Using Facebook to Grow Your Nonprofit Email List

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.

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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

http://www.JohnHaydon.com/



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



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.


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.


Convert Donors and Volunteers


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


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?


Download a free eBook on personas here: http://db.tt/7vBxrnWN


http://db.tt/7vBxrnWN


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


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

Sponsor giveaway

2

Check out Gifts that Give

https://www.facebook.com/giftsthatgive

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.

Photo contests

5

Check out Shortstack

http://zfer.us/VDpVE

Action alerts

7

Perfect for orgs that provide regular educational resources.

Brands your org with high value.


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

https://apps.facebook.com/static_html_plus/

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


http://zfer.us/VDpVE

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

http://www.aweber.com/blog/new-features/facebook-registration-for-your-web-forms.htm

http://kb.mailchimp.com/article/how-do-i-add-a-mailchimp-sign-up-form-to-my-facebook-fan-page

http://marketplace.constantcontact.com/Listing/applications/constant-contact-labs-facebook/PML-0239

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


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.


3

In this example, I use clicktotweet.com to encourage people to share my list.


3

Which seems to work...


OTHER USEFUL TOOLS


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



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!


THE END



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


https://www.facebook.com/InboundZombie


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Using Facebook to Grow Your Nonprofit Email List

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Transcript of Using Facebook to Grow Your Nonprofit Email List