Get Heard: Using Online Tools to inspire Volunteers and Donors


Published on

Published in: Education, Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Get Heard: Using Online Tools to inspire Volunteers and Donors

  1. 1. Get Heard: Using Online Tools toinspire Volunteers and Donors@ctctevent on Twitter Mintz 1
  2. 2. Introduction Erik Mintz Director, Event Marketing Constant Contact Blog: @erikmintz © 2011 Constant Contact, Inc. 2
  3. 3. Agenda Social Media Marketing Event Marketing Email Marketing Online Survey • Why use these online tools? • Benefits and best practices. • Nonprofit customer examples. • Questions after each section.Copyright © 2011 Constant Contact, Inc. 3
  4. 4. Why Use These Online Tools? • These tools help you create a meaningful online experience about your business • You take that experience and deliver it to an audience • The audience might be your website, social network or an email list. • The experience itself is in high resolution (HD), it leaves a lasting impression. It’s valuable and relevant to the recipient. It engages someone enough to take the next step; maybe to refer you within their social network, join your email list, or donate money to the causes you care about the most!Copyright © 2011 Constant Contact, Inc. 4
  5. 5. It Takes Relationships to Build a BusinessCopyright © 2011 Constant Contact, Inc. 5
  6. 6. Why Do We “Market”? More… • Customers • We • Clients Donors Want • Members • More! • Board Members Volunteers • Brand Awareness • Sales • Website Traffic 6Copyright © 2011 Constant Contact, Inc.
  7. 7. Audiences Donors Disinterested Suspects Prospects Members Key Influencers Volunteers 7Copyright © 2011 Constant Contact, Inc.
  8. 8. Apply New Tools To The Cycle SuspectStart with your passionate customers and interesting content Fan Prospect Email Social Media Marketing Marketing Customer Event 8 Marketing
  9. 9. New tools have changed the game Traditional Marketing Engagement Marketing Find Find Focus is on Nonprofit Revenue is acquisition Convert Convert generated by repeat donors and high value donors Keep Keep 9Copyright © 2011 Constant Contact, Inc.
  10. 10. New Tools Have Changed the Shape of Small Business Marketing Important Tools for Marketing My Business n=4,459, U.S. Small Businesses Website 92% Email marketing 88% In person 64% Event Marketing 51% Facebook 51% Online advertising 44% Find Social Media Direct mail 41% Tool Important Telephone 40% Blogs 29% LinkedIn 27% 51% Facebook Twitter 26% 29% Blogs Online surveys 20% YouTube 27% LinkedIn 16% Other 10% 26% Twitter Meetup 5% 16% YouTube MySpace 0 4% 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Source: Constant Contact 2010 Small Business Attitudes & Outlook Survey, Feb-Apr; 29% sole proprietor; 62% 1 to 25 employees; 9% over 25 employees 10Copyright © 2011 Constant Contact, Inc.
  11. 11. Levels of Engagement Events (Face-to-Face) Email (Opt-in) Social Media (Like / Follow / Connection) Quotes Quality of Relationship Forms of Permission: Attend an event | Opt-in with email address | Facebook Like | Twitter Follow | LinkedIn Connection 11Copyright © 2011 Constant Contact, Inc.
  12. 12. The Importance of Permission Permission Marketing is centered around obtaining customer consent to receive information from a company or organization Why is this valuable?  Permission = Consent  Permission = Intent  Permission = Anticipation • Forms of Permission  Attendance at an Event  Opt-in with email address  Facebook Like  Twitter Follow  LinkedIn Connection 12Copyright © 2011 Constant Contact, Inc.
