Time is Magic: Modern Messaging for Non-Profits
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Association and non-profit marketing & communication professionals are finally making the case for updating, integrating and automating their email, social and content marketing processes so that they have more time to focus on understanding their users. Now that we fully exist in a multi-channel, multi-touchpoint and user-centric world, it's critical that associations and non-profits update their mindsets and methodologies to match. This presentation was first presented on July 21, 2014 at the American Marketing Association's Non-Profit Conference along with Nathan Sprenger of National Council of Behavioral Health.
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Time is Magic: Modern Messaging for Non-Profits
- 1. Time is Magic Modern Messaging for Nonprofits
- 2. Integrated eMessaging SPEAKERS Nathan Sprenger Manager, Marketing & Communications National Council for Behavioral Health @nationalcouncil nathans@thenationalcouncil.org 202.684.3740 Suzanne Carawan Chief Marketing Officer HighRoad Solution @highroadsol scarawan@highroadsolution.com 703.297.8480
- 3. Integrated eMessaging Tripod Principles of Modern Marketing • Multi-channel • Multi-touchpoint • User-centric Requires: • Time • Creativity • Subject-Matter Expertise Download Now
- 4. Integrated eMessaging Major Trends Member/ Donor Database Website Email & Newsletters Social Media Mobile Add fields for member-input for preferences Responsive Responsive Integrated with other platforms Integrated with other platforms Add fields to store additional member preferences of communication channels (CASL) Creation of Communication Preference Center Pages Use of Transactional Delivery Networks Social loop functionality to track shares, likes and forwards Use of email campaigns to drive mobile adoption & alert user as to content available on mobile Store social media profile information Creation of Landing Pages for Inbound Lead Capture (integrated forms) Automated, dynamic newsletters based on AMS & CMS Centralization of publishing, monitoring & measuring social SMS messaging Collection of mobile numbers for SMS Tagged Content and RSS feeds Increased use of call-to-action buttons that resolve Use in lieu of websites
- 5. Integrated eMessaging Major Trends AMS Website Email/Newsletter s Social Media Mobile Add fields for member-input for preferences Responsive Responsive Integrated with other platforms Integrated with other platforms Add fields to store additional member preferences of communication channels (CASL) Creation of Communication Preference Center Pages Use of Transactional Delivery Networks Social loop functionality to track shares, likes and forwards Use of email campaigns to drive mobile adoption & alert user as to content available on mobile Store social media profile information Creation of Landing Pages for Inbound Lead Capture (integrated forms) Automated, dynamic newsletters based on AMS & CMS Centralization of publishing, monitoring & measuring social SMS messaging Collection of mobile numbers for SMS Tagged Content and RSS feeds Increased use of call-to-action buttons that resolve to landing pages Use in lieu of websites
- 6. Integrated eMessaging Big Trend #1: Responsive Design
- 7. Integrated eMessaging Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
- 8. Integrated eMessaging Big Trend #3: Better Use of Data • Moving into using individual-level specific data for targeting & automated delivery • Using multiple source systems for content • Using established tagging systems across content • User-dictated preference levels & selections • No staff involvement in production, distribution or delivery
- 9. Integrated eMessaging Big Trend #4: Tagging
- 10. Integrated eMessaging Big Trend #5: Hyper- Personalization
- 11. Integrated eMessaging Big Trend #6: Integrated Systems
- 12. Integrated eMessaging Big Trend #7: Transactional Platform
- 13. Integrated eMessaging Big Trend #8: Redefined Email Infrastructure
- 14. Integrated eMessaging Big Trend #9: Marketing Power • Integrated systems & automated emails allow teams to: – shift energy to being creative – allow for strategic planning – free up time to measure & refine “Life’s too short for just email marketing”
- 15. Integrated eMessaging Big Trend # 10: User-Centric Design • Let the user decide: – The type/topics of content delivered – Periodicity of delivery – On which device to consume content – How/When/If they want to further engage
- 16. National Council of Behavioral Health’s Digital Program Nathan Sprenger
- 17. Integrated eMessaging National Council • 2000+ organizational members • 65,000 contacts in list • 8,646 likes on Facebook • 9341 followers on Twitter
- 18. Integrated eMessaging Digital Landscape • Blog • Email • Social Media (Facebook, Twitter, YouTube, Pinterest, Google+, LinkedIn) • Website (WordPress) • Videos • Infographics
- 19. Integrated eMessaging Email Portfolio • Healthcare Legislation Alerts & CTAs: what percentage is this in terms of overall? • Event Marketing (webinar, annual meeting, live meetings) • Product Marketing • Practice Improvement Groups (learning communities) • Lead Generation for Consulting Services
- 20. Integrated eMessaging Focus on Conversion • Track click-throughs & opens • Creating dynamic lists (microlists) based on behavior and automatically sending follow-up messages • Stable & mature email program: – 12-15% open rates – Higher open rates for niche target microlists
- 21. Integrated eMessaging Segmentation • 4 Ways: – By Project/Program – By Interest Group – By Region/Geography (for policy matters) – By Members
- 22. Integrated eMessaging Role of Social Media • Use to Increase Brand Awareness • Promote sign up for webinars and newsletters • Sign up widget on websites
- 24. Integrated eMessaging Role of Mobile • Converted most emails to mobile-friendly – (can you comment on how you prioritized which to “mobilize”) • Starting to track who’s on mobile and what platform (note: where national council is and what’s on the horizon)
- 25. Integrated eMessaging Operational Processes • Email Calendar • Scheduled Newsletter • Ad Hoc Policy
- 26. Integrated eMessaging Innovation for Operational Efficiency • Weekly Policy Newsletter – Post stories in Wordpress blog-based website – Create RSS feed of stories that’s consumed automatically by email template & tagging – Email template populated – Add additional stories and automatically deliver to recipients – Add Google Analytics to WordPress site to track conversions from email posts
- 30. Integrated eMessaging (Event Registration Platform) (AMS ) (CMS ) (Target Audience) (Email Engine)
- 31. Integrated eMessaging 1) Tag Website Content Blog Post
- 32. Integrated eMessaging 2) Match Content to Attendee Status, Badge Type, Membership, Acquisition or Retention Email 3) Schedule date to appear in Newsletter
- 33. Integrated eMessaging 4) Deliver Content Automatically in Responsive Email to Drive Better Results
- 34. American Society of Association Executives Case Study
- 40. Integrated eMessaging Integrated Systems (CMS)
- 47. Trends in Action New Jersey Society of CPAs
- 48. Integrated eMessaging NJSCPA’s Problem • 15,000 individual members • 1,800,000 emails per year • 6 e-newsletters; dozens of stand-alone emails • Emails were not responsive • No brand continuity • TOO MANY EMAILS!
