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Essential Steps to an Effective eMarketing Campaign


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You have eMarketing tools – now what? Join Zuri Group for this hands-on session and learn how you can maximize impact of your email campaigns. Walk away with tactics for incorporating and leveraging social media in email campaigns; strategies for “listening” to your online community; techniques to “converse” effectively with every audience; and methods to generate and glean invaluable information from your key demographics.

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Essential Steps to an Effective eMarketing Campaign

  2. 2. ESSENTIAL STEPS TO AN EFFECTIVE E-MARKETING CAMPAIGN How to integrate e-marketing campaigns for fundraising, advocacy, acquisition and brand building
  3. 3. INTRODUCTIONS Zuri Group Your Presenter You!
  4. 4. ABOUT ZURI GROUP <ul><li>Zuri Group provides diverse ideas, technology and designs that have propelled nonprofit clients to raise over $100M online. </li></ul>” Zuri Group has served as an extension to our Web Development, Technical, & Integrated Marketing teams and continues to exceed our expectations with both strategic and tactical services.” ~ Stephan Caramma, Senior Director of Fundraising Systems, Save the Children
  5. 5. ZURI GROUP TEAM LEADERS <ul><li>John Murphy, Zuri Group ’s CEO, believes non-profit organizations need partners in technology to be successfully with their missions. </li></ul><ul><li>John is a seasoned professional with nearly 20 years of experience and more than a decade in the technology arena; he: </li></ul><ul><li>Founded Zuri Group in 2007 after serving Kintera as VP of the Professional Services Group </li></ul><ul><li>Led a global team that launched and maintained multi-currency and language international e-commerce websites </li></ul><ul><li>Received a BA from Bucknell University </li></ul>Howard Horowitz, Zuri Group ’s COO, learned early on the massive undertaking required to build a non-profit’s brand while raising money to help solidify its core value to donors. <ul><li>Howard has experience in corporate advertising agencies as well as non-profit leadership; he: </li></ul><ul><li>Led Jewish National Fund to become the largest Jewish organization for online contributions </li></ul><ul><li>Has been published in The Chronicle of Philanthropy, Non Profit Times, Church Business and many other publications </li></ul><ul><li>Served as Kintera ’s VP of Professional Services implementing Sphere </li></ul>
  6. 6. ZURI GROUP WEB & STRATEGY LEADERS <ul><li>Pamela Snyder, Zuri Group’s Director of Strategy, leads top-100 nonprofits to build financial and social capital online. </li></ul><ul><li>Elisa Carrol, Zuri Group’s Sr. Director of Web Design and Implementation is one of the world’s foremost experts in Blackbaud Sphere implementation </li></ul><ul><li>Since 1993, Pamela has been crafting NPO strategies; she: </li></ul><ul><li>Joined Zuri Group after leading the Kintera Strategy Team </li></ul><ul><li>Lead two divisions at Red Sky, the world ’s third top interactive agency </li></ul><ul><li>Has a BA in film communications; an MBA in social, ecological and economic sustainability; and is fluent in Spanish </li></ul><ul><li>She is also highly competent Convio, WordPress, Joomla, Drupal and NetCommunities and other CMS platforms. </li></ul><ul><li>Responsible for the design and launch of several of the nation ’s largest non-profits’ websites </li></ul><ul><li>Formerly maintained Kintera ’s largest accounts. </li></ul><ul><li>Graduated from UCSD with a BA in Interdisciplinary Computing </li></ul>
