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The One-Two Punch of Email Marketing & Social Media for Nonprofits
 

The One-Two Punch of Email Marketing & Social Media for Nonprofits

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npEXPERTS from around the nonprofit sector have joined forces to bring you battle proven fundraising ideas and marketing tips. For the next few weeks you'll have the opportunity to listen to each of ...

npEXPERTS from around the nonprofit sector have joined forces to bring you battle proven fundraising ideas and marketing tips. For the next few weeks you'll have the opportunity to listen to each of the nonprofit experts live. Join us for as many live webinars as you have time to attend. We promise that you will not be disappointed!

By Alec Stern, VP Constant Contact

#npEXPERTS #Blackbaud

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  • Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
  • Look at this stat, just out recently – there are about 6 billion people on the planet and 4.8 billion have a mobile device, A cell phone. [CLICK] only 4.2 billion have a toothbrush. Think about that for a second. [CLICK] It’s important that yourMarketing is mobile-friendly. We know that approximately 38% of people read their email and social media interactionsOn a mobile device. That’s almost 40%. You don’t want those people to miss your message or to have difficulty “getting” the message. So watch for this icon throughout the presentation today as we’ll try to keep mobile top-of-mindAs we go through the strategies and tactics for getting more out of your marketing efforts.Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
  • Look at this stat, just out recently – there are about 6 billion people on the planet and 4.8 billion have a mobile device, A cell phone. [CLICK] only 4.2 billion have a toothbrush. Think about that for a second. [CLICK] It’s important that yourMarketing is mobile-friendly. We know that approximately 38% of people read their email and social media interactionsOn a mobile device. That’s almost 40%. You don’t want those people to miss your message or to have difficulty “getting” the message. So watch for this icon throughout the presentation today as we’ll try to keep mobile top-of-mindAs we go through the strategies and tactics for getting more out of your marketing efforts.Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
  • So, as I said before, marketing has changed….Some of the change is obvious, but I want to talk briefly about one of the subtle changes that affectsYou, and your ability to grow your business using all of the new online tools and that is a basicShift in the way you may find and keep customers with today’s business climate. [click to show first triangle on left]Look at this model – it a typical sales funnel, using traditional marketing methods, things like print ads, radio, television, direct mail. This model is all about your reach – reaching out to FIND new customers. it’s bigger at the top, which is where you spend alot your time, your money and your energy in this model. And…it makes sense. Your reach out to as many people as you can, convert a certain percentage into paying customers and keep even fewer of those people – mainly because so much of your time, money and energy went into the reach. It’s a standard, sales, numbers game and it makes sense. We are all familiar with this model – the problem with this traditional funnel is that it’s expensive – those ads cost a lot of money and it’s hard for a small company or organization to compete in this landscape. [click to next triangle]So let’s look at what new marketing tools have done to the funnel – when you begin to use new marketing tools,Like email marketing and facebook, linked in, twitter, events, surveys, etc… you reach to people you already know.On the left, the funnel, it’s all about reaching out to strangers. New marketing is about reaching out to peopleThat already know you… you reach out, on a regular basis, with information and offers that are relevant to yourContacts and it turns out that if you do it right – and after today’s session, you should have a pretty good idea about how to do this – you will actually begin to convert more people than you are reaching to, because of the forward button andSocial share links. You grow your base, your business through repeat business and referrals – at the end of this marketingDay, turns out you keep a lot more of your existing customers so you don’t need as many strangers, and it costs less and takes less time and energy. [click] this is called flipping the funnel. And it’s a fundamental change in the wayMost small business owners think about their marketing – but it works. We see it working every day.Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
  • Let’s talk about referral business a minute. Word-of-mouth is all about engagement. It used to be, when we had a good or a bad experience with a company we might tell a friend, or a neighbor [click] maybe over the back fence. And we’ve all heard that old stat that the person you tell will end up telling 11 other people… or 22…or whatever it was last time you heard that.But in our changing world, now, when you tell someone – you’re very often telling them on facebook or linked in or twitterAnd many many more people are hearing about our experiences. And if it’s a good experience, they are clicking to learn more about the company that delivered.
