LIST GROWTH IN THE SHADOW OF CASL (Canada Anti-Spam Law): Trends & best practices your organization should be implementing right now

1. LIST GROWTH IN THE SHADOW OF CASL
Trends & best practices your organization should be implementing right now
17 July 2014
Presented By:

2. April 16, 2014 Slide 2
Those on the webinar –
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3. Agenda
• Introduction of Speakers & Presentation
• Value of an Email Address
• Online Marketing Trends
• List Growth Strategies
• Key Takeaways
• Panel Q&A
Slide 317 July 2014

4. Slide 4
SPEAKERS
Heather McLean, Senior Fundraising Advisor, hjc
Kara Fujita, Director Non-profit Services, Care2, Inc.
Chris Carter, Founder/President, Chris Carter Marketing, Inc.
Heather Kara Chris
17 July 2014

5. VALUE OF AN EMAIL ADDRESS
17 July 2014 Slide 5

6. Median File Size
17 July 2014 Slide 6
2013 Blackbaud Benchmark Study

7. Annual List Size Growth
17 July 2014 Slide 7
2013 Blackbaud Benchmark Study

8. % of File Size That’s Usable
17 July 2014 Slide 8
2013 Blackbaud Benchmark Study

9. Value of Usable Email Address
17 July 2014 Slide 9
2013 Blackbaud Benchmark Study

10. ONLINE MARKETING TRENDS
17 July 2014 Slide 10

11. 17 July 2014 Slide 11
2013 Blackbaud Benchmark Study

12. Understand what
content pulls your
donors through
the sales funnel,
and use that
context to
personalize your
marketing at
scale.
Get found by
qualified leads
online with content
(website pages,
blog articles, social
messages)
optimized for
search and social
media.
Inbound / Content Marketing
17 July 2014 Slide 12
Connect Convert

13. Things have changed…
Pre-internet
• Donor: Relatively
uninformed.
• Donor Journey: Linear.
• Marketing Playbook:
Interrupt (direct mail and
advertising).
Today
• Donor: Well-informed.
• Donor Journey: Fluid and
random. Starts with Google.
• Marketing Playbook:
Thought leadership through
content creation and unique
fundraising opportunities.
Slide 1317 July 2014

14. 17 July 2014 Slide 14

15. 17 July 2014 Slide 15

16. Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Visitors Leads Donors
Strangers Promoters
The Process
17 July 2014 Slide 16

17. LIST GROWTH STRATEGIES
17 July 2014 Slide 17

18. ABC – Always Be Converting!
1. Create remarkable content
2. Incentivize opting-in
3. Blog
4. Make it social
5. Optimize search keywords
6. Don’t forget offline
7. Recruit advocates
8. Optimize your website & forms
9. Diversify, track & evaluate
17 July 2014 Slide 18

19. What’s remarkable content
• Create a free, online tool or resource and users
sign-up with their email address:
– Whitepapers
– Wallpapers
– Tool kits
– eBooks
– Presentations
– Infographics
– Ecards
Trust me your organization already has this stuff to
repackage!
17 July 2014 Slide 19

20. 17 July 2014 Slide 20
Themed, free
ecards are a great
lead gen tool!

21. Opt-in incentivized
• Promote an online contest, giveaway, or
premium and have entrants sign-up or
submit with their address:
– Corporate sponsor opportunity
– Photo/video contests
– Recipe contents
17 July 2014 Slide 21

22. 17 July 2014 Slide 22

23. Low-cost, low-tech tool:
www.shortstack.com
17 July 2014 Slide 23

24. Source: HubSpot17 July 2014
Blogging increases leads by 120%

25. Frogloop
17 July 2014 Slide 25

26. MSF Blog
17 July 2014 Slide 26

27. Social strategies
• Embed and promote your enews sign-up on
Facebook
• Embed and promote your content and offers on
Facebook
• Put social sharing buttons everywhere, even in
emails!
• Promote your lead-gen offers on Twitter
• Use Pinterest to promote offers that require sign-up
• Promote offers through your Google+ business page
• Add clickable links to sign-up through your YouTube
channel
17 July 2014 Slide 27

28. Download this report:
http://www.marketo.com/ebooks/contagious-content-what-
people-share-on-facebook-and-why-they-share-it/
17 July 2014 Slide 28

29. You need to carefully, analytically pick
keywords, optimize your pages, create
content, and build links around the
terms your ideal donors are searching
for.
Create content around your
targeted keywords
17 July 2014 Slide 29

30. Do you have a Google Grant?
Great! Optimize it…
• Actually use the account. Use the Keyword planner.
• Evaluate campaign statistics. Analyze performance
statistics for ad groups and keyword by sorting the
Quality Score, Click through Rate and Cost.
• Identify problem areas. This can include high-cost
adds with a low Click through rate or poor quality
scores. Delete what’s not working and try something
else.
• Run reports. You can schedule a monthly summary
report to be mailed to you. That can serve as a
reminder to check out your account.
• Keep testing. You never know what will work best for
your organization.
17 July 2014 Slide 30

31. 17 July 2014 Slide 31

32. Offline leads
• Be aware that leads come from multiple
different sources
• Concept is very much the same as online
• Developing creative ways to create leads
• Think about all the different ways potential
supporters interact with you
• Ensure you have protocols and data
collection processes and systems in place
to collect all the numerous offline leads you
are or can already generate
17 July 2014 Slide 32

