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4 20 2010 CLA The Newest Tools for Relationship Building

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4 20 2010 CLA The Newest Tools for Relationship Building

  1. 1. The Newest Tools for Relationship Building Making the Best Use of the Internet February 5, 2010 Jay B. Love CEO eTapestry Division of Blackbaud
  2. 2. A Quick Survey <ul><li>What do you check first after lunch? </li></ul><ul><li>How many have: </li></ul><ul><li>Smart Phone b. Facebook/LinkIn/My Space account c. Twitter account d. Your own blog or podcast </li></ul><ul><li>What % of your constituents? </li></ul><ul><li>a. Are email active b. Are Social Media active c. Made a text or on-line donation to Haiti </li></ul>Does anyone on your board want YOU to harness the Web?
  3. 4. The Rules Still Apply (It’s all about relationships… not technology)
  4. 5. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
  5. 6. A Quick Survey What % of your names have email addresses How many collect them on Web Site? Where? How often do you communicate via mass email? Do you have a written email strategy?
  6. 7. Copyright 2002 - Gilbert Research
  7. 8. <ul><li>Why Has Email Become So Important? </li></ul><ul><li>People are busy…they want to communicate/interact on their own time </li></ul><ul><li>Email is inexpensive…or at least it seems that way </li></ul><ul><li>Email provides virtually instant access to friends and supporters </li></ul><ul><li>Email is a great equalizer </li></ul><ul><li>Email is measurable </li></ul>
  8. 9. <ul><li>Reads email before snail mail </li></ul><ul><li>More comfortable online </li></ul><ul><li>Busy, satisfies on their schedule </li></ul><ul><li>Expects information to be personalized </li></ul><ul><li>Expects immediate feedback </li></ul><ul><li>Demands information on progress </li></ul><ul><li>Wants a way to share with others </li></ul>Today’s Supporter
  9. 10. <ul><li>You must be relevant! </li></ul><ul><li>You must be meaningful! </li></ul><ul><li>You must be personal! </li></ul>The Market is Noisy
  10. 11. Grow Your List Online <ul><li>Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures </li></ul><ul><li>Use Search Engine Optimization/ Marketing to increase traffic and subscriptions </li></ul><ul><li>Investigate alliances or partnerships with similar or complementary organizations to reach common supporters </li></ul>
  11. 12. Grow Your List Offline <ul><li>Ask for email addresses at every touch point </li></ul><ul><li>Include your website address on all printed materials </li></ul><ul><li>Offer an incentive to collect </li></ul>
  12. 13. Now that I have permission… <ul><li>Hook them early, and keep them engaged over time </li></ul><ul><li>Optimize the welcome message </li></ul><ul><li>Send personal follow up message </li></ul><ul><li>within a week (or less) </li></ul><ul><li>After a few months of active email, survey lists to see if you are meeting expectations </li></ul>
  13. 14. Why Segmentation is Important <ul><li>Segmentation breaks your audience into manageable parts </li></ul><ul><li>If the goal is building relationships, it helps to know who you are talking to </li></ul><ul><li>More targeted messages </li></ul><ul><li>If you don’t segment, you are treating every one of your recipients like they are the exact same type of person </li></ul>
  14. 15. How Important is that Header? <ul><li>80% of respondents decide whether to click on the &quot;Report Spam&quot; or &quot;Junk&quot; button without opening the actual message </li></ul><ul><li>73% based that decision on the &quot;From&quot; name </li></ul><ul><li>Source: 2007 Email Sender and Provider Coalition (ESPC) study </li></ul>
  15. 16. Use Landing Pages to Increase Conversions <ul><li>So I got them to click…now what? </li></ul><ul><li>Landing pages are a natural extension of email, regardless of message </li></ul><ul><li>The goal of most landing pages is to persuade a visitor to complete a transaction </li></ul><ul><li>You should test landing page elements like you would test email or direct mail </li></ul>
  16. 17. Example Landing Page
  17. 18. Designing for Mobile Devices (50%+) <ul><li>Mobile readers are more likely to scan your email rather than reading </li></ul><ul><li>Include compelling call to action in the first 15-25 characters of your subject line </li></ul><ul><li>Avoid “top heavy” images in the design </li></ul><ul><li>Use “alt-tags” on images </li></ul><ul><li>In addition to testing email browsers, test messages in handheld devices </li></ul>(html)
  18. 19. <ul><li>Deliverability = </li></ul><ul><li>Open Rate = </li></ul><ul><li>Clickthrough Rate = </li></ul><ul><li>Unsubscribe Rate = </li></ul><ul><li>Conversion Rate = or </li></ul>The Metrics that Matter Source: Email Marketing by the NUM8ERS # Unsubscribes (Sent – Bounced) # Unique Clicks (Sent – Bounced) # Unique Opens (Sent – Bounced) (# Sent – Bounced) # Sent # Actions Completed (Sent – Bounced) # Actions Completed Unique Responders (Clicks)
  19. 20. Professional Email is Economical 5,000 emails $99 .02 25,000 emails $400 .016 50,000 emails $650 .013 100,000 emails $1000 .01 250,000 emails $2000 .008 500,000 emails $2500 .005 Plus 3 - 20 times the success in delivery!
