grow your nonprofit with email & social media
DESCRIPTION
Tracey Warren, Regional Development, Constant Contact Nonprofits need to leverage every tool to get new members, dedicated volunteers, and donors, donors, and MORE donors! Learn how to integrate email marketing with social media to broaden your social footprint. This interactive session will feature live case studies, tips, tools and new technologies that will help your email “go social”— inspiring broader reach, instant action and long-term engagement.TRANSCRIPT
© 2013
Grow Your BusinessGrow Your Businesswith Email & Social Mediawith Email & Social Mediasimple marketing strategysimple marketing strategy
for nonprofitsfor nonprofits
© 2013
Tracey WarrenTracey WarrenSocial Media SuperheroSocial Media Superhero
Ready, Set, Grow MarketingReady, Set, Grow Marketing
[email protected]@readysetgrowmarketing.com
ReadySetGrowMarketingReadySetGrowMarketing
ReadySetGrowReadySetGrow
© 20135
FacebookFacebook LinkedInLinkedIn InstagramInstagramTwitterTwitter PinterestPinterest YoutubeYoutube
INTRODUCTIINTRODUCTIONON
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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INTRODUCTIINTRODUCTIONON
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
traditional marketingtraditional marketing
findfind
keep
convert
new marketingnew marketing
find
keepkeep
convert
MARKETING HAS CHANGEDMARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
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ENGAGEMENTthe new word-of-mouth is
INTRODUCTIINTRODUCTIONON
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
you can be your you can be your authenticauthentic selfself
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you have an advantageyou have an advantage
INTRODUCTIINTRODUCTIONON
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTIINTRODUCTIONON
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES1
2
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an agenda and framework for marketing that works
1
get measurable RESULTS3 get measurable RESULTS
run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter
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GOALSGOALSmarketingmarketing
•reach new donorsreach new donors•drive repeat donationsdrive repeat donations
•nurture sponsorsnurture sponsors•engage board members and engage board members and
supporterssupporters•Recruit board membersRecruit board members
INTRODUCTION
GOALS + GOALS + OBJECTIVESOBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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OBJECTIVESOBJECTIVESget more specific withget more specific with
drive drive donationsdonationsthis monththis month
drive drive donationsdonationsthis monththis month
Increase Increase volunteer volunteer
basebase
Increase Increase volunteer volunteer
basebase
fill seats fill seats on a on a
Sunday Sunday night night
fill seats fill seats on a on a
Sunday Sunday night night
INTRODUCTION
GOALS + GOALS + OBJECTIVESOBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ONE AT A TIMEONE AT A TIMEtry to think about justtry to think about just
what action would people take?what action would people take?can you measure it?can you measure it?
INTRODUCTION
GOALS + GOALS + OBJECTIVESOBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
fill seats fill seats on a on a
Sunday Sunday night night
fill seats fill seats on a on a
Sunday Sunday night night
© 2013
3
set marketing GOALS and OBJECTIVES
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an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
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CAMPAIGN?CAMPAIGN?what is awhat is a
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSHPUSH{content}{content}
PULLPULL{response}{response}
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WHAT DO I WRITE WHAT DO I WRITE ABOUTABOUT• what you know that they don’twhat you know that they don’t
• what you have access to that what you have access to that they don’tthey don’t
• ““original” isn’t required… just original” isn’t required… just be interesting and relevantbe interesting and relevant
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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HOW MUCH IS ENOUGHHOW MUCH IS ENOUGH
LESSLESSIS MORE.IS MORE.FOCUS.FOCUS.
38%38%
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHAT DO I WRITE ABOUTWHAT DO I WRITE ABOUT• repurpose + reuserepurpose + reuse
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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GOT PICSGOT PICS??some channels thrive on visualssome channels thrive on visuals
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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post + post + video = video = 100% 100% more engagementmore engagement
GOT PICSGOT PICS??
post + post + picture = picture = 120% 120% more more
engagementengagementpost + post + photo album = photo album = 180% 180% more more
engagementengagement
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Source: Facebook, “Best Practices for your Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)Page and media strategy” (March 2012)Source: Facebook, “Best Practices for your Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)Page and media strategy” (March 2012)
38%38%
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELSCHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIALEMAIL + SOCIALyou you havehave to use both to use both
amplifyamplifyyour emailyour email
amplifyamplifyyour emailyour email
drive traffic back to drive traffic back to your list, email, etc.your list, email, etc.drive traffic back to drive traffic back to your list, email, etc.your list, email, etc.
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NOW, LATER OR NEVERNOW, LATER OR NEVERthree little words that rule your worldthree little words that rule your world
• who is it “from?”who is it “from?”• what’s the “subject?”what’s the “subject?”• when do you send your communication?when do you send your communication?
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHO IS IT FROM?WHO IS IT FROM?winning the battle of prioritieswinning the battle of priorities
how will you be most recognizable?how will you be most recognizable?
CAN-SPAM ActCAN-SPAM Actgo to go to www.business.ftc.govwww.business.ftc.gov and search “CAN-SPAM” and search “CAN-SPAM”
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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SUBJECT OR HEADLINESUBJECT OR HEADLINEwinning the battle of prioritieswinning the battle of priorities
22SECONDS22WORDS 22TODAY
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INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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SUBJECT OR HEADLINESUBJECT OR HEADLINEwinning the battle of prioritieswinning the battle of priorities
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$5 free to be naughty…or nice? [burrito restaurant chain]
Low Cost + High Value = Good News [B2B marketing services provider]
Daily Alert – “Bunnies are Evil” [on-line t-shirt printer]
$5 for your thoughts? [survey request from pet goods retailer]
An Exclusive Look at Life on the Red Carpet [nonprofit event update]
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHEN TO SEND & POSTWHEN TO SEND & POSTWHEN TO SEND & POSTWHEN TO SEND & POST• for for social media social media
• 3-5 times a week is plenty3-5 times a week is plenty• use automated tools to helpuse automated tools to help
• for for emailemail• monthly is most common monthly is most common • when are they likely to take the action when are they likely to take the action
you want?you want?
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INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
WHEN TO SEND & POSTWHEN TO SEND & POST
best daybest day best timebest time
DO NOT BE ROMANCED BY A HIGHDO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE OPEN RATE – MEASURE ACTIONSACTIONS!!DO NOT BE ROMANCED BY A HIGHDO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE OPEN RATE – MEASURE ACTIONSACTIONS!!
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test it on test it on yourselfyourself!!
(and on your mobile device)(and on your mobile device)
PRACTICAL ADVICEPRACTICAL ADVICE
INTRODUCTION
GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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3
set marketing GOALS and OBJECTIVES
44
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 201345
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTSRESULTS TOOLS SUMMARY
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TOOLS YOU NEEDTOOLS YOU NEEDEmail marketing is hard to beatEmail marketing is hard to beat
• lots of physical, lots of physical, measurable measurable response response
• easy to brand with easy to brand with colors + logoscolors + logos
• helps to measure helps to measure and monetize social and monetize social mediamedia
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLSTOOLS SUMMARY
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BE YOURSELF.BE YOURSELF.
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYSUMMARY
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Q Q & & AA
[email protected]@readysetgrowmarketing.com
facebook.com/ReadySetGrowMarketingfacebook.com/ReadySetGrowMarketing
@ReadySetGrow@ReadySetGrow