Email Marketing for Social ImpactMarisa VaccariDirector, Business AnalysisEnterprise Solutions – Marketing SystemsTeach For America@ReesieReese

Carlo DumandanMarketing ManagerPencils of Promise@CarloD

Jaclene RoshanSenior Data Operations ManagerPencils of Promise@Jackie_Roshan

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Who we are. What we do. How we do it.

Global Forcefor Good

TwoOrganizations

SalesforceFoundationSalesforce.or

g

Product Development& Distribution

Programs & Grants

OneModel

1% Product 1% Equity 1% Time

Pledge 1%

10 Free Licenses

DeepDiscounts

TwoProduct

Discounts

ThreeAreas of

ReinvestmentInnovation Community Grants

SixNonprofitSolutions

Fundraising Programs Engagement

Marketing Big Data Platform

TwoSocial

Sectors Nonprofit Higher Ed

$85M+Grants

920K+Hours

25K+Customers

$350M+

DonatedProduct

Celebrating 16 Years of Giving Back

1-1-1 Model Adopted by

$85M+Grants

1% Equity

25K+Nonprofits & Higher Ed

1% Product

Sharethemodel.org

920K+Service Hours

1% Time

MarketingDonors

PartnersAdvocates

CommunityEmployees

Board

Community

Clients

Volunteers

HR ERP Payroll

The Connected Nonprofit

Analytics

System ofRecord

System ofIntelligence

System ofEngagement

Program Management

Fundraising

Analytics

Email Marketing Journeys for Social ImpactTEACH FOR AMERICA

Marisa Vaccari

Director, Business Analysis

Enterprise Solutions – Marketing Systems

www.linkedin.com/in/mvaccari

@ReesieReese

Teach for America’s Email Journey: Moving Beyond First Touch

About

Teach For America

Who TFA is and how email plays a role in

delivering our mission

A Snapshot of Our Email Journey

Looking to Marketing Automation to create

impact

Evolving for the Future

Developing cross-functional collaboration and data storytelling to sustain impact across

the organization

1 2 3

One day, all children in this nation will have the

opportunity to attain an excellent education.

• At Teach For America, our mission is to enlist, develop, and mobilize as many as possible of our nation's most promising future leaders to grow and strengthen the movement for educational equity and excellence.

• Our corps members commit to two years to teaching in one of 50 regions, consisting of high-needs urban and rural school districts.

• These leaders become life long advocates for social justice and education reform, so that one day, all children in this nation will have the opportunity to attain an excellent education.

18%Of those who do graduate HS will enter a four year

college

+16millionChildren are growing up

in poverty in the US

1 in 3Won’t graduate HS

All in on Data• We went live with Salesforce.com Enterprise Edition in

Summer 2012• Our implementation is branded “TFACT” (Teach

For America’s Constituent Technology)• 1600 TFA staff and 400 student interns use

Salesforce.com• 50 regional offices

• TFACT supports 10 primary Teach For America user groups, which include: • Corps member recruitment • Alumni support, engagement, and relationship

management• Fundraising and donor relations• Marketing and Media relations• Staff prospecting

Where Marketing Automation Fits in• Email has always been a key digital channel for communication at

TFA and delivering our mission

• Our focus on mobilizing a future corps each year meant bringing in the best lead nurturing tool to meet our marketing & recruitment goals/unique sales cycles

• Data and integration with TFACT was of the highest priority.• Our data tells our story- it was critical to onboard a platform

that demonstrated impact and aligned tightly with our system of record

• Our Salesforce implementation was unique, and we required an email tool that would complement the dynamic needs our CRM served

Subscribe/Learn More

Register

Apply

Teach

A journey of a thousand miles must begin with a

single step.

- Lao Tzu

Journey to Marketing Automation at TFA

Email Marketing = Monthly

Newsletters to anyone who started

an application

Testing validated automation

technology could increase

application rates by 11%

2010 2011 2012 2013 2014 2015

Began investigating marketing

automation solutions in the

market

Implemented Pardot as an

enterprise solution in Fall

2013

Focused on campaign and subscription management

Doubling-down on data

connectedness + insights and engagement

Constituent Partners

Marketing Technology

Organizational Transformation

Capture & Nurture: Evolving approach year over year

2014 2015

Governance & Insights: Evolving approach year over year

2014 2015

Recap

Email is key to the TFA mix (the data mix that is)

Automation technology was an opportunity to enhance our efficiency

and efficacy in managing potential prospects

But it is the means not the end, there’s much more ahead to explore and apply to sustain impact across the

organization

1 2 3

Interested in becoming a teacher?Visit www.teachforamerica.org

Email Marketing Journeys for Social ImpactPencils of Promise

Carlo Dumandan, Marketing ManagerTwitter: @CarloD

Jaclene Roshan, Senior Data Operations ManagerTwitter: @Jackie_Roshan

Presentation Overview

Developing a #GivingTuesday Social

Strategy

Re-activating Our Existing Supporters

Using Radian6 to Analyze Results

1 2 3

Pencils of Promise

250 million children lack basic reading, writing and math skills.

We believe every child should have access to quality education.

We create schools, programs and global communities around the common goal of education for all.

• 304 schools• 30,000+ students• 28M education hours

PoP & Social Media

• Early adopters to social• First 2 years, 98% of donations

were$100 or less• 1M cumulative followers across

social• 35,000 personal fundraisers today• Cause marketing partnerships with

Microsoft, Instagram, Warby Parker, etc.

Social networks don’t get people to donate, they get people to connect to your

mission.

#GivingTuesday: Conceptualizing Strategy

Goal: How can we have the loudest voice on social media while differentiating PoP?

Looking at the data: 80,000 of our email addresses were non donors

Why? They signed up during celebrity-backed campaigns

How can we reactivate them?

Millennials like to be influenced, but they prefer to do the

influencing.

#GivingTuesday: The Big Idea

SimplicityGratification Urgency

#GivingTuesday: Email

• Segmented non donor list for eblast• Your voice is as powerful as your

donation (low capacity to give is ok!)• Strategically timed for 3pm, midday

boost and when these young followers are out of school

• Link to Tweet

#GivingTuesday: Launch Tweet

• For every Retweet, lokai donated $1 to build a school for children in Ghana

• Our goal: 25,000 Retweets in 24 hours to build a school

• We asked key influencers to Retweet throughout the day and mid-day email boost

#GivingTuesday: The Tweet Heard ‘Round the World

#GivingTuesday: The Big Surprise

Season of Promise: Twitter Statistics

Follower Growth during campaign: 2,605 Brand Mentions: 139,000

Season of Promise: Twitter Statistics w/o Celebrity

Filtering out all Justin-related tweets, still find 81k+ brand mentions

More representative conversation cloud

Season of Promise: Peer Analysis

Radian6 allows us to compare our brand against our peers

Comparison to:• Brand Peer (140% larger on Twitter)• Impact Peer (88% larger on Twitter)

Share of Voice: 75%

Simplicity Urgency

Gratification

UrgencySimplicity

PoP’s secret for a successful cause marketing social campaign

1. Engagement withnon active donors2. Activation ofcorporate sponsors3. Acquisition of new supporters

Follow us on Twitter:@pencilsofpromis