MailChimp For Nonprofits
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MailChimp For Nonprofits

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Read this guide online: http://mailchimp.com/resources/guides/mailchimp-for-nonprofits/ ...

Read this guide online: http://mailchimp.com/resources/guides/mailchimp-for-nonprofits/

This guide explains the basics of MailChimp and the ways we can help nonprofits. MailChimp makes it easy for nonprofits to grow their email-newsletter list and stay connected with their members, staff, volunteers and board. We'll explain how to use MailChimp's powerful features and integrations, from our PayPal integration to our social sharing options, and how they can benefit nonprofits.

What’s inside:
Lots of information on MailChimp and nonprofits.

Topics include:
Creating a list
Creating groups
Sending your first campaign
Sharing your newsletter
Reports and analytics
Integrations

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MailChimp For Nonprofits Document Transcript

  • 1. MailChimpfor Nonprofits©2001-2012 All rights reserved. MailChimp® is a registered trademark of The Rocket Science Group. 1
  • 2. Table of ContentsIntroduction ............................................................................................................................................................ 3Create a List............................................................................................................................................................ 4Create Groups ......................................................................................................................................................... 5Create Your First Campaign ....................................................................................................................................... 6Share Your Campaign ............................................................................................................................................... 8Tracking and Reporting .......................................................................................................................................... 10Integrations........................................................................................................................................................... 12 2
  • 3. Hello.MailChimp makes it easy to design and send eye-catching emails, managesubscriber lists and track campaign performance. Thousands of nonprof-its, from fledgling arts organizations to major NGOs, enjoy MailChimp’spowerful features. We offer resources for beginners, tech-savvy users andspecific industries like yours, and we’re constantly exploring new technol-ogy to help our customers create more effective newsletters.So how can MailChimp help your organization? For starters, you’ve prob-ably got a staff, donors, volunteers, a board of directors—and they allneed to hear from you. Sometimes you’ll want to send everyone the samemessage, but sometimes you’ll want to specialize your email campaigns—like sending an internal newsletter to staff only, budget reports to theboard only, or a general update to your organizations entire mailing list.MailChimp makes it easy to do that.MailChimp offers loads of integrations that will help you do your job. Ifyou keep up with your constituents using The Raiser’s Edge, you cansynchronize their MailChimp activity with their profile in your database.With our social sharing options, you can get the word out about your orga-nization and events by sharing your email campaigns through Facebook,Twitter and more—and you can allow your subscribers to do the same. Thelist goes on.Plus, MailChimp is completely free for lists with up to 2000 subscribers.That’s right, FREE. You’ll have access to our powerful features, includingsocial sharing, advanced reports and integrations with Salesforce, Raiser’sEdge, and more.This guide will explain the basics of MailChimp and the ways we can helpyou as a organization. If you have any questions that aren’t addressedhere, feel free to contact our support staff at mailchimp.com/support.We’ll be happy to assist you. 3
  • 4. Create a ListCreating a list is the first thing you’ll do in your MailChimp account, so 3. Import directly from other apps like Google Docs, Salesforce, Highrisewe create one for you when you fill out your account information upon and more.first login. You can use the list we created for you, or you can follow thesesteps to create a new list.1. Go to the Lists tab, then click the Create list button. 4. Start a list from scratch. Set up your list with the email address in one column, and any other data you want to include in separate columns.2. Fill out the setup details, then scroll down and click Save to finish set-ting up your list. Just select the import option you’d like and follow the steps. Now that your list is imported, we’ll help you set the name and content type for each column—we call it mapping. Use the pull-down menu above each column to set the field name and type. Once you’ve mapped your fields, click All done to complete the import.Import Your ListNow that your list is set up, it’s time to get your subscribers onto that After the import, you’ll get to review all the emails that were or were notlist. You might have a spreadsheet or Google doc with a list of people that added to your list. Just click the links to view more details.signed up for your organization’s newsletter, and you can easily importthem into MailChimp. If your organization is just getting off the groundand you’re starting a list from scratch, that’s okay too (just make sureyou have permission from all the new subscribers). There are four ways toimport a list:1. Upload a CSV file 4
