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Using Facebook to Grow Your Nonprofit Email List
 

Using Facebook to Grow Your Nonprofit Email List

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FREE Webinars Packed with Marketing & Fundraising Tips. npEXPERTS from around the nonprofit sector have joined forces to bring you battle proven fundraising ideas and marketing tips. For the next few ...

FREE Webinars Packed with Marketing & Fundraising Tips. 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!

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    Using Facebook to Grow Your Nonprofit Email List Using Facebook to Grow Your Nonprofit Email List Presentation Transcript

    • 5/29/2013 Footer 17 PROVEN WAYS TO GROWYOUR EMAIL LIST USINGFACEBOOKPractical ways to connect with supporters, activatedonors, and raise money online.www.bit.ly/npEXPERTSTweeting? Use #npEXPERTS …
    • 5/29/2013 John Haydon | www.JohnHaydon.com 2JOHN HAYDONThe author of “Facebook Marketing forDummies” and man behind the scenes atThe Nonprofit Facebook Guy.John regularly shares his knowledge andconsults for non-profits on social mediamarketing strategies using WordPress,Facebook, YouTube and Twitter.www.JohnHaydon.com
    • 5/29/2013 John Haydon | www.JohnHaydon.com 3WHAT WE’LL TALK ABOUT TODAY• Are you clear about the role of email marketing in yourcommunications?• The one thing you need to do before building your list• 7 incentives to drive sign-ups• 4 tips for putting an opt-in form on your FacebookPage• 4 tips for form design• Other useful tools• Three ways to lower unsubscribers
    • 5/29/2013 John Haydon | www.JohnHaydon.com 4ARE YOU CLEAR ABOUT THE ROLE OFEMAIL IN YOUR COMMUNICATIONSSTRATEGY?
    • Build Intimacy and TrustE-mail is not a publicchannel like Twitter orFacebook.Opting into your list is anagreement to enter aprivate 1-1 relationship withyou, by way of their inbox.Understanding TheRole of Email
    • Identify SegmentsSegmentation allows youto send the right messageto the right people at theright time.You can’t do this withTwitter or Facebook.Understanding TheRole of Email
    • Convert Donors and VolunteersVarious studies show thatTwitter and Facebook havea 3% – 6% conversionrate.E-mail on the other handhas a 33% conversion rate.Understanding TheRole of Email
    • Convert Donors and VolunteersUnderstanding TheRole of Email
    • Convert Donors and VolunteersUnderstanding TheRole of Email
    • Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageAdvocate and/or join your email listShare their donation onFacebookDonate for the first time via emailFacebook ladder ofengagement
    • Become aware of your cause when friends talk about your PageLike, comment on, and share your updatesContinue engaging and like your PageHere’s the bridgethat connectsFacebook andfundraising!Share their donation onFacebookDonate for the first time via emailAdvocate and/or join your email listFacebook ladder ofengagement
    • 5/29/2013 John Haydon | www.JohnHaydon.com 12THE ONE THING YOU NEED TO DOBEFORE BUILDING YOUR LIST
    • Your audiences are the variousdifferent groups of people youreach (or are trying to reach).Understand YourAudiences
    • GOALS:•What keeps them up at night?•What are their passions and interests?Whatare their dreams and goals?CHALLENGES:•What are their primary goals in life?•How are they trying to create a meaningfullife?Understand YourAudiences
    • Download a free eBook onpersonas here:http://db.tt/7vBxrnWNUnderstand YourAudiences
    • 5/29/2013 John Haydon | www.JohnHaydon.com 16ONCE YOU UNDERSTAND YOURAUDIENCE, GIVE THEM WHAT THEYWANT
    • What’s your carrot?Be crystal clear on thevalue exchange:What value are you offeringthat greatly outweights thepain of joining your emaillist?
    • •Lost time filling out your form•Perceived potential privacybreach•The perceived potential thatyou’ll gunk up their inboxTheunknownWhat pain, you ask?
    • The value they get shouldgreatly outweight the painof joining your email list.The value exchange
    • 5/29/2013 John Haydon | www.JohnHaydon.com 207 INCENTIVES TO DRIVE SIGN-UPS
    • eBooks1eBooks that offers highly specificinformation or howto. eBooks (PDF) can be readon any eReader - includingiPads and Kindles!
    • eBooks1Example titles:10 Quick Recipes for New Breast CancerPatientsHow to Housebreak Your Dog in One WeekThe Starter Guide to Nonprofit VideoStorytellingThe Child Advocacy Tool KitHow To Survive HomelessnesseBooks (PDF) can be readon any eReader - includingiPads and Kindles!
    • eBook resources1•Use Word or Pages to create PDFs•Use myecovermaker.com to createan eCover (example at right)•Use DropBox to host free download•Use fotolia.com for images
