Learn how to target your non profit audience
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Learn how to Target Your Non-Profit Audience through Social Data! Description Many nonprofits have been challenged to grow engagement and gifts from email in recent years. One of the main reasons is a lack of personalization. Email marketing, as it’s currently done, isn’t working. What works is sending highly targeted, multi-channel communications based on the interests and behavior of your supporters. Join Attentive.ly’s Artie Patel and Kerry Lenahan of Beaconfire, on this webinar to learn: - Common barriers to segmentation - How to segment based on interests, activity level and donor behavior - How to use social data to target your supporters based on content they're already responding to on the social web. Regardless of your experience, you'll walk away knowing what you need, where to start and how to do it. Using social data to send highly targeted, multi-channel communications will help you get to know supporters and donors better, so that you can adopt a personalized approach with your digital marketing going forward.
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Learn how to target your non profit audience
- 1. Learn How To Target Your Non-Profit Audience Through Social Data Featuring
- 2. Today’s Agenda • Introductions • About our organizations • Nonprofit trends in social media and email • Email segmenting & targeting overview • Techniques from basic to advanced • Using social data to create and target segments 2
- 3. About Beaconfire • Team of 40+ fundraising, marketing, UX and technology experts focused on optimizing clients’ digital programs. User Experience & Design Technology Engagement & Fundraising
- 4. Digital strategies, campaigns & web sites for social good
- 5. About Attentive.ly Social marketing automation platform that drives engagement with your digital campaigns by turning your existing supporters into brand advocates. Marketing Automation Social Listening CRM
- 6. • Inform content strategy • Expand social reach • Personalize messaging, real-time
- 7. Social Media and Email Trends Trends and truths for nonprofits
- 8. • 1 Way Communications • Not a conversion tool • Disconnected from email Current State of Social
- 9. Email response rates Trends and truths for nonprofits W e
- 10. She gets 500 messages per day
- 11. How can yours break through?
- 12. There Are Ways To Cut Through The Clutter Organizations with older audiences (40+ yrs) have seen increases in fundraising and engagement from their email lists through targeting and segmenting Organizations with younger constituents (<30 years) have struggled to build lists that engage and convert to the same degree but have found success relying more heavily on multi-channel communications—especially social Improved Performance Shifting Performance Trends based on 2013/2014 Beaconfire Clients 12
- 13. Segmentation & Targeting Techniques Getting started or taking it up a notch
- 14. Segmentation & Targeting • Segmentation is a marketing strategy that involves dividing a broad target audience into subsets of people who have common needs and priorities, and then designing and implementing strategies to target communications to them 14 Mass marketing strategy Segmentation strategy All Donors $1,000+ annual $250- $1000 Lapsed Donors <$250
- 15. Geographic Demographic Psychographic Behavioral (digital behaviors) Cultural Creating Segments 15
- 16. Segment Qualities Needed To Target Measurable: Segments must have characteristics that are measurable and can be acted upon Significant size for impact: The size of segments should be robust enough to have a meaningful inpact on outcomes and goals ( in our case, engagement and behavioral change) Consistent: Segments must be long-lasting and consistent, a segment must be able to be measured and acted upon, not for a moment in time but indefinitely. Confidential - Presented to [Client Name] -©2014 16
- 17. Break Down The Barriers To Segmentation It’s All About Data ! 17
- 18. Start Simple 18 Data • What data do you have available to segment your email lists? Differentiate • Which variable best differentiates the needs of various groups and is most relevant to your organizations goals? Define • What are the natural breaking points between groups?
- 19. Segmentation Ideas That Improve Performance 19 Segmentation • Donor: Recency, Frequency, Monetary ○ Recency: Current, Lapsed, Prospect ○ Monetary: Major, Mid level, Individual donors ○ Frequency: Monthly, Annual, 2+/year • Donor: Project/Interest Area • Political Advocacy Action: ○ By Issue ○ By Activity ○ By Recency/Frequency Targeted Communications • VIP communications to most valuable donors • Donor specific offers • Issue education content with varying calls to advocacy action • Create trigger emails rather than calendar based interactions
- 20. Segmentation With Personalized Content Takes Performance To the Next Level 20 Segment: Donor Ask: Highest Previous Gift + 10% Segment: Prospect Ask: $10
- 21. It’s time to get personal Ready to run! 21 Target your Audience Using Social Data
- 22. “What’s the real story with bees and pesticides?@jjones
- 23. Segment with Social Mentions
- 25. Seek to Understand Affinity MUSIC, POLITICS, ENVIRONMENT, FACEBOOK, FOOD, RECYCLING, SOCIAL MEDIA, VOLUNTEERING BUSINESS, SPORTS, PROGRESSIVE POLITICS, MOMS, WATER RIGHTS, BOOKS, MONEY, PHOTOGRAPHY, FRACKING, LIBERAL, BUSINESS, ACTIVISM HEALTH, ADVOCACY, CONGRESS, MAINSTREAM MEDIA, FUNNY PEOPLE, WILDLIFE, FAMILY, CHICAGO, FASHION
- 26. “Go Dawgs!!!” – Frank S.
- 29. How Attentive.ly Works EMAIL LIST Start with your CRM. SOCIAL MATCH Match to 100+ social networks. TARGETING LISTEN Automate See what they’re saying on social. personalized marketing.
- 30. Thank You!