  • 5. Create GroupsChances are you have many different types of people on your MailChimp Sending to Groupslist. You might have staff, donors, volunteers, a board of directors, andmore. When you send a campaign, you can send it to specific groups on When you’re ready to send your campaign (we’ll explain how to create youryour list. That way, you won’t have to bother donors with a volunteer shift campaign in the next section), choose Send to segment of list and thenschedule, and you won’t bother the entire mailing list with a monthly bud- choose your group by selecting Is interested in | one of | group.get report. Sure, sometimes you’ll have content that’s relevant to your en-tire mailing list (maybe a letter from the executive director, general news,or announcement of an exciting grant your organization received)—in thatcase, click Send to entire list, and you’re all set. But for the times whenyour content is only relevant to certain groups on your list, you should takeadvantage of MailChimp’s groups. Here’s how:Adding Groups You can segment by location the same way. Say you’re announcing anIf you haven’t created any lists in MailChimp, go to your Lists tab and event that will be held at the town hall in Farmersville, Ill., but you haveclick Create New List. people from all over the world on your organization’s mailing list. Segment by location, and your campaign will only go to subscribers near Farmers-After entering your list settings information, choose Create groups from the ville.Groups pulldown menu under the list’s title. Add your Group field title andthe choices you’d like to give. Remember, only after setting up this group’sfield would you want to import the interest groups.Here, you’ll add your interest groups. When you create groups, MailChimpcan automatically add checkboxes, radio buttons or a select menu to yoursignup form. For example, if someone checks the box that says “I’m inter-ested in volunteering” on the signup form for your list, you can send themtargeted emails for prospective volunteers later. Now’s your chance to addany other groups you’d like. 5
  • 6. Create Your First CampaignYour list is all set, and you’re ready to create your first campaign. Here’show to select your list, select a template, edit your content, design youremail, and send your campaign.From your Dashboard or Campaign tab, click Create campaign. Choose thetype of campaign you’d like. (Start with Regular ol’ campaign).On Step 1 of the Campaign Builder, select the list you want to send to.Once you’ve selected the list, use Next to move forward, or Send to entirelist. (If you want to send to a certain group, use the info above.) If you choose to start from scratch, you can use our Design Genius to walk you through the email-styling process and make sure your campaign matches the look and feel of your organization’s site. Once you choose your template, you’ll remain on Step 3 of the CampaignOn Step 2 of the Campaign Builder, you can name your campaign, set Builder. The Content editor is where you can edit your own styles andup a subject line, from name, reply-to email, and personalize your “To:” content. Click Show style editor to bring up the style options.field with *|MERGETAGS|*. You’ll find options for tracking, authentication,analytics, and social sharing. Select a part of the email with the tabs (page, header, body, etc.), and use the subheads to edit sections within (title, subtitle, etc.). This will allow you to set the line height, font size, and more. Click anywhere inside the dotted red borders to bring up the Content editor box where you can add and edit words.Select a template for your email by clicking Pre-designed, Premium, orStart from scratch (to get basic template layouts that you can fully cus-tomize) under the templates heading. Templates you’ve set up and savedwill live under My templates. If you’re providing your own code, use thePaste/import HTML or Import from URL options. If you want to create aneditable (or non-editable) template for your clients, choose Code customtemplates. 6
  • 7. Edit or add content in any of your sections, and then click Save to set thechanges every time.After saving, wait for your content to refresh, then click Next. Our plain-text generator will automatically create the plain-text version of the emailfrom your HTML version.Look it over, and click Next again to move to the last step of the CampaignBuilder.Step 5 of the Campaign Builder is a Pre-delivery checklist. If we see any-thing missing from your campaign, you’ll be alerted in red on this screen.Click Edit to go directly back to any area that needs attention.You can preview the campaign once more by clicking Popup preview.We recommend sending tests to several email addresses to see how thecampaign looks in your recipients’ inboxes. If everything looks good,schedule or send your campaign.If you use templates provided by MailChimp, we’ll add your postal ad-dress for you. If you’re providing your own code, make sure the address isincluded somewhere in the text of your campaign. It’s the law. 7
