Becky Powell Presentation
20
Track One “Optimizing the Basics”
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Becky Powell President & CEO, The Powell Group presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX
Transcript of Becky Powell Presentation
Track One
“Optimizing the Basics”
Overview of Today’s Discussion• Building relationships with current and potential donors
• Why email matters more than ever
• 51 seconds to e-newsletter success
• Getting your message passed around
• Measuring online success
Building relationships with current and potential donors
Most non-profit websites have three goals:
•INFORM
•ENGAGE
•RAISE FUNDS
Fundraising efforts should account for 1/3 of your site messaging
Tell personal stories about your cause, the people you help and why donor support makes a difference
Convert site visitors to registered prospects
•Non-profits typically register 2 - 3% of all site visitors - Convio
•Measure your conversion rate
(# of registrations / # of unique visitors = conversion rate)
WEB EXAMPLE #1WEB EXAMPLE #1
WEB EXAMPLE #2WEB EXAMPLE #2
Why email matters more than ever
Low cost
84% of marketers view email as leading all other channels in overall effectiveness - Econsultancy and R.O. EYE
40% of receivers said they more likely to respond to and organization that sent them email - Epsilon and ROI Research
Tips for effective email campaigns
Determine if you have enough email addresses to make it worthwhile
Source an Email service provider
Get set up to take online donations
Get strategic
Develop email campaign tactics
EMAIL EXAMPLE #1EMAIL EXAMPLE #1
EMAIL EXAMPLE #2EMAIL EXAMPLE #2
51 seconds to e-newsletter success
The average reader spends 51 seconds reading an e-newsletter...19% read the entire newsletter - Email Newsletter Usability Study - Nielsen Norman Group
Consider a short and memorable name...Most iconic names are brief and incorporate: “Life”...“Time”...”People”
Include the organization name in the subject line
Place everything important on the initial screen (above the fold)....Add a short table of contents for with article anchor links
Develop a mobile (text only) version...64% of decision-makers regularly view email on a mobile device - Marketing Sherpa
51 seconds to e-newsletter success (continued)
Archive your newsletters on your website
Post, link and repurpose your e-newsletter content to your social networking profiles...FaceBook, LinkedIn, Twitter, YouTube, Vimeo...etc.
Keep content brief and make your calls-to-action distinct and overt
Think about what message you want your readers to take away from their 51 seconds on your e-newsletter
EMAIL EXAMPLE #2EMAIL EXAMPLE #2
EMAIL EXAMPLE #3EMAIL EXAMPLE #3
EMAIL EXAMPLE #4EMAIL EXAMPLE #4
Social SuccessGetting your message spread through social or professional networks and providing tactics for your audience to communicate with you is paramount in today’s marketing environment
Lead with strategy and follow with tactics
Common tactics used: viral, buzz, word of mouth, and sites that incorporate interactivity and/or allow user-generated content
First understand who will be participating - Look at the profile tool from “Groundswell” - www.forrester.com/Groundswell/profile_tool.html
WEB / FACEBOOK EXAMPLEWEB / FACEBOOK EXAMPLE
Measuring success for your objectives
Improving outreach
•Measuring your web site traffic growth
•Achieving a higher conversion rate
•Growing your email address database
Building relationships
•Email open rate (30% or more is good)
•Email click-thru rates (4 - 6% is typical)
•Response curve to surveys and polls (1 - 2% response rate is typical)
•Opt-out rate on e-newsletters (.1 - .2% is the goal)
Measuring success for your objectives (continued)
Driving Response
•Response rate for email solicitations
•Average online vs. offline donations
•Overall offline plus online funds raised
•% of email campaigns that lead to donations
•% of new donors from each online campaign
•Number of online donors
List of resources
Email providers
•www.MyEmma.com
•www.ConstantContact.com
•www.VerticalResponse.com
Online Donation Gateways
•www.networkforgood.com
•www.clickandpledge.com
Donor Provider Tool
•www.forrester.com/Groundswell/profile_tool.html
Professional resources
The Powell Group
•www.powellgroup.net
•Becky Powell-Schwartz, President | [email protected]
•Liz McCann, Digital Strategist | [email protected]
NarrowSearch & Switch Creative
•Strategic Partner to The Powell Group
•www.groupswitch.com | www.narrowsearch.net
•Glen Collins, Partner | [email protected]