  • One of the best things I can tell you is that, as a small business or a nonprofit, you actually have an advantage over “big business” in this new era of marketing – it is specific to your use of email and social media marketing. You have an advantage because you can be the face of the company, the person people associate with that business or organization. You can be your authentic self. Best Buy cannot do that. Pepsi cannot do that. Today we’re going to talk about some of the ways you can leverage this advantage and also take some of the mystery out of online marketing strategies and how email and social media can help you grow your business.[click to next slide]
  • Your new best friends are the forward button on your emails, the share and retweet buttons on social mediaand [click to build] the social share bar – (show a social share bar, up close if possible, on a CTCT email). If you were to scroll to the bottom of this email you’d also see [click to build] buttons allowing readers to follow the business on three different social media channels.Let’s look closer at this example. It looks good, nice layout, graphics, etc…Is marketing simply looking good? Having a pretty email?No, clearly there’s more to it…you want to look good, but colors and pictures and branding alone aren’t what make it “marketing.”[click to next slide]
  • I want to give you a simple definition, or a framework, for what marketing really is.You already know, generally, what it is – but when I say the word marketing, I mean something very very specific and it’s important that we are on the same page with real marketing. My definition of marketing has three simple parts – you define an audience, so a group of people that you want to target. You reach out to them with a message that is specific to that audience. And you elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message. So let’s put this in a framework that we can work with. Steps to follow to know that you are really marketing.[click to next slide]
  • And, as it happens, this simple framework will also serve as our agenda for the rest of the session. We will go through these steps and you’ll put down some ideas for your own marketing initiatives that fit into this framework.
  • Marketing “GOALS” are something that we all have, and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are.[click to build] Another way to think about these is that they are the “30,000 foot view” of marketing…very much part of your marketing strategy. But what we’re here to do today is come down a bit, and get more specific. [click to next slide]
  • What is really more helpful when you’re planning your marketing is to think in terms of OBJECTIVES,which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort…[click to build] drive donations[click to build] grow volunteers[click to build] double event attendance[click to next slide]
  • You may be able to juggle more than one of objectiveat a time, but for today’s session let’s focus and choose just one…Working with a one objective at a time can make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels. It also makes it easier for the people you’re targeting to take action and help you actually get the results you want. [click to next slide]
  • So we’ve gone over goals and objectives, you know what you are trying to achieve – so let’s talk about step number 2Run Campaigns on the channels that matter[click to next slide]
  • First, let’s talk about “campaigns” - -what does that word really mean? Very simply there are two parts to a campaign…first, you [click to build] push out some sort of content (and we’ll talk more about “what content” in a bit) to your followers, supporters, etc.second, you hope to [click to build] “pull” some sort of response from them – you want them to read, forward or share what you sent, show up, call, attend – you want them to take an action of some sortThink about a campaign in terms of push/pull and more importantly do not think about it as just putting anOffer out there and making the sale… in this new marketing world, it’s more like a conversation – which lendsitself to that advantage we talked about that you have over big business. As a small company, you canengage in a conversation that feels and in fact IS much less like a sales gimmick and more like nurturing a relationship.If you’re doing it right, it will seem like that from both sides of that conversation.Let’s look at some examples of campaign types to help you get a better idea…[click to next slide]
  • There are a lot of different types of campaigns you can run…here are just a few of the more common ones:[click to build] the “Welcome” campaign – this is actually very important…welcoming those people who are new to your list or organization…[click to build] here are some other common types of campaigns…Don’t forget, you can also send “campaigns” that are as simple as a “Thank You for your business” or “Happy New Year.” Sometimes those will get you the greatest level of engagement.There aren’t really any surprises here, I know that you are aware of these types of campaigns, but it canBe helpful to have them listed in front of you while you are planning your own marketing for a freshApproach or maybe adding a piece to an already engaged marketing plan. So let’s go a little deeper intothe basics of “how” – you may have a campaign in mind but sitting in front of a blank page can be intimidatingor – a great excuse to procrastinate … [click to next slide]
  • This is one of the biggest hurdles that most people have to jump. Luckily, the answer can be very simple. [click] first, and above all else, you write about what you know that they don’t know. You share your knowledge and raise your profile as an expert in your field. Next [click] you write about what you have access to that they don’t have access to – and you have more access than you might think. This can mean that you let them download a special report, give them backstage passes, early registration, reserved or special seating, an extra hour of your time when they pay for two… and give it away when you can. What you are trying to do is build what is called a resource relationship, Where when their need for what you do comes up, YOU are the person that comes to mind. Give it away – your knowledge and your access, when you can.[click] and you don’t have to be prolific, writing original materlaleverytime. You just need to be the hub or the point of access. So send links to other sources, know your stuff and they will see you as their resource(If you have a longer session, this is a great time to ask people in the audience what they do for a livingand give them some ideas for content so that you get the room thinking in these terms)(Also if you have a longer session, you can give an example of a business that “gives away the farm” and drives business doing so)[click to next slide]
