New world of e communications

The New World of eMail The New World of eMail Communications: The Newest Communications: The Newest Tools for Relationship BuildingTools for Relationship Building

By: Andy [email protected]

How is the Economy Affecting Giving?How is the Economy Affecting Giving?

How is the Economy Affecting Giving?How is the Economy Affecting Giving?

• 52.3% of donors are still planning to give the same amount or more in donations for 2009—only 17% are planning to give LESS

• Donors plan to give less through direct mail, telemarketing, door-to-door canvassing and MORE through online giving and in kind gifts instead of cash

• *Overall Online Gifts have increased 26% in 2008 • THE MORE PEOPLE DO WITH YOUR ORGANIZATION, THE

LARGER THEIR GIVING AND ENGAGEMENT!

Source: Philanthropy In A Turbulent Economy: Penelope BurkMarch 2009

* Source: NTEN Benchmark Study 2009

The Rules The Rules Still ApplyStill Apply

(It’s all about relationships…not technology)

Note: There are many email vendors and solutions out on the market but it is important to be able to make sure that your choice of solution can integrate with your database so that you can target and segment your communications

Why Has Email Become So Important?

• People are busy…they want to communicate/interact on their own time

• Email is inexpensive…• Email provides virtually instant access

to friends and supporters• Email is a great equalizer• Email is measurable

• Reads email before snail mail

• More comfortable online

• Busy, satisfies interests on own schedule

• Expects information to be personalized

• Expects immediate feedback

• Demands information on progress/stewardship

• Wants a way to share experiences with others online

Today’s Supporter

No Email List? No Problem…

• Whether you have some contacts or are starting from scratch, anyone can grow a strong email list

• The three most important factors in effective email list-building are:– Where and how you acquire the addresses– How you welcome each new subscriber – How you manage the relationship after the opt-in

– Source: EmailLabs

Grow Your List Online• Direct staff and other close

supporters (board, volunteers, etc.) to include subscription links in email signatures

• Use Search Engine Optimization/Marketing to increase traffic and subscriptions

• Investigate alliances or partnerships with similar or complementary organizations to reach common supporters

• Advertise your newsletter/services/cause through a 3rd party list

Grow Your List Offline

• Ask for email addresses at every touch point

• Instruct staff to capture email addresses over phone when appropriate

• Include your website address on all printed materials

• Offer an incentive to register (contest, raffle) to collect emails

Now that I have permission…• Hook them early, and keep them

engaged over time

• Optimize the welcome message

• Send follow up message within a week (or less)

• After a few months of active email, survey lists to see if you are meeting expectations

Why Segmentation is Important• Segmentation breaks your

audience into manageable parts

• If the goal is building relationships, it helps to know who you are talking to

• Segmenting your list will lead to more targeted messages

• If you don’t segment, you are treating every one of your recipients like they are the exact same type of person

How to be a Good Sender• In your messages, always include:

– The purpose; why you are sending it to the reader

– A clear way to unsubscribe. – Consider offering alternative ways to receive

emails, such as:• Receiving newsletters monthly vs. weekly• Change of address (home vs. business email)• Sign up via RSS

– Link to your homepage– Privacy policy– Physical/street address of your organization

• Don’t get caught in spamtraps

How Important is that Header?

• 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message

• 73% based that decision on the "From" name

• 69% percent based the decision on the subject line

Source: 2007 Email Sender and Provider Coalition (ESPC) study

Use Landing Pages to Increase Conversions

• So I got them to click…now what?• Landing pages are a natural extension of email, regardless of

message• The goal of most landing pages is to persuade a visitor to

complete a transaction• Landing page effectiveness is measured by conversion rate• You should test landing page elements like you would test email

or direct mail

Example Landing Page

A Few Email Design & Usage Tips

1. Keep truly important items above the fold2. Ask subscribers to add your from address to their address

book3. Host images on your web site rather than embedding them 4. Links to resources and to special landing pages on your web

site are powerful (Especially “tell a friend” functions)5. Develop your own writing style that readers will learn

to love (people adore stories, so tell many . . . )

6 Most Common Mistakes with emails:

1. Not Asking/Surveying your entire constituency for communication preferences such as using survey monkey or other free survey tools to find out your prospects and donors general communication preferences

