How Nonprofits Use         Email + Social to         Engage, Inspire & Act!         Gina Watkins         @ginawatkinsCopyr...
How to drive action through storytelling with Email marketing and social media             Customer:                    Pa...
Agenda      Topic:                         Email Marketing & Social Media: They Work Best Together      Section 1: Email M...
Email Marketing Is…       Delivering professional       email communications       to an interested audience       contain...
Email Marketing Is…         ■ Top of mind         ■ Educate         ■ Promote brand         ■ Broaden your audienceCopyrig...
Why Email?         ■     Starts as little as $10/month         ■     Email ROI: $43.52 returned for every $1 spent        ...
Email Service Providers             ■ One to Many             ■ Branding             ■ Easy Templates             ■ Tracki...
Social Media Marketing           Building your social network of fans, followers, and           connections, using        ...
Be Where Your Members, Donors, Volunteers Are                        Social            Content   Reviews &   Location-    ...
Building Your List &                Your ReachCopyright © 2012 Constant Contact, Inc.
Build Your List Where You Connect!              Voicemail                      Events          Email        Guest Book    ...
Grow Your Reach Where You Connect!        Voicemail,                  Business Cards,        Email     Organization’s     ...
Build Your Following EverywhereCopyright © 2012 Constant Contact, Inc.
Sign Up Form- What to ask   What do I need?     Ask to re-type email address               Avoid a bounce /lost prospect...
Sign up Form-What does your audience want?            Fill their inboxes with things             they care about         ...
Welcome Letter- Start Off Right      Remember: The welcome letter is the most opened email you will send!       Sound exc...
Welcome Letter- Start Off Right                                          Add Links for instant gratification!             ...
Continue the Communication            Use Autoresponder to strengthen            the relationship    1.      Set a communi...
Beyond the Box    Grow your list using all these tools:Copyright © 2012 Constant Contact, Inc.
Constant Contact Quick View         Capture new contacts on your mobile         While you’re networking:         ■ iPhone ...
Text to Join          Share your promotion through group texting            Text to Join- Allow your sign ups to join your...
QR Codes       Use QR codes to generate sign ups to your list               Create a QR code that links to your sign up  ...
Extend the Reach of Your Email         Make your content shareable           ■ Encourage readers to Like             and S...
Case Study: The Swinery     The Swinery is a butcher     shop in Seattle     They sent an email     newsletter to 3,765   ...
Content Tips and IdeasCopyright © 2012 Constant Contact, Inc.
Tip:         Internet vs. the Written Word    Print – Reading speed is what it is    Online – Reading speed is 25% slower ...
Tip:    Save Time -- Repurpose Content                                              Website/Blog                          ...
Keep Concise            Use teaser paragraphs and save entire article:            ■ On your website            ■ PDF docum...
Coming Up With Email Content           ■ Build a case before the ask           ■ Polls and surveys           ■ Share resul...
Content Ideas – Email & Social           ■ Recruit volunteers or staff           ■ Contests for Photos or Videos          ...
5 Tips for Reusing Content   1.         After sending an email newsletter, post a link to it on your social              m...
Ideas and Extra GoodiesCopyright © 2012 Constant Contact, Inc.
Collaborate         Non-Profit Cause MarketingCopyright © 2012 Constant Contact, Inc.
Free Cool Tools         ColorCop.net a free multi-purpose color picker                ■ Already built into Macs – DigitalC...
Measuring ToolsCopyright © 2012 Constant Contact, Inc.
Measuring Tools        ■ Google Alerts        ■ HootSuite        ■ TweetDeckCopyright © 2012 Constant Contact, Inc.
NutshellMail.com – FreeCopyright © 2012 Constant Contact, Inc.
Bit.ly – Shorten Web Links and TrackCopyright © 2012 Constant Contact, Inc.
How Email Marketing and Facebook helped one   nonprofit raise $100,000             Customer:                    Gorilla Do...
Thank You!Copyright © 2012 Constant Contact, Inc.
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Gina Watkins - How Nonprofits Use Email + Social to Engage, Inspire & Act!