  13. 13. Event Marketing Prospect Study Nonprofit Engagement vs. Non-Profit Engagement • More active with events (43%) than B2B or B2C B2B and B2C • Events are more important to their success • Have more events and more attendees per event • More active with events • Charge fees for more of their events • Spend more time planning events, wider range of event types • Use more promotional tools • More interested in event tools • More events with larger turnout • More methods used to manage registration Reasons for Events • More likely to use an Event Marketing tool • Non-Profits rely most heavily on educational events and Fundraising Event Frequency • Non-Profits: 31% 5 or less / year | 30% 6 – 10 / year | 25% 11 – 50 / year Promoting Events • Event promotions: 7 methods for Non-Profits, 4 and 5 for B2B and B2C • Email is the most cited promotion, other methods include WOM (65%), mailed invitations (47%), and phone calls (46%) Managing Event Details • Nonprofits use 3.25 methods while B2B and B2C use an average of 2.5 methods Social Media and Events • B2C’s are more likely to predict reliance on social media (45%) vs. Non-Profits (20%) and B2B’s (19%) Event Pain Points • Non-Profits have slightly more difficulty with event notification responses Source: Constant Contact 2010 Small Business & Nonprofit Prospects Survey | July-Sept | n=3,663, U.S | 71% 0 - 10 employees | 29% 11 - 25 employees 13Copyright © 2011 Constant Contact, Inc.
  14. 14. Why events? 59% of marketing professionals worldwide consider live events to be the single most powerful tool in their arsenal The International Experiential Marketing Association ( / 2008Copyright © 2011 Constant Contact, Inc. 14
  15. 15. Event Marketing Is… • Promoting your events to look professional • While capturing online registrations and payments with ease • To working smarter by tracking event progressCopyright © 2011 Constant Contact, Inc. 15
  16. 16. Benefits of an Event Marketing Service • Promote • Reinforce Brand identity • Brings awareness to your events • Encourage attendance • Fill seats • Social Proof • Capture • Know whose attending • Collect fees in advance • Track • Reporting and results • Keeps you organizedCopyright © 2011 Constant Contact, Inc. 16
  17. 17. Social Proof The basic premise is that people will do things they see other people doing. • In the case of events, showing a list of attendees during the registration process can help drive attendance and fill seats at your events. People may recognize attendees they know or want to know! • In the case of surveys, its your opportunity to reach out and get information, then feed it back into the community or population. Each time you ask for someone to take a survey, give back some of the survey information about what youre finding out even while the survey is live. • Social Proof gets people interested, involved, and excited.Copyright © 2011 Constant Contact, Inc. 17
  18. 18. Customer Quote "I used your Event Marketing tool to promote a wine festival to benefit charity. We ended up attracting 7800 attendees and raising $150,000 for cancer research. With Constant Contact, this cost me $30. If I’d done online registration with the Quotes other guys, I (or my attendees) would have paid thousands of dollars in fees - instead, that money is going to fight cancer. It was a no-brainer to choose you." – Roland David, Chesapeake Virginia Wine FestivalCopyright © 2011 Constant Contact, Inc.
  19. 19. Chesapeake Virginia Wine Festival: Event Email "Message to registrants that talks about the weather forecast, provides links to documents that allow them to see who else will be attending, and gives a glimpse into the kinds of food that will be served."Copyright © 2011 Constant Contact, Inc. 19
  20. 20. Chesapeake Virginia Wine Festival: Event Email "Message to registrants that highlights the merchandise that is available for sale online at the event. All of the proceeds went to charity."Copyright © 2011 Constant Contact, Inc. 20
  21. 21. Chesapeake Virginia Wine Festival: Registration Online registration formCopyright © 2011 Constant Contact, Inc. 21
  22. 22. Poi Dogs & Popoki: Event Marketing Campaign Invitation Homepage RegistrationCopyright © 2011 Constant Contact, Inc. 22
  23. 23. 6 Great Ways to Maximize Attendance at Your Event Face-to-face meetings are an effective way to build relationships and trust with your customers. Yourthe many intangibles you experience when interacting with people in the 1. Consider It’s Audience same room that make hosting optimal date,such and location. effort. * To maximize attendance, find the an event time, a worthwhile 2. Set Goals There are three key questions to ask yourself: a. What do you want to achieve by hosting this event? b. What topics do your attendees want to see? c. What will your attendees achieve by attending? 3. Send Personalized Emails Personalized email invitations makes your event feel more special. 4. Include Social Media Include social media should as part of the before, during, and after your event. 5. Make Registration Simple Keep the registration form short and to the point. Ask only relevant questions and avoid asking for information you don’t need. Collect fees during registration. There is plenty of evidence to show that the word "Free" may communicate a lack of value! NOTE: Data based on ~57K RSVPs 6. Get Feedback with a Post-Event Survey At the end of your event, seek feedback in the form of a post-event survey. This will surely help make your next event even better. • ~60% of declines were due to date / time / location! The solution to this problem is to send a pre-event survey in advance of your event.Copyright © 2011 Constant Contact, Inc. 23