2. Not Asking for emails on website such as “sign up for our eNewsletter” and tell us what you’re interested in

3. Not Asking Permission before sending mass emails to your constituents to begin with

6 Most Common Mistakes with emails:

4. Not Testing and SPAM checking what email looks like prior to sending on different email browsers and SPAM checking will catch items that may compromise your deliverability

5. Not reviewing deliverability/click-through reports during

campaign

6. Not adjusting future campaigns based on lessons learned and adjusting and after the email campaign is over – TRY SOMETHING DIFFERENT if it was not as successful as you intended

Real Life Example….Real Life Example….Dec 11:Subject line: Urgent Appeal: Your gift to

CRS is vitally important!

Straight Appeal Static donation formRaised $112k

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

Dec 29:Subject line: Only 48 hours left to make a tax-

deductible gift!

Added “hotspot” text

Added video message from our president (that plays right on the donation form)

Added a strong pull-quoteRaised $112k

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

Dec 31:Subject line: Final Deadline: Last chance to

make a tax-deductible gift

New “hotspot” textKept video message from our

presidentNew pull quoteRaised $119k

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

Are your communications integrated?

• Integration directly in/out your database• Online & Offline Communications• Customizable • Cut down on mailing, administrative time & costs• Accessible from mobile phone, laptop, home

computer • Measureable results

What does fully integrated mean to you?

Add enewsletters, events, links to Social Networking Sites

eTapestry records the number of times a site was shared through these Share links on

each social

networking site, as well as the number of times individuals clicked on the shared link.

Web Site OptimizationWeb Site Optimization

75% of donors will check your website before making a gift whether it is Online/Offline

If Relationships are Built on Communications . . . Set yourself up for success!

A Few Key Changes can Make a Huge Difference

Your website = tool for engagement

1. Learn from your content(Start with Google Analytics to see how many unique visitors you have, how they found you,what they viewed, where they stayed the longest, and what content produced actions.)

2. Make your content easy to consume(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.)

3. Make your content ever changing (Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or

weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)

4. Make your site easy to find(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and

Flickr are your outposts linking back to the web site hub!)

Keys to Building a Successful Web SiteKeys to Building a Successful Web Site

Top Ten Traffic Sources

They’re at your website, now what do they do?

1. Can they engage?

2.2. Can they add content? (Web 2.0)Can they add content? (Web 2.0)

3. Can they give or volunteer?

Your goal – to get something from them!

Keep it simple & Make Integration a Focus

Constituent Website

Gather Information

Use Email

DatabaseDatabase

Do you have an Online/Social Do you have an Online/Social Media Strategy?Media Strategy?

Media & PR

E-mail Campaigns

Social Networks

Integration with Direct Mail

Banner Ads on Homepage, Blog and eNewsletter

Google AdwordsGoogle

Adwords

What is Social Media?What is Social Media?Social media is online content created by people using

highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming people from content readers into publishers.

Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.

Source: Wikipedia, 2009.

Which of the following types of social media does your charity currently use?

33%34%32%

41%

26% 25%

13%

79%

57%

30%

36%

79%

16%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Video Blogging

SocialNetworking

Blogging Podcasting Message/BulletinBoards

Wikis Do Not UseAny

2007

2008

Food for Thought….Food for Thought…. Top 5 Most Visited

Websites in the United States:

– Facebook is #3 – YouTube is #4– MySpace is #5– (Twitter is #14)

Source: http://www.alexa.com/topsites/countries/US

YouTube!YouTube!• Allows you to attract more traffic to your website• Videos can easily be posted on website or as a link

within an eBlast or eNewsletter• FREE service to increase your visibility• Growing in popularity and becoming more accepted

in the NP world as a method for reaching constituents

April 2009 Data comScore Video April 2009 Data comScore Video Metrix ServiceMetrix Service

• Video now bigger than Search: 12 Billion Videos per month vs. 10.5 Billion searches conducted

• 78.6% of total U.S. Internet audience viewed online video. • Average video viewer watched 385 minutes of video, or 6.4 hours • 107.1 million viewers watched 6.8 billion videos on YouTube.com

(63.5 videos per viewer) • The duration of the average online video was 3.5 minutes

Source: BrightRoll

YouTube Takeaways…YouTube Takeaways…

• “SHOP” Others• Identify a few constituents who would like to

share their story with others & record a few different testimonials each year

• Integrate with your website and eNewsletter blasts

• Get Creative!!

