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List Growth in the Shadow of CASL
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Transcript of List Growth in the Shadow of CASL
LIST GROWTH IN THE SHADOW OF CASL Trends & best practices your organization should be implementing right now 17 July 2014 Presented By:
April 16, 2014 Slide 2
Those on the webinar – Let us know what you’re thinking!
• Ask questions at any time by typing them into the Chat window within GoToWebinar and pressing Send
Agenda
• Introduction of Speakers & Presentation • Value of an Email Address • Online Marketing Trends • List Growth Strategies • Key Takeaways • Panel Q&A
Slide 3 17 July 2014
Slide 4
SPEAKERS
Heather McLean, Senior Fundraising Advisor, hjc Kara Fujita, Director Non-profit Services, Care2, Inc. Chris Carter, Founder/President, Chris Carter Marketing, Inc.
Heather Kara Chris
17 July 2014
VALUE OF AN EMAIL ADDRESS
17 July 2014 Slide 5
Median File Size
17 July 2014 Slide 6
2013 Blackbaud Benchmark Study
Annual List Size Growth
17 July 2014 Slide 7
2013 Blackbaud Benchmark Study
% of File Size That’s Usable
17 July 2014 Slide 8
2013 Blackbaud Benchmark Study
Value of Usable Email Address
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2013 Blackbaud Benchmark Study
ONLINE MARKETING TRENDS
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17 July 2014 Slide 11
2013 Blackbaud Benchmark Study
Understand what content pulls your donors through the sales funnel,
and use that context to
personalize your marketing at
scale.
Get found by qualified leads
online with content (website pages,
blog articles, social messages)
optimized for search and social
media.
Inbound / Content Marketing
17 July 2014 Slide 12
Connect Convert
Things have changed…
Pre-internet • Donor: Relatively
uninformed.
• Donor Journey: Linear.
• Marketing Playbook: Interrupt (direct mail and advertising).
Today • Donor: Well-informed.
• Donor Journey: Fluid and random. Starts with Google.
• Marketing Playbook: Thought leadership through content creation and unique fundraising opportunities.
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Blog Social Media
Keywords Pages
Calls-to-Action Landing Pages
Forms Contacts
Email Workflows
Lead Scoring CRM Integrations
Social Media Smart-Calls-to-
Action Email
Workflows
Attract Convert Close Delight
Visitors Leads Donors Strangers Promoters
The Process
17 July 2014 Slide 16
LIST GROWTH STRATEGIES
17 July 2014 Slide 17
ABC – Always Be Converting!
1. Create remarkable content 2. Incentivize opting-in 3. Blog 4. Make it social 5. Optimize search keywords 6. Don’t forget offline 7. Recruit advocates 8. Optimize your website & forms 9. Diversify, track & evaluate
17 July 2014 Slide 18
What’s remarkable content • Create a free, online tool or resource and users
sign-up with their email address: – Whitepapers – Wallpapers – Tool kits – eBooks – Presentations – Infographics – Ecards
Trust me your organization already has this stuff to
repackage!
17 July 2014 Slide 19
17 July 2014 Slide 20
Themed, free ecards are a great
lead gen tool!
Opt-in incentivized
• Promote an online contest, giveaway, or premium and have entrants sign-up or submit with their address: – Corporate sponsor opportunity – Photo/video contests – Recipe contents
17 July 2014 Slide 21
17 July 2014 Slide 22
Low-cost, low-tech tool: www.shortstack.com
17 July 2014 Slide 23
Source: HubSpot 17 July 2014
Blogging increases leads by 120%
Frogloop
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MSF Blog
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Social strategies • Embed and promote your enews sign-up on
Facebook • Embed and promote your content and offers on
Facebook • Put social sharing buttons everywhere, even in
emails! • Promote your lead-gen offers on Twitter • Use Pinterest to promote offers that require sign-up • Promote offers through your Google+ business page • Add clickable links to sign-up through your YouTube
channel
17 July 2014 Slide 27
Download this report: http://www.marketo.com/ebooks/contagious-content-what-people-share-on-facebook-and-why-they-share-it/
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You need to carefully, analytically pick
keywords, optimize your pages, create
content, and build links around the
terms your ideal donors are searching
for.
Create content around your targeted keywords
17 July 2014 Slide 29
Do you have a Google Grant? Great! Optimize it… • Actually use the account. Use the Keyword planner. • Evaluate campaign statistics. Analyze performance
statistics for ad groups and keyword by sorting the Quality Score, Click through Rate and Cost.
• Identify problem areas. This can include high-cost adds with a low Click through rate or poor quality scores. Delete what’s not working and try something else.
• Run reports. You can schedule a monthly summary report to be mailed to you. That can serve as a reminder to check out your account.
• Keep testing. You never know what will work best for your organization.
