July 29, 2013

How to use Facebook to build your email list


Run more efficient list-building campaigns through the use of social media & third-party tools

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Web publishers, Facebook administrators.

John HaydonAny organization serious about growing its email list eventually asks: “What’s a more effective place to acquire emails, Facebook or my website?”

Unfortunately, there’s no quick answer for this one. But there is an awesome case study from Jon Stahl, director of strategy for ActionSprout, a startup that has built a suite of tools to spur engagement on Facebook. And the results may spur you to try ActionSprout, or a similar service, for your next campaign. (We wrote about ActionSprout late last year.)

First, a quick overview. The Democratic Governors Association has a Facebook page with about 232,000 fans. In May and June, DGA ran 11 campaigns on Facebook, each of which they promoted with one to three Facebook page posts.

Here are some of their results with ActionSprout: Continue reading

December 3, 2012

ActionSprout: Engage supporters beyond like, share & comment

Tailor your Facebook campaigns to ask for a Recommend, Sign, Vote For, Support, etc.

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

Guest post by Drew Bernard
Co-founder, ActionSprout

For years I have grumbled about the fact that Facebook doesn’t allow organizations to access the email addresses of their own fans. And perhaps you’ve heard of how the company has been treating organizations like frogs in the proverbial pot, slowly reducing the number of fans they deliver updates to in their news feeds. The idea that nonprofits have to pay to get an update onto a meaningful number fans’ walls — now down to an average of 15 percent — may be good business for Facebook, but the value proposition to organizations has become less and less compelling.

At the same time we’ve seen organizations (perhaps yours?) struggle to engage with Facebook supporters in meaningful ways using the few actions Facebook has provided: like, share or comment. I’ve had lots of discussions with nonprofit officials about the real cost/benefit of Facebook as a platform for reaching supporters and deepening engagement with them over time.

Despite all this, I think Facebook finally has the pieces in place to make a major impact on organizations’ ability to acquire and build productive relationship with supporters. That’s right: At the very time Facebook is working harder than ever to monetize, I have become a believer in its ability to make a difference. In fact, even their recently introduced Promote function provides nonprofits and campaigns with a compelling new tool for engaging your most ardent supporters. Continue reading