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Nonprofits need to leverage every tool to get new members, dedicated volunteers, and donors, donors, and MORE donors! Learn how to integrate email marketing with social media to broaden your social footprint. This interactive session will feature live case studies, tips, tools and new technologies that will help your email “go social”— inspiring broader reach, instant action and long-term engagement.
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© 2013
Grow Your Nonprofitwith Email & Social MediaSimple Strategies for Nonprofits
© 2013
Gina M. WatkinsRegional Development Director
Constant Contact
facebook.com/Constant Contact (DC Capital Region)
twitter: @GinaWatkins
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Facebook LinkedIn InstagramTwitter Pinterest Youtube
WHERE ARE YOU TODAY?
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traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
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ENGAGEMENTthe new word-of-mouth is
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EMAIL 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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FORWARD& SHARE
Your new best friends.
Make it easy to share.
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38%Source: Litmus, “Email Client
Market Share,” April 2012
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at its core, marketing is abouteliciting a physical and measureable
RESPONSE
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PHYSICAL, MEASURABLE RESPONSE
click ordownload
come tothe storeor office
schedulea session
donate call
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you can be your authentic self
11
you have an advantage
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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?
CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”
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LOOK GREATbrand consistency
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SUBJECT OR HEADLINEwinning the battle of priorities
2SECONDS2WORDS 2TODAY
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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 action?
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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 TIME4. use same 3 groups
of people5. select three times on
the day with the best results
6. send email at 3 different times of day
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WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
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• Any day 35 - 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)
PRACTICAL ADVICE
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YOU CAN DO THIS.AND YOU CAN START WITH A SMALL LIST
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Q&A
facebook.com/Constant Contact (DC Capital Region)
twitter: @GinaWatkins