  24. 24. Event Marketing Questions?Copyright © 2011 Constant Contact, Inc. 24
  25. 25. What is Social Media? Social Media refers to a collection of technologies. It enables people to connect to one another via the internet in order to discover and share useful information and… sometimes mindless banter. • Social media isnt a fad, its a fundamental shift in the way we communicate!Copyright © 2011 Constant Contact, Inc. 25
  26. 26. What is Social Networking? Social Networks are groups of people or communities that share a common interest. Social networking sites like Facebook and LinkedIn are the places where these social interactions and conversations take place.Copyright © 2011 Constant Contact, Inc. 26
  27. 27. What is Social Media Marketing? Social Media Marketing lets you purposefully tap into the conversations happening online to promote your business, to engage with your customers, and to drive word of mouth. Don’t forget, social media is just technology, social media marketing is the process of using that technology to connect with people and build meaningful relationships.Copyright © 2011 Constant Contact, Inc. 27
  28. 28. Social Media is Today’s WoM Ultimate goal of the Social Media Marketing is to get the people that matter to your business or organization to connect, to engage, and to share your message with their network of friends. Before the days of the internet, we simply called this word of mouth marketing • Social Media Marketing is a business development activity • If done thoughtfully, your fans take on this responsibility! 75% of people are somewhat or highly likely to share content they like online with friends, co-workers or family. *CMB Consumer Pulse 2010 (n= 1504)Copyright © 2011 Constant Contact, Inc. 28
  29. 29. Social Media Landscape We’re going to focus on the three most likely to impact your business: Facebook, Twitter, and LinkedIn.Copyright © 2011 Constant Contact, Inc. 29
  30. 30. Set Your Goals Before you begin using social media, you need to know what you are trying to accomplish. Here are some of the goals that social media marketing can help you achieve. • Increasing Brand Awareness by informing customers and prospects about who you are and what you can do for them • Providing Great Customer Service by listening and responding to what your customers are saying to you and about you • Driving Sales by providing compelling offers that will inspire people to participate and share with their friends to generate new customers • Improving customer retention by developing relationships so that people will know, like, and trust you.Copyright © 2011 Constant Contact, Inc. 30
  31. 31. Who is on it? Over 500 million people! And most likely many of your customers and prospects. Facebook’s user profile cuts across ages, races, and locations making it the best known and most used social network in the world. What do they do there? Facebook makes it easy for people to share news about their lives, photos, interesting articles, and mindless games with their friends. Why you should care? The sheer volume of Facebook usage makes it important to know about, but more importantly, people are doing more than connecting with friends, they are connecting with businesses and non-profits and sharing the news, deals, and interesting content they get from each other and from the organizations they connect with.Copyright © 2011 Constant Contact, Inc. 31
  32. 32. Chesapeake Virginia Wine Festival : Facebook PageCopyright © 2011 Constant Contact, Inc. 32
  33. 33. Who is on it? Twitter is ranked as one of the 10 most visited websites and enables all types of people to share and consume information they find interesting. What do they do there? Twitter users post news, articles, promotions, and jokes all in 140 character chunks. By “following” someone on Twitter you can see all of their posts and easily share them with the people who “follow” you. For many, Twitter is a great source of real-time news and insights about the things that matter most to them. Why you should care? Twitter gives brands a voice and is another fast and easy way to share your messages and get feedback from your customers and prospects in real time. And because it is so easy for messages to spread quickly, Twitter can bring your message to new audiences that you might not be able to find through traditional marketing.Copyright © 2011 Constant Contact, Inc. 33