  7. 7. ZURI GROUP TECHNICAL LEADERS <ul><li>Mike Henderson, Zuri Group’s Technical Director, is the superglue that holds together many of Zuri Group’s most complex technical solutions. </li></ul><ul><li>Mike ’s 10 years experience in the Web industry includes online video solutions for VMIX and Creative and Production Services Team at Kintera, helping Kintera's non-profit clients implement and maintain their online identities </li></ul><ul><li>Mike specializes in PHP, Javascript, CSS and XHTML </li></ul><ul><li>Mike has helped Zuri clients such as Heifer International, Amnesty International, FamilyLife and the Lance Armstrong Foundation strengthen their online identities . </li></ul>Molly Kelly, Zuri Group ’s Technical Strategy Consultant, an expert in the development and integration of database-driven Web sites and has been the leader in the development of content management and association management systems. <ul><li>Her portfolio includes award-winning websites for clients such as The National Campaign to Prevent Teen Pregnancy and The Government of District of Columbia. </li></ul><ul><li>She has served as a technology consultant for a variety of non-profit and association clients such as AmeriCares, Big Brothers Big Sisters, The American Immigration Lawyers Association and the Association of Fundraising Professionals. </li></ul>
  8. 8. ZURI GROUP CLIENT SERVICE LEADERS Stephanie Burnett, Zuri Group ’s Technical Strategy Consultant, has 15 years of project management improving the effectiveness of nonprofit organizations <ul><li>Stephanie ’s broad skill set includes being adept at project planning, needs assessment, system analysis, and implementation of both administrative back- end and public-facing systems. She has: </li></ul><ul><li>Managed projects for Blackbaud's Sphere, Net Community, Raiser's Edge, Sungard's Advance, and others. </li></ul><ul><li>Graduated with a B.A. from Syracuse University, an M.A. from The George Washington University </li></ul>Karen Collins, Zuri Group ’s Technical Strategy Consultant, focuses on quality management to ensure success in all client relations. <ul><li>Karen has a diverse background in project management, change management and risk mitigation; she: </li></ul><ul><li>Joined Zuri Group after managing two design teams for Royal Philips Electronics, Consumer Lifestyle – On the Go </li></ul><ul><li>Has worked on mobile app development, microsite campaigns, marketing event materials, software implementations, product development and more </li></ul><ul><li>Served as a Project Manager for Blackbaud implementing NetCommunity primarily for enterprise level engagements </li></ul>
  9. 9. AGENDA What do we mean by integrated e-marketing? Cool innovations Successes Q&A
  10. 10. What do we mean by integrated e-marketing? Cool Innovations Successes Q&A
  11. 11. INTEGRATE: <ul><li>1.combining or coordinating separate elements so as to provide a harmonious, interrelated whole: an integrated plot; an integrated course of study. </li></ul><ul><li>2.organized or structured so that constituent units function cooperatively: an integrated economy. </li></ul><ul><li>in·te·grat·ed   [in-ti-grey-tid]–adjective </li></ul>
  12. 12. HARMONIOUS, INTERRELATED WHOLE <ul><li>units function cooperatively </li></ul>
  13. 13. WELL DEFINED CAMPAIGNS <ul><li>Objectives </li></ul><ul><li>Organizational Mission </li></ul><ul><li>Campaign Goals </li></ul><ul><li>Online Objectives </li></ul><ul><li>Audience Psycho-demographics </li></ul><ul><li>Interests & Needs </li></ul><ul><li>Behaviors </li></ul><ul><li>Locations </li></ul><ul><li>Reside at intersection of audience needs/interests & your objectives. </li></ul>OBJECTIVES AUDIENCE
  14. 14. International Rescue Mission Homepage Facebook Banner Ads
  15. 15. MAKE SURE ALL THE PIECES ARE IN ORDER <ul><li>Follow these 10 steps and ensure every unit functions cooperatively </li></ul>
  16. 16. <ul><li>Who is your audience? Move beyond an anecdotal understanding with: </li></ul><ul><li>Online audience segmentation & satisfaction survey </li></ul><ul><li>Testimonial collection </li></ul><ul><li>Interest-based social media polls </li></ul>#1 – UNDERSTAND YOUR AUDIENCE
