Julie Niehoff: Grow Your Nonprofit with Email & Social Media
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Nonprofits need to leverage every tool to get new members, dedicated volunteers, and donors, donors, and MORE donors! Learn how to integrate email marketing with social media to broaden your social footprint. This interactive session will feature live case studies, tips, tools and new technologies that will help your email “go social”— inspiring broader reach, instant action and long-term engagement.
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Julie Niehoff: Grow Your Nonprofit with Email & Social Media
- 1. © 2013 Grow Your Nonprofit with Email & Social Media Simple Strategies for Nonprofits
- 2. © 2013 Julie Niehoff Director, Field Education & Development Constant Contact Vice-Chair, TANO jniehoff@constantcontact.com Facebook.com/julniehoff twitter: @JulieNiehoff
- 3. © 2013 3 Facebook LinkedIn InstagramTwitter Pinterest Youtube WHERE ARE YOU TODAY?
- 4. © 2013 4 at its core, marketing is about eliciting a physical and measureable RESPONSE
- 5. © 2013 5 PHYSICAL, MEASURABLE RESPONSE click or download come to the store or office schedule a session donate call
- 6. © 2013 6 EMAIL IS HARD TO BEAT • lots of physical, measurabl e response • easy to brand with colors + logos • helps to measure and monetize social media
- 7. © 2013 7 traditional marketing find keep convert new marketing find keep convert OUTREACH HAS CHANGED “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice)
- 8. © 2013 8 ENGAGEMENT the new word-of-mouth is
- 9. © 2013 9 FORWARD & SHARE Your new best friends. Make it easy to share.
- 10. © 2013 10 NOW, LATER OR NEVER three little words that rule your world • who is it “from?” • what’s the “subject?” • when do you send your communication?
- 11. © 2013 11 LOOK GREAT brand consistency
- 12. © 2013 you can be your authentic self 12 you have an advantage
- 13. © 2013 13 38% Source: Litmus, “Email Client Market Share,” April 2012
- 14. © 2013 40% of Americans under 35 used a mobile device to make a donation. 50% used a mobile device to browse non-profit websites and emails. 14 wediditnyc.wordpress. com
- 15. © 2013 tip #1 avoid using too much text 15
- 18. © 2013 avoid tiny fonts tip #4 9-point font, low contrast between colors 11-point font, improved contrast 16-point font, improved contrast 18
- 20. © 2013 20 • Any day 35 - 67% don’t see images by default • text links get more clicks than buttons • place your logo left or center in email • include company name in text • key action must be above scroll line • do not give too many choices • make all images clickable (and with text labels) PRACTICAL ADVICE
- 21. © 2013 21 YOU CAN DO THIS. AND YOU CAN START WITH A SMALL LIST
- 22. © 2013 22 Q&A jniehoff@constantcontact.com OR julie@tano.org facebook.com/julniehoff twitter: @JulieNiehoff
Hinweis der Redaktion
- Welcome, and thank you for coming today…we’ve got a great session planned, with a little bit of marketing theory, a whole lot of practical marketing tips. This session is about how you can use email marketing and social media to grow your business or organization.[click to next slide]
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- We finally come back to what got us started…this idea that marketing, at its core, is about eliciting a physical and measurable RESPONSE. You want someone to do something…call you, come to your store, donate, Like your Facebook page, etc. We discussed just discussed the different ACTIONS that you want your reader, follower, member to take.As you look back through what we’ve done today, you’ll see that we started by understanding this point first, and throughout the process of building out your plan we were never far away from the idea that the more specific you were with your thinking and the more focused you were on that end result the better able you’d be to evaluate the success of your efforts.[click to next slide]
- [click to next slide]
- Email is hard to beat for real marketing value. And it’s very much a part of social media. Email is how you can monetize your social media activities.And it still has the highest delivery and response, much higher than social media.In addition to the actual email, there are a number of tools you can use to expand the reach of your emails and help you build your lists for the future.[click to next slide]http://www.istockphoto.com/stock-photo-1322200-carpentry.php?st=6ca4679
- Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- (Maybe throw in the back fence from engagement slide here) We used to tell people over the back fence, nowWe tell everyone – our family, our friends, our colleagues, our clients, old highschool boyfriends/girlfriends, grandparents, teens.We have flipped the funnel – it’s less about spending all of your time/money and energy finding new customers and more about fully engaging your existing happy customers and making it easy for them to tell others. The changes have leveled the playing field for smaller organizations to compete with the big boys….[click to next slide]
