The Newest Tools for Relationship
Building
Making the Best Use of the Internet
February 5, 2010
Jay B. Love CEO eTapestry Division of Blackbaud
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #2
A Quick Survey
What do you check first after lunch?
How many have:a. Smart Phone b. Facebook/LinkIn/My Space account
c. Twitter account d. Your own blog or podcast
What % of your constituents?a. Are email active b. Are Social Media active c. Made a text or
on-line donation to Haiti
Does anyone on your board want YOU to harness the Web?
The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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The Rules Still Apply
(It’s all about relationships…not technology)
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #5
Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In In Person Person
MeetingsMeetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #6
A Quick Survey
What % of your names have email addresses
How many collect them on Web Site? Where?
How often do you communicate via mass email?
Do you have a written email strategy?
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #7
Copyright 2002 - Gilbert Research
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #8
Why Has Email Become So Important?
People are busy…they want to communicate/interact on their own time
Email is inexpensive…or at least it seems that way
Email provides virtually instant access to friends and supporters
Email is a great equalizer Email is measurable
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #9
Reads email before snail mail
More comfortable online
Busy, satisfies on their schedule
Expects information to be personalized
Expects immediate feedback
Demands information on progress
Wants a way to share with others
Today’s Supporter
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #10
o You must be relevant!
o You must be meaningful!
o You must be personal!
The Market is Noisy
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #11
Grow Your List Online
Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures
Use Search Engine Optimization/Marketing to increase traffic and subscriptions
Investigate alliances or partnerships with similar or complementary organizations to reach common supporters
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #12
Grow Your List Offline
Ask for email addresses at every touch point
Include your website address on all printed materials
Offer an incentive to collect
The Newest Tools for Relationship Building
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Now that I have permission…
Hook them early, and keep them engaged over time
Optimize the welcome message
Send personal follow up message within a week (or less)
After a few months of active email, survey lists to see if you are meeting expectations
The Newest Tools for Relationship Building
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Why Segmentation is Important
Segmentation breaks your audience into manageable parts
If the goal is building relationships, it helps to know who you are talking to
More targeted messages
If you don’t segment, you are treating every one of your recipients like they are the exact same type of person
The Newest Tools for Relationship Building
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How Important is that Header?
80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message
73% based that decision on the "From" name
Source: 2007 Email Sender and Provider Coalition (ESPC) study
The Newest Tools for Relationship Building
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Use Landing Pages to Increase Conversions
So I got them to click…now what? Landing pages are a natural extension of email,
regardless of message The goal of most landing pages is to persuade a
visitor to complete a transaction You should test landing page elements like you
would test email or direct mail
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #17
Example Landing Page
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #18
Designing for Mobile Devices (50%+)
Mobile readers are more likely to scan your email rather than reading
Include compelling call to action in the first 15-25 characters of your subject line
Avoid “top heavy” images in the design
Use “alt-tags” on images In addition to testing email browsers,
test messages in handheld devices
(html)
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #19
Deliverability =
Open Rate =
Clickthrough Rate =
Unsubscribe Rate =
Conversion Rate = or
# Unsubscribes
(Sent – Bounced)
# Unique Clicks
(Sent – Bounced)
# Unique Opens
(Sent – Bounced)
(# Sent – Bounced)
# Sent
# Actions Completed
(Sent – Bounced)
# Actions Completed
Unique Responders (Clicks)
Source: Email Marketing by the NUM8ERS
The Metrics that Matter
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #20
Professional Email is Economical5,000 emails $99 .02
25,000 emails $400 .016
50,000 emails $650 .013
100,000 emails $1000 .01
250,000 emails $2000 .008
500,000 emails $2500 .005
Plus 3 - 20 times the success in delivery!
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The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In In Person Person
MeetingsMeetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #26
“There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”
Carrie Johnson, Senior Analyst
Forrester Internet Research
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #27
They’re at your website, now what do they do?
1. Can they engage?
2.2. Can they add content?Can they add content?
3. Is there a reason to return?
Your goal – to get something from them!
The Newest Tools for Relationship Building
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1. Learn from your content(Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed,
where they stayed the longest, and what content produced actions.)
2. Make your content easy to consume(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.)
3. Make your content ever changing
(Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)
4. Make your site easy to find(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn,
YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
Keys to Building a Successful Web Site
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Email Strategy at Work!
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Web Site, Before, After, and After!
Web Site, Before, After, and After!
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Question:
Should a Non Profit host it’s own web site?
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Keeping it simple
Prospect Website
Gather Information
Use Email
DatabaseDatabase
The Newest Tools for Relationship Building
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Tips on Improving On-Line Donations/Sign-ups
Use large and colorful donate/sign-up buttons Do not take them away from your site Have SSL in place! Ruthlessly streamline forms Give visitors only ONE action to take Avoid distractions (no other links or navigation) Always mention the NPO’s mission Be conservative with suggested gift values
Landing on Gold - Optimizing Your Donation Landing Pages to Increase Giving Donordigital April 2009
The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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April 2009 Data comScore Video Metrix Service
78.6% of total U.S. Internet audience viewed online video. Average video viewer watched 385 minutes of video, or 6.4
hours 107.1 million viewers watched 6.8 billion videos on
YouTube.com (63.5 videos per viewer) The duration of the average online video was 3.5 minutes
The Newest Tools for Relationship Building
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Video is a Magnet forYour Web Site!