  • 8. Share Your CampaignSocial networking sites provide excellent opportunities to promote your Add a Facebook Like Button to Yourorganization and connect with your members on a more personal level.Facebook and Twitter allow you to create conversations with your custom- Campaignsers, through their preferred channels, so they can get to know you better. Our Facebook Like merge tag allows your readers to like your campaignMailChimp is integrated with Facebook and Twitter, making it super easy and share it with all their Facebook friends. Place this merge tag any-for you to meet your fans where they are. where in your campaign, just like regular text: *|FACEBOOK:LIKE|*Auto-post to Facebook and Twitter And it’ll turn into a handy little image that says “Like.”If you’ve already connected the Facebook integration by adding yoursignup form to your business page, you can choose to have your campaignauto-post to Facebook during the campaign-creation process. You can alsoconnect the Twitter integration at this point, to allow us to auto-tweet yourcampaigns every time one goes out.Set it up by selecting Auto-tweet campaign and checking the Auto-post toFacebook box. When a subscriber clicks the Like button, they’ll go to your campaign archive page. A window will pop up, showing the friends in their network that also liked the campaign. They’ll confirm that they do indeed like your newsletter, and we’ll give them the option to add a comment to the like. Then they’ll click Post to Facebook, and the like will appear in your subscriber’s Facebook feed for all their friends to see.We’ll create a shortened version of your campaign archive link called anEepUrl. Plus we’ll measure retweets, shares, and clicks on these posts.Auto-posting to Facebook and Twitter is an easy way to share your newslet-ter content with all your followers—wherever they’d prefer to see it. 8
  • 9. Enable Facebook Comments And when they click that button, they’ll go to your campaign archive page with the Facebook comments window open.All MailChimp campaigns have Facebook comments functionality. If you’resending engaging newsletters, your subscribers probably have thoughts orresponses to them. Maybe they have comments on some of the updates orevents you announced in your newsletter. Facebook comments are familiarto your subscribers, and they allow you to keep the conversation going withyour fans even after you’ve hit Send.Activate Facebook Comments for a campaign in your campaign setupscreen. All you have to do is check Allow comments. There’s a checkbox option for them to post the comment to their Facebook profile and share your newsletter with their friends. They can also see comments from other subscribers within this window, and if they want, comment to each other, just like you’d see on a blog post or news article.Then, simply insert our *|FACEBOOK:COMMENTS|* merge tag anywherein your campaign, like this: You’ll receive email notifications from MailChimp as people comment onWhen your subscribers receive your newsletter, they’ll see a neat little your newsletter, so you can keep track of the conversation and join in.comment button. Social Share Button If you want to tweet your campaign after it’s been sent, or promote it on a social network other than Twitter, use the Social Share button that appears beside your sent campaign in the Campaigns dashboard. When you click Social Share, you’ll have the option to share your cam- paign on Twitter, Facebook, and Delicious. 9
  • 10. Tracking and ReportingOnce you’ve sent a campaign, it is time to sit back, relax, and wait for You can view a click map of your email to see what and where your readersyour stats to come in. How many people opened your newsletter? How click. Here’s an example from a MailChimp system alert campaign:many clicked? What did they click? What didn’t they click on? Did theylike the content?MailChimp offers insightful tracking and reporting. Review this informa-tion for every campaign you send—it’s full of clues and feedback that willhelp make your newsletters better going forward.Standard ReportsMailChimp’s standard reports use neat, easy-to-read graphs, tables, andmaps to show you things like opens, clicks, bounces, and unsubscribes. Toaccess your reports, go to the Reports tab from your MailChimp dashboardand click View report next to the desired campaign. Social Tracking MailChimp’s Social Stats allow you to watch your campaigns make their way around Facebook. To find out how many people like your campaigns, click Reports in your MailChimp dashboard. Select a campaign and click Social Stats. Facebook Stats The Like stats are located under Facebook Activity and organized by sub- scriber. You can see how many times each subscriber liked your campaign, and how many other likes they generated. For example, if Ben liked your campaign once, and five of his friends saw your campaign in his feed and liked it too, then you’ll see one Like for Ben, and five Friends Who Liked by his name. We also keep track of all comments on your campaigns via our Facebook Comments integration.We even offer maps that allow you to see where in the world the peopleopening your emails are located. 10
