Nonprofits have learned that Facebook is great for encouraging their community to talk about a cause with their friends. But many are challenged with taking people beyond liking, commenting and sharing. This webinar will help you build the strategies to build deeper relationships through email, beginning with email acquisition!

1. Sponsored by:
Seven Powerful Ways to Build
Your Email List With Facebook
John Haydon
September 25, 2013
Twitter Hashtag - #4Glearn
Part
Of:

2. Sponsored by:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
info@synthesispartnership.com
INTEGRATED PLANNING
Part
Of:

3. Sponsored by:Part
Of:
Coming Soon

4. Sponsored by:
Today’s Speaker
John Haydon
Chief Heretic and Pyrotechnician
Inbound Zombie
Assisting with chat questions:
Jamie Maloney, 4Good
Founding Director of Nonprofit Webinars and Host:
Sam Frank, Synthesis Partnership
Part
Of:

5. SEVEN POWERFUL WAYS TO BUILD
YOUR EMAIL LIST WITH FACEBOOK

6. What we’ll talk about today
Three things you need to understand about email marketing
The most important thing you need to do BEFORE building your list
Seven incentive STRATEGIES to drive sign-ups
Five tips for putting an opt-in form on your Facebook Page
Four tips for form design
Three ways to lower unsubscribers
Other useful tools
What next?

7. How to get the most out of this webinar
• Close all other browsers and apps - to help you focus, I’ll keep things super-concise. So
do your part and pay attention. :-)
• Grab a notepad and pen - Research has shown that you are more likely to act on things
you write down. And you won’t regret being able to quickly jott down resources and tips not
mentioned in the slides.
• Listen to the entire webinar once - Jott down the times when relevant chapters appear in
the video timeline.
• Write down action steps - Write down 4 action steps. Even better, immediately after
watching the webinar, send an email to a trusted collegue about the action steps you’ll be
taking to enhance your Facebook and email marketing approach.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

8. ARE YOU CLEAR ABOUT THE ROLE OF EMAIL IN
YOUR COMMUNICATIONS STRATEGY?
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

9. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

10. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

11. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

12. Convert Donors and Volunteers
Understanding The
Role of Email
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

13. Convert Donors and Volunteers
Understanding The
Role of Email
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

14. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

15. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

16. THE ONE THING YOU NEED TO DO BEFORE
BUILDING YOUR LIST
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

17. Your audiences are the various
different groups of people you reach
(or are trying to reach).
Understand Your
Audiences
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

18. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

19. Download a free eBook on personas
here: http://db.tt/7vBxrnWN
Understand Your
Audiences
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

20. ONCE YOU UNDERSTAND YOUR AUDIENCE,
GIVE THEM WHAT THEY WANT
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

21. 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?
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

22. •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?
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

23. The value they get should
greatly outweight the pain of
joining your email list.
The value exchange
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

24. SEVEN INCENTIVES TO DRIVE SIGN-UPS
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

25. eBooks
1
eBooks that offers highly specific
information or howto. eBooks (PDF) can be read on
any eReader - including iPads
and Kindles!
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

26. 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!
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

27. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

28. Sponsor giveaway
2
Make sure the sponsor is in
alignment with your brand
•Discounts
•Free product or service
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

29. Sponsor giveaway
2
Check out Gifts that Give
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

30. 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!
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

31. 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!
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

32. Advocacy
3
Four great resources for starting
petitions:
•thepetitionsite.com
•change.org
•rallycongress.com
•actionsprout.com
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

33. Pledges
4
Pledges lets people feel
that they’re part of your movement.
Less formal than advocacy.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

34. Photo contests
5
Powerful way to acquire fans (with a
like gate) and emails.
Participants can easily share your
contest.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

35. Photo contests
5
Check out Shortstack
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

36. Action alerts
6
Perfect for orgs that provide regular
educational resources.
Brands your org with high value.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

37. Action alerts
6
Perfect for orgs that provide regular
educational resources.
Brands your org with high value.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

38. Peer-to-peer
7
Use Peer-to-peer fundraising to
leverage the power of your
community.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

39. FACEBOOK VS. YOUR WEBSITE
WHERE SHOULD YOU PUT THE FORM?
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

40. FIVE TIPS FOR PLACING AN OPT-IN FORM
IN A CUSTOM TAB
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

41. Put an opt-in form on
your Facebook Page
Use the Static HTML iframe tabs app
Don’t forget the carrot!
1
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

42. Make it mobile
FYI - Custom tabs are not viewable
on mobile devices.
2
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

43. Make it mobile
Tools like Static HTML: iframe tabs
and ShortStack have smart URLs
which display the tab on mobile.
2
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

44. Use Facebook login
Facebook login always people to join
your list with a single mouse click.
3
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

45. 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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

46. Use Action Sprout
4
•Allows users to join with one click
•Actions are relevant “Support”,
“Stand With”, “Donate To”.
•Allows them to share your cause
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

47. Create separate
web forms for
each location!
5
This will allow you to measure
which location works best!
List of web forms created with aweber
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

48. Create separate
web forms for
each location!
5
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
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

49. FOUR TIPS FOR OPT-IN FORM DESIGN
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

50. Point the way
Make it easy to find your form.
1
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

51. Use powerful images
Particularly with people
2
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

52. Be clear about frequency and privacy
2
•You won’t share their email.
•How often will they receive emails?
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

53. 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.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

54. Redirect to a
thank you
page
3
In this example, I use
clicktotweet.com to
encourage people to share
my list.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

55. Redirect to a
thank you
page
3
Which seems to work...
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

56. DON'T FORGET ABOUT LOWERING
UNSUBSCRIBES
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

57. Building your list also
means giving people
reasons to stay subscribed!
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

58. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

59. SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

60. Set expectations
1
•About frequency and content
•On your thank you page
•In your follow-up email
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

61. Segment lists
2
•Right people
•Right content
•Right time
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

62. Segment lists
2
•People interested in events
•People who downloaded an eBook
•People who donated
•etc.
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

63. Keep them interested
3
•With personalized emails
•With awesome content
•With exclusive content
•With “what’s coming”
Don’t forget
the carrot!
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

64. OTHER USEFUL TOOLS
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

65. Action Sprout
1
•Allows users to join with one click
•Allows them to share your cause
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

66. Action Sprout
1
•Allows users to join with one click
•Allows them to share your cause
•Export emails from Action Sprout
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

67. Shortstack
2
•Awesome for photo contests
•Allows them to share your app
•Export emails from Shortstack
•They have a MailChimp app
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

68. Static HTML app
Static HTML iframe tabs app:
•Allows you to easily add HTML
•For free
Don’t forget
the carrot!
3
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

69. How to get more
Subscribe to my blog
Like the Nonprofit Facebook Page
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK

70. 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?
SEVEN POWERFUL WAYS TO BUILD YOUR EMAIL LIST WITH FACEBOOK