“Most viral video
of all time!”
Could her storybe told in any other manneras strongly?
The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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Blog
MySpace
YouTube
eNews
The Newest Tools for Relationship Building
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“NY Times Web Site Story”
The Newest Tools for Relationship Building
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“Web Site Story Continued”
Gift for Promotion
charity: water
* 11 Employees
* 1,000,000 Followers
on Twitter
* 500 Donors Cover
all Admin Costs
* Donors can Locate
Their Well on Web
via Google Earth
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #43
“Web Site Story Continued”
charity: water
* Raised $250,000
via Twitterfest
* Raised $965,000
via Sept. Birthdays
* Tons of Video
* Easy to Engage
* Giving is Joyous
* Infectious with
Youth/Boomers!
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #44
The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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charity: water
1. Was the $250,000 raised via Twitter the key fact?
2. Was the $975,000 raised from Sept. birthdays the key fact?
3. Is the way they have harnessed web/video technology the key?
4. How about how they show impact via Google Earth?
Communicating daily w/ 1,500,000+ followers!
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #48
Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In In Person Person
MeetingsMeetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #49
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #50
The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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The Newest Tools for Relationship Building
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Podcasts
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #55
Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In In Person Person
MeetingsMeetings
Phone
Events
Blogs
Text Messaging
Social Networking Sites
Your Web Site
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #56
Some Thoughts to Ponder on Social Networks
“My own "ah ha!" moment came recently on my birthday. In my personal email account, I found 33 notifications from Facebook that friends had left birthday greetings on my Facebook page, but only two regular emails with birthday greetings.” (54 yr old male)
“Most interactions now come from my social networks. Not only do my birthday greetings come via Facebook and Twitter, but almost all of them were made where other people could see them. Those public greetings prompted several others to add their own.” (52 yr old female)
“Email messaging — the main tool of most nonprofits for "push" marketing — will need to meet a higher and higher bar in terms of relevance, or it will be increasingly ignored.” (61 yr old male)
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #57
More Thoughts on Social Networks . . .“When I was in sixth grade, I was crazy about the girl who sat next to me, but I didn't think she could possibly have the same feelings about me. When Mrs. Green changed everyone's seats, the girl sent me a note through an intermediary, Sherry, who was now sitting next to me. The note said, "Do you like me?" I turned around and saw her sheepishly smiling. After recovering from a brief but intense panic attack, I sent back a note that told her I did. Ah, first love!”
“Last week I got another note from her. This time the intermediary was not Sherry, though. It was Facebook.”
“Facebook is affecting my life in ways I wouldn't have imagined just a few short months ago. In addition to the innocent hello from my first flame, I have had a dialogue with a cousin I haven't seen in 25 years.”
“When you think about the metrics that matter most to people -- audience reach, composition and engagement -- you realize that there is no site in the world that will be able to compete with Facebook in delivering results!”
Kevin Mannion, On-Line Publishing, February , 2009
The Newest Tools for Relationship Building
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2009 Facebook Demographic and Statistics Report The most troubling statistics we’ve seen are that there are 16.5% less high school users, and 21.7%
less college users. There have been rumors that these younger user groups are being alienated by their parents joining the service, and this data seems to prove it.
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #62
The Newest Tools for Relationship Building
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Which of the following types of social media does your charity currently use?
33%34%32%
41%
26% 25%
13%
79%
57%
30%
36%
79%
16%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Video Blogging
SocialNetworking
Blogging Podcasting Message/BulletinBoards
Wikis Do Not UseAny
2007
2008
The Newest Tools for Relationship Building
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Do you monitor social media for buzz, posts, conversations and news about your organization?
1%
33%
66%75%
0%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No No Response
2007
2008
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Social Networks Hints for Success
It is not FREE, resources are required Being present is not enough, engage Be authentic, otherwise you will be exposed fast Integrate, don’t imitate other mediums Endorsements matter, think forwarded emails! Measure Have something to say, must be regular or it dies fast
Stephanie Miller, Email Insider, 2009
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Five Things
You Can Do
Tomorrow
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Five Things You Can Do Tomorrow
Sign up with and/or donate to 10 other charities.
– Do they build a relationship with you?– What did you like or dislike?– What can you copy ASAP? 1
The Newest Tools for Relationship Building
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Five Things You Can Do Tomorrow
Plan a single item to test in your
next email.
– (Hint: The subject line is easy and sometimes has dramatic results!) 2
The Newest Tools for Relationship Building
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Five Things You Can Do Tomorrow
Run your next (or last) email through a
free spam audit like
spamcheck.sitesell.com
(bonus: Check your next (or last) email on
your smart phone.)
3
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Five Things You Can Do Tomorrow
Run Google Analytics on your web site.
– It is free and easy!– What page loses the most visitors?– What page beside your home page
is attracting the most visitors?
- What is the “FLOW” through your site?
4
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Five Things You Can Do Tomorrow
Sign up for Facebook and Twitter
– Become a “fan” of 50 other NPO’s– Join the conversation!– Be yourself– Have FUN!
5
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Questions?Questions?
The Newest Tools for Relationship Building
CLA National Conference — San Diego 2010 | Jay B. Love | Page #80
Thank you!
Jay B. Love
CEO eTapestry Division
Blackbaud
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