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PACE: Reach Family caregivers via Enewsletters
 

PACE: Reach Family caregivers via Enewsletters

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Created specifically for Marketing and Intake managers at PACE programs to help them reach adult daughters and sons earlier in the caregiving process. This presentation covers demographics of Internet ...

Created specifically for Marketing and Intake managers at PACE programs to help them reach adult daughters and sons earlier in the caregiving process. This presentation covers demographics of Internet and email users, as well as 4 strategic steps needed to launch an e-newsletter.

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  • Update Boomer stats on CG Slide KMH slide for Online e-newsletters Write bio for Glad to be here. Welcome everyone. E-newsletters are a medium near and dear to my heart as they allow hospices to very cost-effectively get the word out and promote important activities, like fund-raising, referrals and volunteer recruitment and retention. And they provide a convenient medium for readers to get the information that they want or need. One of those happy marriages of marketing and education. Pat yourselves on the back for taking the first step to learn about this new medium. Tell you a bit about myself. Research scientist, I spent 14 years working on NIA projects, specifically big multimedia interventions for family caregivers. In my private life, I have been a hospice volunteer since 1997 Disconnect. Realized this was a way that I could help. Can’t solve global warming, can’t fix the problems in Iraq. But I can help families get better access to information and services, specifically the fantastic support that is offered by hospices. So, my personal mission is to help hospices make better use of the Internet for outreach, fund-raising, community education, etc. Enough about me. I want to learn more about you.
  • Help me get a sense of how “wired” you are. Understand cannot do social media as yet: blogging, etc. can fall to close to marketing.
  • Remember I said Boomer daughters and sons are the ones to watch. This is why Family caregivers turn to the Internet first. 39% of ALL Internet users report using the Internet to find info for a sick friend or relative. Typically Boomer children. 26% of Internet seekers say Internet played a crucial role One out of 3 said it helped them to find professional service. You want that to be YOU, not your competition.
  • From Pew Internet and American Life Project, broke down activities by subpopulations Like any media purchase, is your customers’ demographic there? Overall Internet Use: Predictable decline as get older. Is 93% of the 12-17 year olds. But 56% for the young old may be surprising High searching of health info in this crowd. (Compare to 28% of teens, although big jump: 68% of 18-32 yr olds.) Email is ubiquitous. A favorite of seniors Watch videos online may be surprising. As an aside: Convio study on the Wired Wealthy: Of major donors ( > $1000), 52% report going to YouTube at least once in the last year. Read blogs: Clearly a younger generation medium 43-49% of 12-32 yr olds. Is commentary, not news. Tends to be entertaining. Younger generations use the Net for entertainment and socializing. In general, older generations use it for research, to answer a question or solve a problem. Social Networking: Socializing and entertainment is obvious here. 65-67% of 12-32 yr olds do social networking. While big hoopla about Bomers taking over Facebook, it’s not hard to go from 2% - 8%. But if look at 9% of 77% of the population, this is not critical mass—YET. If looking for the wealthier, or the educated or if looking for younger audience (HR, volunteers, building donor base…), then social media has very definite applications. Will be talking much more specifically about this in NHPCO PreConference.
  • Glad to be here. Welcome everyone. E-newsletters are a medium near and dear to my heart as they allow hospices to very cost-effectively get the word out and promote important activities, like fund-raising, referrals and volunteer recruitment and retention. And they provide a convenient medium for readers to get the information that they want or need. One of those happy marriages of marketing and education. Pat yourselves on the back for taking the first step to learn about this new medium. Tell you a bit about myself. Research scientist, I spent 14 years working on NIA projects, specifically big multimedia interventions for family caregivers. In my private life, I have been a hospice volunteer since 1997 Disconnect. Realized this was a way that I could help. Can’t solve global warming, can’t fix the problems in Iraq. But I can help families get better access to information and services, specifically the fantastic support that is offered by hospices. So, my personal mission is to help hospices make better use of the Internet for outreach, fund-raising, community education, etc. Enough about me. I want to learn more about you.
  • Newsletters in general. Why do them? Typically they provide some kind of useful or desirable information. Reach people you might not otherwise reach Are a vehicle for you to reach the target audience to prompt some kind of action.
  • What makes an e-newsletter different?
  • Lessons learned
  • If oriented solely around donors, might go this way IF you can put a “donate now” link in the email going straight to your PayPal account. Donors are not generally garnered by Google, so the disadvantages aren’t as strong there. Not sure donors are as impressed by look and feel. Put differently, it won’t turn them off to you.
  • If trying to reach physicians or family caregivers where image is important, then I think a webpage is more reliable.
  • Readily identifiable branding (Name and logo in upper left) Chunk your topics into linked bullet list (Jakob: 69% of people skim) USA Today, not NY Times Links near the top Links for call to action
  • Not just a proponent. As with any medium, need to have a success metric.