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  • Paws for PeopleCassie GonceAverage Open Rate: 30%Subscribers: 1,995Customer Since: May 2012http://www.facebook.com/PAWSforPeoplehttp://www.pawsforpeople.org/Paws for People switched to Constant Contact from MailChimp in May 2012.Since making the switch they have seen more results from email and social media.The goal of their organization on email and social is to drive attendance at fundraisers and other events, and to boost online donations.They have succeeded at achieving each of those goals – seeing record attendance at events and contributions being made after emails are sentTheir strategy is heavily focused on story telling. Each newsletter is centered around an “Amazing Tail” where Paws for People tells its supporters how their contributions are being put into action to make a difference in the lives of real people.Each newsletter is shared across her social networks on Facebook and Twitter.Have grown Facebook fan base to over 600 by using emails to their page.Quotes“We’re always trying to tell our story and show our supporters what type of impact we are having on people’s lives. Each newsletter starts with a real story and a link to donate online.”“We host and participate in a lot of events. We’re able to promote those events with our email newsletter and then share a lot of pictures on Facebook.”“The biggest benefit has been keeping people informed and involved in our organization. We’re continuing to grow and find ways to boost donations, but for us its really about staying connected.” “We’ve been able to accomplish a lot of our goals on Facebook because of our email newsletter. We started out and our goal was to get 500 fans. Today we have over 600 and we still see a steady stream of people coming from our newsletter.”
  • Popular social media networks make it easy for small businesses and organizations get started in the social media marketing work in cost-efficient (often free!) and resourceful way. [Make distinction between networks and tools]Let’s take a look at a few of the more popular tools. [RDDS: note at these SM tools are continually evolving. These examples subject to change.]How do you know where your customers are? Dive in and learn the nuances of specific social media tools. Your audience, marketing objectives, and available resources will dictate which social media is right for your business or organization. Looking for easy ways to figure out where your customers are? Add social media icons to your next email marketing campaign and measure the number of new fans, followers, comments, etc. You will quickly be able to assess which channels are the most popular using click-through information.Today’s seminar will mention several of these popular tools. To get more comprehensive information about specific tools or social media in general, I encourage you to visit the Social Media page/tab on Constant Contact’s website: http://search.constantcontact.com/social mediaThere, you can find everything from: blogs, guides, Hints & Tips, podcasts, Frequently Asked Questions, and webinars that will answer all your tool-specific questions.
  • Make your social presence a reflection of your business / organization. Don’t blur personal and professional useBe transparent. New users should immediately identify what you do“Stick to Your Knitting”. Deliberately choose your expertise and areas of engagement. Be firm and clear about who you are and what distinguished you before you dive into social media marketing.Put the social in the media. Be more broad and informal… and have fun! Social media is a much less formal communication type than, for example, standard Email Marketing content.
  • Here are seven ways you can reuse, recycle, and repurpose your valuable content across multiple channels:After you’ve sent your email marketing message, post a link to it on Twitter, LinkedIn, Facebook, or whatever social media site(s) you use.Use your blog posts as content in your email newsletter.Turn customer comments and questions (and your replies) on social media sites into newsletter content. (Just ask for permission before doing so.Repost comments and questions (and your replies) from one social media site on another. (cont.)
  • Gorilla Doctors (NPO)Molly Feltner, Communications OfficerAverage Open Rate: 37.5%Subscribers: 1,175Customer Since: August 2010While based in Baltimore, Gorilla doctors does their work in regions in Africa that are populated with endangered gorillas. (Uganda, Democratic Republic of the Congo)When a donor offered to match donations up to $50,000, Molly decided to reach out to her grass-roots network of supporters through email marketingWith a contact list of 1,175 people, Gorilla Doctors sees an increase in donations from every newsletter they sendIn the month of December they were able to raise $100,000 for the organization.http://blogs.constantcontact.com/product-blogs/email-marketing/facebook-and-email-fundraising/
  • Gina Watkins - How Nonprofits Use Email + Social to Engage, Inspire & Act!

    1. 1. How Nonprofits Use Email + Social to Engage, Inspire & Act! Gina Watkins @ginawatkinsCopyright © 2012 Constant Contact, Inc.
    2. 2. How to drive action through storytelling with Email marketing and social media Customer: Paws for People Location: Newark, DE Find Us: www.pawsforpeople.com Success Looks Like… Staying connected with supporters and boosting event attendance and online donations. Her Success Formula: Telling her organization’s story across email and social; making it easy for supporters to get involved.Copyright © 2012 Constant Contact, Inc.
    3. 3. Agenda Topic: Email Marketing & Social Media: They Work Best Together Section 1: Email Marketing Tips: Strategy and Techniques Part 1 – List Building, Creating Content Section 2: Extras: Cool Tools to POWER UP Your Email + SocialCopyright © 2012 Constant Contact, Inc.
    4. 4. Email Marketing Is… Delivering professional email communications to an interested audience containing information they find valuable.Copyright © 2012 Constant Contact, Inc.
    5. 5. Email Marketing Is… ■ Top of mind ■ Educate ■ Promote brand ■ Broaden your audienceCopyright © 2012 Constant Contact, Inc.
