CLA 2009


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  • CLA 2009

    1. 1. Increasing your Nonprofit Relationship Building Tools The new realities for communications today April 2009 Jay B. Love CEO eTapestry Division of Blackbaud
    2. 2. <ul><li>“ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable communications will be forever changed .” Paul Saffo Director of the Institute for the Future. </li></ul>Photo credit: Sorin Brinzei
    3. 3. <ul><li>Know the Difference </li></ul>How To Succeed Online
    4. 4. The Rules Still Apply (It’s all about relationships… not technology)
    5. 5. 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. 6. Copyright 2002 - Gilbert Research
    7. 8. 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
    8. 9. The eMail Sophisticated Organization: <ul><li>Collects email addresses on multiple pages of their web site? </li></ul><ul><li>Regularly sends out one or more newsletters via email </li></ul><ul><li>Can and does survey constituents </li></ul><ul><li>Can raise funds via email </li></ul>Has a written email strategy!
    9. 10. <ul><li>It bans false or misleading header information </li></ul><ul><ul><li>(Your email's &quot;From,&quot; &quot;To,&quot; and routing information – including the originating domain name and email address – must be accurate and identify the person who initiated the email) </li></ul></ul><ul><li>It prohibits deceptive subject lines </li></ul><ul><ul><li>(The subject line cannot mislead the recipient about the contents or subject matter of the message.) </li></ul></ul><ul><li>It requires you give recipients an opt-out method </li></ul><ul><ul><li> (You must provide a return email address or an Internet-based mechanism that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests.) </li></ul></ul><ul><li>Commercial email identified as an advertisement and include sender's physical postal address </li></ul><ul><ul><li>(Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more email from you . ) </li></ul></ul>CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act)
    10. 11. <ul><li>Penalties </li></ul><ul><li>Each violation of the above provisions is subject to fines of up to $11,000. Deceptive commercial email also is subject to laws banning false or misleading advertising. </li></ul><ul><li>See the FTC Web site for updates on the CAN-SPAM Act. </li></ul><ul><li>The FTC maintains a consumer complaint database. Consumers can submit complaints at and forward unwanted commercial email to the FTC at [email_address] </li></ul><ul><li>Many states have similar laws with fines of $5,000 or more </li></ul><ul><li>(Please check within your communication area) </li></ul>CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act)
    11. 12. 10 Tactics for Avoiding Spam Filters <ul><li>Use a commercial email service (database tie in is best) </li></ul><ul><li>Don’t use bright or crazy fonts </li></ul><ul><li>Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!! </li></ul><ul><li>Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc </li></ul><ul><li>Make sure your WYSIWYG editor creates CLEAN HTML code </li></ul><ul><li>Keep graphics to a safe level, equal amount of text or more </li></ul><ul><li>Spell words properly </li></ul><ul><li>Always use the same “From” </li></ul><ul><li>ALWAYS include an “opt out” option </li></ul><ul><li>Communicate regularly (Monthly at worst, weekly is best) </li></ul>
    12. 17. A Few Email Design & Usage Tips <ul><li>Keep truly important items above the fold </li></ul><ul><li>Use testimonials on all sign-up pages </li></ul><ul><li>Ask subscribers to add your from address to their address book </li></ul><ul><li>The subject line will determine more opens than any other factor (Place the reader in the subject line when possible) </li></ul><ul><li>Host images on your web site rather than embedding them </li></ul><ul><li>Test all facets </li></ul><ul><li>Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions) </li></ul><ul><li>Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . ) </li></ul>
    13. 18. 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!
    14. 21. 9+ Tips for a Successful Email Strategy <ul><li>Do not buy email addresses </li></ul><ul><li>Everyone is collecting addresses with each daily actions (get 2) </li></ul><ul><li>Constantly offer conversion to on-line communicating </li></ul><ul><li>Survey (let them know their opinion counts!) (Blog post  ) </li></ul><ul><li>Let the community take over your message </li></ul><ul><li>Keep calls to action SIMPLE </li></ul><ul><li>Link to and from Blogs and Social Network sites </li></ul><ul><li>ALWAYS include an “opt out” option </li></ul><ul><li>Communicate regularly </li></ul><ul><li>10. Please keep in mind more email is forwarded for religious purposes than for any other reason! </li></ul>
    15. 22. 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
    16. 23. <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
    17. 24. You’ve built a website… … will they come?