  • (ask if anyone in the class wants to get a long email from anyone else in the class. No one will raise their hand.) No one has ever raised their hand. If you are a church, a chamber of commerce or a school, you probably have long emails and we are all okay with getting those. Our children and our businesses rely on you and we want to see activity – we are willing to get a long email from you. (right? Ask the crowd) …we don’t read them, but it’s okay that we see them.So take the pressure to create or write off of yourself. [click] Less is more. Always.There is no rule that says your newsletter needs to have three articles, three pictures and three links. One thing is plenty. There is a Constant Contact customer whose newsletter is called One Thing – he did it to make it easy on himself and it works really well – people can absorb it and he’s not under the gun to come up with a bunch of content to fill it.[click] and don’t forget that almost 40% are reading it on a mobile device…who is going to scroll through fourteen articles?{additional talking points if you have time]Your emails and their social media activities are NOT for telling people everything that they do. That is part of the hole people dig for themselves when they start writing their emails, they try to say everything. That is not what your emails and social media posts are for. That’s what your website is for. Your emails and your social media is about offering one thing at a time and tracking whether or not it moved the needle. Plain and simple.Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
  • Here are some examples of what others are doing. These are examples from Constant Contact customerswith great looking campaigns with simple, easy to absorb content and obvious actions to take.(speaker, you can go one by one but it’s more likely that you’ll just click quickly through these …)[click to next slide]
  • And remember to reuse and repurpose everything – one article can be used many times, on various channels.You might write 5 tips for cleaning out your closet and each tip can be tweeted, once a day for a week… post Before and after pics on pinterest, repost the most popular tip the following week – bring them back.There is a lot of mileage in every piece of content you put out.
  • Your campaign might include a special offer – I wanted to give you some examples of offers, again – just to kick start your own planning and creativity. [click through these samples, letting people see them as ideas]Speaker Note: might want mention a couple of specific (local) examples, for example: “Download our free Spring Gardening guide” or “Free Tradeshow Booth consultation” or something like that…[click to next slide]
  • Pictures are becoming more and more relevant in social and email marketing – so many of us are walking around with a camera in our pockets – this doesn’t have to mean high end production anymore. If you have highly visual content or great photos of products or your events or whatever you are marketing, you will want to check out some of the channels that are geared more toward photos and video. Some of those include Instagram, pinterest, you tube – many consumers are beginning to shop and play on these channels so it may be worth a look to test whether or not what you are marketing would work well on these channels.Notice that we include email here – email is becoming more and more of a “visual medium” as well (including video!)…Instagram is a great storytelling medium – people share pictures of themselves or a product in a context – not just a train, but their son having fun watching trains at the National Heritage Museum. One key here is - KNOW YOUR AUDIENCE – if you own a business that can show off product visually, you can do more with a headline and a photo than the most carefully crafted copy. And if you’re a consultant or service provider? Share your know how. Write a blog post about what you know how to do, pick an image that reinforces it, and pin it, post it, tweet it. Constant Contact did a test with Facebook promotions of webinars and found that when they used an image rather than just s text, they saw a 127% lift in engagement with those posts. It’s worth a try.AND BE SURE TO LINK BACK TO YOUR WEB PAGE OR FACEBOOK PAGE…WHEREVER YOU WANT THEM TO KEEP ENGAGING WITH YOU!!
  • Pictures are becoming more and more relevant in social and email marketing – so many of us are walking around with a camera in our pockets – this doesn’t have to mean high end production anymore. If you have highly visual content or great photos of products or your events or whatever you are marketing, you will want to check out some of the channels that are geared more toward photos and video. Some of those include Instagram, pinterest, you tube – many consumers are beginning to shop and play on these channels so it may be worth a look to test whether or not what you are marketing would work well on these channels.Notice that we include email here – email is becoming more and more of a “visual medium” as well (including video!)…Instagram is a great storytelling medium – people share pictures of themselves or a product in a context – not just a train, but their son having fun watching trains at the National Heritage Museum. One key here is - KNOW YOUR AUDIENCE – if you own a business that can show off product visually, you can do more with a headline and a photo than the most carefully crafted copy. And if you’re a consultant or service provider? Share your know how. Write a blog post about what you know how to do, pick an image that reinforces it, and pin it, post it, tweet it. Constant Contact did a test with Facebook promotions of webinars and found that when they used an image rather than just s text, they saw a 127% lift in engagement with those posts. It’s worth a try.AND BE SURE TO LINK BACK TO YOUR WEB PAGE OR FACEBOOK PAGE…WHEREVER YOU WANT THEM TO KEEP ENGAGING WITH YOU!!