  • 11. Twitter StatsMailChimp lets you watch your campaigns travel around the Twittersphere.Twitter stats are located in the same place as Facebook stats.Under Twitter Activity, you’ll see how many times your campaign has beentweeted and retweeted, who did the tweeting and a timeline of all tweets.Only tweets that include our EepURL like for your campaign are includedin this report, so you might have even more tweeting going on than youthink, if people are writing their own tweets and linking to your campaign.Google AnalyticsMailChimp also offers integration with Google Analytics. You can useMailChimp to integrate your website’s Google Analytics data right into yourMailChimp account. This will allow you to see how your website trafficchanges in relation to your email campaigns.To enable this integration with Google Analytics, go to the Account page inyour MailChimp Account. Click Integrations. Open the integration labeledGoogle: Analytics, Contacts, Docs. Then click Authorize connection.If you have more than one Google account, you have to select which ac-count you want to connect to. Choose the Google Account you used to setup your organization’s Google Analytics. Finally, you’ll be asked to Grantor Deny access to your Google Account. Choose Grant Access, and theintegration will be complete.You’ll complete the final step to the Google Analytics integration whenyou’re setting up a campaign. After you select Create Campaign and thelist you want to send your campaign to, you’ll go to Step 2, where youenter campaign info and select your tracking and authentication prefer-ences. Here, be sure to check the Add Google Analytics tracking to allURLs box.That’s it! Now you’ll see your Google Analytics data in all your MailChimpreports. 11
  • 12. IntegrationsMailChimp’s integrations make your job easier by automating the annoying Salesforcetasks, like logging into a bunch of other programs to access data and in-formation you need for your email marketing. Plus, our integrations make If you use Salesforce at the enterprise level to keep up with donors, youit easy for customers to sign up for your email list at integral moments, can use MailChimp’s integration with the app to gain more valuable infor-like when they donate. Our Raiser’s Edge and Salesforce integrations in mation about your customers, donors, and prospects.particular can be super valuable to nonprofits. The entire integration list isworth checking out, though. To set up the integration, just go to your account dashboard and click Integrations. Then enter your Salesforce access privileges.The Raiser’s Edge Once you’ve set it up, you’ll be able to access your customer lists fromIf you use Blackbaud’s Raiser’s Edge to keep up with donors, you can use your MailChimp list dashboard and from within your campaign. You canMailChimp’s integration with Raiser’s Edge to gain more valuable informa- also see MailChimp report data in your Salesforce account. Plus, you cantion about your customers, donors, and prospects. view campaign history by customer, including which campaigns they’ve received and whether they’ve opened or clicked.To set up the integration, first examine the details from Zeidman Develop-ment. You can download Chimpegration Free to export from Raiser’s Edge Finally, if you’ve got MailChimp integrated with your shopping cart (likedirectly into MailChimp. You can also download Chimpegration Profes- PayPal), you can see how much each customer has purchased or donated,sional for a complete integration that synchronizes information both ways right from within your Salesforce account.between the two apps. --Once you’ve set up either version, create a list in MailChimp and add anymerge fields you’ll want to import from Raiser’s Edge. You can segment Thanks for taking the time to learn about how your nonprofit can usethis list into groups, which can be defined by your constituent codes or MailChimp. If you have any questions that weren’t addressed here, feelattributes in Raiser’s Edge. free to contact our support team at mailchimp.com/support.Then, in Raiser’s Edge, create a query of users you’d like to export. Makesure the output criteria matches the new merge fields you’ve made. Next,export your list to MailChimp. You can manage your campaign results,hard bounces, soft bounces, and unsubscribes within your MailChimpaccount.If you opted for Chimpegration Professional, you may synchronize Raiser’sEdge and MailChimp. Constituents who signed up in either program willbe reflected by both applications once you process the synchronization.New constituents will appear automatically upon completion.Finally, Chimpegration View lets you look at MailChimp data from withinRaiser’s Edge. You can see actions taken, correspondence, and constituentdetails all in the same window. 12