New world of e communications


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  • Economy a hot button now and it seems to be sort of the underlying theme in most presentations these days. Forcing organizations to change the ways of thinking and operating In our experience, a lot of gloom and doom, but we are already starting to see that organizations that are forging ahead and continuing to invest in their mission are beginning to emerge Open the floor for opinions on how the economy has affected overall giving
  • Studies show that people are still giving – although they might be changing the WAY they give, which you need to be aware of and understand how to interact and follow-up We’ve also seen a significant increase in Online Donations. Not sure how much that is connected to the economy but people are more inclined than ever to find out about you and support your mission online To audience: Have you stopped giving? Have you changed the way you give?
  • How can we apply these ideas and concepts that have been around for years into technology?? That’s what we’ll explore today. segue ----To audience: Where is the first place you go to find information about any topic?
  • To add a little more insight into today’s typical supporter… We’ve seen a lot of changes in habits
  • A lot of groups we talk to are still in the infant stages of collecting e-mail addresses and taking advantage
  • This is why your E-mail list MUST be connected to a database. Otherwise, the segmentation opportunity is not there
  • eMail vs. Traditional Mailing campaigns The objective is not to replace direct mail but to compliment your direct mail to increase your reach and decrease your costs while appealing to a new generation of donors and constituents
  • Catholic Relief Services
  • A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
  • Continuously changing content of the letter Multi-channel communications (Facebook – “keep an eye out for our e-mail”)
  • Email cultivation is more cost effective and efficient in reaching your supporters. So why would you pay more (direct mail) to get less?
  • If you build it, will they come? Having a website is first priority Key steps to building/maintaining a successful website
  • Now they are the creators of content
  • Now lets talk about some other methods of increasing awareness and reach on the web. Technology has really revolutionized the way people are finding you or information about you on the internet. To audience: Does anyone have a strategy when it comes to online/social media?
  • Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people Growth of Twitter – we’ve talked about it for years!
  • This table outlines the concept and transition well. Where have we come in 10 years? It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, etc.
  • Perception of Social Media has changed – everyone is using it! You cannot ignore the potential outreach (Google is #1) (Yahoo #2)
  • Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
  • Viral Effect Video can elicit emotion Testimonials
  • Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3 rd world countries
  • Started the org on a Social Network platform Used the same tools they were using as a nightclub
  • Give donors the ability to see tangible results (Google Earth)
  • Masters of communicating with supporters
  • Interactive Tweeting on website – the reach was amazing/innovative
  • Done with a limited staff size
  • How do you measure?
  • From your online donation/event registration page…
  • From your email campaigns…
  • In your database it automatically assesses the donor’s loyalty position based on their survey responses and assigns them a colored square corresponding to the below chart that is either green, red, blue or orange. Accessible – Like you, but may stop giving. External factors may prevent them from staying so critical to determine what they are. Truly loyal – backbone of your future. Maintain and grow these relationships. Trapped – plan to stay with you, but don’t like you very much. Likely to switch to someone else when they can, but change their attitude and they will stay High Risk – Likely to lose. Don’t like you.