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Offline leads
• Be aware that leads come from multiple different sources
• Concept is very much the same as online • Developing creative ways to create leads • Think about all the different ways potential
supporters interact with you • Ensure you have protocols and data
collection processes and systems in place to collect all the numerous offline leads you are or can already generate
17 July 2014 Slide 32
SOURCES OF OFFLINE LEADS
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Petition taking still exists in paper-form Have off-line versions of online surveys/petitions
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Guestbook – visitors to an institution Particularly useful for places where services are being carried out for example an animal shelter
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Business Card Raffle Quick and easy ways for individuals to share their information with you, particularly if its connected to a prize relevant to your cause
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Registration At many organizations for example health-related organizations registration is required be sure consent to contact for marketing/fundraising purposes is acquired as part of the process
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Lectures and Events Whenever you hold a special event, even free ones whether it’s a lecture series, a tour, or an open house, require registration
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Premiums – mailing labels, stickers, cards Many people still love this stuff create request lists
17 July 2014 Slide 39
Information Package Requestors People phone-in, walk-in, email requests for information all the time, often in paper format by the mail, ensure you collect their full information and gain consent
17 July 2014 Slide 40
Existing Lists
• Your organization probably already has many other sources of leads/lists such as volunteers
17 July 2014 Slide 41
Converting
• Ensure that key things such as postal address and an email are required fields
• Enter into a database ensure source is tracked
• Similarly to online ensure consent is obtained
• For example have note on business card box/petitions that you will be contacting them
17 July 2014 Slide 42
Converting
• Test multiple different approaches for example put them through a welcome email approach
• Ensure content is tailored and you acknowledge source
• For example thank them for attending your free tour
• Also test in a direct mail prospecting piece
17 July 2014 Slide 43
Recruit Advocates
• Taking action shows interest in cause and shared values
• Facilitates collection of data (including phone numbers)
• Advocacy works for list growth and engagement
• Advocates are great donor prospects
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Advocates who Donate
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Care2
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• Over 200 million petition signatures
• Grow via word of mouth • Actions: timely and compelling • Everything shareable and
optimized for mobile • Show impact
Care2 Supporter Recruitment
17 July 2014 Slide 47
• Performance guarantee • Cost per lead (email signup) • Actions (petitions, behavior pledges) to qualify
Care2 Supporter Recruitment
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From Care2.com From Care2.com
Behavior Pledges on Care2
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• Care2 can send automated welcome message to new leads
• Ensures quick follow up and offers chance to unsubscribe
• Any unsubscribes are not delivered to organization
Welcome Message
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• 29,000 new supporters recruited from advocacy actions on Care2
• 4-part online welcome series • 110% ROI in 5 months and 2.53% donor
conversion - online only • 737 new donors with average gift of $36.49
and 233 made more than one gift • Other organizations seeing 3-6% conversion
to donor via telemarketing and success in direct mail too
Results
Best Practices for Onboarding Advocates • Timely communication • Give them more to do! – More petitions,
engagement (stories, video, survey) • Track, segment and use multiple
channels to convert to donors • Ongoing messaging strategy to keep
them engaged
17 July 2014 Slide 51
Generate leads on site
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From Plan Canada website
From Amnesty International Canada website
Landing Pages
• When a website visitor clicks on a CTA, they should then be sent to a landing page where the offer in the call-to-action is fulfilled, and where the prospect submits information that your team can use to begin a conversation with them.
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Optimize website & forms
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Form optimization
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Form optimization tips
1. Connect your form to your CRM 2. Label fields clearly 3. Use inline error messages 4. Use side-by-side field captions 5. Make error messages easy to understand 6. Use cookies to remember your leads 7. Keep forms short 8. Don’t clear existing fields after user errors 9. Get the opt-ins you need
17 July 2014 Slide 56
Data Integration
• Keep track of the leads you're converting in a centralized marketing database so you can make sense out of every interaction you’ve had with your contacts – be it through email, a landing page, or social media.
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Don’t forget about offline
• Create a central database for all leads even the ones created offline
• Such as those individuals who signed your guestbook, attended the free tour, or requested that pamphlett
• A note on infrastructure, be sure frontline staff eg individuals at reception, registration, or on the phone are trained and collecting information
17 July 2014 Slide 58
Key Takeaways • With CASL – a solid, inbound marketing strategy
to build your email file is even more important. • Diversify your strategy, and always be
converting. • Use social media, blogs, Google Grants (SEM) to
drive traffic to optimized landing pages. • A centralized CRM is key to retention and donor
conversion. • Don’t forget about offline lists, and other
sources of leads! • Recruit advocates to your cause because they
make great donors.
17 July 2014 Slide 59
Thank You!
• Connect with us at: – [email protected] – [email protected] – [email protected]
17 July 2014 Slide 61