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7 PROVEN WAYS TO GROW
YOUR EMAIL LIST USING
FACEBOOK
Practical ways to connect with supporters, activate
donors, and raise money online.
www.bit.ly/npEXPERTS
Tweeting? Use #npEXPERTS …

2. 5/29/2013 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

3. 5/29/2013 John Haydon | www.JohnHaydon.com 3
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

4. 5/29/2013 John Haydon | www.JohnHaydon.com 4
ARE YOU CLEAR ABOUT THE ROLE OF
EMAIL IN YOUR COMMUNICATIONS
STRATEGY?

5. 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

6. 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.
Understanding The
Role of Email

7. 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.
Understanding The
Role of Email

8. Convert Donors and Volunteers
Understanding The
Role of Email

9. Convert Donors and Volunteers
Understanding The
Role of Email

10. 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
Share their donation on
Facebook
Donate for the first time via email
Facebook ladder of
engagement

11. Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
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

12. 5/29/2013 John Haydon | www.JohnHaydon.com 12
THE ONE THING YOU NEED TO DO
BEFORE BUILDING YOUR LIST

13. Your audiences are the various
different groups of people you
reach (or are trying to reach).
Understand Your
Audiences

14. 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?
Understand Your
Audiences

15. Download a free eBook on
personas here:
http://db.tt/7vBxrnWN
Understand Your
Audiences

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ONCE YOU UNDERSTAND YOUR
AUDIENCE, GIVE THEM WHAT THEY
WANT

17. 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?

18. •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?

19. The value they get should
greatly outweight the pain
of joining your email list.
The value exchange

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7 INCENTIVES TO DRIVE SIGN-UPS

21. eBooks
1
eBooks that offers highly specific
information or howto. eBooks (PDF) can be read
on any eReader - including
iPads and Kindles!

22. 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!

23. 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

24. Sponsor giveaway
2
Make sure the sponsor is in
alignment with your brand
•Discounts
•Free product or service

25. Sponsor giveaway
2
Check out Gifts that Give

26. 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!

27. 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!

28. Advocacy
3
Four great resources for starting
petitions:
•thepetitionsite.com
•change.org
•rallycongress.com
•actionsprout.com

29. Pledges
4
Pledges lets people feel
that they’re part of your
movement.
Less formal than advocacy.

30. Photo contests
5
Powerful way to acquire fans
(with a like gate) and emails.
Participants can easily share
your contest.

31. Photo contests
5
Check out Shortstack

32. Action alerts
7
Perfect for orgs that provide
regular educational resources.
Brands your org with high value.

33. Action alerts
7
Perfect for orgs that provide
regular educational resources.
Brands your org with high value.

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4 TIPS FOR PLACING AN
OPT-IN FORM IN A CUSTOM TAB

35. Put an opt-in form on
your Facebook Page
Use the Static HTML iframe tabs
app
Don’t forget the
carrot!
1

36. Make it mobile
FYI - Custom tabs are not
viewable on mobile devices.
2

37. Make it mobile
Tools like Static HTML: iframe
tabs and ShortStack have smart
URLs which display the tab on
mobile.
2

38. Use Facebook login
Facebook login always people to
join your list with a single mouse
click.
3

39. 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

40. 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

41. 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

42. 5/29/2013 John Haydon | www.JohnHaydon.com 42
4 TIPS FOR OPT-IN FORM DESIGN

43. Point the way
Make it easy to find your form.
1

44. Use powerful images
Particularly with people
2

45. Be clear about frequency and privacy
2
•You won’t share their email.
•How often will they receive emails?

46. 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.

47. Redirect to a
thank you
page
3
In this example, I use
clicktotweet.com to
encourage people to share
my list.

48. Redirect to a
thank you
page
3
Which seems to work...

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OTHER USEFUL TOOLS

50. Action Sprout
1
•Allows users to join with one click
•Allows them to share your cause

51. Action Sprout
1
•Allows users to join with one click
•Allows them to share your cause
•Export emails from Action Sprout

52. Shortstack
2
•Awesome for photo contests
•Allows them to share your app
•Export emails from Shortstack
•They have a MailChimp app

53. Static HTML app
Static HTML iframe tabs app:
•Allows you to easily add HTML
•For free
Don’t
forget the
carrot!
3

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DON'T FORGET ABOUT
LOWERING UNSUBSCRIBES

55. Building your list also means
giving people reasons to
stay subscribed!

56. Set expectations
1
•About frequency and content
•On your thank you page
•In your follow-up email

57. Segment lists
2
•Right people
•Right content
•Right time

58. Segment lists
2
•People interested in events
•People who downloaded an
eBook
•People who donated
•etc.

59. Keep them interested
3
•With personalized emails
•With awesome content
•With exclusive content
•With “what’s coming”
Don’t
forget the
carrot!

60. 5/29/2013 John Haydon | www.JohnHaydon.com 60
THE END

61. 5/29/2013 John Haydon | www.JohnHaydon.com 61
QUESTIONS?
P O S T T H E M AT FA C E B O O K . C O M / I N B O U N D Z O M B I E

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NPEXPERTS > DOWNLOAD THE FREE EBOOK
Connect with supporters, activate
donors, and raise money online.
Nonprofit experts share their extensive
knowledge and expertise in:
- Online marketing and fundraising
- Email communication
- Social media
- Mobile engagement
Download the npEXPERTS eBook and
register for free webinars at
www.blackbaud.com/npEXPERTS

63. 5/29/2013 John Haydon | www.JohnHaydon.com 63
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