  • Here are some interesting stats that help illustrate the value of a picture -- According to Facebook, a post that includes a video sees 100% more engagement than a post alone. A post with a picture sees 120% more engagement AND – if you include a whole photo album, you can expect 180% more engagement.SIDE NOTE IF NEEDEDWe’re all aware that Facebook likes to make changes to how it works…and that applies to the algorithm that they use which determines what posts get delivered to friends and fans. So…be aware of when Facebook mentions changes to their algorithm…and be aware of whether or not you can make adjustments to your approach to optimize the visibility and engagement of your posts.)
  • Channels include email, social media sites like those represented here, if you want to go into a more traditional area, you might consider radio, tv or print ads, direct mail. If cost is an issue, you’ll get more return on your time, money and energy by going first through email and subsequently through Facebook, LinkedIn, Twitter, etc. Each has its own typical audience and decision process. You want to start where you already are, and then begin to move to where your customers and contacts are so that you can leverage the existing network you have on those sites and begin to generate some social visibility along the way.To be clear, email IS part of social media.
  • When you combine email with social media, the combination will both increase the reach of your email campaigns that enjoy 97% deliverability (it’s actually a even higher with Constant Contact but on average that is a standard rate). And if you’re doing it right, keeping it short, making the action or response obvious and simple and providing access, information and real value then you will grow your business.
  • Now that you have a general idea of what you’re going to try, I want to give you some insight into what works, how to get more people to stop and consider your offer and how to get more physical, measurable response. This is my favorite part of this class. Look at these three words. These three words rule your world as a marketer and as a consumer or business person. Every email or social media post that you get and every one that you send or post falls into one of these three categories. Now. Later. Or Never.Think about this morning when you checked your email. Whether you were aware of it or not, you were sorting your messages into these three categories automatically. Now, later, never.And I apologize now for bringing this to your attention and making it a conscious experience for you now. For the next two or three days, when you go through your email, you will find yourself saying it out loud, “now, later, later, never, never, never” and you’ll want to curse me for making something that was seamless now very obvious to you. It will go away. But it’s important that you know that – you need to know this both as a recipient and as a sender or poster. How do you make sure that you are a now? You don’t want to be never – obviously. And a later, let’s face it, is a well-intentioned never. Right? You flag it or tell yourself, “oh, I’ll come back to that” but 9 times out of 10…do you? (they will usually laugh and say no)There are three fundamental things that factor into whether someone notices and reacts to your campaigns:P[click[ who sent it[click] the subject line, or the headline[click] and your timing – meaning when you sent it or posted it[click to next slide]
  • So how do you win the battle of priorities and get more people to stop and open your email or to stop and read your facebook post or your tweet or to share your pin on pinterest? Turns out, who the message or offer is from is extremely important. Think about how you sort your email – or if you’re on facebook, think about the newsfeed. Typically when you open up your email – think about it this morning – you start at the top of the list and you go down, sorting by who it’s from.WHO the email or the social media post came from turns out to be the most important part of winning the battle of priorities. You do it based on WHO, so it’s important for you to [click to build] be recognizable…– and whether you’re recognized across the channels you’re using. If you send your emails using your name, but your Facebook page shows up in people’s newsfeeds as your business name, people might not make the connection. We do know that with email, and very often with other social media sites, more people will react to a person’s name than to a business name. Just be sure that you’re consistent with the name you use – and ensure that it’s the one that you’ll be recognized by, so that ultimately your readers and followers will stop and open your email, read your posts – because they know they’re going to get something of value and relevance from you. This is another place where your advantage as a small company kicks in – you can be the face or the name of the company. Now, there are some important considerations that shouldn’t be overlooked, and they relate to something called the [click to build] “CAN-SPAM” act…which is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.One provision of CAN-SPAM is that the “from,” “to,” and “reply to,” names “must be accurate and identify the person or business who initiated the message.” Therefore if I signed up for an email from Joe Pizza the from address should be “Joe Pizza” and not “Joe Smith.”That said, using a combination of your name and your company name will solve this issue in many cases. Use your name in the from name on your emails, and include a comma with your company name there as well. [If time permits, you can add these points]One other note, for nonprofits in the room, you are – and sorry to say this – often starting at later. And not because peopleDo not care about your message. That’s not it at all. It is more about the timing of your messages (which we will cover in a little bit) But if you think about it, if people are at work and their focus is supposed to be on their work, and then they get an email About your cause or program, even if they really care about it, they cannot always pull away from their primary responsibilities at the office.