    6. 6. Why Email? ■ Starts as little as $10/month ■ Email ROI: $43.52 returned for every $1 spent ■ 91% of Internet users between 18 and 64 send or read email -- 65 or older fastest growing group ■ 225 million+ people across the country use email ■ Find them on social – keep them via email ■ Social integration allows you to email not just to – but share socially through – everyone on your list! Source: Direct Marketing Association 2009Copyright © 2012 Constant Contact, Inc.
    7. 7. Email Service Providers ■ One to Many ■ Branding ■ Easy Templates ■ Tracking ■ Manage lists ■ Can Spam Act 2003Copyright © 2012 Constant Contact, Inc.
    8. 8. Social Media Marketing Building your social network of fans, followers, and connections, using relevant and interesting content allowing you to reach and engage more supporters and raise more funds to create change.Copyright © 2012 Constant Contact, Inc.
    9. 9. Be Where Your Members, Donors, Volunteers Are Social Content Reviews & Location- Social Networks Sharing Ratings Based Bookmarkin Sites Services gCopyright © 2012 Constant Contact, Inc.
    10. 10. Building Your List & Your ReachCopyright © 2012 Constant Contact, Inc.
    11. 11. Build Your List Where You Connect! Voicemail Events Email Guest Book Online or Calls and Meetings Signature at your org Presence 4 2 3 5 1 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. Source: Transact Media Group Customer & Prospect DatabaseCopyright © 2012 Constant Contact, Inc.
    12. 12. Grow Your Reach Where You Connect! Voicemail, Business Cards, Email Organization’s Your Phone Printed Collateral Signature Door, Counter Website, Blog 1 2 3 4 5Copyright © 2012 Constant Contact, Inc.
    13. 13. Build Your Following EverywhereCopyright © 2012 Constant Contact, Inc.
    14. 14. Sign Up Form- What to ask What do I need?  Ask to re-type email address  Avoid a bounce /lost prospect  Only ask for what’s needed to send relevant/targeted emails  Don’t make too many fields required  Requiring just Name and email gets highest number of subscribers  Time your form Forms that take longer than 45 seconds to fill out and submit have an average falloff of 48%. – Worldata Email usage Study Q4 2010 Hint: Want to do geographic segmentation? Do not ask for the full address just the zip code.Copyright © 2012 Constant Contact, Inc.
    15. 15. Sign up Form-What does your audience want?  Fill their inboxes with things they care about  Send only what they want to receive Give Choices  Weekly Updates  General Interest  Monthly Newsletter  Product Information  Monthly Specials  Trends in Market  Event Invitations  Helpful How To’s Hint: Don’t give too many Choices  Display a few choices general enough for your audience to relate to.Copyright © 2012 Constant Contact, Inc.
    16. 16. Welcome Letter- Start Off Right Remember: The welcome letter is the most opened email you will send! Sound excited and make them feel genuinely welcome  Say thank you  Make it feel exclusive  Explain the value they will get from being a member of your list  Continue the branding Sign off with a real person’s name and contact informationCopyright © 2012 Constant Contact, Inc.
    17. 17. Welcome Letter- Start Off Right Add Links for instant gratification! Subscribers are at the height of their interest, get them back to the website! Start off the relationship with Reward ■ Consider a coupon for an instant reward ■ Link to archive of past emails (Newsletters) ■ Link to just released newsletter or articlesCopyright © 2012 Constant Contact, Inc.
    18. 18. Continue the Communication Use Autoresponder to strengthen the relationship 1. Set a communication goal and use content that meets that goal • Earn their trust, be the expert that can help them: send them hints, tips 2. Keep your messages short and sweet 3. Be thoughtful of their time. Don’t over communicate 4. Create a reason to engage: add links to explore more What to say? Reuse well regarded past articles, frequently asked questions and how-to’sCopyright © 2012 Constant Contact, Inc.
    19. 19. Beyond the Box Grow your list using all these tools:Copyright © 2012 Constant Contact, Inc.
    20. 20. Constant Contact Quick View Capture new contacts on your mobile While you’re networking: ■ iPhone App – Constant Contact Quick View  Add a new contact  Update an existing contact’s information  Updates your account automatically Watch it in action: Constant Contact Quick View for iphone FAQ# 4500: Downloading the QuickView for the iPhone/iPod Touch applicationCopyright © 2012 Constant Contact, Inc. Copyright © 2011 Constant Contact Inc.
    21. 21. Text to Join Share your promotion through group texting Text to Join- Allow your sign ups to join your list just by sending a text Text “Bowling” to 22828 for free game FAQ # 5112: How to set up text to joinCopyright © 2012 Constant Contact, Inc.
