4 20 2010 cla the newest tools for relationship building

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 Rules Still Apply

(It’s all about relationships…not technology)



Use All Your Tools Together

E-Mail

PrintOther Tools

An Integrated Strategy

In In Person Person

MeetingsMeetings

Phone

Events

Blogs

Text Messaging

Social Networking Sites

Your Web Site



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?



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



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



o You must be relevant!

o You must be meaningful!

o You must be personal!

The Market is Noisy



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



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



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



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



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



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



Example Landing Page



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)



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



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!




E-Mail

PrintOther Tools


In In Person Person

MeetingsMeetings

Phone

Events

Blogs

Text Messaging


Your Web Site



“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



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!



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



Email Strategy at Work!



Web Site, Before, After, and After!

Web Site, Before, After, and After!



Question:

Should a Non Profit host it’s own web site?



Keeping it simple

Prospect Website

Gather Information

Use Email

DatabaseDatabase



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



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



Video is a Magnet forYour Web Site!

“Most viral video

of all time!”

Could her storybe told in any other manneras strongly?



Blog

MySpace

Facebook

YouTube

Twitter

eNews



“NY Times Web Site Story”



“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



“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!



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!




E-Mail

PrintOther Tools


In In Person Person

MeetingsMeetings

Phone

Events

Blogs

Text Messaging


Your Web Site



Podcasts




E-Mail

PrintOther Tools


In In Person Person

MeetingsMeetings

Phone

Events

Blogs

Text Messaging


Your Web Site



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)



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



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.



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



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



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



Five Things

You Can Do

Tomorrow



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




Plan a single item to test in your

next email.

– (Hint: The subject line is easy and sometimes has dramatic results!) 2




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




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




Sign up for Facebook and Twitter

– Become a “fan” of 50 other NPO’s– Join the conversation!– Be yourself– Have FUN!

5



Questions?Questions?



Thank you!

Jay B. Love

CEO eTapestry Division

Blackbaud

[email protected]

4 20 2010 cla the newest tools for relationship building

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