  17. 17. <ul><ul><li>Define clear calls to action on every page </li></ul></ul><ul><ul><li>Build the case for participation every step of every process </li></ul></ul><ul><ul><li>Use narrative photos </li></ul></ul><ul><ul><li>Run satisfaction survey and make improvements based on feedback </li></ul></ul><ul><ul><li>Assess, analyze and refine for Nielsen, W3C & MIT best practices </li></ul></ul>#2 – make web site ready for traffic
  18. 18. <ul><li>Develop a Comprehensive Plan </li></ul><ul><li>Design and build templates </li></ul><ul><li>Schedule emails and map content </li></ul><ul><li>Set up database queries </li></ul><ul><li>Configure recurring emails and merge fields </li></ul><ul><li>Write, edit, build and test emails </li></ul>#3 – get emails ready
  19. 19. <ul><li>Streamline the process (donation, advocacy, acquisition, etc. </li></ul><ul><li>Assess, analyze and refine user flow and forms to take action </li></ul><ul><li>Include ways to cultivate new participants and steward supporters </li></ul>#4 – ensure its easy to take action (Case for Giving)
  20. 20. <ul><li>Engage / Converse </li></ul><ul><ul><li>Signature Line Link </li></ul></ul><ul><ul><li>Thumbs Up Widget </li></ul></ul><ul><ul><li>Facebook, Twitter, LinkedIn, etc. Shares </li></ul></ul><ul><li>Build the Case for Participation </li></ul><ul><ul><li>Embedded You Tube Videos </li></ul></ul><ul><ul><li>Share Your Story </li></ul></ul><ul><ul><li>Comments Box & Ticker </li></ul></ul><ul><li>Acquire Contacts </li></ul><ul><ul><li>eNews signup </li></ul></ul><ul><ul><li>Friends Invite Friends Event </li></ul></ul><ul><ul><li>More info request </li></ul></ul><ul><ul><li>Facebook Feed Updater </li></ul></ul>#5 – leverage social media
  21. 21. <ul><li>Email Signature Badges </li></ul><ul><ul><li>Email Signature Badge </li></ul></ul><ul><ul><li>Email Signature Coupon </li></ul></ul><ul><li>Facebook Action Makers </li></ul><ul><ul><li>Facebook Campaign Action Maker </li></ul></ul><ul><ul><li>Facebook Popup Shop </li></ul></ul><ul><li>Facebook Application </li></ul><ul><ul><li>Facebook Catalogue </li></ul></ul><ul><li>Facebook Automated Feed Updater </li></ul>#6 – leverage innovative apps & tools
  22. 22. <ul><li>Cross market </li></ul><ul><ul><li>Include URLs on all printed materials </li></ul></ul><ul><li>Use contests to bring brick and mortar participants online </li></ul><ul><ul><li>List-building (register online for a drawing) </li></ul></ul><ul><li>Include on and offline components for each campaign </li></ul>#7 – tie to brick & mortar events & activities
  23. 23. <ul><li>QR </li></ul><ul><ul><li>Smart phone scannable images that connect user automatically to URL </li></ul></ul><ul><li>TXT to donate </li></ul><ul><li>Smart Phone Apps </li></ul>#8 – consider mobile tools
  24. 24. <ul><li>Sell campaign related products </li></ul><ul><li>Assess </li></ul><ul><ul><li>Front end & back end analysis to identify/address challenges </li></ul></ul><ul><li>Make refinements as needed </li></ul><ul><li>Advertise on all other channels </li></ul>#9 – put your e-store in order
  25. 25. <ul><li>Benchmark reporting </li></ul><ul><ul><li>Compared to peers </li></ul></ul><ul><li>Baseline measurements </li></ul><ul><ul><li>Established starting point against which to measure success </li></ul></ul><ul><li>Standard and custom reporting </li></ul><ul><li>Custom Dashboard </li></ul>#10 - MEASURE & REFINE
  26. 26. What do we mean by integrated e-marketing? Cool Innovations Successes Q&A
  27. 27. <ul><li>User logs onto Facebook and sees eCommerce promotion in news feed </li></ul><ul><li>User initiates order for promo item or coupon code in news feed mini-form </li></ul><ul><li>User is then taken to either the Facebook store tab or the native eCommerce site where information gathered on mini-form is pre-populated in checkout process (coupon code, quantity, name) </li></ul><ul><li>Promotion ideas include: </li></ul><ul><ul><li>% off purchase when coming from this news feed promo </li></ul></ul><ul><ul><li>Limited quantity items </li></ul></ul><ul><ul><li>$ donated to where most needed when purchase made </li></ul></ul><ul><li>News feed posts, coupon codes and custom store tabs created via Zuri Group application development team </li></ul>ECOMMERCE PROMOTION TOOL
