Learn how you can implement basic email and social media marketing principles that commercial businesses use for success to reach your nonprofit campaign goals.

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Marketing Principles
for Nonprofits
Presented by Kimber Powers
Marketing Training Specialist @
VerticalResponse, A Deluxe Company

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Here’s What We’ll Cover
• Email marketing for Nonprofits
• A Few Interesting Stats
• Basics of Your Email Design
• Building Your Nonprofit Email List
• Creating Content For Your Audience
• Social Media for Nonprofits
• Checking Your Reporting
• Resources/Q&A

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Why Send Email?
• Emails build relationships, retention
and loyalty
• Helps grow your organization & get
referrals
• Stay in front of your audience &
establish yourself as an expert
• Send reminder emails as events near
• Promote your products & services –
yes, even NPOs
• Send thank you emails to keep in
touch and get referrals

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Let’s Look at the Numbers
From M+R 2015 Benchmark
study with NTEN

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Mobile
Over 58% of emails are
read on a mobile device.
Use a responsive
template to ensure your
emails look great no
matter where they are
read.

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Basics of Email Design
• Design for quick downloading – not too many images
• Make it easy on the eyes
• Arial, Times New Roman & Verdana fonts
• Use reverse text sparingly
• Avoid text over distracting backgrounds
• Emphasize with bold
• Italics are hard to read online
• Underline text often mistaken for a link
Don’t do this….

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Building Your Email List
• Remember, it starts with just ONE email address
• Most Nonprofits average 8 months to reach 100+ contacts
• Popular ESPs require that you use ‘fully opted-in’ lists only
• Print or Online Sign-up Forms are best tool for capturing ‘leads’

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What is a Lead?
• A person who has proactively expressed interest in your
business/service
• Three Types of Leads:
- Cold
- Warm
- Hot

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What To Include On Your Sign Up Form

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Content – Where’s The Beef?
• What’s your story?
• Put your audience first.
• Deliver what’s expected.
• The best marketers and salespeople are storytellers.

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Remember, Modern Content is More Than Words
• Images
• Video
• Infographics – canva.com, Pinterest
• Charts
• Live & recorded demos
• User generated - quotes, testimonials

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NPO Content Ideas
• Success Stories – What’s your organization doing with the money raised?
• Behind the Scenes - Tell stories from an insider’s perspective.
• Thank You’s – Send an email follow-up thanking people for donating time or
money
• What’s Up Next – Remind your supporters what’s happening in the next few
days or weeks.
• Inspiring How-Tos - Give your supporters some suggestions and show them
the impact that their actions can have, even when they aren’t at a volunteer
event.

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Best Nonprofit Call to Actions
• Donation to your non-profit
• Advocate for specific legislation – send an email to politicians, sign
a petition, etc.
• Call for volunteers
• Donation to other related organizations
• Attend an event
• Create CTA buttons with our free tool
Buttons.verticalresponse.com

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Be Good to Those Who Sign Up
• Mail regularly – at least once per month
• Send what you promise!
• Adopt an email privacy policy - Fear that their email addresses will
be sold is one of the reasons people don’t give out their email
addresses to non-profits.
• Respect all unsubscribes – It’s better to lose a subscriber than to be
marked as a spammer.

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Non-Profits & Social Media

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Non-Profits & Social Media

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Getting Started with Social Media
• You don’t need to be everywhere!
• Save time by getting the most out of your social presence
• Choose the Social Media network(s) where your “customers” are
• Pick 1-2 Social Platforms & focus on building from there

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Social Media – Using What You’ve Already Got!
• Promote your pages to current “customers”: send an email, add links in
emails & blog, website etc.
• Content is king
• Post often, with relevant & useful material that you already have:
• Hosted link of your emails
• Social messages
• Videos & photos
• Events
• Volunteers

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Building Connections
• Comment, comment, comment
• Engage
• Be interesting and interested
• Post regularly – A few times a week at least, or more.
• Share other content – emails!
• Promote your best stuff!

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On Facebook
• Photo with a brief description
• One or two sentences about something happening locally
• Good news about your organization or the local community
• Specials, promotions or sales (keep it brief but packed with info)
• Links to relevant blog posts or website pages
• Links to media mentions

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On Twitter
• Tweet blog posts, company news,
contests, sales, etc…
• Share media that you consume
• Industry trends and studies
• Relevant blog posts and articles
• Follow people and brands you like for good content, and retweet them
• Thank people for mentioning your brand & RT positive mentions!

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Use Social Media in Every Email
 Increase Social Media presence
 Give recipients an incentive to click through to your Social Media
pages
 Grow list

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Step into the Matrix

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Make Every Email Sharable
• Forward to a friend
• Share on Facebook and Twitter or any Social Media platform you
are using
• Follow buttons too!

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Reporting

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Key Metrics

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Understanding What You’re Seeing
• Keep an eye on the open rate, but don’t make it the be all end all
• Focus on keeping the click through rate high.
• Assess traffic to your website or physical location right after you’ve
sent your email.
• Keep your bounces and unsubscribes low.
• Find your average open or click and then work from there

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Resources
• How to Do Everything http://help.verticalresponse.com/
• VR Marketing Blog verticalresponse.com/blog
• Buttons.verticalresponse.com
• Marketing guides:
www.verticalresponse.com/marketing-resources
•8 Email Marketing Basics to Remember
•Email Checklist
•Email Marketing Reporting Basics

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