- Your new best friends are the forward button on your emails, the share and retweet buttons on social mediaand [click to build] the social share bar – (show a social share bar, up close if possible, on a CTCT email). If you were to scroll to the bottom of this email you’d also see [click to build] buttons allowing readers to follow the business on three different social media channels.Let’s look closer at this example. It looks good, nice layout, graphics, etc…Is marketing simply looking good? Having a pretty email?No, clearly there’s more to it…you want to look good, but colors and pictures and branding alone aren’t what make it “marketing.”[click to next slide]
- Look at these three words. These three words rule your world as a marketer and as a consumer or business person. Every email or social media post that you get and every one that you send or post falls into one of these three categories. Now. Later. Or Never.Think about this morning when you checked your email. Whether you were aware of it or not, you were sorting your messages into these three categories automatically. Now, later, never.And I apologize now for bringing this to your attention and making it a conscious experience for you now. For the next two or three days, when you go through your email, you will find yourself saying it out loud, “now, later, later, never, never, never” and you’ll want to curse me for making something that was seamless now very obvious to you. It will go away. But it’s important that you know that – you need to know this both as a recipient and as a sender or poster. How do you make sure that you are a now? You don’t want to be never – obviously. And a later, let’s face it, is a well-intentioned never. Right? You flag it or tell yourself, “oh, I’ll come back to that” but 9 times out of 10…do you? (they will usually laugh and say no)[click to next slide]
- Templates make the process of sending emails much easier…while still allowing you to preserve the look and feel of your brand.
- I love my job, I love this part of my job. Getting to talk to small businesses and nonprofits all the time. As small organizations,You actually have an advantage over “big business” that you may or may not be aware of – it is specific to your use of email and social media marketing. You have an advantage because you can be the face of the company, the person people associate with that business or organization.You can be your authentic self. Best Buy cannot do that. Pepsi cannot do that. Today we’re going to talk about someOf the ways you can leverage this advantage and also take some of the mystery out of online marketing strategies and how email and social media can help you grow your business.[click to next slide]
- Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- Nonprofits are starting to experience an impact from the rise of mobile…[click to build]40% of Americans under the age of 35 said they used a mobile device like a phone or a tablet to make a donation.[click to build]Another half (50%) of them said that they used their smart phone or tablet to browse non-profit websites and emails. As mobile fundraising becomes a prominent way that donors connect with organizations, it’s essential that non-profits capitalize on the trend by looking towards mobile fundraising solutions.1 in 10 American adults have texted a charitable donation from their phones (http://pewinternet.org/Reports/2012/MobileGiving.aspx) [click to next slide]
- Tip #1: avoid using too much textThink about it – do you want to read long and complex messages on your phone? When you’re on the go? No. Which means neither do your customers or supporters. Do you want to read a message like the one here? [click to build] Probably not…What you want is to see something more like [click to build] this…the result of some basic considerations as you build your message:Start to re-think your content. Long-form content (think newsletters that have more than a couple of short, to-the-point paragraphs) doesn’t work for mobile readers. So look at the content you’re building and start to re-think it: could it be condensed? Can a picture tell the story better? Can you turn one newsletter into a series by cutting it into pieces?If you have longer, or more complex content or assets you want to share (like a product guide, or new regulations fo your clients or a research report that supporters of your non-profit would be interested in), send an email with a clear call-to-action that directs people to where that asset lives (on your website, blog, etc.[click to next slide]
- Tip #2: avoid using multiple columnsPrior to the rise of mobile and mobile communication, emails had started to take on an almost website-like feel – with multiple columns and navigation elements similar to what you find on websites. But with mobile communications driving content to be more focused, and also just to fit a more physically condensed space, multiple columns cause problems.Here are two examples of what can happen:[click to build] In this first one, you can see how the mobile email client has tried to figure out what to do with the multiple columns…and it has [click to build]squished them together in a less than optimal way.[click to build] in this example, the email has been forced into a single column [click to build], but clearly that process has also created an ungainly single column that will make the email practically unreadable.[click to next slide]
