June 19, 2013

6 reasons to give people to sign up for your email list

incentive
Photo courtesy of saskiia7 (Creative Commons)

A successful marketing strategy begins with dangling carrots for your supporters

• Subscribe to Socialbrite’s email newsletter to get expert tips in your in-box twice a month.

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, startups, businesses, Web publishers.

John HaydonIf you visit the websites of most nonprofits, you will find a critical piece missing in their list: the building strategy. They haven’t the answered WIIFM question.

What’s WIIFM, you ask? It means “What’s in it for me?” What’s the carrot? And it’s the foundation of any successful marketing strategy.

And because people are asking themselves this question every time you ask them to join your email list, it’s also the key to building your email list. Continue reading

January 16, 2013

9 powerful, simple ways to build your email list

Target audience: Nonprofits, fundraisers, cause organizations, foundations, NGOs, social enterprises — and businesses and brands, too

John HaydonIf you’re not building your nonprofit’s email list (and increasing your open and click-though rates), you are missing out on a huge opportunity to retain and attract donors.

This is because people prefer to donate via email. A study by Razoo (see above) shows that email is the best way to optimize the transactional aspect of fundraising. Continue reading

December 17, 2012

How to create an email drip campaign for your nonprofit


Image by Rangizzz on BigStockPhoto.com

11 tips on moving subscribers to take action

Target audience: Nonprofits, fund-raisers, cause organizations, foundations, NGOs, social enterprises, social marketers, cause advocates.

John HaydonIf you’re a regular reader of Socialbrite, you already know that email marketing is extremely effective for converting transactions like donations, renewals and action alerts.

Email is also awesome for nurturing a peer-to-peer fundraising campaign.

What is an email drip campaign?

A Facebook fan who signs a petition might receive subsequent emails encouraging him to donate, share the petition with friends or share a story on Facebook

A drip campaign is an email marketing strategy intended to get subscribers to take specific actions over the course of the campaign. Drip campaigns consists of a series of messages delivered over a specific timeframe.

For example, a Facebook fan who signs a petition would then receive a series of emails over the next few weeks encouraging him to donate, share the petition with friends or share a story on Facebook.

The benefits of a drip campaign are that you can target the right messages to the right people at the right time. Drip campaigns also tend to get more opens and click-throughs than your run-of-the-mill monthly newsletter. Finally, after you set one up, drip campaigns essentially run themselves. Continue reading

November 5, 2012

Which is more important: Social media or email marketing?

Why social media & email marketing are key to your nonprofit’s success

John HaydonIf you work for a small nonprofit, chances are you feel the pain of limited staff, limited budgets and the limited hours in your busy schedule. On top of that, no one seems to understand these challenges. They expect miracles.

So it’s natural that at some point you’d ask, Which is more important: social media or email marketing?

Alas, you need both.

In the 2-minute video above, I briefly explain the difference between social media and email marketing and why both are critical components in your marketing arsenal. Continue reading

October 18, 2012

8 ways to get more from your nonprofit’s email marketing strategy


Image by Rangizzz on BigStockPhoto.com

Boost your email marketing power through personalized communication

This is the second of a two-part series. Also see:
5 easy ways to integrate email marketing and Facebook

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

John HaydonLike social media, email marketing is where you nurture constituent relationships. But e-mail is different from social media in a few critical areas:

Privacy and Intimacy: E-mail is not a public channel like Twitter or Facebook. Opting into your list is an agreement to enter a private and intimate relationship with you, by way of their inbox. There is no public audience to your conversations. It’s one-on-one and very private.

Segmentation: The core principle of e-mail marketing is segmentation, adding people to specific lists based on their interests and actions. Segmentation ultimately allows you to create highly receptive messages. You can’t do this with Twitter or Facebook. Continue reading

October 16, 2012

5 easy ways to integrate email marketing and Facebook

Five tips for bringing all of your messaging together

This is the first of a two-part series. Also see:
8 ways to get more from your nonprofit’s email marketing strategy

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

John HaydonGrowing an email list in addition to building a Facebook fan base can sometimes feel overwhelming. This is especially the case if these two endeavors are not well integrated.

To help make things easier, here are five ways that you can integrate your nonprofit email list with social media.

Add an email option form to your Facebook page

1As you deepen your relationships with your Facebook fans, acquiring emails from your most engaged fans is a natural next step.

If you’re using a service like Aweber or Mailchimp, create a web form and add it to a custom tab (see step-by-step instructions).

Make sure you create a new list so that you can easily identify where these subscribers came from, and make sure you give them a very good reason for joining your email list. Continue reading