• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Watch It Grow: How to Cultivate Your Email List
 

Watch It Grow: How to Cultivate Your Email List

on

  • 1,879 views

Recording: http://www.youtube.com/watch?v=yzPWKZ81G58 ...

Recording: http://www.youtube.com/watch?v=yzPWKZ81G58

These are the slides for our March 10 webinar with guest presenter Eric Rardin, Director of Nonprofit Services at Care2 Inc.

Description:
Imagine your website is a farm, and the emails you send are the water and fertilizer, that makes new email addresses the seeds of future donors. If selected from the right sources and properly cultivated you'll soon harvest a bumper crop of new online donors, supporters, and volunteers.

This webinar will explore sources and strategies for recruiting new email subscribers, and discuss methods for converting these new subscribers, or donor leads, into donors.

Statistics

Views

Total Views
1,879
Views on SlideShare
1,868
Embed Views
11

Actions

Likes
1
Downloads
18
Comments
0

1 Embed 11

http://www.slideshare.net 11

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Watch It Grow: How to Cultivate Your Email List Watch It Grow: How to Cultivate Your Email List Presentation Transcript

    • Watch It Grow: How to Cultivate Your Email List March 10, 2010 For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
    • CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
    • You can hear us, but we can’t hear you Type questions in the Questions Log Webinar recording and slides will be available on www.mycharityconnects.org Turn up your volume For the best webinar experience, close all other applications. For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
    • Today’s Guest Presenter Eric Rardin • Director of Nonprofit Services • Care2 Inc. For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
    • Watch it grow: How to cultivate your email list. Eric Rardin, Care2.com
    • What is Care2? What is Care2? • An online community with 12.8 million members • The largest online community of civically active people seeking to “make a difference” by joining, supporting donating to and volunteering with nonprofits
    • Why is Acquisition Important? This is your email file! Lapsing records Unsubscribes Email bounces
    • Why Care About Acquiring Emails? Big Lists = More Money and More Actions
    • Why Care About Acquiring Emails? Donor Value Over 12 Months New Donor Renewal Rate Lifetime Donor Value $694 50.9% +121% +48% 34.4% $314 $187 +95% $96 Internet Internet Internet Traditional1 Traditional Traditional Enabled2 Enabled Enabled Source: Convio whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” 1 Traditional defined as offline use. 2 Internet Enabled defined as both offline and eCRM use.
    • What’s it worth?
    • What’s it worth?
    • Email Acquisition How-to: Eight Ways to Grow Your Email List 1. Collect email addresses on your web site 2. Leverage offline communications 3. Encourage pass along (Viral Marketing) 4. Online advocacy 5. SEM, SEO, and CPM (e.g. Care2) 6. Asking supporters to market for you (e.g. Web 2.0) 7. List swap or hosted email– with another nonprofit or corporate partner 8. E-Appends
    • 1. Collect email addresses on your web site
    • 2. Leverage offline communications • E-mail ask on a direct mail reply or insert • Separate mailing – postcard or PURL mailings • PSAs, press releases, events, telemarketing, DRTV, video, mobile campaigns, social media, bloggers
    • 3. Online advocacy
    • 4. Encourage pass along (Word of Mouth Marketing)
    • 5. Search Engine Marketing (SEM) Paid Ads Organic Results
    • 5. Paid Acquisition – (Cost per name)
    • 6. Asking supporters to market for you (e.g. Web 2.0)
    • 7. List swap or hosted email– with another nonprofit or corporate partner What’s a list swap?
    • Other Ways to Acquire Email Addresses 8. E-Appends Third-party vendors who match your offline file against their permission database • Permission messaging • Inexpensive, can acquire a lot of emails at once • Be careful – use reputable vendors • Tend to be less responsive
    • What to do once you have them? • Stay in touch • Tell your story • Give opportunities for engagement • Ask them to donate…
    • Questions? Eric Rardin ericr@care2team.com 202-785-7305
    • ABOUT MYCHARITYCONNECTS For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
    • www.mycharityconnects.org • Free online resources “The Value of Being Online and • Information about technology How to Get Your Board Onside” • Video demonstrations • More webinars March 24: 2PM – 3PM(Eastern) • Past webinar recordings “Fraud Prevention: What Your • Learning opportunities Charity Needs To Know” • Events March 25: 11AM – 12PM(Eastern) For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
    • Question and Answer You can hear us, but we can’t hear you Ask questions here Ask away! For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
    • Thank you for attending! Webinar slides and recording will be up on: www.mycharityconnects.org/pastwebinars Check out www.mycharityconnects.org for more resources! Questions, feedback, comments? Email us at: carlo@canadahelps.org Thanks to: