growing your base 052212
DESCRIPTION
May 2012 workshop presentation on growing your nonprofit base.TRANSCRIPT
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NEW YORKMAY 22, 2012
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Lisande Bissonette
Salsa Labs:• Integrated online organizingLisande Bissonette
Account Executive [email protected]
• Integrated online organizing and fundraising platform
• 2,100 organizationsAbout Lisande:• 50K Salsa users
• 75 million members
About Lisande:
New York Representative
• $25 million raise
• Billions of emails sent12 years selling SaaS covering US and Canada
Scientific/technical/medical research publishing; advocacy, fundraising, et al
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Salsa Platform CapabilitiesEmail Email
Fundraising& eCommerce
Fundraising& eCommerce
Social MediaSocial Media
W b it FW b it F
Supporter DatabaseSupporter DatabaseCRMCRM Website FormsWebsite FormsDatabaseDatabaseCRMCRM
EventsEvents3rd Party Plugins3rd Party Plugins
Reports & StatisticsReports & StatisticsAdvocacyAdvocacy
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At Charity Dynamics, we help nonprofits leverage technology to
Blake Groves:Vice President
• Reach more people• Raise more money and• Drive more engagement
Bgroves @charitydynamics.com
Over 15 years of online cons lting incl ding orking g g
Our solutions consist of a mix of• Strategic Consulting
consulting including working at IBM, Netscape, and AOL
The last 9 years focused • Strategic Consulting• Creative Services• Innovative Technologies
The last 9 years focused exclusively on helping non profit organizations leverage the internet.
• Platform Expertise
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How do you gather emails?P i i• Petitions
• Pledges
• Newsletters
• Offers
• Great Content
• Viral
• Chaperoned email
• Paid
• Social Media +Video
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Petitions
7
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Pledge to Stand with ….
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Action Redirect
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Opt‐In
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Pledge to “step up”
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Downloadable Materials
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Great Content
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How much would you pay for a list of:
• Subscribers to a magazine with similar content to your issuesto your issues
• Who lived in a certain geographic territory
A d t ifi d hi it i• And met specific demographic criteria
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How much would you pay for a list of:
• People who you KNEW were aware of your organizationorganization
• WANTED to get content from you
W ALIGNED ith i i• Were ALIGNED with your mission
• And had VISITED your website at least once
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Chaperoned eMail CampaignGetting someone else to send list promoting your issue.
Small Big
Inward OutwardInward Outward
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Ecard
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Video
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Viral – Planning versus hoping
• Plan – You know what is going to happen
Focus The goal of the program is growth• Focus – The goal of the program is growth
• Campaign – Multipart and multichannel
• Value – Get buy in up front on the right metrics
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•P R O T E C T O U R D E F E N D E R S : A C T I O N P A G E
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Petition Re‐direct
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Email Response
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Call2Action Video Platform
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Ecosystem
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About John Hlinko• Founder Left Action• Founder, Left Action
• Author, Share, Retweet, Repeat Guidebook to using viral marketing Guidebook to using viral marketing, especially for a cause or movement
# 1 “Hot new release” in web marketing –Amazon.com
• TV pundit
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About Left Action
• 1,000,000+ activists
• Nearly 700,000 Facebook fans
• Built primarily via viral marketing
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Featured campaigns from Left Action partners
Left Action: Paid ServicesFeatured campaigns from Left Action partners
Rapidly grow email list or Facebook fan base
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Recruiting: Setting up Your Page
Ponder your title(s)Organization name the most logical• Organization name the most logical
• But… think in terms of what will appeal to your target audiencetarget audience
• This is especially critical if most of your potential fans have no idea who you are (yet)potential fans have no idea who you are (yet)
• Think of what will appeal to them in 2 seconds
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Picking the Right Title
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Multi Page Strategy
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Advertising
• There’s no such thing as a free launchThere s no such thing as a free launch
• Targeted
Get creative• Get creative
• Explicit asks for likes
• Watch the data like a hawk
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Microtargeting Your Ads
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Testing & Optimizing Ads
• Ask for a “like” in the ad itself
Look for price per “Connection”• Look for price per “Connection”
• Test different ages, genders, locales, etc
• Change the picture every few days
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• Post interesting content
Engagement: Drawing in Your Fans• Post interesting content
• 1 a day or more
• Ask explicitly for likes and commentsAsk explicitly for likes and comments
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Petitions typically the best way
Converting Fans to Emails• Petitions typically the best way
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Mobilizing: Don’t Make it ALL Work
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Thank you!y