1. How Nonprofits Use
Email + Social to
Engage, Inspire & Act!
Gina Watkins
@ginawatkins
Copyright © 2012 Constant Contact, Inc.

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. 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 + Social
Copyright © 2012 Constant Contact, Inc.

4. Email Marketing Is…
Delivering professional
email communications
to an interested audience
containing information
they find valuable.
Copyright © 2012 Constant Contact, Inc.

5. Email Marketing Is…
■ Top of mind
■ Educate
■ Promote brand
■ Broaden your audience
Copyright © 2012 Constant Contact, Inc.

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 2009
Copyright © 2012 Constant Contact, Inc.

7. Email Service Providers
■ One to Many
■ Branding
■ Easy Templates
■ Tracking
■ Manage lists
■ Can Spam Act 2003
Copyright © 2012 Constant Contact, Inc.

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. Be Where Your Members, Donors, Volunteers Are
Social Content Reviews & Location- Social
Networks Sharing Ratings Based Bookmarkin
Sites Services g
Copyright © 2012 Constant Contact, Inc.

10. Building Your List &
Your Reach
Copyright © 2012 Constant Contact, Inc.

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 Database
Copyright © 2012 Constant Contact, Inc.

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 5
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13. Build Your Following Everywhere
Copyright © 2012 Constant Contact, Inc.

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. 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. 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 information
Copyright © 2012 Constant Contact, Inc.

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
articles
Copyright © 2012 Constant Contact, Inc.

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’s
Copyright © 2012 Constant Contact, Inc.

19. Beyond the Box
Grow your list using all these tools:
Copyright © 2012 Constant Contact, Inc.

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 application
Copyright © 2012 Constant Contact, Inc. Copyright © 2011 Constant Contact Inc.

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 join
Copyright © 2012 Constant Contact, Inc.

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 time
Copyright © 2012 Constant Contact, Inc.

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
23
Copyright © 2012 Constant Contact, Inc.

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 reach
Copyright © 2012 Constant Contact, Inc.

25. Content Tips and Ideas
Copyright © 2012 Constant Contact, Inc.

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.gov
Copyright © 2012 Constant Contact, Inc.

27. Tip:
Save Time -- Repurpose Content
Website/Blog
Facebook
Email
Twitter
Newsletter
LinkedIn
Copyright © 2012 Constant Contact, Inc.

28. Keep Concise
Use teaser paragraphs and save entire article:
■ On your website
■ PDF document online
to
■ In your blog
Copyright © 2012 Constant Contact, Inc.

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. 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 above
Copyright © 2012 Constant Contact, Inc.

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. Ideas and Extra Goodies
Copyright © 2012 Constant Contact, Inc.

33. Collaborate
Non-Profit Cause Marketing
Copyright © 2012 Constant Contact, Inc.

34. Free Cool Tools
ColorCop.net a free multi-purpose color picker
■ Already built into Macs – DigitalColor Meter
Copyright © 2012 Constant Contact, Inc.

35. Measuring Tools
Copyright © 2012 Constant Contact, Inc.

36. Measuring Tools
■ Google Alerts
■ HootSuite
■ TweetDeck
Copyright © 2012 Constant Contact, Inc.

37. NutshellMail.com – Free
Copyright © 2012 Constant Contact, Inc.

38. Bit.ly – Shorten Web Links and Track
Copyright © 2012 Constant Contact, Inc.

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. Thank You!
Copyright © 2012 Constant Contact, Inc.