guy steeves: grow your nonprofit with email & social media
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© 2013
Grow Your Nonprofitwith Social Media & EmailJune 25th Simple Strategies
Social Media for Non Profits
Guy Steeves
© 2013
Guy Steeves - backgroundRegional Director – Western Canada
Constant Contact, Inc.
gsteeves@constantcontact.com
• constantcontact/Vancouvermetro
@guysteeves
© 20123
Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Send personalized email newsletters and expand your audience with our list-building
tools.
Email Marketing
Manage your events online: send invites,
create an event homepage, and
promote registration.
EventSpot
Turn fans into customers with coupons, downloads, and contest on Facebook
and get new likes and email sign-ups.
Social Campaigns
Transform your communications into conversations with online surveys and
polls.
Online Survey
Why Email Marketing?
© 20135
Facebook LinkedIn InstagramTwitter Pinterest Youtube
WHERE ARE YOU TODAY?
© 20136
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
© 20137
ENGAGEMENTthe new word-of-mouth is
© 20138
EMAIL IS HARD TO BEAT• lots of physical,
measurable response
• easy to brand with colors + logos
• helps to measure and monetize social media
© 20139
FORWARD& SHARE
Your new best friends.
Make it easy to share.
© 201310
38%Source: Litmus, “Email Client
Market Share,” April 2012
© 201211
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
© 201312
PHYSICAL, MEASURABLE RESPONSE
click ordownload
come tothe storeor office
schedulea session
donate call
© 2013
you can be your authentic self
13
you have an advantage
© 201314
NOW, LATER OR NEVERthree little words that rule your world
• who is it “from?”• what’s the “subject?”• when do you send your communication?
© 201315
WHO IS IT FROM?winning the battle of priorities
how will you be most recognizable?
CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”
Poll #1What % of total Email Opens from a campaign or newsletter are realized in the 1st hour after delivery?
A) 09 %
B) 15 %
C) 18 %
D) 24 %
Choose 1
© 201317
LOOK GREATbrand consistency
© 201318
SUBJECT OR HEADLINEwinning the battle of priorities
2SECONDS2WORDS 2TODAY
© 201319
WHEN TO SEND & POSTWHEN TO SEND & POST• for social media
• 3-5 times a week is plenty• use automated tools to help
• for email• monthly is most common • when are they likely to take action?
© 201320
1. divide your list into 3 groups of people
2. select three days in the week to test
3. send your e-mail, watch for best response
FIND YOUR BEST DAY
© 201321
FIND YOUR BEST TIME4. use same 3 groups
of people5. select three times on
the day with the best results
6. send email at 3 different times of day
© 201322
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
© 201323
• Lots of physical, measurable response
• Easy to brand with colors, logos, etc…
• 4x the ROI of direct mail*
• Helps to measure and monetize social media
• Authentic engagement with a one-to-many tool
Highly visible, delivered right to the inbox!
email is hard to beat for real marketing value
* Direct Marketing Association
© 201324
• Any day 35 - 67% don’t see images by default• text links get more clicks than buttons• place your logo left or center in email• include company name in text• key action must be above scroll line• do not give too many choices• make all images clickable (and with text labels)
PRACTICAL ADVICE
Poll #2
What is the most important single element or action for Email Marketing? Including personal, business, newsletters and e-blasts.
A) Time of the day
B) Day of the week
C) Subject line
D) From line
© 201326
YOU CAN DO THIS.AND YOU CAN START WITH A SMALL LISTENGAGE THEM!
© 201327
Q&A
gsteeves@constantcontact.com
• constantcontact/Vancouvermetro
@guysteeves
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