List Growth In the Shadow of CASL (Canada Anti-Spam Law)

1,122 views

Published on

LIST GROWTH IN THE SHADOW OF CASL (Canada Anti-Spam Law): Trends & best practices your organization should be implementing right now

Published in: Government & Nonprofit
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,122
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

List Growth In the Shadow of CASL (Canada Anti-Spam Law)

  1. 1. LIST GROWTH IN THE SHADOW OF CASL Trends & best practices your organization should be implementing right now 17 July 2014 Presented By:
  2. 2. April 16, 2014 Slide 2 Those on the webinar – Let us know what you’re thinking! • Ask questions at any time by typing them into the Chat window within GoToWebinar and pressing Send
  3. 3. Agenda • Introduction of Speakers & Presentation • Value of an Email Address • Online Marketing Trends • List Growth Strategies • Key Takeaways • Panel Q&A Slide 317 July 2014
  4. 4. Slide 4 SPEAKERS Heather McLean, Senior Fundraising Advisor, hjc Kara Fujita, Director Non-profit Services, Care2, Inc. Chris Carter, Founder/President, Chris Carter Marketing, Inc. Heather Kara Chris 17 July 2014
  5. 5. VALUE OF AN EMAIL ADDRESS 17 July 2014 Slide 5
  6. 6. Median File Size 17 July 2014 Slide 6 2013 Blackbaud Benchmark Study
  7. 7. Annual List Size Growth 17 July 2014 Slide 7 2013 Blackbaud Benchmark Study
  8. 8. % of File Size That’s Usable 17 July 2014 Slide 8 2013 Blackbaud Benchmark Study
  9. 9. Value of Usable Email Address 17 July 2014 Slide 9 2013 Blackbaud Benchmark Study
  10. 10. ONLINE MARKETING TRENDS 17 July 2014 Slide 10
  11. 11. 17 July 2014 Slide 11 2013 Blackbaud Benchmark Study
  12. 12. Understand what content pulls your donors through the sales funnel, and use that context to personalize your marketing at scale. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media. Inbound / Content Marketing 17 July 2014 Slide 12 Connect Convert
  13. 13. Things have changed… Pre-internet • Donor: Relatively uninformed. • Donor Journey: Linear. • Marketing Playbook: Interrupt (direct mail and advertising). Today • Donor: Well-informed. • Donor Journey: Fluid and random. Starts with Google. • Marketing Playbook: Thought leadership through content creation and unique fundraising opportunities. Slide 1317 July 2014
  14. 14. 17 July 2014 Slide 14
  15. 15. 17 July 2014 Slide 15
  16. 16. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Visitors Leads Donors Strangers Promoters The Process 17 July 2014 Slide 16
  17. 17. LIST GROWTH STRATEGIES 17 July 2014 Slide 17
  18. 18. ABC – Always Be Converting! 1. Create remarkable content 2. Incentivize opting-in 3. Blog 4. Make it social 5. Optimize search keywords 6. Don’t forget offline 7. Recruit advocates 8. Optimize your website & forms 9. Diversify, track & evaluate 17 July 2014 Slide 18
  19. 19. What’s remarkable content • Create a free, online tool or resource and users sign-up with their email address: – Whitepapers – Wallpapers – Tool kits – eBooks – Presentations – Infographics – Ecards Trust me your organization already has this stuff to repackage! 17 July 2014 Slide 19
  20. 20. 17 July 2014 Slide 20 Themed, free ecards are a great lead gen tool!
  21. 21. Opt-in incentivized • Promote an online contest, giveaway, or premium and have entrants sign-up or submit with their address: – Corporate sponsor opportunity – Photo/video contests – Recipe contents 17 July 2014 Slide 21
  22. 22. 17 July 2014 Slide 22
  23. 23. Low-cost, low-tech tool: www.shortstack.com 17 July 2014 Slide 23
  24. 24. Source: HubSpot17 July 2014 Blogging increases leads by 120%
  25. 25. Frogloop 17 July 2014 Slide 25
  26. 26. MSF Blog 17 July 2014 Slide 26
  27. 27. Social strategies • Embed and promote your enews sign-up on Facebook • Embed and promote your content and offers on Facebook • Put social sharing buttons everywhere, even in emails! • Promote your lead-gen offers on Twitter • Use Pinterest to promote offers that require sign-up • Promote offers through your Google+ business page • Add clickable links to sign-up through your YouTube channel 17 July 2014 Slide 27
  28. 28. Download this report: http://www.marketo.com/ebooks/contagious-content-what- people-share-on-facebook-and-why-they-share-it/ 17 July 2014 Slide 28
  29. 29. You need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal donors are searching for. Create content around your targeted keywords 17 July 2014 Slide 29
  30. 30. Do you have a Google Grant? Great! Optimize it… • Actually use the account. Use the Keyword planner. • Evaluate campaign statistics. Analyze performance statistics for ad groups and keyword by sorting the Quality Score, Click through Rate and Cost. • Identify problem areas. This can include high-cost adds with a low Click through rate or poor quality scores. Delete what’s not working and try something else. • Run reports. You can schedule a monthly summary report to be mailed to you. That can serve as a reminder to check out your account. • Keep testing. You never know what will work best for your organization. 17 July 2014 Slide 30
  31. 31. 17 July 2014 Slide 31
  32. 32. Offline leads • Be aware that leads come from multiple different sources • Concept is very much the same as online • Developing creative ways to create leads • Think about all the different ways potential supporters interact with you • Ensure you have protocols and data collection processes and systems in place to collect all the numerous offline leads you are or can already generate 17 July 2014 Slide 32
  33. 33. SOURCES OF OFFLINE LEADS 17 July 2014 Slide 33
  34. 34. Petition taking still exists in paper-form Have off-line versions of online surveys/petitions 17 July 2014 Slide 34