  • New world of e communications

    1. 1. The New World of eMail Communications: The Newest Tools for Relationship Building By: Andy Zellers [email_address]
    2. 2. How is the Economy Affecting Giving? Image Source:
    3. 3. How is the Economy Affecting Giving? <ul><li>52.3% of donors are still planning to give the same amount or more in donations for 2009—only 17% are planning to give LESS </li></ul><ul><li>Donors plan to give less through direct mail, telemarketing, door-to-door canvassing and MORE through online giving and in kind gifts instead of cash </li></ul><ul><li>*Overall Online Gifts have increased 26% in 2008 </li></ul><ul><li>THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE LARGER THEIR GIVING AND ENGAGEMENT! </li></ul><ul><li>Source: Philanthropy In A Turbulent Economy: Penelope Burk </li></ul><ul><li>March 2009 </li></ul><ul><li>* Source: NTEN Benchmark Study 2009 </li></ul>
    4. 4. The Rules Still Apply (It’s all about relationships… not technology)
    5. 5. Note: There are many email vendors and solutions out on the market but it is important to be able to make sure that your choice of solution can integrate with your database so that you can target and segment your communications
    6. 6. <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… </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>
    7. 7. <ul><li>Reads email before snail mail </li></ul><ul><li>More comfortable online </li></ul><ul><li>Busy, satisfies interests on own 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/ stewardship </li></ul><ul><li>Wants a way to share experiences with others online </li></ul>Today’s Supporter
    8. 8. <ul><li>No Email List? No Problem… </li></ul><ul><li>Whether you have some contacts or are starting from scratch, anyone can grow a strong email list </li></ul><ul><li>The three most important factors in effective email list-building are: </li></ul><ul><ul><li>Where and how you acquire the addresses </li></ul></ul><ul><ul><li>How you welcome each new subscriber </li></ul></ul><ul><ul><li>How you manage the relationship after the opt-in </li></ul></ul><ul><ul><li>Source: EmailLabs </li></ul></ul>
    9. 9. 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><ul><li>Advertise your newsletter/services/cause through a 3 rd party list </li></ul>
    10. 10. Grow Your List Offline <ul><li>Ask for email addresses at every touch point </li></ul><ul><li>Instruct staff to capture email addresses over phone when appropriate </li></ul><ul><li>Include your website address on all printed materials </li></ul><ul><li>Offer an incentive to register (contest, raffle) to collect emails </li></ul>
    11. 11. 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 follow up message 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>
    12. 12. 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>Segmenting your list will lead to 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>
    13. 13. How to be a Good Sender <ul><li>In your messages, always include: </li></ul><ul><ul><li>The purpose; why you are sending it to the reader </li></ul></ul><ul><ul><li>A clear way to unsubscribe. </li></ul></ul><ul><ul><li>Consider offering alternative ways to receive emails, such as: </li></ul></ul><ul><ul><ul><li>Receiving newsletters monthly vs. weekly </li></ul></ul></ul><ul><ul><ul><li>Change of address (home vs. business email) </li></ul></ul></ul><ul><ul><ul><li>Sign up via RSS </li></ul></ul></ul><ul><ul><li>Link to your homepage </li></ul></ul><ul><ul><li>Privacy policy </li></ul></ul><ul><ul><li>Physical/street address of your organization </li></ul></ul><ul><li>Don’t get caught in spamtraps </li></ul>
    14. 14. 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>69% percent based the decision on the subject line </li></ul><ul><li>Source: 2007 Email Sender and Provider Coalition (ESPC) study </li></ul>
    15. 15. 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>Landing page effectiveness is measured by conversion rate </li></ul><ul><li>You should test landing page elements like you would test email or direct mail </li></ul>
    16. 16. Example Landing Page
    17. 17. A Few Email Design & Usage Tips <ul><li>Keep truly important items above the fold </li></ul><ul><li>Ask subscribers to add your from address to their address book </li></ul><ul><li>Host images on your web site rather than embedding them </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>
    18. 19. 6 Most Common Mistakes with emails: <ul><li>Not Asking/Surveying your entire constituency for communication preferences such as using survey monkey or other free survey tools to find out your prospects and donors general communication preferences </li></ul><ul><li>Not Asking for emails on website such as “sign up for our eNewsletter” and tell us what you’re interested in </li></ul><ul><li>Not Asking Permission before sending mass emails to your constituents to begin with </li></ul>
