May 2012 workshop presentation on growing your nonprofit base.

1. NEW YORK
MAY 22, 2012

2. Salsa Labs:
Lisande Bissonette • Integrated online organizing
Integrated online organizing
Account Executive
lisande@salsalab.com
and fundraising platform
About Lisande: • 2,100 organizations
• 50K Salsa users
New York Representative
• 75 million members
12 years selling SaaS • $25 million raise
covering US and Canada • Billions of emails sent
Scientific/technical/medical
research publishing;
advocacy, fundraising, et al

3. Salsa Platform Capabilities
Email
Social Media Fundraising
& eCommerce
Supporter
CRM Database Website F
W b it Forms
3rd Party Plugins Events
Advocacy Reports & Statistics

4. Blake Groves: At Charity Dynamics, we help nonprofits
Vice President leverage technology to
Bgroves @charitydynamics.com • Reach more people
• Raise more money and
Over 15 years of online
consulting incl ding orking
cons lting including working
g g
• Drive more engagement
at IBM, Netscape, and AOL
Our solutions consist of a mix of
The last 9 years focused • Strategic Consulting
Strategic Consulting
exclusively on helping non
profit organizations leverage
• Creative Services
the internet. • Innovative Technologies
• Platform Expertise

5. Can I have your email?
• No.
• Why?
• fake@fake.com

6. How do you gather emails?
• Petitions
P ii
• Pledges
• Newsletters
• Offers
• Great Content
• Viral
• Chaperoned email
• Paid
• Social Media +Video

7. Petitions
7

9. Pledge to Stand with ….

10. Action Redirect

11. Opt‐In

12. Pledge to “step up”

13. Downloadable Materials

15. Great Content

17. How much would you pay for a list of:
• Subscribers to a magazine with similar content
to your issues
to your issues
• Who lived in a certain geographic territory
• And met specific demographic criteria
A d t ifi d hi it i

18. How much would you pay for a list of:
• People who you KNEW were aware of your
organization
• WANTED to get content from you
• Were ALIGNED with your mission
W ALIGNED ith i i
• And had VISITED your website at least once

19. Chaperoned eMail Campaign
Getting someone else to send list promoting your issue.
Small Big
Inward Outward

20. Ecard

21. Video

22. Viral – Planning versus hoping
• Plan – You know what is going to happen
• Focus – The goal of the program is growth
Focus The goal of the program is growth
• Campaign – Multipart and multichannel
• Value – Get buy in up front on the right metrics

23. •P R O T E C T O U R D E F E N D E R S : A C T I O N PA G E

24. Petition Re‐direct

25. Email Response

26. Call2Action Video Platform

27. Ecosystem

28. About John Hlinko
• Founder, Left Action
Founder Left Action
• Author, Share, Retweet, Repeat
 Guidebook to using viral marketing,
Guidebook to using viral marketing
especially for a cause or movement
 # 1 “Hot new release” in web marketing –
Amazon.com
• TV pundit

29. About Left Action
• 1,000,000+ activists
• Nearly 700,000 Facebook fans
• Built primarily via viral marketing

30. Left Action: Paid Services
Featured campaigns from Left Action partners
Featured campaigns from Left Action partners
Rapidly grow email list or Facebook fan base

31. Recruiting: Setting up Your Page
Ponder your title(s)
• Organization name the most logical
Organization name the most logical
• But… think in terms of what will appeal to your
target audience
target audience
• This is especially critical if most of your
potential fans have no idea who you are (yet)
potential fans have no idea who you are (yet)
• Think of what will appeal to them in 2 seconds

32. Picking the Right Title

33. Multi Page Strategy

34. Advertising
• There s no such thing as a free launch
There’s no such thing as a free launch
• Targeted
• Get creative
Get creative
• Explicit asks for likes
• Watch the data like a hawk

35. Microtargeting Your Ads

36. Testing & Optimizing Ads
• Ask for a “like” in the ad itself
• Look for price per “Connection”
Look for price per “Connection”
• Test different ages, genders, locales, etc
• Change the picture every few days

37. Engagement: Drawing in Your Fans
• Post interesting content
Post interesting content
• 1 a day or more
• Ask explicitly for likes and comments
Ask explicitly for likes and comments

38. Converting Fans to Emails
• Petitions typically the best way
Petitions typically the best way

39. Mobilizing: Don’t Make it ALL Work

40. Thank you!
y