  20. 25. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
  21. 26. <ul><li>“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” </li></ul>Carrie Johnson, Senior Analyst Forrester Internet Research
  22. 27. They’re at your website, now what do they do? <ul><li>Can they engage? </li></ul><ul><li>Can they add content? </li></ul><ul><li>Is there a reason to return? </li></ul>Your goal – to get something from them!
  23. 28. <ul><li>1. Learn from your content </li></ul><ul><ul><li>(Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed, where they stayed the longest, and what content produced actions.) </li></ul></ul><ul><li>2. Make your content easy to consume </li></ul><ul><ul><li>(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.) </li></ul></ul><ul><li>3. Make your content ever changing </li></ul><ul><ul><li>(Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.) </li></ul></ul><ul><li>4. Make your site easy to find </li></ul><ul><ul><li>(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!) </li></ul></ul>Keys to Building a Successful Web Site
  24. 30. Email Strategy at Work!
  25. 32. Web Site, Before, After, and After!
  26. 33. Question: Should a Non Profit host it’s own web site?
  27. 34. Keeping it simple Prospect Website Gather Information Use Email Database Database
  28. 35. Tips on Improving On-Line Donations/Sign-ups <ul><li>Use large and colorful donate/sign-up buttons </li></ul><ul><li>Do not take them away from your site </li></ul><ul><li>Have SSL in place! </li></ul><ul><li>Ruthlessly streamline forms </li></ul><ul><li>Give visitors only ONE action to take </li></ul><ul><li>Avoid distractions (no other links or navigation) </li></ul><ul><li>Always mention the NPO’s mission </li></ul><ul><li>Be conservative with suggested gift values </li></ul><ul><li>Landing on Gold - Optimizing Your Donation Landing Pages to Increase Giving Donordigital April 2009 </li></ul>
  29. 37. April 2009 Data comScore Video Metrix Service <ul><li>78.6% of total U.S. Internet audience viewed online video . </li></ul><ul><li>Average video viewer watched 385 minutes of video, or 6.4 hours </li></ul><ul><li>107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer) </li></ul><ul><li>The duration of the average online video was 3.5 minutes </li></ul>
  30. 38. Video is a Magnet for Your Web Site! “Most viral video of all time!” Could her story be told in any other manner as strongly?
  31. 40. <ul><li>Blog </li></ul><ul><li>MySpace </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>eNews </li></ul>
  32. 41. “ NY Times Web Site Story”
  33. 42. “ Web Site Story Continued” <ul><li>Gift for Promotion </li></ul><ul><li>charity: water </li></ul><ul><li>* 11 Employees </li></ul><ul><li>* 1,000,000 Followers </li></ul><ul><li>on Twitter </li></ul><ul><li>* 500 Donors Cover </li></ul><ul><li>all Admin Costs </li></ul><ul><li>* Donors can Locate </li></ul><ul><li>Their Well on Web </li></ul><ul><li>via Google Earth </li></ul>
  34. 43. “ Web Site Story Continued” <ul><li>charity: water </li></ul><ul><li>* Raised $250,000 </li></ul><ul><li>via Twitterfest </li></ul><ul><li>* Raised $965,000 </li></ul><ul><li>via Sept. Birthdays </li></ul><ul><li>* Tons of Video </li></ul><ul><li>* Easy to Engage </li></ul><ul><li>* Giving is Joyous </li></ul><ul><li>* Infectious with </li></ul><ul><li>Youth/Boomers! </li></ul>
  35. 47. charity: water <ul><li>Was the $250,000 raised via Twitter the key fact? </li></ul><ul><li>Was the $975,000 raised from Sept. birthdays the key fact? </li></ul><ul><li>Is the way they have harnessed web/video technology the key? </li></ul><ul><li>How about how they show impact via Google Earth? </li></ul>Communicating daily w/ 1,500,000+ followers!
