Session Presentation for Non-Profit Email Marketing at ConvergeSouth Conference

1. Email for Non-Profits:
Leveraging the power of the inbox
Presented by:
Rob Ainbinder, Marketing Specialist
Rob Ainbinder - ConvergeSouth 2011 - @robainbinder

2. Today’s Map
• Philosophy
• History
• Usage
• Your (Email) Reputation
• Integrating with
Marketing
• Uses
• Listing Building Tips
• Headlines

3. A Bit about BEM
• 1996: Established
• 2009: Education Center
• 2010: Technology Services

4. Philosophy
Email is private

5. History
• 1982
MIT releases 1st email script
• 1987
First corporate use of email as marketing
• 1990’s
With greater corporate interest, bulk desktop
software advances.
• 2000’s
Software As a Service expands.

6. Usage
294 billion/day
2.8 million/second
- Radicati Group 9/1/2011

7. Your (Email) Reputation
Photo: my

8. Integrating with Marketing
(Almost) everything you send via postal mail can
be sent via email.

9. Uses for Email
• Call for Sponsors
• Call for Volunteers
• Event Updates
• Fundraising

10. Six Strategies: Building Your List
• Face-to-face sign-up sheet
• Paid search (Google, Bing, Yahoo)
• Search engine optimization
• A link to your sign up form in your email
signature
• A link on your online donation or event-
registration checkout
• Subscriber Pass along to a friend

11. Fundraising

12. Headlines with Punch

13. Headlines with Punch
• Action!
• Get (a little) Crazy
• Be Original

14. Headlines with Punch

15. Headlines with Punch
Your turn:
Cosmo: “Get Ahead Faster: 12 Brilliant (and Slightly
Bad) Ways to Do It”
Cosmo: “Lose Weight While You Eat (10 Foods That
Actually Burn Calories)”
Cosmo: “Are You Accidentally Making Yourself
More Tired?”
Cosmo: “Beauty Tips That Save Your Buck$”

16. Four More Strategies
• Put it ALL on a unified messaging calendar
• Schedule
• Review
• Have someone else review

17. Outlook
Use with Caution

18. The Welcome Message
Example

19. Three E-Mail Service Providers
•Campaign Monitor
•iContact
•ExactTarget

20. CampaignMonitor
Campaign Monitor
Good choice for a small organization sending
less than 10,000 emails per month.
• Template library available
• A/B split testing
• Autoresponders and Drip Campaigns
• Inbox preview (see screenshots of your email
in 20+ inboxes)

21. CampaignMonitor
Demo

22. iContact
iContact
• Best fit for this tool is a typical small-to-
medium sized non-profit organization
• Set of basic features along with a set of more
advanced ones like autoresponders
• Template library
• Autoresponders & Surveys
• Free account for all North Carolina Non Profits
for up to 10,000 subscribers

23. iContact
Demo

24. ExactTarget
ExactTarget
• Best fit for ExactTarget is medium to large size
organizations.
• Capable of sending unlimited emails.
• Great integration with Salesforce, Microsoft
CRM and others.

25. ExactTarget
Demo

26. Questions

27. Stay Connected
Blog
BEMinteractive.com
Facebook