FACEBOOKFACEBOOK• What is Facebook??

– A FREE, online social networking site that connects people through online communities• Facebook started out as a service for university students but now almost one

third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.

• Non profits can use Facebook to: – Connect– Brand– Share your story – Fundraise

FACEBOOK UsersFACEBOOK Users

FACEBOOK Takeaways…FACEBOOK Takeaways…• Real Life Application

– The Nature Conservency’s “Lil Green Patch” Case Study• Built a cause page on FB to attract users to support the Adopt an Acre

program to conserve rainforests in Costa Rica & fight global warming• 20K new cause members and $33K in support since Feb 2008

• These results will most likely NOT be the case for your organization…– HOWEVER, creating an online, Facebook presence will not hurt – Creating a group of fans/people that advocate for your cause WILL increase

your giving and support• POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK• Have an intern or student volunteer create these pages for you—they typically

have the most knowledge and insight into what will sell to their generation of internet users!

Social Networks: Hints for SuccessSocial Networks: Hints for Success

• It is not FREE, resources are required • Being present is not enough, engage• Be authentic, otherwise you will be exposed fast• Endorsements matter, think forwarded emails!• Measure • Have something to say, must be regular or it dies fast

Stephanie Miller, Email Insider, 2009

Real Life Story via the “New York Real Life Story via the “New York Times”…Times”…

““Web Site Story Continued”Web Site Story Continued”Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover

all Admin Costs * Donors can Locate

Their Well on Webvia Google Earth

““Web Site Story Continued”Web Site Story Continued”Charity: water * Raised $250,000

via Twitterfest * Raised $965,000

via Sept. Birthdays * Tons of Video * Easy to Engage * Giving is Joyous * Infectious with

Youth/Boomers!

charity: watercharity: water1. Was the $250,000 raised via Twitter the key

fact?

2. Was the $975,000 raised from Sept. birthdays the key fact?

3. Is the way they have harnessed web/video technology the key?

4. How about how they show impact via Google Earth?

Communicating daily w/ 500,000+ followers!

A few vendors that currently offer this functionality include:

Blackbaud: http://internet.blackbaud.com/

Active.com: http://www.active.com/

eTapestry: http://www.etapestry.com/

Firstgiving: http://www.firstgiving.org/

What is it?

Personal Fundraising is a viral fundraising tool that uses the Internet and email to empower your constituents to raise funds for your organization. It allows your constituents to leverage their network of contacts and their passion for your cause and make personal appeals to their friends, family, and associates, thus generating new support for your organization.

By the Numbers:

• Average volunteer or event attendee sends over 30 emails

• 1 in 4 emails sent by a volunteer results in a donation

• Average online gift is over $70!

Statistics from actual eTapestry client data, surveys and from http://www.e-benchmarksstudy.com

Real Life Examples of Personal Fundraising Success

• The Lupus Foundation of Minnesota recently hosted a Walk/5k Run event late in 2009. Utilizing Personal Fundraising technology costing under $1,000, the Lupus Foundation raised $60k in just a few weeks – doubling their increased goal once it was raised from the initial $10k to $30k!

Donor Loyalty

• How do you know which donors are loyal?

• Which are accessible?

• Which feel trapped?

• Which are at risk?

Why Measure?

• More NP’s Equal More Competition

• Appropriate Donor Strategy is Easier

• Donors Expect More

• Everyone Loves to Provide Their Opinion

Why Measure?

• More NP’s Equal More Competition• Appropriate Donor Strategy is Easier• Donors Expect More• Everyone Loves to Provide Their Opinion• Retaining Current Donors is Job # 1• Knowing Where to Focus is Essential • Avoidance of Lapsed Donors is Huge

From your online donation/event registration page…

From your email campaigns…

57%2%

17% 23%

n =55 accounts

There’s always survey monkey as a place to start!

Summary

• Segment your email list and send targeted messages

• Utilize social media to reach new people• Create a website that allows people to take

action and gives them a reason to come back• Donor loyalty – you have their attention now

keep it by giving them what they want

Questions?

Thanks!

Andy [email protected]

317-336-3879