Becky Powell Presentation

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Becky Powell President & CEO, The Powell Group presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX

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  • The Affluent Survey from Ipsos Mendelsohn found that as the rich get richer, they spend more time online. Overall, the affluent spent 23.4 hours per week online, and among those pulling in $250,000 and up, the figure rises to 27.4 hours. Mediaweek.com | 9.2.08 Wealthy people average membership in 2.8 social networks, with an average of 110 connections. MarketingVOX.com | 3.13.08 According to a social media benchmark study of 6,000+ women by BlogHer and Compass Partners, 36.2 million women actively participate in the blogosphere every week, with 15.1 million publishing and 21.1 million reading and commenting. MediaPost.com | 5.9.08 The top 20 social network sites (ranked by share of attention) had a combined total 142 million monthly visitors in June 2007. Compete.com | 7.24.07
  • Becky Powell Presentation

    1. 1. Track One “ Optimizing the Basics”
    2. 2. Overview of Today’s Discussion <ul><li>Building relationships with current and potential donors </li></ul><ul><li>Why email matters more than ever </li></ul><ul><li>51 seconds to e-newsletter success </li></ul><ul><li>Getting your message passed around </li></ul><ul><li>Measuring online success </li></ul>
    3. 3. Building relationships with current and potential donors <ul><li>Most non-profit websites have three goals: </li></ul><ul><li>INFORM </li></ul><ul><li>ENGAGE </li></ul><ul><li>RAISE FUNDS </li></ul>Fundraising efforts should account for 1/3 of your site messaging Tell personal stories about your cause, the people you help and why donor support makes a difference <ul><li>Convert site visitors to registered prospects </li></ul><ul><li>Non-profits typically register 2 - 3% of all site visitors - Convio </li></ul><ul><li>Measure your conversion rate </li></ul><ul><li>(# of registrations / # of unique visitors = conversion rate) </li></ul>
    4. 4. WEB EXAMPLE #1
    5. 5. WEB EXAMPLE #2
    6. 6. Why email matters more than ever Low cost 84% of marketers view email as leading all other channels in overall effectiveness - Econsultancy and R.O. EYE 40% of receivers said they more likely to respond to and organization that sent them email - Epsilon and ROI Research
    7. 7. Tips for effective email campaigns Determine if you have enough email addresses to make it worthwhile Source an Email service provider Get set up to take online donations Get strategic Develop email campaign tactics
    8. 8. EMAIL EXAMPLE #1
    9. 9. EMAIL EXAMPLE #2
    10. 10. 51 seconds to e-newsletter success The average reader spends 51 seconds reading an e-newsletter...19% read the entire newsletter - Email Newsletter Usability Study - Nielsen Norman Group Consider a short and memorable name...Most iconic names are brief and incorporate: “Life”...“Time”...”People” Include the organization name in the subject line Place everything important on the initial screen ( above the fold ).... Add a short table of contents for with article anchor links Develop a mobile (text only) version...64% of decision-makers regularly view email on a mobile device - Marketing Sherpa
    11. 11. 51 seconds to e-newsletter success (continued) Archive your newsletters on your website Post, link and repurpose your e-newsletter content to your social networking profiles...FaceBook, LinkedIn, Twitter, YouTube, Vimeo...etc. Keep content brief and make your calls-to-action distinct and overt Think about what message you want your readers to take away from their 51 seconds on your e-newsletter
    12. 12. EMAIL EXAMPLE #2
    13. 13. EMAIL EXAMPLE #3
    14. 14. EMAIL EXAMPLE #4
    15. 15. Social Success Getting your message spread through social or professional networks and providing tactics for your audience to communicate with you is paramount in today’s marketing environment Lead with strategy and follow with tactics Common tactics used: viral, buzz, word of mouth, and sites that incorporate interactivity and/or allow user-generated content First understand who will be participating - Look at the profile tool from “Groundswell” - www.forrester.com/Groundswell/profile_tool.html
    16. 16. WEB / FACEBOOK EXAMPLE
    17. 17. Measuring success for your objectives <ul><li>Improving outreach </li></ul><ul><li>Measuring your web site traffic growth </li></ul><ul><li>Achieving a higher conversion rate </li></ul><ul><li>Growing your email address database </li></ul><ul><li>Building relationships </li></ul><ul><li>Email open rate ( 30% or more is good ) </li></ul><ul><li>Email click-thru rates ( 4 - 6% is typical ) </li></ul><ul><li>Response curve to surveys and polls ( 1 - 2% response rate is typical ) </li></ul><ul><li>Opt-out rate on e-newsletters (.1 - .2% is the goal) </li></ul>
    18. 18. Measuring success for your objectives (continued) <ul><li>Driving Response </li></ul><ul><li>Response rate for email solicitations </li></ul><ul><li>Average online vs. offline donations </li></ul><ul><li>Overall offline plus online funds raised </li></ul><ul><li>% of email campaigns that lead to donations </li></ul><ul><li>% of new donors from each online campaign </li></ul><ul><li>Number of online donors </li></ul>
    19. 19. List of resources <ul><li>Email providers </li></ul><ul><li>www.MyEmma.com </li></ul><ul><li>www.ConstantContact.com </li></ul><ul><li>www.VerticalResponse.co m </li></ul><ul><li>Online Donation Gateways </li></ul><ul><li>www.networkforgood.com </li></ul><ul><li>www.clickandpledge.com </li></ul><ul><li>Donor Provider Tool </li></ul><ul><li>www.forrester.com /Groundswell/profile_tool.html </li></ul>
    20. 20. Professional resources <ul><li>The Powell Group </li></ul><ul><li>www.powellgroup.net </li></ul><ul><li>Becky Powell-Schwartz, President | [email_address] </li></ul><ul><li>Liz McCann, Digital Strategist | [email_address] </li></ul><ul><li>NarrowSearch & Switch Creative </li></ul><ul><li>Strategic Partner to The Powell Group </li></ul><ul><li>www.groupswitch.com | www.narrowsearch.net </li></ul><ul><li>Glen Collins, Partner | [email_address] </li></ul>

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