    18. 25. They’re at your website, now what do they do? <ul><li>Can they get something? </li></ul><ul><li>Can they do something? </li></ul><ul><li>Can they give something? </li></ul>Your goal – to get something from them!
    19. 28. How about a $2,500 Web Site!
    20. 29. Email Strategy at Work!
    21. 30. Example Landing Page
    22. 31. Keeping it simple Prospect Website Gather Information Use Email Database Database
    23. 32. Question: Should a Non Profit host it’s own web site?
    24. 33. 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
    25. 34. Be Like Martha or Oprah <ul><li>Both are Masters of Multi-Channel Marketing! </li></ul>
    26. 37. Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28
    27. 38. 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
    28. 44. Podcasts  
    29. 45. Facebook Is Aging Fast! <ul><li>The over 35 group doubled in the last 60 days . . . </li></ul><ul><li>Women over 55 are the fastest </li></ul><ul><li>growing segment . . . </li></ul><ul><ul><li>(Sharing is vital to them) </li></ul></ul><ul><ul><li>Facebook has new landing pages </li></ul></ul><ul><ul><li>for creating private groups . . . </li></ul></ul><ul><ul><li>Communication opportunities? </li></ul></ul>
    30. 46. 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>
    31. 47. 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
    32. 51. 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>
    33. 53. 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
    34. 54. Personal Fundraising Team Page This is a Team Page that shows Top and Recent donations towards this teams total Goal and includes a real time status thermometer Sponsor My Team allows the patron to donate towards this team’s general fundraising goal Join My Team allows the patron to create their own Individual fundraising page that will be linked to this page
    35. 55. Personal Fundraising I ndividual’s Page This is an Individual’s Page that can be linked to a team or the general event and shows Top and Recent donations and includes a real time status thermometer Sponsor Me allows the patron to contribute towards this individual’s fundraising goal
    36. 56. Results: Personalized “Event” Fundraising <ul><li>Average volunteer sends over 30 emails </li></ul><ul><li>One in four emails sent by a volunteer results in a donation </li></ul><ul><li>Average online event gift is $59 which is a 50% increase over the average off-line gift </li></ul><ul><li>Many volunteers reach their stated FR Goal! </li></ul>
    37. 57. Integrated Strategy Final Thoughts <ul><li>Each medium has a style that works best </li></ul><ul><li>Audiences are different, know yours </li></ul><ul><li>On-Line is strong for new gifts; weak for repeat giving </li></ul><ul><li>You cannot thank or inform donors too much! </li></ul><ul><li>Email is just another method of asking . . . use many </li></ul><ul><li>Experiment with social media </li></ul><ul><li>Try out your competition </li></ul><ul><li>Test! </li></ul><ul><li>Have fun!! </li></ul><ul><li>Begin NOW rather than later! </li></ul>
    38. 58. Epilogue <ul><li>10 Technology Resolutions for 2009 </li></ul><ul><li>Sarah Robbins </li></ul><ul><li>Director of Emerging Technologies </li></ul><ul><li>Mediasauce </li></ul>
    39. 59. 1. Set up a Gmail Account
    40. 60. 2. Post Pics to Flickr
    41. 61. 3. Try a Microblog
    42. 62. 4. Create a Google Alert
    43. 63. 5. Set Up an RSS feed
    44. 64. 6. Share a YouTube Video
    45. 65. 7. Really Use Your Cell Phone (Send a text or a video)
    46. 66. 8. Join a Social Network
    47. 67. 9. Share PowerPoint Slides (Save a tree or two!)
    48. 68. 10. Play a Video Game
    49. 69. Questions?
    50. 70. Thank you! Jay B. Love CEO eTapestry Division Blackbaud [email_address]