    19. 20. 6 Most Common Mistakes with emails: <ul><li>4. Not Testing and SPAM checking what email looks like prior to sending on different email browsers and SPAM checking will catch items that may compromise your deliverability </li></ul><ul><li>5. Not reviewing deliverability/click-through reports during campaign </li></ul><ul><li>6. Not adjusting future campaigns based on lessons learned and adjusting and after the email campaign is over – TRY SOMETHING DIFFERENT if it was not as successful as you intended </li></ul>
    20. 21. Real Life Example…. <ul><li>Dec 11: </li></ul><ul><li>Subject line: </li></ul><ul><li>Urgent Appeal: Your gift to CRS is vitally important! </li></ul><ul><li>Straight Appeal </li></ul><ul><li>Static donation form </li></ul><ul><li>Raised $112k </li></ul><ul><li>Source: Laura Durington: CRS Social Media Presentation-AFP Maryland </li></ul>
    21. 22. <ul><li>Dec 29: </li></ul><ul><li>Subject line: </li></ul><ul><li>Only 48 hours left to make a tax-deductible gift! </li></ul><ul><li>Added “hotspot” text </li></ul><ul><li>Added video message from our president (that plays right on the donation form) </li></ul><ul><li>Added a strong pull-quote </li></ul><ul><li>Raised $112k </li></ul><ul><li>Source: Laura Durington: CRS Social Media Presentation-AFP Maryland </li></ul>
    22. 23. <ul><li>Dec 31: </li></ul><ul><li>Subject line: </li></ul><ul><li>Final Deadline: Last chance to make a tax-deductible gift </li></ul><ul><li>New “hotspot” text </li></ul><ul><li>Kept video message from our president </li></ul><ul><li>New pull quote </li></ul><ul><li>Raised $119k </li></ul><ul><li>Source: Laura Durington: CRS Social Media Presentation-AFP Maryland </li></ul>
    23. 24. Are your communications integrated? <ul><li>Integration directly in/out your database </li></ul><ul><li>Online & Offline Communications </li></ul><ul><li>Customizable </li></ul><ul><li>Cut down on mailing, administrative time & costs </li></ul><ul><li>Accessible from mobile phone, laptop, home computer </li></ul><ul><li>Measureable results </li></ul>
    24. 25. What does fully integrated mean to you?
    25. 26. Add enewsletters, events, links to Social Networking Sites eTapestry records the number of times a site was shared through these Share links on each social networking site, as well as the number of times individuals clicked on the shared link.
    26. 27. Web Site Optimization <ul><li>75% of donors will check your website before making a gift whether it is Online/Offline </li></ul><ul><li>If Relationships are Built on Communications . . . Set yourself up for success! </li></ul><ul><li>A Few Key Changes can Make a Huge Difference </li></ul><ul><li>Your website = tool for engagement </li></ul>
    27. 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, </li></ul></ul><ul><ul><li>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
    28. 30. Top Ten Traffic Sources
    29. 31. They’re at your website, now what do they do? <ul><li>Can they engage? </li></ul><ul><li>Can they add content? (Web 2.0) </li></ul><ul><li>Can they give or volunteer? </li></ul>Your goal – to get something from them!
    30. 32. Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
    31. 33. Do you have an Online/Social Media Strategy? Google Adwords Media & PR E-mail Campaigns Social Networks Integration with Direct Mail Banner Ads on Homepage, Blog and eNewsletter
    32. 34. What is Social Media? <ul><li>Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers. </li></ul><ul><li>Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use. </li></ul><ul><li>Source: Wikipedia, 2009. </li></ul>
    33. 37. Food for Thought…. <ul><li>Top 5 Most Visited Websites in the United States: </li></ul><ul><ul><li>Facebook is #3 </li></ul></ul><ul><ul><li>YouTube is #4 </li></ul></ul><ul><ul><li>MySpace is # 5 </li></ul></ul><ul><ul><li>(Twitter is #14) </li></ul></ul><ul><li>Source: </li></ul><ul><li>h ttp:// </li></ul>
    34. 38. YouTube! <ul><li>Allows you to attract more traffic to your website </li></ul><ul><li>Videos can easily be posted on website or as a link within an eBlast or eNewsletter </li></ul><ul><li>FREE service to increase your visibility </li></ul><ul><li>Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents </li></ul>
    35. 39. April 2009 Data comScore Video Metrix Service <ul><li>Video now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted </li></ul><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 (63.5 videos per viewer) </li></ul><ul><li>The duration of the average online video was 3.5 minutes </li></ul>Source: BrightRoll