- Tip #3: avoid unclear and hard to follow calls to actionYou want to make it easy for your readers to take an action, to do something that keeps them connected to you – come to your website or event registration page, click through to a white paper you wrote, learn more about your services. You can increase the odds of them taking that action by carefully thinking through the design of your emails. Let’s look at two examples of how not to do it, and one way to make it easier.[click to build] in this example, there are calls to action, but they’re [click to build] hard to see, and would be even harder to get a finger or thumb to hit them easily.[click to build] in this one, the calls to action are probably easier to get clicked on, but because they’re [click to build] bunched together, the likelihood that the reader will be able to click on the one they want is lower.[click to build] here’s one that works…notice how the call to action is [click to build] a button that is clearly separated from the rest of the content, both visually and spatially? This will make it easier for the reader to click on it. You should also consider making your images clickable…they’re ready-made buttons waiting to be clicked!So, with respect to your readers, you want to make it easy for them to do what you want them to…give them large text, easy to tap buttons, etc.Calls to action can work, and work well on a mobile platform, but you need to make sure that there is no confusion about what action you want your reader to take: learn more? Register for an event? Make a donation?You also be thinking about where that button takes them – will they be dumped into a screen that is hard to see on a mobile device? That could derail the entire experience for them…[click to next slide]
- Tip #4: avoid using tiny fontsThis one would seem to be pretty self-explanatory…but is no less important.[click to build] here’s a sample with 9-point font. Yes, a lot of text fits on the screen, but who can read it? People will need to pinch-to-zoom the text, and then have to scroll around. They’re more likely to delete the message, as well as unsubscribe from future small-fonted emails.[click to build] this one is a bit better, as the font starts to reach a minimum size that we’d recommend (11 points), and starts to bring greater contrast between the text and the background. But it’s still hard to read.[click to build] this third one gets better still…the font is now at a size that works better on a mobile device, but on a desktop it [click to build] won’t be overly large. Also note the improved contrast between the text and the background.At a minimum, use 11 point font for body text (and go larger for headlines – 22 points is good) and strong color contrast (dark text on a light background)[click to next slide]
- Tip #5: use images carefullyImages are a great way to convey a message, tell a story…create a connection. But if you don’t carefully consider how you’re going to use images, you may end up with some unintended consequences that lead, at best, to someone not reading your email. At worst they’ll unsubscribe from your list and you won’t be able to communicate with them at all. Here are some common challenges to consider:[click to build] notice the red “X” here? That’s there because some mobile email clients may not display images by default…so be sure that you’re using what is called “Alt Text,” or text that appears if the image doesn’t, to at least let people know what’s there.[click to build] in this example, there’s a great picture…but the problem is that in order to see it, or the rest of the message, [click to build] the reader will have to scroll the message. Notice also that the image has pushed the call to action all the way to the bottom of the message, making it more unlikely that the reader will actually click through.[click to build] finally, be aware of whether or not the image will get re-sized as it’s viewed on a mobile device. This is a great picture, but clearly has part of it missing (the cut-off text, the cut-off child are the giveaways). You may need to resize the image as you build your email (a lot of email marketing tools have simple, built in image-editing capabilities).Before you send any message out to your customers or supporters, TEST THE EMAIL BY SENDING IT TO YOURSELF!! And then view it with your readers in mind…and make changes accordingly.[click to next slide]
- Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010
- Want to use this slide as a resource reminder, withVisual of engagement marketing book, text to join my listFor the presenter, visual of the workbook and a thank you
- What questions do you have?(Also, please help us continue to improve these sessions by filling out the form…)[click] and finally, if you’d like to drop me a line or follow me on Facebook or Twitter, here are my details…I’d love to hear from you and hear how your campaigns are doing!