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!