    36. 40. YouTube Takeaways… <ul><li>“ SHOP” Others </li></ul><ul><li>Identify a few constituents who would like to share their story with others & record a few different testimonials each year </li></ul><ul><li>Integrate with your website and eNewsletter blasts </li></ul><ul><li>Get Creative!! </li></ul>
    37. 41. FACEBOOK <ul><li>What is Facebook?? </li></ul><ul><ul><li>A FREE, online social networking site that connects people through online communities </li></ul></ul><ul><li>Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old. </li></ul><ul><li>Non profits can use Facebook to: </li></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><li>Brand </li></ul></ul><ul><ul><li>Share your story </li></ul></ul><ul><ul><li>Fundraise </li></ul></ul>
    38. 42. FACEBOOK Users
    39. 43. FACEBOOK Takeaways… <ul><li>Real Life Application </li></ul><ul><ul><li>The Nature Conservency’s “Lil Green Patch” Case Study </li></ul></ul><ul><ul><ul><li>Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming </li></ul></ul></ul><ul><ul><ul><li>20K new cause members and $33K in support since Feb 2008 </li></ul></ul></ul><ul><li>These results will most likely NOT be the case for your organization… </li></ul><ul><ul><li>HOWEVER, creating an online, Facebook presence will not hurt </li></ul></ul><ul><ul><li>Creating a group of fans/people that advocate for your cause WILL increase your giving and support </li></ul></ul><ul><li>POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK </li></ul><ul><li>Have an intern or student volunteer create these pages for you —they typically have the most knowledge and insight into what will sell to their generation of internet users! </li></ul>
    40. 44. 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>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>
    41. 45. Real Life Story via the “New York Times”…
    42. 46. “ Web Site Story Continued” <ul><li>Charity: water </li></ul><ul><li>* 11 Employees </li></ul><ul><li>* 500,000 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>
    43. 47. “ 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>
    44. 51. 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/ 500,000+ followers!
    45. 52. A few vendors that currently offer this functionality include: Blackbaud: eTapestry: Firstgiving:
    46. 53. What is it? <ul><li>Personal Fundraising is a viral fundraising tool that uses the Internet and email to empower your constituents to raise funds for your organization. It allows your constituents to leverage their network of contacts and their passion for your cause and make personal appeals to their friends, family, and associates, thus generating new support for your organization. </li></ul>
    47. 54. By the Numbers: <ul><li>Average volunteer or event attendee sends over 30 emails </li></ul><ul><li>1 in 4 emails sent by a volunteer results in a donation </li></ul><ul><li>Average online gift is over $70! </li></ul>Statistics from actual eTapestry client data, surveys and from
    48. 55. Real Life Examples of Personal Fundraising Success <ul><li>The Lupus Foundation of Minnesota recently hosted a Walk/5k Run event late in 2009. Utilizing Personal Fundraising technology costing under $1,000, the Lupus Foundation raised $60k in just a few weeks – doubling their increased goal once it was raised from the initial $10k to $30k! </li></ul>
    49. 57. <ul><li>Donor Loyalty </li></ul><ul><li>How do you know which donors are loyal? </li></ul><ul><li>Which are accessible? </li></ul><ul><li>Which feel trapped? </li></ul><ul><li>Which are at risk? </li></ul>
    50. 58. <ul><li>Why Measure? </li></ul><ul><li>More NP’s Equal More Competition </li></ul><ul><li>Appropriate Donor Strategy is Easier </li></ul><ul><li>Donors Expect More </li></ul><ul><li>Everyone Loves to Provide Their Opinion </li></ul>
    51. 59. Why Measure? <ul><li>More NP’s Equal More Competition </li></ul><ul><li>Appropriate Donor Strategy is Easier </li></ul><ul><li>Donors Expect More </li></ul><ul><li>Everyone Loves to Provide Their Opinion </li></ul><ul><li>Retaining Current Donors is Job # 1 </li></ul><ul><li>Knowing Where to Focus is Essential </li></ul><ul><li>Avoidance of Lapsed Donors is Huge </li></ul>
    52. 60. From your online donation/event registration page…
    53. 61. From your email campaigns…
    54. 62. 57% 2% 17% 23% n =55 accounts
    55. 63. There’s always survey monkey as a place to start!
    56. 64. Summary <ul><li>Segment your email list and send targeted messages </li></ul><ul><li>Utilize social media to reach new people </li></ul><ul><li>Create a website that allows people to take action and gives them a reason to come back </li></ul><ul><li>Donor loyalty – you have their attention now keep it by giving them what they want </li></ul>
    57. 65. Questions?
    58. 66. Thanks! <ul><li>Andy Zellers </li></ul><ul><li>[email_address] </li></ul><ul><li>317-336-3879 </li></ul>