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04/11/2023 Footer 1
7 PROVEN WAYS TO GROW YOUR EMAIL LIST USING FACEBOOKPractical ways to connect with supporters, activate donors, and raise money online.
www.bit.ly/npEXPERTS
Tweeting? Use #npEXPERTS …
04/11/2023 John Haydon | www.JohnHaydon.com 2
JOHN HAYDON
The author of “Facebook Marketing for Dummies” and man behind the scenes at The Nonprofit Facebook Guy.
John regularly shares his knowledge and consults for non-profits on social media marketing strategies using WordPress, Facebook, YouTube and Twitter.
www.JohnHaydon.com
04/11/2023 John Haydon | www.JohnHaydon.com 3
WHAT WE’LL TALK ABOUT TODAY
• Are you clear about the role of email marketing in your communications?
• The one thing you need to do before building your list
• 7 incentives to drive sign-ups
• 4 tips for putting an opt-in form on your Facebook Page
• 4 tips for form design
• Other useful tools
• Three ways to lower unsubscribers
04/11/2023 John Haydon | www.JohnHaydon.com 4
ARE YOU CLEAR ABOUT THE ROLE OF EMAIL IN YOUR COMMUNICATIONS STRATEGY?
Build Intimacy and Trust
E-mail is not a public
channel like Twitter or
Facebook.
Opting into your list is an
agreement to enter a
private 1-1 relationship
with you, by way of their
inbox.
Understanding The Role of Email
Identify Segments
Segmentation allows you
to send the right message
to the right people at the
right time.
You can’t do this with
Twitter or Facebook.
Understanding The Role of Email
Convert Donors and Volunteers
Various studies show that
Twitter and Facebook have
a 3% – 6% conversion
rate.
E-mail on the other hand
has a 33% conversion rate.
Understanding The Role of Email
Convert Donors and Volunteers
Understanding The Role of Email
Convert Donors and Volunteers
Understanding The Role of Email
Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Advocate and/or join your email list
Trust and affin
ity
Share their donation on Facebook
Donate for the first time via email
Facebook ladder of engagement
Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Trust and affin
ity
Here’s the bridge that connects
Facebook and fundraising!
Share their donation on Facebook
Donate for the first time via email
Advocate and/or join your email list
Facebook ladder of engagement
04/11/2023 John Haydon | www.JohnHaydon.com 12
THE ONE THING YOU NEED TO DO BEFORE BUILDING YOUR LIST
Your audiences are the various different groups of people you reach (or are trying to reach).
Understand Your Audiences
GOALS:
• What keeps them up at night?
• What are their passions and interests?What are their dreams and goals?
CHALLENGES:
• What are their primary goals in life?
• How are they trying to create a meaningful life?
Understand Your Audiences
Download a free eBook on personas here: http://db.tt/7vBxrnWN
Understand Your Audiences
04/11/2023 John Haydon | www.JohnHaydon.com 16
ONCE YOU UNDERSTAND YOUR AUDIENCE, GIVE THEM WHAT THEY WANT
What’s your carrot?
Be crystal clear on the value exchange:
What value are you offering that greatly outweights the pain of joining your email list?
•Lost time filling out your form
•Perceived potential privacy breach
•The perceived potential that you’ll gunk up their inboxThe unknown
What pain, you ask?
The value they get should greatly outweight the pain of joining your email list.
The value exchange
04/11/2023 John Haydon | www.JohnHaydon.com 20
7 INCENTIVES TO DRIVE SIGN-UPS
eBooks
1
eBooks that offers highly specific information or howto. eBooks (PDF) can be read
on any eReader - including iPads and Kindles!
eBooks
1
Example titles:10 Quick Recipes for New Breast Cancer Patients
How to Housebreak Your Dog in One Week
The Starter Guide to Nonprofit Video Storytelling
The Child Advocacy Tool Kit
How To Survive Homelessness
eBooks (PDF) can be read on any eReader - including
iPads and Kindles!
eBook resources
1
•Use Word or Pages to create PDFs
•Use myecovermaker.com to create an eCover (example at right)
•Use DropBox to host free download
•Use fotolia.com for images
Sponsor giveaway
2
Make sure the sponsor is in alignment with your brand
• Discounts
• Free product or service
Advocacy
3
Advocacy gives people the ability to support your cause in a way that’s meaningful, but free.
