list growth in the shadow of casl (canada anti-spam law)

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

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


2013 Blackbaud Benchmark Study

Annual List Size Growth



% of File Size That’s Usable



Value of Usable Email Address



ONLINE MARKETING TRENDS


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


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.

Slide 13 17 July 2014

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


LIST GROWTH STRATEGIES


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


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!



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


Low-cost, low-tech tool: www.shortstack.com


Source: HubSpot 17 July 2014

Blogging increases leads by 120%

Frogloop


MSF Blog


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


Download this report: http://www.marketo.com/ebooks/contagious-content-what-people-share-on-facebook-and-why-they-share-it/


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


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.


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


SOURCES OF OFFLINE LEADS


Petition taking still exists in paper-form Have off-line versions of online surveys/petitions


Guestbook – visitors to an institution Particularly useful for places where services are being carried out for example an animal shelter


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


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


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


Premiums – mailing labels, stickers, cards Many people still love this stuff create request lists


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


Existing Lists

• Your organization probably already has many other sources of leads/lists such as volunteers


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


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


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


Advocates who Donate


Care2


• 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


• Performance guarantee • Cost per lead (email signup) • Actions (petitions, behavior pledges) to qualify

Care2 Supporter Recruitment


From Care2.com From Care2.com

Behavior Pledges on Care2


• 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


• 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


Generate leads on site


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.


Optimize website & forms


Form optimization


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


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.


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


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.


Thank You!

• Connect with us at: – [email protected] – [email protected] – [email protected]


mailto:[email protected]



list growth in the shadow of casl (canada anti-spam law)

Government & Nonprofit

inbound content marketing

online tool

marketing playbook

chris carter marketing

content website pages

content creation

action email workflows

social messages