It's all about the list! · • Advertising, branding • Email list growth • Donor leads •...
Transcript of It's all about the list! · • Advertising, branding • Email list growth • Donor leads •...
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Copyright©2008Care2,Inc.AllRightsReserved.2/23/09
It'sallaboutthelist!HowtogrowandculEvateyourmostvaluable
onlineasset‐youremaillist.
JusEnPerkinsDirectorofNonprofitMarkeEngStrategy
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WhyBotherRecrui.ngSupportersOnline?
• Morecharitabledonorsarechoosingtodonateonline
• Onlinedonorsarevaluable–maybemorevaluablethatofflinedonors– “MulE‐channel”donorsaremostvaluable
• Directmail’seffecEvenessisslipping– Andit’sthreatenedinsomestates,andamongyoungerdonors,and
amongeco‐consciousdonors
• Towinadvocacyba[lesthatonlybigorgscouldwinbefore• Successonlinebreedsmoresuccess
– Groupswithlargeemaillistsareabletoseizemomentsofopportunityintoday’sextremelyshortnewscycle
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What’spossible?BePreparedforKatrina‐likeMoments
• Care2 sent 600,000 email appeals
• Recruited 5000 new donors
• Raised $205,000 for American Humane in 48 hours!
Care2aimstohelpnonprofitsgrowthecapacitytorespondquicklyviaemail,orextendtheirreachinEmesofneed:
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Care2islikeabigmul.‐issuenonprofit
Nonprofits use Care2 for:
• Advertising, branding • Email list growth • Donor leads • Driving traffic to site • Online advocacy • Surveys and research • Education and outreach
• Care2 is an online community of 10 MM “do gooders” who care to make a difference
• Care2 members take specific actions, such as:
• Volunteering • Donating • Spreading news • Signing petitions • Making pledges • Starting groups • Joining nonprofits
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HowDoSuccessfulNonprofitsConvertPeopleIntoSupporters?
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…Bychoosingtherighttoolfortherightpurpose
SalesCycle
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RulesofThumbforNonprofitList‐growth1. Viralisamyth(usually)
2. Yougetwhatyoupayfor3. Alwaysgettransparent,costperleadpricingifyoucan4. Mostnonprofitonlinefundraisingiscreatedthrough
email5. Thegroupswiththelargestemaillistscancapitalize
quicklyoncrisesorEmelywindowsofopportunityifprepared
6. GuerillamarkeEngandsocialnetworksarenotfree–takesLOTSofEmetodowell
7. YourlistwillgrowinproporEontohowinteresEngandengagingyourmessagingandstoriesare!
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Your“List”
Mobilephonelist
Socialmedia“friends”
DirectMaillist
Emaillist
Phonelist
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Op.onsforEmailList‐growth
PaidAdver.sing
1. CostPerAcquisiEon(CPA)/CostPerLead(CPL)2. “Shepherded”or“Chaperoned”Emails(CPM)3. Banner/DisplayAds(CPM,CPC,CPA)
4. PayPerClick(PPC)&SearchEngineMarkeEng(SEM)–GoogleGrants
5. Co‐registraEonDoitYourself…
1. GuerillamarkeEng(socialmedia,earnedmedia,etc)
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#1Tip:–CollectOpt‐InsFront&CenterOxfamAmerica
collectsemailsignups,oneverypageoftheirwebsite…
…and at Coldplay concerts
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#2Tip:–SendRegularEmails
Thenonprofitswiththehighestonlinedona.onsinthecountrysendabout4emailsamonthtoeachsubscriberincluding:
1. Amonthlynewsle\er2. Amonthlyac.onalert(notafundraisingappeal)
3. AMonthlyorQuarterlyFundraisingappeal
4. Anemailwheneversomethinginteres.nghappens–fundraisingworksbestwhenyouhaveanurgencyandcontextforraisingmoney
5. Bepersonalandspecific(seeAppendixformoreonemailcul.va.ontac.cs)
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What’spossible?SaveDarfur:10Daysto$415,000(hint:itwasn’tthroughFacebook)
Power of Email vs. Social Networks • In June of 2007, M&R Strategic Services helped Save Darfur raise $415,000 via a 3 email series to about 1 Million supporters in 10 Days
• Over 1 year on Facebook Causes, Save Darfur raised $28,000 from nearly 1 million “friends”… ~ that’s about 3 cents per friend
• Very few cases of replicable, profitable campaigns on Social Networks when investing staff time (or arguably volunteer time)
• Nonprofits raised $3 Million on Facebook Causes in 2008, but at an estimated cost of $300 Million to sector
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#3Tip:–Ifyou’regoingtousesocialnetworks…
…andyou’reasmall,localorganiza.on,focusonastrategytobuildasocialnetworkandemaillistwithseveral1000peopletopromotelocalevents,andaskpeopletosignupforemailalertsattheevents.Addthosepeopletoyouremaillist,uploadthemtoyourSocialNetworkProfile,andrepeat.