- 49. Integrated eMessaging The Solution • Rebrand • Consolidate several e-newsletters • Deliver customized content in a single e-newsletter based on each member’s demographics and interests
- 51. Integrated eMessaging The Result • Launched May 8 • Sent to 15,200 people – 23% open rate. No complaints! • Flexible platform • Dual purpose – Recruitment tool
- 54. Integrated eMessaging Recap of Top Trends 1) Responsive 2) Preference Centers 3) Better Use of AMS Data 4) Tagging 5) Hyper-Personalization 6) Integrated Systems 7) Transactional Delivery Networks 8) Redefined Email Infrastructure 9) Marketing Power 10)User-Centric Design
- 55. Integrated eMessaging SPEAKERS Nathan Sprenger Manager, Marketing & Communications National Council for Behavioral Health nathans@thenationalcouncil.org 202.684.3740 Suzanne Carawan Chief Marketing Officer HighRoad Solution scarawan@highroadsolution.com 703.297.8480
Editor's Notes
- There’s a lot going on in eMessaging! Here are the top trends that we’re seeing
- Can’t focus on everything today so we’re going to focus on what’s highlighted in yellow. We’ll talk about each at a high level and then showcase the trend through case study
- We’re in the business of empowering the communicators to communicate and get technology out of the way as a blocking point/point of frustration!
- Pull together separate systems to take advantage of data? Data tells us so much about our attendees. Right content to the right people (at the right time – not quite yet!). BlueHornet as the centerpiece. Pull reg data from eShow into BlueHornet daily – appends individual record Pull content from Drupal (D2C event blog) with tags Send message based on reg status, attendee type, membership, Moxie Awards Gala, AAP Upgrade campaign
- Blog posts on homepage Content front and center
- Each blog post has these fields Marketing team determines who gets what message depending on attendee status, badge type, attendee/exhibitor, member/non-member, acquisition or retention emails AND date
- The New Jersey Society of CPAs is an individual member association with 15,000 members – consisting of CPAs, CPA candidates and college accounting students. We send approximately 1,800,000 email messages per year – which averages 120 messages per member per year = 10 messages per month = approx. one email every other work day. Way too much!! We also have too many email vehicles: Six email newsletters – two for all members and four for specific segments of members. In addition, we sent dozens of stand-alone emails per month to promote our events and services. With one exception, the emails were not responsively designed, leaving our mobile users with a less-than-desirable experience. Plus, we went through a rebranding last year, and the emails have not been updated to reflect that branding.
- The desired solution was to consolidate several of the e-newsletters into a new, responsively designed, customizable publication. We didn’t know how we were going to pull it off until we saw a presentation by HighRoad last fall where they discussed a customized e-newsletter they were working on for ASAE. We knew we needed to be the next customer in line!
- We launched Pulse on May 8. It was sent to 15,200 people. The open rate of 23% is a little below what E-NEWS used to get. However, because it is a new publication, we did run into some blocking issues with members’ spam filters. Now that we’ve worked those issues out, we expect the next issue on May 22 to have a higher deliverability and open rate. We all know that members don’t rush out to compliment you on a program or service, so I was not expecting that. I consider the launch a success because we didn’t receive any complaints! We are super happy with the flexible platform we worked with HighRoad to develop. We are able to deliver customized content to each member, and we can even tailor how we present something based on member criteria. For instance, we can promote our annual convention to members in public practice one way and to young professionals another way. We also look forward to Pulse being a recruitment tool. E-NEWS was a members-only publication. But Pulse is open for anyone to subscribe to. We will be adjusting our member recruitment efforts to be a softer sell. Instead of immediately asking them to join the association, we’re going to invite them to subscribe to Pulse. We can then include recruitment messaging in Pulse, targeted specifically at nonmember CPAs. So, want to see what it looks like?
- (Jump out to the full samples of the publication) The first section, Featured News, is for the most important professional news and information. The second section, Society News, is for NJSCPA programs and services. Next we have a banner ad spot. Then there’s More News. These for additional items that didn’t make the cut for the Featured News or Society News sections. After that is the Events section, followed by Talk – a section that we use to highlight social media content, conversations from our online community, live chat Q&As, etc. And last is the Jobs section. This is the only section that is not customized, since we have no way of knowing which members are looking for a job and what type of job they are seeking. So everyone gets the 8 most recently posted jobs.