  • Templates make the process of sending emails much easier…while still allowing you to preserve the look and feel of your brand. These are some examples of templates from Constant Contact – because, obviously that’s what I have access to – but whatever system you’re using, make sure they have mobile-friendly templates that are easy to edit, to match colorsAnd to make “your own” with your own logos and photos and links. It doesn’t have to be hard to look professionalAnd sharpl
  • When you’re up against the Now, Later or Never game, your subject line on an email – or the headline of your social media post, can make a big difference in the response. Here is a simple method for writing more powerful subject and headlines. It’s called the 2-2-2 principle. [click three times to show all three 2’s] Let’s walk through it quickly. The first two is for the 2 seconds you typically have to compel them to pay attention.The second two if for the first two words of your subject line or headline. That’s really all they read before making a decision.And not a decision about whether to read your message, but as to whether or not they will bother to read the rest of the subject line. The third two is for “why does this email or message matter today” Today – that’s the third two. If you can answer that question in your subject line or headline, as close to the first two words as possible, more people will stop and at least open your message.So – how do you do it? How do you write one of these? Is anyone here on my email list? Do any of you get my class invitations? (some will raise their hands) …have you ever noticed that my subject lines sometimes begin with something like “12 tickets left for tomorrow” Or “ten seats open tomorrow”? (insert your own tactic here if you don’t use this one) … first, let me tell you that it’s always true. And you should always be honest in your messages as well. But the reason I start with that is because it expresses very quickly why the message matters today. Seats are running out for an upcoming session.Some of the emails I send you start with “some tickets left”… ever notice those? That’s when I have a lot of tickets left and I don’t want to lie to you, But I want it to be more compelling than saying “57 tickets still open for tomorrow”… that’s not compelling. It’s important to point out that you don’t need to go to the “urgency well” all the time, meaning you don’t always have to put a time stamp on it or Say things like “today only” or “by close of business” or like that. It’s more about making it very clear to people that your message is relevant and timely in order to win that now, later or never battle.
  • Here are some examples of subject lines – {speaker, if you have time, go thru these but if you’re short on time, just tell them that you included this slide for them to refer to for help in building their own subject lines later.
  • The last piece in winning the battle of priorities is timing - When to send is another very common question. Both for how often to send and also when in terms of the time of day and the day of the week. For social media, we recommend a baseline frequency of at least 3-5 times a weekly. It’s what they used to tell us for exercise. There are tools and guidelines for what times have the highest traffic and most response but it really depends on your industry, your audience and what you are trying to get them to do.For email marketing frequency, monthly is the most common but it’s also a good idea to add unexpected messages every once in a while [click to build through the steps for testing]
  • To determine the best day of the week and time of day for you to send your emails, you can do an ABC test.It’s a simple method to narrow down when you get the best response and then you can adjust accordingly.First, take your list of contacts and divide it into three equal lists. So just take the whole list and break it into thirds.Next, choose three days of the week that you want to test. So – mon, wed, fri? or maybe tues, thurs, sat.(if you’re a B2B you’ll likely want to send during “regular” business hours, but know your audience in case that doesn’t hold true. For all others, it’s all up for testing)So you have three lists, and you want to test on three different days of the week.So you send your email – the same email – to each of your lists. The first group on Monday, the second group gets it Wednesday,And the 3rd group gets it on Friday. And then you measure your results. You can do this as long as you are Using an email marketing service. They tell you who opened, who clicked, what they clicked on, how many times and when.So you look at the stats and you will know which day was best of the three you tested. Now you’re ready for the second part of the process.[click to next slide]
  • Use the same three groups of people and now you will choose three different times of day you want to test.So, a morning, midday and afternoon or evening. The next time you are ready to send out an email,Send it on your best performing day from the last test. Send the first group their email in the morning,The second group gets it midday and the third group gets it in the afternoon or evening. And look at your stats. You will know which time of day did the best. So now you will know the best day and the best time of that day to send your emails for the best response. Please make sure you are not romanced by a high open rate. Just measuring the open rate will notGive you a clear picture of success. You might have a lot of people open it but very few take theAction you want them to take. Measure the physical, measurable responses
  • So now you have the best day on which to send and the best time at which to send. Excellent!! But let me caution you… [click to build] DO NOT BE ROMANCED BY A HIGHOPEN RATE – MEASURE ACTIONS!You can get a huge open rate but without actions, it’s not help to your business.
  • Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010This slide is a great one to refer back to after you’ve left the class today, almost like a checklist for your email marketing – it’s just some simple, practical advice for getting better response in your emails. I’ll go through them quickly.[click] many people do not see pictures in their emails, and text links get more clicks than a beautiful button-- probably because of that 67% stat.[click] make sure your logo is left or center, not right – because people often see email in small windows that eclipse the right side, and make sure your company name is in text near the top. If your name is only in a graphic of your logo, all thosePeople with no pictures will not realize the message is from you at first glance.[click] the action you want people to take should be above the scroll line – most people do not scroll, and do not give too many choices, one or two at most. People do not have time to window shop and make decisions in your email. If you want them to take action, reduce the number of choices[click] make sure all of your pictures are clickable, this is easy to do with our tools and test your message on yourself, send it to yourself and if you can, test it on your cell phone or ipad too, just to know it looks good for everyone
  • On to step 3 – we’ve set our goals and objectives, we’re ready to run campaigns on the channels that matter and now is the most important piece – get measurable results.
  • We finally come back to what got us started…this idea that marketing, at its core, is about eliciting a physical and measurable RESPONSE. You want someone to do something…call you, come to your store, donate, Like your Facebook page, etc. We discussed just discussed the different ACTIONS that you want your reader, follower, member to take.As you look back through what we’ve done today, you’ll see that we started by understanding this point first, and throughout the process of building out your plan we were never far away from the idea that the more specific you were with your thinking and the more focused you were on that end result the better able you’d be to evaluate the success of your efforts.[click to next slide]
  • Just to be very clear – physical, measurable results look like this. They are human. Machines cannot do what you are asking people to do when you’re marketing.[click to next slide]
  • Email is hard to beat for real marketing value. And it’s very much a part of social media. Email is how you can monetize your social media activities. And it still has the highest delivery and response, much higher than social media.In addition to the actual email, there are a number of tools you can use to expand the reach of your emails and help you build your lists for the future.[click to next slide]
  • Sharing tools expand your reach… this is an example of Constant Contact’s simple share toolMakes it easy to push your email campaigns, events, surveys and offers out on multiple channels with a few clicks.[click to next slide]
  • Another way to share – a “Social Share bar” at the top of your emails will make it as easy for your readers to share your message with others, part of that referral engine we talked about earlier. They also make it easy to follow you on the various social networks in a single click. Our emails include a social share bar at the top and we’ve made it very easy to add social icons with links anywhere in your campaign.[click to next slide]
  • Don’t forget to make it easy for people to join your list…there are three simple tools to help with that.First, in person you can invite people to join your list with a sign up card, a notice on receipts, you can justAsk at the register -- [click to next slide]
  • Use “Join My Mailing List” tools– links and buttons for this can be added to your website or your Facebook page (even as a tab on your page). And included in the signature or your regular emails, on any website, in pdf documents – almost anywhere And consider naming the publication or marketing the list with a brand like “the CEO Forum” or “the going green club”[click to next slide]
  • I want to leave you with this final point – you can absolutely do this. It’s not a mystery – you have an advantage. Be exactly who you are. Here are some examples but three quick final tips on this -- Write in conversational copy, just means you write the way you speak, not the way you might write a brochure – let your personality come through.Use pictures of people/animals, we respond to other people and to animals – maybe it’s the eyes, but it’s measurable and this is the essence of engagement. Pull back the curtains now & then, tell your followers or friends something about you.Or your staff. Nothing overly personal – but maybe you’re going to run in a 5K for a charity thatMatters to you, tell us why it matters to you. Maybe you’re also a musician and are going to play a local festival, mention it – you’ll be surprised by how many of your customers are also musicians or are going to that festival – these are the human connections that matter. We can use the word interactive to talk about ATM machines, self-check in at the airport and video games but real interaction is me-to-you, you-to-me interaction. Between people. Practice being human, being authentic, being you in your online marketing and watch your business grow. And you might have some fun with it too.SPEAKER: Remember to leverage your advantage as a small business or a nonprofit.Be human – be yourself. Find your voice. The voice of your organization.Here are three things you can do to make that work.Write in conversational copy. That just means that you write the way that you speak,Not the way you would write a brochure or website articles.It can be formal or it can be more casual, but it should match the tone you wouldTake in a one-on-one meeting with a client.Use pictures of people, or animals if that makes sense.This is where people relate most. Every once in a while, pull back the curtains and share somethingaA little bit more personal, yourself or about your staff. Maybe you are formingA team to run in a 5k – share that, post pictures, tell people why your staffChose that 5k. Make it human.Maybe you play banjo and are playing in a local festival. Share that.Don’t overshare, but let people know who you are.We all know that people do business with people, and we can use the word interactiveAll day long to talk about video games, self checkin at the airport and ATMs but Real interaction or engagement is you-to-me, me-to-you interaction. The back and forthBetween people. This is where relationships grow and where your business will grow.This iswhere you can see the real results from your marketing too. Your marketing is best leveraged by putting it in the hands of peopleThat already like you. They can share it with so many people.And those are warm leads. Our tools will help you build it, send it and track it.
