Meet & LearnNonprofit Email Marketing with

Thursday, May 21st

Hosted by: .

www.PsPrint.com

Email and Social Media Marketing for Non-Profits

Jill BastianTraining & Education Manager

@jillieb3

Agenda

• Email marketing for Non-profits• Content ideas for your email• Social Media for Non-profits• Resources• Q&A

Why Send Email?

• Emails build relationships, retention and loyalty• Helps grow your organization & get referrals• Stay in front of your audience• Send reminder emails as events near• Establish yourself as an expert• Promote your products & services – yes, even

NPOs• Send thank you emails to keep in touch and get

referrals

2015 Email Marketing Stats

From M+R 2015 Benchmark study with NTEN

Email marketing garnered:

Basics of Email Design

• Design for quick downloading – not too many images• Make it easy on the eyes• Arial, Times New Roman & Verdana fonts • Use reverse text sparingly

• Avoid text over distracting backgrounds• Emphasize with bold• Italics are hard to read online • Underline text often mistaken for a link

Don’t do this….

Content – Meat and Potatoes

• What’s your story?• Put your audience first.• Deliver what’s expected.• The best marketers and salespeople are story

tellers.

Content is More than Words

• Images• Video • Infographics - http://visual.ly, Pinterest• Charts• Live & recorded demos• User generated - quotes, testimonials

Content Ideas

• Success Stories – What’s your organization doing with the money raised?

• Behind the Scenes - Tell stories from an insider’s perspective.

• Thank You’s – Send an email follow-up thanking people for donating time or money

• What’s Up Next – Remind your supporters what’s happening in the next few days or weeks.

• Inspiring How-Tos - Give your supporters some suggestions and show them the impact that their actions can have, even when they aren’t at a volunteer event.

Non-Profit Call-to-Action

• Donation to your non-profit• Advocate for specific legislation – send an

email to politicians, sign a petition, etc.• Call for volunteers• Donation to other related organizations• Attend an event• Create CTA buttons with our

free tool Buttons.verticalresponse.com

Be Good to Those Sign Ups!

• Mail regularly – at least once per month• Send what you promise!• Adopt an email privacy policy - Fear that their

email addresses will be sold is one of the reasons people don’t give out their email addresses to non-profits.

• Respect all unsubscribes – It’s better to lose a subscriber than to be marked as a spammer.

Mobile• Over 50% of emails

are read on a mobile device. Use a responsive template to ensure your emails look great no matter where they are read.

Get Started with Social Media – One step at a time

• You don’t need to be everywhere!• Save time by getting the most out of your

social presence• Choose the Social Media networks where your

“customers” are• Pick 2-3 Social Platforms & focus on building

from there

Social Media– Use What You’ve Got!

• Promote your pages to current “customers”: send an email, add links in emails & blog, website etc.

• Content is king• Post often, with relevant & useful material that you

already have:• Hosted link of your emails• Social messages• Videos & photos• Events• Volunteers

Building Connections

• Comment, comment, comment• Engage• Be interesting and interested• Post regularly – A few times a week at least,

or more.• Share other content – emails!• Promote your best stuff!

6 Ideas for Good Facebook Updates

• Photo with a brief description• One or two sentences about something happening

locally• Good news about your organization or the local

community• Specials, promotions or sales (keep it brief but

packed with info)• Links to relevant blog posts or website pages• Links to media mentions• https://www.facebook.com/business/build

Tips to Increase Twitter Engagement

• Tweet blog posts, company news, contests, sales, etc…

• Share media that you consume• Industry trends and studies • Relevant blog posts and articles

• Follow people and brands youlike for good content, and retweet them

• Thank people for mentioning your brand & RT positive mentions!

• https://business.twitter.com/

Pinterest

Share emails through hosted link Include a Pin it! button in your emails

http://pinterest.com/about/goodies/ Post regularly Pictures, pictures, pictures! Awesome and

engaging ones. Create organization and fun boards – mix it up! http://business.pinterest.com/

Pinterest

All Together Now!

Use Social Media in Every Email

Increase Social Media presence Give recipients an incentive to click through to

your Social Media pages Grow list

Make Every Email Sharable

• Forward to a friend• Share on Facebook and Twitter or any Social

Media platform you are using• Follow buttons too!

Facebook post – Different information than Twitter.

Few people will follow on all networks.

This Powerpoint is Available!

View this Powerpoint using Slideshare!

www.slideshare.net/VerticalResponse

Resources• Help Site – help.verticalresponse.com• Guides –

http://www.verticalresponse.com/marketing-resources/– 50 Ways to Grow Your Email List– 8 Email Marketing Basics to Remember – Embracing Social Media For Your Non-Profit – Google Grants:Get the Most Bang for Your Non-Profit Marketing Buck

• NTEN Benchmark study - http://e-benchmarksstudy.com/• New benchmark study - http://www.mrbenchmarks.com/• Sign up for the VR Buzz -

http://www.verticalresponse.com/vrbuzz