The One-Two Punch of Email Marketing & Social Media for Nonprofits

04/11/2023 Footer 1

THE ONE-TWO PUNCH OF EMAIL MARKETING AND SOCIAL MEDIAPractical ways to connect with supporters, activate donors, and raise money online.

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Alec Stern | #npEXPERTS | www.blackbaud.com

About today's speaker… Alec Stern – Founding Team, Vice President of

Strategic Market Development for Constant Contact is a primary member of Constant Contact's founding team as one of the original 3 in the attic. Today he spearheads strategic market development and vertical industry thought leadership including Nonprofit and Associations for the company.

Over the past 20 years he’s held active roles in the nonprofit sector

which currently include positions on the Board of Directors,

Board of Advisors or Executive Committees for a range of

nonprofits including; The Better Business Bureau and The ALLY

Foundation. He also works with many National organizations

including United Way. @AlecStern


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INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY


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GOALS + OBJECTIVES


Source: Litmus, “Email Client Market Share,” April 2012


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GOALS + OBJECTIVES


38%Source: Litmus, “Email Client

Market Share,” April 2012


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GOALS + OBJECTIVES


traditional marketing

find

keep

convert

new marketing

find

keep

convert

MARKETING HAS CHANGED

“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)


ENGAGEMENTthe new word-of-mouth is

INTRODUCTION

GOALS + OBJECTIVES



you can be your authentic self

you have an advantage

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GOALS + OBJECTIVES



ENOUGHis it

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GOALS + OBJECTIVES


to just look good?


at its core, marketing is abouteliciting a physical and measureable

RESPONSE

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GOALS + OBJECTIVES



3

set marketing GOALS and OBJECTIVES1

2

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


GOALSmarketing

•reach new donors, supporters•drive increased involvement

•engage members and advocates•increase donations

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GOALS + OBJECTIVES



OBJECTIVESget more specific with

drive donationsthis month

grow volunteers by

10%

double event

attendance in one year

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GOALS + OBJECTIVES



ONE AT A TIMEtry to think about just

what action would people take?can you measure it?

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GOALS + OBJECTIVES


drive donations this month


3

set marketing GOALS and OBJECTIVES


1

get measurable RESULTS

2 run CAMPAIGNS on the CHANNELS that matter


CAMPAIGN?what is a

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GOALS + OBJECTIVES


PUSH{content}

PULL{response}


CAMPAIGNStypes of

discussion

informationsharing

event invites +updates

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GOALS + OBJECTIVES


memberoffers

fundraisingbuild your network


WHAT DO I WRITE ABOUT• what you know that they don’t

• what you have access to that they don’t

• “original” isn’t required… just be interesting and relevant

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HOW MUCH IS ENOUGH

LESSIS MORE.FOCUS.

38%

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WHAT DO I WRITE ABOUT

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WHAT DO I WRITE ABOUT• repurpose + reuse

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EXAMPLES OF OFFERS

downloads

supporta cause

eventinvites

hints + tipsservices

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GOALS + OBJECTIVES


memberoffers


GOT PICS?some channels thrive on visuals

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GOALS + OBJECTIVES



post + video = 100% more engagement

GOT PICS?

post + picture = 120% more engagement

post + photo album = 180% more engagement

Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)

38%

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GOALS + OBJECTIVES



WHICH CHANNELS MATTER?• depends on your audience and what you want them to do

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EMAIL + SOCIALyou have to use both

amplifyyour email

drive traffic back to your list, email, etc.


NOW, LATER OR NEVERthree little words that rule your world

• who is it “from?”• what’s the “subject?”• when do you send your communication?

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WHO IS IT FROM?winning the battle of priorities

how will you be most recognizable?

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LOOK GREATbrand consistency

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SUBJECT OR HEADLINEwinning the battle of priorities

2SECONDS2WORDS 2TODAY

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SUBJECT OR HEADLINEwinning the battle of priorities

How to Live in Harmony with Backyard Wildlife [association]

Own Your Favorite Book Forever [public library]

Only a Few Spots Left for Our Fall Volunteering Event [nonprofit]

Feedback’s a Gift, Tell Us What You Think [nonprofit]

An Exclusive Look at Life on the Red Carpet [nonprofit]

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WHEN TO SEND & POSTWHEN TO SEND & POST• for social media

• 3-5 times a week is plenty• use automated tools to help

• for email• monthly is most common • when are they likely to take the action

you want?

INTRODUCTION

GOALS + OBJECTIVES



1. divide your list into 3 groups of people

2. select three days in the week to test

3. send your e-mail, watch for best response

FIND YOUR BEST DAY

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FIND YOUR BEST TIME

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4. use same 3 groups of people

5. select three times on the day with the best results

6. send email at 3 different times of day


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GOALS + OBJECTIVES


WHEN TO SEND & POST

best day best time

DO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE ACTIONS!


• 67% don’t see images by default

• text links get more clicks than buttons

• place your logo left or center in email

• include company name in text

• key action must be above scroll line

• do not give too many choices

• make all images clickable (and with text labels)

test it on yourself!(and on your mobile device)

PRACTICAL ADVICE

INTRODUCTION

GOALS + OBJECTIVES



3

set marketing GOALS and OBJECTIVES


1

get measurable RESULTS

2 run CAMPAIGNS on the CHANNELS that matter


at its core, marketing is abouteliciting a physical and measureable

RESPONSE

INTRODUCTION

GOALS + OBJECTIVES



RESULTS ARE MEASUREMENTS OF ACTIONS

open or click

come tothe org

schedulea session

donate call

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GOALS + OBJECTIVES



TOOLS YOU NEEDEmail marketing is hard to beat

• lots of physical, measurable response

• easy to brand with colors + logos

• helps to measure and monetize social media

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GOALS + OBJECTIVES



TOOLS TO EXPAND YOUR REACH• Social Share Bar

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TOOLS TO EXPAND YOUR REACH• social media buttons

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TOOLS TO BUILD YOUR LIST – OFFLINE

•at the org•at an event•on registration forms

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GOALS + OBJECTIVES



TOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List (app for website, Facebook, etc)

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BE YOURSELF.

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Q & A


Thank You!

Alec Stern

Founding Team, VP Strategic Market Development

[email protected]

@AlecStern

#npEXPERTS | www.blackbaud.com 49

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The One-Two Punch of Email Marketing & Social Media for Nonprofits

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Transcript of The One-Two Punch of Email Marketing & Social Media for Nonprofits