    • Sponsor giveaway2Make sure the sponsor is inalignment with your brand•Discounts•Free product or service
    • Sponsor giveaway2Check out Gifts that Give
    • Advocacy3Advocacy gives people the abilityto support your cause in a waythat’s meaningful, but free.And you get a new email!
    • Advocacy3Advocacy gives people the abilityto support your cause in a waythat’s meaningful, but free.And you get a new email!
    • Advocacy3Four great resources for startingpetitions:•thepetitionsite.com•change.org•rallycongress.com•actionsprout.com
    • Pledges4Pledges lets people feelthat they’re part of yourmovement.Less formal than advocacy.
    • Photo contests5Powerful way to acquire fans(with a like gate) and emails.Participants can easily shareyour contest.
    • Photo contests5Check out Shortstack
    • Action alerts7Perfect for orgs that provideregular educational resources.Brands your org with high value.
    • Action alerts7Perfect for orgs that provideregular educational resources.Brands your org with high value.
    • 5/29/2013 John Haydon | www.JohnHaydon.com 344 TIPS FOR PLACING ANOPT-IN FORM IN A CUSTOM TAB
    • Put an opt-in form onyour Facebook PageUse the Static HTML iframe tabsappDon’t forget thecarrot!1
    • Make it mobileFYI - Custom tabs are notviewable on mobile devices.2
    • Make it mobileTools like Static HTML: iframetabs and ShortStack have smartURLs which display the tab onmobile.2
    • Use Facebook loginFacebook login always people tojoin your list with a single mouseclick.3
    • Use Facebook loginMost email services will help youcreate a Facebook login toacquire emails.Aweber offers this.MailChimp offers this.Constant Contact offers this.3
    • Createseparate webforms for eachlocation!4This will allow you tomeasure which locationworks best!List of web forms created with aweber
    • Createseparate webforms for eachlocation!4Knowing that your FacebookPage converts better thanyour website allows you to:•Change how you directtraffic•Improve your web pageList of web forms created with aweber
    • 5/29/2013 John Haydon | www.JohnHaydon.com 424 TIPS FOR OPT-IN FORM DESIGN
    • Point the wayMake it easy to find your form.1
    • Use powerful imagesParticularly with people2
    • Be clear about frequency and privacy2•You won’t share their email.•How often will they receive emails?
    • Redirect to athank youpage3•This allows you to moreeasily measure conversions•This allows you toencourage a secondaryaction•Finally, saying “thanks” is thepolite thing to do.
    • Redirect to athank youpage3In this example, I useclicktotweet.com toencourage people to sharemy list.
    • Redirect to athank youpage3Which seems to work...
    • 5/29/2013 John Haydon | www.JohnHaydon.com 49OTHER USEFUL TOOLS
    • Action Sprout1•Allows users to join with one click•Allows them to share your cause
    • Action Sprout1•Allows users to join with one click•Allows them to share your cause•Export emails from Action Sprout
    • Shortstack2•Awesome for photo contests•Allows them to share your app•Export emails from Shortstack•They have a MailChimp app
    • Static HTML appStatic HTML iframe tabs app:•Allows you to easily add HTML•For freeDon’tforget thecarrot!3
    • 5/29/2013 John Haydon | www.JohnHaydon.com 54DONT FORGET ABOUTLOWERING UNSUBSCRIBES
    • Building your list also meansgiving people reasons tostay subscribed!
    • Set expectations1•About frequency and content•On your thank you page•In your follow-up email
    • Segment lists2•Right people•Right content•Right time
    • Segment lists2•People interested in events•People who downloaded aneBook•People who donated•etc.
    • Keep them interested3•With personalized emails•With awesome content•With exclusive content•With “what’s coming”Don’tforget thecarrot!
    • 5/29/2013 John Haydon | www.JohnHaydon.com 60THE END
    • 5/29/2013 John Haydon | www.JohnHaydon.com 61QUESTIONS?P O S T T H E M AT FA C E B O O K . C O M / I N B O U N D Z O M B I E
    • 5/29/2013 John Haydon | www.JohnHaydon.com 62NPEXPERTS > DOWNLOAD THE FREE EBOOKConnect with supporters, activatedonors, and raise money online.Nonprofit experts share their extensiveknowledge and expertise in:- Online marketing and fundraising- Email communication- Social media- Mobile engagementDownload the npEXPERTS eBook andregister for free webinars atwww.blackbaud.com/npEXPERTS
    • 5/29/2013 John Haydon | www.JohnHaydon.com 63Luminate™ Online helps you understand your online supporters and improveonline fundraising performance. Youll have everything you need to acquire moreconstituents, build online fundraising campaigns and nurture sustainable donorrelationships.http://bit.ly/LuminateOnline