    22. 22. QR Codes Use QR codes to generate sign ups to your list  Create a QR code that links to your sign up form  Put QR code on marketing materials, in store locations and mailings  Now your audience can easily access your online sign up form from anywhere using a smart phone Free QR Code MGH Marketing Firm Study, March generator sites: http://www.qrstuff.com/ 2011: http://qrcode.kaywa.com/ - 32% of customers said they have http://goqr.me/ used a QR code - 70% plan to use a QR code again or for the first timeCopyright © 2012 Constant Contact, Inc.
    23. 23. Extend the Reach of Your Email Make your content shareable ■ Encourage readers to Like and Share your Email across their social networks ■ Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content ■ Use a sharebar to collect contacts wherever your email is shared 23Copyright © 2012 Constant Contact, Inc.
    24. 24. Case Study: The Swinery The Swinery is a butcher shop in Seattle They sent an email newsletter to 3,765 subscribers Received 816 opens (22%) But it was Viewed an additional 485 times & Liked by 181 readers Represents a 60% increase in reachCopyright © 2012 Constant Contact, Inc.
    25. 25. Content Tips and IdeasCopyright © 2012 Constant Contact, Inc.
    26. 26. Tip: Internet vs. the Written Word Print – Reading speed is what it is Online – Reading speed is 25% slower Print – Length can be greater Online – Length about half of paper Print – More formal Online – Informal writing style; even humor Source: http://usability.govCopyright © 2012 Constant Contact, Inc.
    27. 27. Tip: Save Time -- Repurpose Content Website/Blog Facebook Email Twitter Newsletter LinkedInCopyright © 2012 Constant Contact, Inc.
    28. 28. Keep Concise Use teaser paragraphs and save entire article: ■ On your website ■ PDF document online to ■ In your blogCopyright © 2012 Constant Contact, Inc.
    29. 29. Coming Up With Email Content ■ Build a case before the ask ■ Polls and surveys ■ Share results of your efforts ■ Use real examples ■ Volunteer spotlights ■ Thank donors ■ Share photos from events* * Be sure to obtain signed releases always and avoid using photos of children.Copyright © 2012 Constant Contact, Inc.
    30. 30. Content Ideas – Email & Social ■ Recruit volunteers or staff ■ Contests for Photos or Videos ■ Start a topic or join one ■ Event homepages and registration pages ■ Archived email newsletters ■ Blogs (yours and others’) ■ Websites (yours, and others in your area of expertise) ■ Relevant videos, photos, podcasts ■ Partner with local business to do any/all of the aboveCopyright © 2012 Constant Contact, Inc.
    31. 31. 5 Tips for Reusing Content 1. After sending an email newsletter, post a link to it on your social media site(s). 2. Turn comments and questions into newsletter content (ask for permission before doing so). 3. Repost comments and questions from one social media site to another. 4. Find an interesting article elsewhere? Share a link to it on your social media page, or in your newsletter. Make it even more compelling by sharing your quick thoughts on why you find it interesting. 5. Break your newsletter articles into separate tweets (i.e., separate out the “stories” into 140-character snippets).Copyright © 2012 Constant Contact, Inc.
    32. 32. Ideas and Extra GoodiesCopyright © 2012 Constant Contact, Inc.
    33. 33. Collaborate Non-Profit Cause MarketingCopyright © 2012 Constant Contact, Inc.
    34. 34. Free Cool Tools ColorCop.net a free multi-purpose color picker ■ Already built into Macs – DigitalColor MeterCopyright © 2012 Constant Contact, Inc.
    35. 35. Measuring ToolsCopyright © 2012 Constant Contact, Inc.
    36. 36. Measuring Tools ■ Google Alerts ■ HootSuite ■ TweetDeckCopyright © 2012 Constant Contact, Inc.
    37. 37. NutshellMail.com – FreeCopyright © 2012 Constant Contact, Inc.
    38. 38. Bit.ly – Shorten Web Links and TrackCopyright © 2012 Constant Contact, Inc.
    39. 39. How Email Marketing and Facebook helped one nonprofit raise $100,000 Customer: Gorilla Doctors Location: Baltimore, MD Find Us: http://www.gorilladoctors.org/ Success Looks Like… Raising $100,000 from a month-long fundraiser Her Success Formula: Partnering with a matching donor, offering an incentive to donors, and promoting the fundraiser across Facebook and email newsletter.Copyright © 2012 Constant Contact, Inc.
    40. 40. Thank You!Copyright © 2012 Constant Contact, Inc.

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