  • I’ve left some time for questions, please take this time if you haven’t already, to fill out the form I gave you so that I can send you the slide deck from this session. I want your feedback too, so I can continue to improve the value of these sessions.[click] and finally, if you’d like to drop me a line or follow me on Facebook or Twitter, here are my details…I’d love to hear from you and hear how your campaigns are doing!
  • Thank you for coming…[click to next slide]

The One-Two Punch of Email Marketing & Social Media for Nonprofits The One-Two Punch of Email Marketing & Social Media for Nonprofits Presentation Transcript

  • 7/9/2013 Footer 1 THE ONE-TWO PUNCH OF EMAIL MARKETING AND SOCIAL MEDIA Practical ways to connect with supporters, activate donors, and raise money online. www.bit.ly/npEXPERTS Tweeting? Use #npEXPERTS …
  • Alec Stern | #npEXPERTS | www.blackbaud.com About today's speaker… Alec Stern – Founding Team, Vice President of Strategic Market Development for Constant Contact is a primary member of Constant Contact's founding team as one of the original 3 in the attic. Today he spearheads strategic market development and vertical industry thought leadership including Nonprofit and Associations for the company. Over the past 20 years he’s held active roles in the nonprofit sector which currently include positions on the Board of Directors, Board of Advisors or Executive Committees for a range of nonprofits including; The Better Business Bureau and The ALLY Foundation. He also works with many National organizations including United Way. @AlecStern
  • Alec Stern | #npEXPERTS | www.blackbaud.com Facebook LinkedIn InstagramTwitter Pinterest Youtube INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY Source: Litmus, “Email Client Market Share,” April 2012
  • Alec Stern | #npEXPERTS | www.blackbaud.com INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY 38% Source: Litmus, “Email Client Market Share,” April 2012
  • Alec Stern | #npEXPERTS | www.blackbaud.com INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY traditional marketing find keep convert new marketing find keep convert MARKETING HAS CHANGED “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice)
  • Alec Stern | #npEXPERTS | www.blackbaud.com ENGAGEMENT the new word-of-mouth is INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com you can be your authentic self you have an advantage INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com ENOUGH is it INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY to just look good?
  • Alec Stern | #npEXPERTS | www.blackbaud.com at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com 3 set marketing GOALS and OBJECTIVES1 2 an agenda and framework for marketing that works 1 get measurable RESULTS3 get measurable RESULTS run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter
  • Alec Stern | #npEXPERTS | www.blackbaud.com GOALS marketing •reach new donors, supporters •drive increased involvement •engage members and advocates •increase donations INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com OBJECTIVES get more specific with drive donations this month grow volunteers by 10% double event attendance in one year INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com ONE AT A TIME try to think about just what action would people take? can you measure it? INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY drive donations this month
  • Alec Stern | #npEXPERTS | www.blackbaud.com 3 set marketing GOALS and OBJECTIVES an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
  • Alec Stern | #npEXPERTS | www.blackbaud.com CAMPAIGN? what is a INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY PUSH {content} PULL {response}
  • Alec Stern | #npEXPERTS | www.blackbaud.com CAMPAIGNS types of discussion information sharing event invites + updates INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY member offers fundraising build your network
  • Alec Stern | #npEXPERTS | www.blackbaud.com WHAT DO I WRITE ABOUT • what you know that they don’t • what you have access to that they don’t • “original” isn’t required… just be interesting and relevant INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com HOW MUCH IS ENOUGH LESS IS MORE. FOCUS. 38% INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com WHAT DO I WRITE ABOUT INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com WHAT DO I WRITE ABOUT • repurpose + reuse INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com EXAMPLES OF OFFERS downloads support a cause event invites hints + tipsservices INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY member offers
  • Alec Stern | #npEXPERTS | www.blackbaud.com GOT PICS?some channels thrive on visuals INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com GOT PICS?some channels thrive on visuals INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com post + video = 100% more engagement GOT PICS? post + picture = 120% more engagement post + photo album = 180% more engagement Source: Facebook, “Best Practices for your Page and media strategy” (March 2012) 38% INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com WHICH CHANNELS MATTER? • depends on your audience and what you want them to do INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY EMAIL + SOCIALyou have to use both amplify your email drive traffic back to your list, email, etc.