33. SOURCES OF OFFLINE LEADS
17 July 2014 Slide 33

34. Petition taking still exists in paper-form
Have off-line versions of online surveys/petitions
17 July 2014 Slide 34

35. Guestbook – visitors to an institution
Particularly useful for places where services are being carried out for
example an animal shelter
17 July 2014 Slide 35

36. Business Card Raffle
Quick and easy ways for individuals to share their information with you,
particularly if its connected to a prize relevant to your cause
17 July 2014 Slide 36

37. Registration
At many organizations for example health-related organizations
registration is required be sure consent to contact for
marketing/fundraising purposes is acquired as part of the process
17 July 2014 Slide 37

38. Lectures and Events
Whenever you hold a special event, even free ones whether it’s a lecture
series, a tour, or an open house, require registration
17 July 2014 Slide 38

39. Premiums – mailing labels, stickers, cards
Many people still love this stuff create request lists
17 July 2014 Slide 39

40. Information Package Requestors
People phone-in, walk-in, email requests for information all the time,
often in paper format by the mail, ensure you collect their full
information and gain consent
17 July 2014 Slide 40

41. Existing Lists
• Your organization probably already has
many other sources of leads/lists such as
volunteers
17 July 2014 Slide 41

42. Converting
• Ensure that key things such as postal
address and an email are required fields
• Enter into a database ensure source is
tracked
• Similarly to online ensure consent is
obtained
• For example have note on business card
box/petitions that you will be contacting
them
17 July 2014 Slide 42

43. Converting
• Test multiple different approaches for
example put them through a welcome
email approach
• Ensure content is tailored and you
acknowledge source
• For example thank them for attending
your free tour
• Also test in a direct mail prospecting
piece
17 July 2014 Slide 43

44. Recruit Advocates
• Taking action shows interest in cause
and shared values
• Facilitates collection of data (including
phone numbers)
• Advocacy works for list growth and
engagement
• Advocates are great donor prospects
17 July 2014 Slide 44

45. Advocates who Donate
17 July 2014 Slide 45

46. Care2
17 July 2014 Slide 46
• Over 200 million petition
signatures
• Grow via word of mouth
• Actions: timely and compelling
• Everything shareable and
optimized for mobile
• Show impact

47. Care2 Supporter Recruitment
17 July 2014 Slide 47
• Performance guarantee
• Cost per lead (email signup)
• Actions (petitions, behavior pledges) to qualify

48. Care2 Supporter Recruitment
17 July 2014 Slide 48
From Care2.com
From Care2.com
Behavior Pledges on Care2

49. 17 July 2014 Slide 49
• Care2 can send
automated welcome
message to new leads
• Ensures quick follow up
and offers chance to
unsubscribe
• Any unsubscribes are not
delivered to organization
Welcome Message

50. 17 July 2014 Slide 50
• 29,000 new supporters recruited from
advocacy actions on Care2
• 4-part online welcome series
• 110% ROI in 5 months and 2.53% donor
conversion - online only
• 737 new donors with average gift of $36.49
and 233 made more than one gift
• Other organizations seeing 3-6% conversion
to donor via telemarketing and success in
direct mail too
Results

51. Best Practices for Onboarding
Advocates
• Timely communication
• Give them more to do! – More petitions,
engagement (stories, video, survey)
• Track, segment and use multiple
channels to convert to donors
• Ongoing messaging strategy to keep
them engaged
17 July 2014 Slide 51

52. Generate leads on site
17 July 2014 Slide 52
From Plan Canada website
From Amnesty International Canada website

53. Landing Pages
• When a website visitor clicks on a
CTA, they should then be sent to a
landing page where the offer in the
call-to-action is fulfilled, and where the
prospect submits information that your
team can use to begin a conversation
with them.
17 July 2014 Slide 53

54. Optimize website & forms
17 July 2014 Slide 54

55. Form optimization
17 July 2014 Slide 55

56. Form optimization tips
1. Connect your form to your CRM
2. Label fields clearly
3. Use inline error messages
4. Use side-by-side field captions
5. Make error messages easy to understand
6. Use cookies to remember your leads
7. Keep forms short
8. Don’t clear existing fields after user errors
9. Get the opt-ins you need
17 July 2014 Slide 56

57. Data Integration
• Keep track of the leads you're
converting in a centralized marketing
database so you can make sense out
of every interaction you’ve had with
your contacts – be it through email, a
landing page, or social media.
17 July 2014 Slide 57

58. Don’t forget about offline
• Create a central database for all leads
even the ones created offline
• Such as those individuals who signed
your guestbook, attended the free tour,
or requested that pamphlett
• A note on infrastructure, be sure
frontline staff eg individuals at reception,
registration, or on the phone are trained
and collecting information
17 July 2014 Slide 58

59. Key Takeaways
• With CASL – a solid, inbound marketing strategy
to build your email file is even more important.
• Diversify your strategy, and always be
converting.
• Use social media, blogs, Google Grants (SEM) to
drive traffic to optimized landing pages.
• A centralized CRM is key to retention and donor
conversion.
• Don’t forget about offline lists, and other
sources of leads!
• Recruit advocates to your cause because they
make great donors.
17 July 2014 Slide 59

61. Thank You!
• Connect with us at:
– heather.mclean@hjcnewmedia.com
– ccarter@chriscartermarketing.com
– karaf@care2team.com
17 July 2014 Slide 61