2. 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
Seven incentives to drive sign-ups
Four tips for putting an opt-in form on your Facebook Page
Four tips for form design
Other useful tools
Three ways to lower unsubscribers
3. ARE YOU CLEAR ABOUT THE ROLE OF EMAIL IN
YOUR COMMUNICATIONS STRATEGY?
4. 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
5. 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
6. 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
9. 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 affinity
Share their donation on
Facebook
Donate for the first time via email
Facebook ladder of
engagement
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
Trust and affinity
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
11. THE ONE THING YOU NEED TO DO BEFORE
BUILDING YOUR LIST
12. Your audiences are the various
different groups of people you reach
(or are trying to reach).
Understand Your
Audiences
13. 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
14. Download a free eBook on personas
here: http://db.tt/7vBxrnWN
Understand Your
Audiences
16. 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?
17. •Lost time filling out your form
•Perceived potential privacy breach
•The perceived potential that you’ll
gunk up their inbox
•The unknown
What pain,you ask?
18. The value they get should
greatly outweight the pain of
joining your email list.
The value exchange
20. eBooks
1
eBooks that offers highly specific
information or howto. eBooks (PDF) can be read on
any eReader - including iPads
and Kindles!
21. 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!
22. 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
38. 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
39. 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
40. 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
44. Be clear about frequency and privacy
2
•You won’t share their email.
•How often will they receive emails?
45. 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.
46. Redirect to a
thank you
page
3
In this example, I use
clicktotweet.com to
encourage people to share
my list.
60. Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Founder of The Social Media Fundraising Club, a private learning hub for small nonprofits.
Instructor at Marketing Profs University and Charityhowto.com
Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New Media Expo, TechSoup, GrantSpace,
Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston
Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of
Boston, National Wildlife Federation, Razoo,
Who is John Haydon?