You’llbeabletoraisemoremoneyfrompeopleinpersonataliveeventthanyouwillfromthesocialnetworktools!
Partnerwithlocalbusinessesandbandstoreachouttotheirnetworksforpromo.on.Bothorganiza.onswillbenefit.
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ThinkLikeaRockband!
• Alwaysbuildyourlist• Bescrappy• Leveragetheworkofvolunteerswhocareaboutyourissue!• Thevalueofavolunteerhourisworthabout$18!!• Putyourfansfirstandempowerpeopletospreadthewordforyou
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Copyright©2008Care2,Inc.Allrightsreserved2/23/0915
BuyingA\en.on• Look before you leap!
• Goal. What are you trying to achieve? By when? • Audience. Who are you trying to reach? • Traffic. What kind of volume are you looking for? • Rates. What is the net cost per name and does the media
site guarantee performance-based terms? How much does it cost to create the ads on top of placing the media buy?
• Resources. How much staff time needed? Can your staff create good ads? How are you going to track campaign performance? Is your website equipped to convert traffic to subscribers or donors?
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PPC&SEM• PPC=PayPerClickusuallyreferstoGoogleAdwordsandtheequivalentonYahoo
andMSN
• SEM=SearchEngineMarkeEng(payingforsearchengineads)• NetCostperName~$.75‐$100+(clickdoesn’t=name!!)
PROs: • Can be great, high quality response due to targeting • Less risky than CPM - you only pay for clicks, not impressions • Can sometimes work for direct response to fundraising or event promotion if context is ripe • Can see good ROI over time if done well • Google Grants are “free” for nonprofits
CONs: • Learning curve for SEM is steep • Risk is still high – nonprofit must have excellent landing page and keywords to convert well • Difficult to implement and track – very complex to do well • Requires lots of staff time and expertise or experienced consultants • Net result is expensive • Volume can be limited for nonprofits unless during crisis or major news event
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Defenders spent ~ $277K over a 1-year period (10/07 - 9/08)
Three staffers worked a combined 5 hrs / week (average)
RESULTS: 5K new donors and $205K in donations (though only half gave email address). So ROI was still negative after first year.
BUT: What made this worthwhile was that the $277K cash investment was made using a “Google grant” (free money!).
What’s Possible?
Defenders of Wildlife & Google Grants
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WhatMakesSocialNetworkMarke.ngWorkonaNa.onalScale?
AHUGELIST+
MEDIAEXPOSURE+
LOTSOFSTAFFTIME(or$$)+
ANEXPERTGRASSROOTSORGANIZER+
TECHNICALSAVVY&CAPACITY+
LUCKYTIMING+
NEWSWORTHYSTORIES!
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Budget,List‐GrowthRate,ListQuality
Page19
Low Quality
High Quality
Slow Growth (<1k/month)
Rapid Growth (>8k/month)
Organic – People Searching for your website ($)
Large Targeted Community ($-$$)
Viral Campaigns (priceless)
General Portal ($-$$$)
Canvassing/ Events ($$)
Co-reg ($-$$$)
Targeted List Swaps ($)
Guerilla Marketing ($$ - $$$)
CPM Advertising ($$$)
SEM ($-$$$)
Small Niche Community ($-$$)
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© Care2, Inc. p. 20
NonprofitMarke.ngBlog,Newsle\er&Care2Info
Jus.nPerkinsDirectorNonprofitStrategy
(303)475‐[email protected]
LinkedIn:h\p://www.linkedin.com/in/jus.ncperkinstwi\er:@elperko