  28. 28. NUL ’S FB AUTO-PUBLISHING CENTER NUL Campaign #1 1. Send out appeal message from admin center. 2. Newsfeeds are pushed to your supporters. 3. User clicks on arrow which opens up drop down donation window, right in newsfeed. ACTION MAKER / FACEBOOK UPDATER
  29. 29. <ul><li>Every organization has supporters who want to help raise funds for the cause </li></ul><ul><li>Offer supporters a way to bring in donations via their own online presence </li></ul><ul><li>Custom badges include donate buttons which link directly to existing donate forms </li></ul><ul><li>Supporters download badges they can post on their Websites and blogs </li></ul><ul><li>Great plan to use for events, annual campaigns, issue-based campaigns, matching gift, etc. </li></ul><ul><li>Promote badges via email, primary site and social networks </li></ul>BLOG BADGE
  30. 30. CROWD SOURCED CAMPAIGNS <ul><li>Empower your supporters to tell others about why your organization is important </li></ul><ul><li>Create contests and campaigns which solicit feedback from fans on facebook, twitter followers and email recipients. </li></ul><ul><li>Integrate the campaign across all social networks to increase involvement and drive list growth </li></ul><ul><li>Reward supporters with prize, donations to org by major donor and branded merchandise </li></ul><ul><li>Campaign ideas: </li></ul><ul><ul><li>Video or essay contest </li></ul></ul><ul><ul><li>Share your story </li></ul></ul><ul><ul><li>Naming contests </li></ul></ul><ul><ul><li>Major donor gift if goal met for # of likes or followers </li></ul></ul><ul><li>Keep in mind: </li></ul><ul><ul><li>The effort should match the reward </li></ul></ul><ul><ul><li>Email list growth should not be your only goal </li></ul></ul><ul><ul><li>Provide resources to make it easy (examples, images, quotes, etc.) </li></ul></ul>
  31. 31. <ul><li>Include branded graphics, images and logos across social networks </li></ul><ul><li>YouTube and Twitter are great for complete design options </li></ul><ul><li>Include calls to action </li></ul><ul><li>Include in-site donate options whenever possible (i.e. Google checkout on YouTube) </li></ul><ul><li>Tip! Keep things clean, streamlined and focused </li></ul>SOCIAL MEDIA SKINS
  32. 32. <ul><li>Identify opportunities to engage with supporters across social networks </li></ul><ul><li>Integrate messaging and brand with overall communications strategy </li></ul><ul><li>Adapt calls to action for increased viral potential </li></ul><ul><ul><li>Reward supporters for sharing, retweeting, posting, liking, commenting </li></ul></ul><ul><ul><li>Content is different across networks </li></ul></ul><ul><li>Cross promote for best results </li></ul><ul><li>Set realistic goals for social campaign ROI </li></ul><ul><ul><li>New followers today can equal new donors tomorrow (or next month) </li></ul></ul><ul><li>Create conversations with supporters to learn what they want from your organization </li></ul><ul><li>Respond, comment and support user-generated content </li></ul>COMPREHENSIVE SOCIAL MEDIA STRATEGY
  33. 33. DONATION MAKER <ul><li>User arrives directly to FB tab page (via read more link or natively via donate link on left rail of facebook page) </li></ul><ul><li>User clicks LIKE US on FB, which submits and confirmation page appears </li></ul><ul><li>Confirmation page is donation form (or visa versa – user donates and confirmation page is Like Us link) </li></ul><ul><li>User completes form and confirmation page appears with strong call to share the action in the newsfeed </li></ul>Your donation and “like” will help us raise funds to… GIVE NOW = TRIPLE IMPACT! Every Facebook “Like” earns us $5. Every donation is matched.