And you get a new email!
Advocacy
3
Advocacy gives people the ability to support your cause in a way that’s meaningful, but free.
And you get a new email!
Advocacy
3
Four great resources for starting petitions:
• thepetitionsite.com
• change.org
• rallycongress.com
• actionsprout.com
Pledges
4
Pledges lets people feel
that they’re part of your movement.
Less formal than advocacy.
Photo contests
5
Powerful way to acquire fans (with a like gate) and emails.
Participants can easily share your contest.
Action alerts
7
Perfect for orgs that provide regular educational resources.
Brands your org with high value.
Action alerts
7
Perfect for orgs that provide regular educational resources.
Brands your org with high value.
04/11/2023 John Haydon | www.JohnHaydon.com 34
4 TIPS FOR PLACING AN OPT-IN FORM IN A CUSTOM TAB
Put an opt-in form on your Facebook Page
Use the Static HTML iframe tabs app
Don’t forget the carrot!
1
Make it mobile
FYI - Custom tabs are not viewable on mobile devices.
2
Make it mobile
Tools like Static HTML: iframe tabs and ShortStack have smart URLs which display the tab on mobile.
2
Use Facebook login
Facebook login always people to join your list with a single mouse click.
3
Use Facebook login
Most email services will help you create a Facebook login to acquire emails.
Aweber offers this.
MailChimp offers this.
Constant Contact offers this.
3
Create separate web forms for each location!
4
This will allow you to measure which location works best!
List of web forms created with aweber
Create separate web forms for each location!
4
Knowing that your Facebook Page converts better than your website allows you to:
• Change how you direct traffic
• Improve your web page
List of web forms created with aweber
04/11/2023 John Haydon | www.JohnHaydon.com 42
4 TIPS FOR OPT-IN FORM DESIGN
Point the way
Make it easy to find your form.
1
Use powerful images
Particularly with people
2
Be clear about frequency and privacy
2
• You won’t share their email.
• How often will they receive emails?
Redirect to a thank you page
3
•This allows you to more easily measure conversions
•This allows you to encourage a secondary action
•Finally, saying “thanks” is the polite thing to do.
Redirect to a thank you page
3
In this example, I use clicktotweet.com to encourage people to share my list.
Redirect to a thank you page
3
Which seems to work...
Action Sprout
1
•Allows users to join with one click
•Allows them to share your cause
Action Sprout
1
•Allows users to join with one click
•Allows them to share your cause
•Export emails from Action Sprout
Shortstack
2
•Awesome for photo contests
•Allows them to share your app
•Export emails from Shortstack
•They have a MailChimp app
Static HTML app
Static HTML iframe tabs app:
• Allows you to easily add HTML
• For free
Don’t forget the
carrot!
3
04/11/2023 John Haydon | www.JohnHaydon.com 54
DON'T FORGET ABOUT LOWERING UNSUBSCRIBES
Building your list also means giving people
reasons to stay subscribed!
Set expectations
1
•About frequency and content
•On your thank you page
•In your follow-up email
Segment lists
2
•Right people
•Right content
•Right time
Segment lists
2
•People interested in events
•People who downloaded an eBook
•People who donated
•etc.
Keep them interested
3
•With personalized emails
•With awesome content
•With exclusive content
•With “what’s coming”
Don’t forget the
carrot!
04/11/2023 John Haydon | www.JohnHaydon.com 61
QUESTIONS?
P O S T T H E M AT F A C E B O O K . C O M / I N B O U N D Z O M B I E
04/11/2023 John Haydon | www.JohnHaydon.com 62
NPEXPERTS > DOWNLOAD THE FREE EBOOK
Connect with supporters, activate donors, and raise money online.
Nonprofit experts share their extensive knowledge and expertise in:
- Online marketing and fundraising- Email communication- Social media- Mobile engagement
Download the npEXPERTS eBook and register for free webinars at
www.blackbaud.com/npEXPERTS
04/11/2023 John Haydon | www.JohnHaydon.com 63
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