Email Marketing for Social ImpactMarisa VaccariDirector, Business AnalysisEnterprise Solutions – Marketing SystemsTeach For America@ReesieReese
Carlo DumandanMarketing ManagerPencils of Promise@CarloD
Jaclene RoshanSenior Data Operations ManagerPencils of Promise@Jackie_Roshan
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Who we are. What we do. How we do it.
Global Forcefor Good
TwoOrganizations
SalesforceFoundationSalesforce.or
g
Product Development& Distribution
Programs & Grants
OneModel
1% Product 1% Equity 1% Time
Pledge 1%
10 Free Licenses
DeepDiscounts
TwoProduct
Discounts
ThreeAreas of
ReinvestmentInnovation Community Grants
SixNonprofitSolutions
Fundraising Programs Engagement
Marketing Big Data Platform
TwoSocial
Sectors Nonprofit Higher Ed
$85M+Grants
920K+Hours
25K+Customers
$350M+
DonatedProduct
Celebrating 16 Years of Giving Back
1-1-1 Model Adopted by
$85M+Grants
1% Equity
25K+Nonprofits & Higher Ed
1% Product
Sharethemodel.org
920K+Service Hours
1% Time
MarketingDonors
PartnersAdvocates
CommunityEmployees
Board
Community
Clients
Volunteers
HR ERP Payroll
The Connected Nonprofit
Analytics
System ofRecord
System ofIntelligence
System ofEngagement
Program Management
Fundraising
Analytics
Email Marketing Journeys for Social ImpactTEACH FOR AMERICA
Marisa Vaccari
Director, Business Analysis
Enterprise Solutions – Marketing Systems
www.linkedin.com/in/mvaccari
@ReesieReese
Teach for America’s Email Journey: Moving Beyond First Touch
About
Teach For America
Who TFA is and how email plays a role in
delivering our mission
A Snapshot of Our Email Journey
Looking to Marketing Automation to create
impact
Evolving for the Future
Developing cross-functional collaboration and data storytelling to sustain impact across
the organization
1 2 3
One day, all children in this nation will have the
opportunity to attain an excellent education.
• At Teach For America, our mission is to enlist, develop, and mobilize as many as possible of our nation's most promising future leaders to grow and strengthen the movement for educational equity and excellence.
• Our corps members commit to two years to teaching in one of 50 regions, consisting of high-needs urban and rural school districts.
• These leaders become life long advocates for social justice and education reform, so that one day, all children in this nation will have the opportunity to attain an excellent education.
18%Of those who do graduate HS will enter a four year
college
+16millionChildren are growing up
in poverty in the US
1 in 3Won’t graduate HS
All in on Data• We went live with Salesforce.com Enterprise Edition in
Summer 2012• Our implementation is branded “TFACT” (Teach
For America’s Constituent Technology)• 1600 TFA staff and 400 student interns use
Salesforce.com• 50 regional offices
• TFACT supports 10 primary Teach For America user groups, which include: • Corps member recruitment • Alumni support, engagement, and relationship
management• Fundraising and donor relations• Marketing and Media relations• Staff prospecting
Where Marketing Automation Fits in• Email has always been a key digital channel for communication at
TFA and delivering our mission
• Our focus on mobilizing a future corps each year meant bringing in the best lead nurturing tool to meet our marketing & recruitment goals/unique sales cycles
• Data and integration with TFACT was of the highest priority.• Our data tells our story- it was critical to onboard a platform
that demonstrated impact and aligned tightly with our system of record
• Our Salesforce implementation was unique, and we required an email tool that would complement the dynamic needs our CRM served
Subscribe/Learn More
Register
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Teach
A journey of a thousand miles must begin with a
single step.
- Lao Tzu
Journey to Marketing Automation at TFA
Email Marketing = Monthly
Newsletters to anyone who started
an application
Testing validated automation
technology could increase
application rates by 11%
2010 2011 2012 2013 2014 2015
Began investigating marketing
automation solutions in the
market
Implemented Pardot as an
enterprise solution in Fall
2013
Focused on campaign and subscription management
Doubling-down on data
connectedness + insights and engagement
Constituent Partners
Marketing Technology
Organizational Transformation
Capture & Nurture: Evolving approach year over year
2014 2015
Governance & Insights: Evolving approach year over year
2014 2015
Recap
Email is key to the TFA mix (the data mix that is)
Automation technology was an opportunity to enhance our efficiency
and efficacy in managing potential prospects
But it is the means not the end, there’s much more ahead to explore and apply to sustain impact across the
organization
1 2 3
Interested in becoming a teacher?Visit www.teachforamerica.org
Email Marketing Journeys for Social ImpactPencils of Promise
Carlo Dumandan, Marketing ManagerTwitter: @CarloD
Jaclene Roshan, Senior Data Operations ManagerTwitter: @Jackie_Roshan
Presentation Overview
Developing a #GivingTuesday Social
Strategy
Re-activating Our Existing Supporters
Using Radian6 to Analyze Results
1 2 3
Pencils of Promise
250 million children lack basic reading, writing and math skills.
We believe every child should have access to quality education.
We create schools, programs and global communities around the common goal of education for all.
• 304 schools• 30,000+ students• 28M education hours
PoP & Social Media
• Early adopters to social• First 2 years, 98% of donations
were$100 or less• 1M cumulative followers across
social• 35,000 personal fundraisers today• Cause marketing partnerships with
Microsoft, Instagram, Warby Parker, etc.
Social networks don’t get people to donate, they get people to connect to your
mission.
#GivingTuesday: Conceptualizing Strategy
Goal: How can we have the loudest voice on social media while differentiating PoP?
Looking at the data: 80,000 of our email addresses were non donors
Why? They signed up during celebrity-backed campaigns
How can we reactivate them?
Millennials like to be influenced, but they prefer to do the
influencing.
#GivingTuesday: The Big Idea
SimplicityGratification Urgency
#GivingTuesday: Email
• Segmented non donor list for eblast• Your voice is as powerful as your
donation (low capacity to give is ok!)• Strategically timed for 3pm, midday
boost and when these young followers are out of school
• Link to Tweet
#GivingTuesday: Launch Tweet
• For every Retweet, lokai donated $1 to build a school for children in Ghana
• Our goal: 25,000 Retweets in 24 hours to build a school
• We asked key influencers to Retweet throughout the day and mid-day email boost
#GivingTuesday: The Tweet Heard ‘Round the World
#GivingTuesday: The Big Surprise
Season of Promise: Twitter Statistics
Follower Growth during campaign: 2,605 Brand Mentions: 139,000
Season of Promise: Twitter Statistics w/o Celebrity
Filtering out all Justin-related tweets, still find 81k+ brand mentions
More representative conversation cloud
Season of Promise: Peer Analysis
Radian6 allows us to compare our brand against our peers
Comparison to:• Brand Peer (140% larger on Twitter)• Impact Peer (88% larger on Twitter)
Share of Voice: 75%
Simplicity Urgency
Gratification
UrgencySimplicity
PoP’s secret for a successful cause marketing social campaign
1. Engagement withnon active donors2. Activation ofcorporate sponsors3. Acquisition of new supporters
Follow us on Twitter:@pencilsofpromis
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