PACE: Reach Family caregivers via Enewsletters PACE: Reach Family caregivers via Enewsletters Presentation Transcript

  • E-newsletters: Reaching Boomer Daughters & Sons Tasha Beauchamp, MSc Elder Pages Online 707-477-0700 [email_address] National PACE Association - October 3, 2010 - San Francisco
  • Poll: What do you do now?
    • ___ Have a business website
    • ___ Publish a print newsletter
    • ___ Publish an e-newsletter
    • ___ Participate in a professional email listserve
    • ___ Have a personal Facebook presence
    • ___ Follow or post on Twitter
  • Is your audience on the Net?
  • Family Caregivers and the Internet
    • 78% of adults 50-64 use the Internet
    • 39% of all “netizens” go online to help someone with a major illness.
    • Most commonly Boomer children seeking information for ailing parent.
    • 26% say Internet played a crucial role
    • 1:3 say it helped to find services
    Pew Internet & American Life, multiple reports. www.pewinternet.org
  • What are older adults doing online?
    • Of all adults age 45-54 55-63 64-72
    • Use the Internet 79% 70% 56%
    • Get health info 74% 81% 70%
    • Use email 90% 90% 91%
    • Watch videos 49% 30% 24%
    • Read blogs 27% 25% 23%
    • Use social network 20% 9% 11%
    January 2009 Pew Internet & American Life, www.pewinternet.org
  • E-newsletters: The Forgotten Stepchild of Content Marketing
  • Why do an educational newsletter?
    • Build brand loyalty
    • Increase name recognition
    • Educate the community
    • Reach people who wouldn’t search for you
    • Prompt action
      • Request more information
      • Contact you
      • Make a referral
      • Donate
  • Why do an E -Newsletter?
    • Quick & inexpensive
    • More frequent exposure
    • Search engine optimization
    • LINKS to action
    • Easy to grow your list
    • Easy to collect data/evaluate
    • Save trees!
  • Topics to Cover
    • PACE specific (pre-PACE audience)
      • Staying out of nursing home
      • Coordinating care
      • Medical/psycho-social approach to elder care
    • Family caregivers generally
      • Services available
      • Coping with stress
      • Paying for care
  • Start up tasks
    • Choose a 3rd party provider
    • Decide if newsletter a webpage or an email
    • Assemble an initial list
    • Strategize to grow your list
  • E-marketing Providers
    • Help getting past spam filters
    • Templates
    • Simple interface
    • Good support channels and hours
    • Useful and easy to read reports
    • Archiving feature
  • E-newsletter embedded in email
    • Pros
    • Immediately visible
    • You don’t need to know html for the website
    • Cons
    • Doesn’t always display nicely
    • No “Google points” for the content
    • Only subscribers see it
    • Only “available” for a short period of time
    • Can’t see it before subscribing
  • E-newsletter as webpage
    • Pros
    • Fresh content on website
    • Any visitor can see it
    • Promotes subscriptions
    • “ Google points”
    • More access to info about you
    • More access to calls to action
    • Cons
    • Need to be able to easily change text on your website
    • Some people won’t click through
  • Assemble an Initial List
    • Existing email addresses
    • Internal stakeholders
      • Employees
      • Board of Directors
      • Donors
      • Volunteers
    • Colleagues in allied businesses
      • Reciprocal “e-blast”
  • Strategize to Grow your List
    • “ Viral marketing” by constituents
    • Subscribe button or link
    • Links on Home Page
    • Links in footer of staff emails
    • Links on websites of allied businesses
    • Sign up sheet at presentations
  • What constitutes success? Measurable Indicators
    • You receive a referral
    • They see your name on a regular basis
    • They open the email
    • They click on a link to action
    • They forward your email to others
  • Questions?
    • Tasha Beauchamp, MSc
    • 707-477-0700 (Pacific)
    • [email_address]