  • Alec Stern | #npEXPERTS | www.blackbaud.com NOW, LATER OR NEVER three little words that rule your world • who is it “from?” • what’s the “subject?” • when do you send your communication? INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com WHO IS IT FROM?winning the battle of priorities how will you be most recognizable? INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com LOOK GREAT brand consistency INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com SUBJECT OR HEADLINE winning the battle of priorities SECONDS WORDS TODAY INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com SUBJECT OR HEADLINE winning the battle of priorities How to Live in Harmony with Backyard Wildlife [association] Own Your Favorite Book Forever [public library] Only a Few Spots Left for Our Fall Volunteering Event [nonprofit] Feedback’s a Gift, Tell Us What You Think [nonprofit] An Exclusive Look at Life on the Red Carpet [nonprofit] INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com WHEN TO SEND & POSTWHEN TO SEND & POST • for social media • 3-5 times a week is plenty • use automated tools to help • for email • monthly is most common • when are they likely to take the action you want? INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com 1. divide your list into 3 groups of people 2. select three days in the week to test 3. send your e-mail, watch for best response FIND YOUR BEST DAY INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com FIND YOUR BEST TIME INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY 4. use same 3 groups of people 5. select three times on the day with the best results 6. send email at 3 different times of day
  • Alec Stern | #npEXPERTS | www.blackbaud.com INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY WHEN TO SEND & POST best day best time
  • Alec Stern | #npEXPERTS | www.blackbaud.com • 67% don’t see images by default • text links get more clicks than buttons • place your logo left or center in email • include company name in text • key action must be above scroll line • do not give too many choices • make all images clickable (and with text labels) test it on yourself! (and on your mobile device) PRACTICAL ADVICE INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com 3 set marketing GOALS and OBJECTIVES an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
  • Alec Stern | #npEXPERTS | www.blackbaud.com at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com RESULTS ARE MEASUREMENTS OF ACTIONS open or click come to the org schedule a session donate call INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com TOOLS YOU NEED Email marketing is hard to beat • lots of physical, measurable response • easy to brand with colors + logos • helps to measure and monetize social media INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com TOOLS TO EXPAND YOUR REACH • Social Share Bar INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com TOOLS TO EXPAND YOUR REACH • social media buttons INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com TOOLS TO BUILD YOUR LIST – OFFLINE •at the org •at an event •on registration forms INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc) INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com BE YOURSELF. INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • Alec Stern | #npEXPERTS | www.blackbaud.com Q & A
  • Alec Stern | #npEXPERTS | www.blackbaud.com Thank You! Alec Stern Founding Team, VP Strategic Market Development astern@constantcontact.com @AlecStern
  • #npEXPERTS | www.blackbaud.com 49 NPEXPERTS > DOWNLOAD THE FREE EBOOK Connect with supporters, activate donors, and raise money online. Nonprofit experts share their extensive knowledge and expertise in: - Online marketing and fundraising - Email communication - Social media - Mobile engagement Download the npEXPERTS eBook and register for free webinars at www.blackbaud.com/npEXPERTS
  • #npEXPERTS | www.blackbaud.com 50 Luminate™ Online helps you understand your online supporters and improve online fundraising performance. You'll have everything you need to acquire more constituents, build online fundraising campaigns and nurture sustainable donor relationships. http://bit.ly/LuminateOnline