  35. 35. Guestbook – visitors to an institution Particularly useful for places where services are being carried out for example an animal shelter 17 July 2014 Slide 35
  36. 36. Business Card Raffle Quick and easy ways for individuals to share their information with you, particularly if its connected to a prize relevant to your cause 17 July 2014 Slide 36
  37. 37. Registration At many organizations for example health-related organizations registration is required be sure consent to contact for marketing/fundraising purposes is acquired as part of the process 17 July 2014 Slide 37
  38. 38. Lectures and Events Whenever you hold a special event, even free ones whether it’s a lecture series, a tour, or an open house, require registration 17 July 2014 Slide 38
  39. 39. Premiums – mailing labels, stickers, cards Many people still love this stuff create request lists 17 July 2014 Slide 39
  40. 40. Information Package Requestors People phone-in, walk-in, email requests for information all the time, often in paper format by the mail, ensure you collect their full information and gain consent 17 July 2014 Slide 40
  41. 41. Existing Lists • Your organization probably already has many other sources of leads/lists such as volunteers 17 July 2014 Slide 41
  42. 42. Converting • Ensure that key things such as postal address and an email are required fields • Enter into a database ensure source is tracked • Similarly to online ensure consent is obtained • For example have note on business card box/petitions that you will be contacting them 17 July 2014 Slide 42
  43. 43. Converting • Test multiple different approaches for example put them through a welcome email approach • Ensure content is tailored and you acknowledge source • For example thank them for attending your free tour • Also test in a direct mail prospecting piece 17 July 2014 Slide 43
  44. 44. Recruit Advocates • Taking action shows interest in cause and shared values • Facilitates collection of data (including phone numbers) • Advocacy works for list growth and engagement • Advocates are great donor prospects 17 July 2014 Slide 44
  45. 45. Advocates who Donate 17 July 2014 Slide 45
  46. 46. Care2 17 July 2014 Slide 46 • Over 200 million petition signatures • Grow via word of mouth • Actions: timely and compelling • Everything shareable and optimized for mobile • Show impact
  47. 47. Care2 Supporter Recruitment 17 July 2014 Slide 47 • Performance guarantee • Cost per lead (email signup) • Actions (petitions, behavior pledges) to qualify
  48. 48. Care2 Supporter Recruitment 17 July 2014 Slide 48 From Care2.com From Care2.com Behavior Pledges on Care2
  49. 49. 17 July 2014 Slide 49 • Care2 can send automated welcome message to new leads • Ensures quick follow up and offers chance to unsubscribe • Any unsubscribes are not delivered to organization Welcome Message
  50. 50. 17 July 2014 Slide 50 • 29,000 new supporters recruited from advocacy actions on Care2 • 4-part online welcome series • 110% ROI in 5 months and 2.53% donor conversion - online only • 737 new donors with average gift of $36.49 and 233 made more than one gift • Other organizations seeing 3-6% conversion to donor via telemarketing and success in direct mail too Results
  51. 51. Best Practices for Onboarding Advocates • Timely communication • Give them more to do! – More petitions, engagement (stories, video, survey) • Track, segment and use multiple channels to convert to donors • Ongoing messaging strategy to keep them engaged 17 July 2014 Slide 51
  52. 52. Generate leads on site 17 July 2014 Slide 52 From Plan Canada website From Amnesty International Canada website
  53. 53. Landing Pages • When a website visitor clicks on a CTA, they should then be sent to a landing page where the offer in the call-to-action is fulfilled, and where the prospect submits information that your team can use to begin a conversation with them. 17 July 2014 Slide 53
  54. 54. Optimize website & forms 17 July 2014 Slide 54
  55. 55. Form optimization 17 July 2014 Slide 55
  56. 56. Form optimization tips 1. Connect your form to your CRM 2. Label fields clearly 3. Use inline error messages 4. Use side-by-side field captions 5. Make error messages easy to understand 6. Use cookies to remember your leads 7. Keep forms short 8. Don’t clear existing fields after user errors 9. Get the opt-ins you need 17 July 2014 Slide 56
  57. 57. Data Integration • Keep track of the leads you're converting in a centralized marketing database so you can make sense out of every interaction you’ve had with your contacts – be it through email, a landing page, or social media. 17 July 2014 Slide 57
  58. 58. Don’t forget about offline • Create a central database for all leads even the ones created offline • Such as those individuals who signed your guestbook, attended the free tour, or requested that pamphlett • A note on infrastructure, be sure frontline staff eg individuals at reception, registration, or on the phone are trained and collecting information 17 July 2014 Slide 58
  59. 59. Key Takeaways • With CASL – a solid, inbound marketing strategy to build your email file is even more important. • Diversify your strategy, and always be converting. • Use social media, blogs, Google Grants (SEM) to drive traffic to optimized landing pages. • A centralized CRM is key to retention and donor conversion. • Don’t forget about offline lists, and other sources of leads! • Recruit advocates to your cause because they make great donors. 17 July 2014 Slide 59
  60. 60. Thank You! • Connect with us at: – heather.mclean@hjcnewmedia.com – ccarter@chriscartermarketing.com – karaf@care2team.com 17 July 2014 Slide 61

×