  34. 34. CELEBRITY AUCTION Arrange celebrity prize (i.e.: highest bidder has lunch with Spike Lee) Announce via Facebook and Twitter Support with email campaign and Facebook page Collect names, pictures and testimonials with every bid, growing your list and marketing materials. (Heifer example shown of video uploads for a different contest.) Announce winners!
  35. 35. What do we mean by integrated e-marketing? Cool innovations SUCCESSES Q&A
  36. 36. <ul><li>While their event participants sleep… </li></ul><ul><ul><li>After participant has “accepted” the tool in their event headquarters page and turned in for the night </li></ul></ul><ul><ul><li>DF ’s automated newsfeed sends out status messages on participant’s behalf saying, ‘Help me reach my fundraising goal!’ </li></ul></ul><ul><ul><li>As the participant ’s Facebook friends donate, and key milestones are met, new status messages are triggered saying, ‘I’ve already raised $300; help me raise $1,000 for the cause!’ </li></ul></ul>DANA FARBER AUTO-UPDATER <ul><li>Newsfeeds are projected to reach over 25,000 participants with an average of 120 friends each. </li></ul>Increases fundraising efforts by about $150/per Facebook supporter!
  37. 37. <ul><li>Empower event participants by allowing them to download a badge and put it in their personal email signature line </li></ul><ul><ul><li>Badge shows event fundraising (or advocacy) goal and progress toward that goal </li></ul></ul><ul><ul><li>May include dynamically updated count down to event date and/or thermometer showing success </li></ul></ul><ul><ul><li>Includes link to participate </li></ul></ul>HEIFER INTERNATIONAL EMAIL BADGES <ul><li>These multiply the effectiveness of what is already the most effective fundraising tool online: EMAIL. </li></ul>
  38. 38. INTEGRATED VS. INDUSTRY EMAIL STRATEGY <ul><li>Compared with industry norms, Zuri ’s integrated strategic email campaigns raise funds twice as fast. </li></ul>
  39. 39. <ul><li>Engage supporters directly within Facebook </li></ul><ul><ul><li>and list signing </li></ul></ul><ul><ul><li>Facebook “friends” are automatically notified when supporter takes action with a link to participate </li></ul></ul><ul><li>Zuri Group began working with Amnesty USA for the implementation of Amazon Payments. We have since helped the organization optimize forms, develop email templates and partner on major campaign development.  </li></ul>AMNESTY INTERNATIONAL ACTION MAKER Amnesty added over 45,000 action takers in 4 weeks!
  40. 40. <ul><li>Conducted audience, internal stakeholder, peer, Web and market research </li></ul><ul><li>Redesigned site to align audience and stakeholder needs with organizational objectives </li></ul>SAVE THE CHILDREN RESEARCH & REDESIGN Redesign increased revenue by 51% for December 2010 as compared to December 2009. &quot;The Zuri Group has served as an extension to our Web Development, Technical, & Integrated Marketing teams and continues to exceed our expectations with both strategic and tactical services.&quot; ~ Stephan Caramma, Senior Director of Fundraising Systems Management, Save the Children
  41. 41. E-STORES & FB POPUP SHOPS Zuri’s online stores have brought in as much as $20M/year for our larger clients!
  42. 42. What do we mean by integrated e-marketing? Effective strategies and tools Sample campaign Successes Q&A
  43. 43. QUESTIONS?
  44. 44. THANK YOU! [email_address] [email_address] [email_address] [email_address] [email_address] [email_address]