\u00e1v pre ka\u017ed\u00e9 publikum, v\u00fdber spr\u00e1vnych obr\u00e1zkov, pou\u017eitie najlep\u0161\u00edch slov a spr\u00e1vny t\u00f3n &#8211; je toho ve\u013ea, \u010do treba zv\u00e1\u017ei\u0165.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hoci implement\u00e1cia profesion\u00e1lnych postupov a tipov, o ktor\u00e9 sme sa podelili vy\u0161\u0161ie, m\u00f4\u017ee va\u0161u organiz\u00e1ciu privies\u0165 na spr\u00e1vnu cestu, v skuto\u010dnosti neexistuje skuto\u010dn\u00fd recept na dokonal\u00fd e-mail na z\u00edskavanie finan\u010dn\u00fdch prostriedkov. Ka\u017ed\u00fd darca je in\u00fd a ka\u017ed\u00e1 situ\u00e1cia je jedine\u010dn\u00e1. <\/span><span style=\"font-weight: 400;\">Nezabudnite, \u017ee je absol\u00fatne nevyhnutn\u00e9 otestova\u0165 ka\u017ed\u00fd tip a pod\u013ea toho aktualizova\u0165 strat\u00e9giu z\u00edskavania finan\u010dn\u00fdch prostriedkov prostredn\u00edctvom e-mailu. Opakovanie tohto procesu je jedin\u00fd sp\u00f4sob, ako zisti\u0165, \u010do je pre va\u0161u neziskov\u00fa organiz\u00e1ciu skuto\u010dne najlep\u0161ie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u010eal\u0161ie tipy n\u00e1jdete v na\u0161ej<\/span> <span style=\"font-weight: 400;\"><a href=\"https:\/\/whydonate.com\/en\/blog\/\" target=\"_blank\" rel=\"noopener\">Najnov\u0161ie a najob\u013e\u00fabenej\u0161ie blogy neziskov\u00fdch organiz\u00e1ci\u00ed<\/a><\/span><span style=\"font-weight: 400;\"> aby ste boli informovan\u00ed o najnov\u0161\u00edch inform\u00e1ci\u00e1ch a n\u00e1strojoch pre neziskov\u00fd sektor.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Neziskov\u00e9 organiz\u00e1cie oslovuj\u00fa viac \u013eud\u00ed prostredn\u00edctvom digit\u00e1lnych kan\u00e1lov ako kedyko\u013evek predt\u00fdm. Hoci niektor\u00ed odborn\u00edci r\u00fdchlo vyhl\u00e1sili, \u017ee e-mailov\u00e1 komunik\u00e1cia pri z\u00edskavan\u00ed finan\u010dn\u00fdch prostriedkov u\u017e v \u010dase rozmachu soci\u00e1lnych m\u00e9di\u00ed pre\u0161la svoj\u00edm vrcholom, \u00fadaje hovoria o opaku. Zoznamy e-mailov vzr\u00e1stli o 11 %, \u010do je tempo rastu, ktor\u00e9 prekonalo rast hlavn\u00fdch platforiem soci\u00e1lnych m\u00e9di\u00ed (Facebook 13&#8230;<\/p>\n","protected":false},"author":1,"featured_media":319491,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[15108,15107],"class_list":["post-319486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-e-mail-na-ziskavanie-financnych-prostriedkov","tag-sablona-e-mailu-na-ziskavanie-financnych-prostriedkov"],"_links":{"self":[{"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/posts\/319486","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/comments?post=319486"}],"version-history":[{"count":0,"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/posts\/319486\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/media\/319491"}],"wp:attachment":[{"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/media?parent=319486"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/categories?post=319486"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/whydonate.com\/sk\/wp-json\/wp\/v2\/tags?post=319486"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}