  36. 48. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
  37. 54. Podcasts  
  38. 55. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
  39. 56. Some Thoughts to Ponder on Social Networks <ul><li>“ My own &quot;ah ha!&quot; moment came recently on my birthday. In my personal email account, I found 33 notifications from Facebook that friends had left birthday greetings on my Facebook page, but only two regular emails with birthday greetings.” (54 yr old male) </li></ul><ul><li>“ Most interactions now come from my social networks. Not only do my birthday greetings come via Facebook and Twitter, but almost all of them were made where other people could see them. Those public greetings prompted several others to add their own.” (52 yr old female) </li></ul><ul><li>“ Email messaging — the main tool of most nonprofits for &quot;push&quot; marketing — will need to meet a higher and higher bar in terms of relevance, or it will be increasingly ignored.” (61 yr old male) </li></ul>
  40. 57. More Thoughts on Social Networks . . . “ When I was in sixth grade, I was crazy about the girl who sat next to me, but I didn't think she could possibly have the same feelings about me. When Mrs. Green changed everyone's seats, the girl sent me a note through an intermediary, Sherry, who was now sitting next to me. The note said, &quot;Do you like me?&quot; I turned around and saw her sheepishly smiling. After recovering from a brief but intense panic attack, I sent back a note that told her I did. Ah, first love!” “Last week I got another note from her. This time the intermediary was not Sherry, though. It was Facebook .” “ Facebook is affecting my life in ways I wouldn't have imagined just a few short months ago. In addition to the innocent hello from my first flame, I have had a dialogue with a cousin I haven't seen in 25 years.” “ When you think about the metrics that matter most to people -- audience reach, composition and engagement -- you realize that there is no site in the world that will be able to compete with Facebook in delivering results!” Kevin Mannion, On-Line Publishing, February , 2009
  41. 61. 2009 Facebook Demographic and Statistics Report <ul><li>The most troubling statistics we’ve seen are that there are 16.5% less high school users, and 21.7% less college users. There have been rumors that these younger user groups are being alienated by their parents joining the service , and this data seems to prove it. </li></ul>
  42. 71. Social Networks Hints for Success <ul><li>It is not FREE, resources are required </li></ul><ul><li>Being present is not enough, engage </li></ul><ul><li>Be authentic, otherwise you will be exposed fast </li></ul><ul><li>Integrate, don’t imitate other mediums </li></ul><ul><li>Endorsements matter, think forwarded emails! </li></ul><ul><li>Measure </li></ul><ul><li>Have something to say, must be regular or it dies fast </li></ul><ul><li>Stephanie Miller, Email Insider, 2009 </li></ul>
  43. 73. <ul><li>Five Things </li></ul><ul><li>You Can Do </li></ul><ul><li>Tomorrow </li></ul>
  44. 74. Five Things You Can Do Tomorrow <ul><li>Sign up with and/or donate to 10 other charities. </li></ul><ul><ul><li>Do they build a relationship with you? </li></ul></ul><ul><ul><li>What did you like or dislike? </li></ul></ul><ul><ul><li>What can you copy ASAP? </li></ul></ul>1
  45. 75. Five Things You Can Do Tomorrow <ul><li>Plan a single item to test in your </li></ul><ul><li>next email. </li></ul><ul><ul><li>(Hint: The subject line is easy and sometimes has dramatic results!) </li></ul></ul>2
  46. 76. Five Things You Can Do Tomorrow <ul><li>Run your next (or last) email through a </li></ul><ul><li>free spam audit like </li></ul><ul><li>spamcheck.sitesell.com </li></ul><ul><li>( bonus : Check your next (or last) email on </li></ul><ul><li>your smart phone.) </li></ul>3
  47. 77. Five Things You Can Do Tomorrow <ul><li>Run Google Analytics on your web site. </li></ul><ul><ul><li>It is free and easy! </li></ul></ul><ul><ul><li>What page loses the most visitors? </li></ul></ul><ul><ul><li>What page beside your home page </li></ul></ul><ul><ul><li>is attracting the most visitors? </li></ul></ul><ul><ul><li>- What is the “FLOW” through your site? </li></ul></ul>4
  48. 78. Five Things You Can Do Tomorrow <ul><li>Sign up for Facebook and Twitter </li></ul><ul><ul><li>Become a “fan” of 50 other NPO’s </li></ul></ul><ul><ul><li>Join the conversation! </li></ul></ul><ul><ul><li>Be yourself </li></ul></ul><ul><ul><li>Have FUN! </li></ul></ul>5
  49. 79. Questions?
  50. 80. Thank you! Jay B. Love CEO eTapestry Division Blackbaud [email_address]

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