Hillary BondCommunications Coordinator National Safe Place
Form of direct marketing using electronic mail as a means of communicating messages to a targeted audience Messages intended to: ◦ Educate/Inform ◦ Raise Awareness ◦ Establish ongoing relationships ◦ Spark action ◦ Promote organization/event
Saves time and money Empowering Effective Reaches a targeted audience Great ROI What can it do for your organization: ◦ Increase website traffic ◦ Promote identity awareness ◦ Broaden your audience ◦ Generate donations/Increase donor base ◦ Promote special events ◦ Increase volunteer base
Approximately 147 million people in U.S. use email, most use it every day. 45% of American adults (including non-internet users) send or read email every day 91% of Internet users between 18 and 64 send or read email 46% of email users say they’re addicted to email 51% check email 4 or more times a day 50% check email while on vacation
Manage email lists Provide easy-to-use templates Send readable formats (HTML and/or Text) Handle unsubscribe links required by law (CAN-SPAM) Ensure email delivery and track results
Standard email programs (ie: Outlook, Hotmail) not designed for group messaging ◦ Limited number of emails sent at one time ◦ No formatting control ◦ List break up more susceptible to filters ◦ No tracking/reporting of email results ◦ Sending mass emails through Outlook means you’ll receive all bouncebacks and autoreplies ◦ Takes more time
Federal law that sets the rules for commercial email Requirements: ◦ “Real” (clearly identified) sender address ◦ Working “Reply To” address ◦ Clearly-defined content (reason to contact recipient) ◦ Working “Unsubscribe” link ◦ Clearly-identified corporate address Read more about CAN-SPAM at www.ftc.gov/spam
Build your list where you connect ◦ Website “Please sign up for our e-Newsletter” Single vs. Double Opt-in ◦ Social Networking sites Twitter Facebook LinkedIn ◦ Community events, meetings, conferences, trade shows ◦ Email Signature
Announcements ◦ Frequency: event-driven ◦ Press releases, holiday greetings, thank you cards, etc. ◦ Use content to build deeper relationships Newsletters ◦ Frequency: regular (weekly, monthly) ◦ Lots of educational content (typically non- promotional) ◦ Summarize information, be concise Promotions/Invitations ◦ Frequency: can vary depending on organizational goals, events ◦ Focus on promotion, limited content ◦ Use content to invite click-through or other action
Types of e-newsletter content ◦ Success Stories ◦ Interviews with industry experts ◦ Q&A Column ◦ Back Stage Passes ◦ Save The Date ◦ Empowering How-Tos ◦ Action Alerts TIP: Survey your readers at least a couple times each year to find out what they want to know about, what questions they have and what kind of information they want to receive from you.
Share your expertise Use facts & testimonials Hold contests & giveaways Promote relevant partnerships Advocacy efforts Relevant media coverage Keep it short and to the point (About 1,000 words) Include photos and graphics Make people central to your content Microcontent
If your readers don’t see something interesting after skimming your email for just a few seconds, your email is gone from their minds and so is your organization. Every email has four key pieces of microcontent: ◦ The Subject Line ◦ The From Line ◦ The Headings and Subheadings ◦ The Next Step or Call to Action
Subject Line ◦ Change it every time ◦ Beware of telling people what to do (ie: Register, Donate, Help, etc.) ◦ Describe the candy, not the wrapper ◦ Keep it short (30-40 characters) The From Line ◦ The same every time ◦ Organization/program name
The Headings and Subheadings ◦ Descriptive headlines and subheads with active verbs and vivid nouns ◦ Should answer question “Why should I continue reading?” Call to Action ◦ Should stand out on its own
As you write e-newsletter articles, ask yourself these questions: ◦ How will this article make our readers feel? ◦ Does this article show our readers how important they are to us? ◦ Does it celebrate successes they helped our organization bring about? ◦ Is this article educational or informational? ◦ Is this article promoting our organization?
Simplicity and skimmable structure over complexity and size Make words easy to read Make sure your logo is present and large enough to make an impact Use a custom template Stick with basic fonts Design for the preview pane Use images wisely
Appropriate timing (when to send your email marketing) differs from industry to industry Conventional wisdom: send messages midweek—Tuesdays, Wednesdays, Thursdays Best advice: send emails on different days and determine which day has more “opens”
“Public relations is the planned effort to influence opinion (attitudes) through good character and responsible performance, based upon mutually satisfactory two-way communication.” –Scott Cutlip, Fellow PRSA, APR
Start by visiting your community’s Chamber of Commerce and find a list of local media outlets (newspaper, radio, TV) Search websites for contact information Find appropriate “beat” reporters (those who cover the kind of news you have to share) Compile a list with contact names, their media outlet, phone, email and notes about news interests and preferred contact methods. Reach out to each contact and introduce yourself and briefly inform them about your program or organization
Contact media ONLY when you have relevant, timely news to share (an announcement, important statistical information, an event, etc.) Adhere to preferred contact method Be short, to the point—who, what, when, where, why must be focus of message Make it easy for reporter to use your information—ask yourself “What’s in it for the reader”
Include organizational logo, name of contact person, phone number and email address For Immediate Release or Embargoed until specific date Write a concise, informative, no more than six or seven words Start press release with most important information—lead sentence should be no more than 25 words. Answer the who, what, where, when, why questions Provide a quote from your executive director or other relevant expert in body of release Boilerplate: written in in smaller text and inserted into page footer is this shot paragraph describing your organization/program.
Informative and doesn’t sound like a sales push Answers who, what, where, when, and why It is short: one page or less Provides a quote or testimony, if needed Includes facts Properly identifies people referenced in the release Has been spell-checked Tense is correct Researched intended media and targeted the release appropriately
You should have a media kit on file and ready to send when at a moment’s notice. Suggested contents include: ◦ Fact sheet about agency and Safe Place ◦ Press release specific to Safe Place or event ◦ Background information event or program being promoted ◦ Recent agency or program newsletter ◦ Suggested activities to help promote the event or program ◦ Contact information for individual associated with event or program ◦ Suggested interview questions
A social media presence provides opportunity for social engagement, allows you to learn more about your community Easy way to disseminate information, links, PSAs, event information, news, success stories Must manage your social media pages and strive to update at least 2 times a day Content suggestions: ◦ Hold photo contests ◦ Poll your friends/follwers and ask questions ◦ Promote your e-newsletter and blog content ◦ Share success stories and honor donors ◦ Get relevant news updates from Google alerts and share ◦ Use videos and graphics
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