  34. 34. Who is on it? LinkedIn is the most widely used social network for connecting people professionally (e.g., based on their business profile, not their personal life.) What do they do there? LinkedIn users create professional connections based on their interests and experience, often participating in group discussions relating to their industry or areas of expertise. Why you should care? LinkedIn is a great way to create professional connections that can give you ideas and advice for running your business and help spread the word about the value you are providing to your customers.Copyright © 2011 Constant Contact, Inc. 34
  35. 35. Linkedin ProfileCopyright © 2011 Constant Contact, Inc. 35
  36. 36. Social Media Marketing Questions?Copyright © 2011 Constant Contact, Inc. 36
  37. 37. Email Marketing Is Not… Junk email Unsolicited and unwanted email Email from an unknown sender Dubious opt-out (if any)Copyright © 2011 Constant Contact, Inc. 37
  38. 38. Why Email? Almost everyone your business It’s Cost-effective: Direct Mail vs. needs to reach reads email Email 91% of Internet users between the ages of For the same response, direct mail costs 20 18 and 64 send or read email 1 TIMES as much as email 2 An even higher number of users ages 65 or Email ROI is the highest when compared older do the same 1 to other internet marketing mediums 3 147 million people across the country use email, most use it every day. 11 Sources: eMarketer2 Forrester Research, Inc.3 Direct Marketing AssociationCopyright © 2011 Constant Contact, Inc. 38
  39. 39. Email Marketing Is… • Delivering professional email communications • To an interested audience • Containing information they find valuableCopyright © 2011 Constant Contact, Inc. 39
  40. 40. Benefits of an Email Marketing Service Email marketing Programsautomate best practices: Standard Email services (e.g. Outlook, Hotmail) • Provide easy-to-use templates • • Reinforce#brand identity at one time Limited of emails sent • • Email addressed to control only Limited formatting recipient • • Manage lists more susceptible to filters List break up • • Include social share No cohesive branding • • Include Join My Mailing Listof results No tracking and reporting (JMML) • Include social media sign up icons • Improve email delivery and trackingCopyright © 2011 Constant Contact, Inc. 40
  41. 41. Email Basics Checklist Ask yourself before you begin email marketing… • Do repeat and referral customers help your business? • Do you have a plan for delivering multiple communications? • Is your audience interested in your message? Is it valuable to them? • Can you make your emails look professional and reflect your brand? • Do you have an Email Service Provider to help manage your strategy?Copyright © 2011 Constant Contact, Inc. 41
  42. 42. How Tracking Works + Email ESP Tracking Code InteractionCopyright © 2011 Constant Contact, Inc. 42
  43. 43. Chesapeake Festival: Monitor the ImpactCopyright © 2011 Constant Contact, Inc. 43
  44. 44. Chesapeake Virginia Wine Festival: Email MarketingCopyright © 2011 Constant Contact, Inc. 44
  45. 45. Chicago Humanities Festival : Email MarketingCopyright © 2011 Constant Contact, Inc. 45
  46. 46. Chicago Humanities Festival: Email Marketing ResultsCopyright © 2011 Constant Contact, Inc. 46
  47. 47. Email Marketing Questions?Copyright © 2011 Constant Contact, Inc. 47
  48. 48. Online Survey Is… • Collecting feedback about your business • To improve your product and services • From an interested audienceCopyright © 2011 Constant Contact, Inc. 48
  49. 49. Benefits of an Online Survey Service Online survey services automate best practices: • Provide easy-to-use templates • Reinforce brand identity • Manage lists • Reporting and resultsCopyright © 2011 Constant Contact, Inc. 49
  50. 50. Best Practices of an Online Survey • Keep you surveys short • Response rate decreases as the length increases • Try to keep it 10 minutes or less • Segment your lists to avoid burnout • This will help you achieve a better response • Good questions help meet the objective • Ask what you need to know, not what you want to know • Resist the temptation of "Just one more question" • Every question should support to your objectiveCopyright © 2011 Constant Contact, Inc. 50
  51. 51. Chesapeake Virginia Wine Festival: SurveyCopyright © 2011 Constant Contact, Inc. 51
  52. 52. Chesapeake Virginia Wine Festival: SurveyCopyright © 2011 Constant Contact, Inc. 52
  53. 53. Chicago Humanities Festival: SurveyCopyright © 2011 Constant Contact, Inc. 53
  54. 54. Chesapeake Virginia Wine Festival: SurveyCopyright © 2011 Constant Contact, Inc. 54
  55. 55. Chicago Humanities Festival: Survey ResultsCopyright © 2011 Constant Contact, Inc. 55
  56. 56. Resources – Local Seminars Were in your neighborhood and were here to help you. © 2011 Constant Contact, Inc. 56
  57. 57. More Resources Live & Recorded Webinars Product Tutorials Constant Contact Blogs Hints & Tips © 2011 Constant Contact, Inc. 57