Key Speaker. Nicole Roach Marketing Coordinator CharityNet USA. HBIF Meeting 12-09

Transcription

1 Key Speaker Nicole Roach Marketing Coordinator CharityNet USA HBIF Meeting 12-09

2 CharityNet USA: A One-stop resource center for nonprofit organizations nationwide! Key Speaker: Nicole Roach Questions Archived webinar will be available

3 I. Marketing Fundamentals II. Format and Layout Best Practices III. Building your Lists IV. Complying with Regulations

4 The Promotion of Products or Services via Why Does is Work?

5 Many organizations have replaced or supplemented their direct mail efforts with marketing. marketing campaigns are less expensive and easier to track.

6 Relevancy Consistency Tracking

7 Relevant marketing means your marketing subscribers get s from you when they want, how they want and with information they want. Don t get mixed up with what is only relevant to you.

8 Do you give people the option to: Choose how often and when they hear from you? Choose between html and text? Choose topics or categories or types of marketing messages?

9 Make sure you keep the look and feel consistent. By keeping the look and feel consistent, you help to maintain and reinforce your brand image.

10 When you send out an campaign, are you: Maintaining similar color schemes? Always including your logo? Standard From Line? Using a template? Sending messages on a schedule?

11 Tracking the results of your campaigns will enable you to determine what's working and what's not.

12 After each campaign expires you should analyze the results, including: How many people were sent the How many s were delivered How many people clicked through How many people opted-out

13 The Format The Body Subject Line From Line Frequency

14 Timing = On a Set Schedule: Monthly, Weekly, Bi- Weekly, Quarterly Variety of Content: Educational Blog Social Media, Events Call-to- Action Have Fun!

15 Timing = Promo Driven Content should include an urgent tone: Limited Last Days Don t Wait Call to Action Must be Clear

16 Timing = Based on Events Planned 1 primary message and goal: Leave them on the edge of their seat. Will focus on: Who, What, Where, When & Why

17 Your content must be clear and relevant.ƒ Use appropriate graphics & white space Include Call to Action links Create sense of urgency Pay attention to spelling & grammar Always have someone proofread ƒdesign for the preview pane

18 How-To s Opinion Case Study Seasonal Best Of Reviews Educational News

19 ƒkeep it short and simple characters including spaces Incorporate a specific benefit ƒinclude your brand ƒcapitalize and punctuate carefully If possible, personalize it Use different subject lines for different segments.

20 Use a name the recipient will recognize: Include your organization name or brand The clearer the better The shorter the better Be consistent

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22 How often to send Create a master schedule Coordinate timing for maximum impact Keep in mind the format type When to send When is your audience most likely to read it? Utilize surveys and ask questions when they first subscribe.

23 Single Opt-In Vs. Double Opt-In Single opt-in means that actions were taken to sign up for the in question. Double opt-in means that the subscriber has actively confirmed their subscription, typically by responding to an automaticallygenerated message sent to the address.

24 Website Placement: Place the sign-up form prominently on your homepage, "above the fold. Provide Incentive: Offer a white paper, free e-books, entry in a contest to win an iphone, discount coupons. Forward to a Friend: Encourage subscribers to share with their friends.

25 Ask Customers When Purchasing: Provide a registration card or the option to leave their business card. Display Your Website On Everything: On collateral, fliers, bags, business cards, advertising, etc.

26 Use Social Media: Post links to your subscription page. Additionally, offer benefits to subscribing.

27 No Relationship = No Permission Ask Yourself: Do they know you? Do they want your ? There is a direct relationship between Spam & Permission: ƒspam complaints will increase as your contact list gets older Scrub your list regularly to avoid complaints

28 Visible Opt- Out/Unsubscribe Link Opt-Outs Honored within 10 Days Accurate From Lines Relevant Subject Lines Physical Address Adult Content Labeled Non-Harvested Lists

29 Marketing is Extremely Low-cost Valuable Demographic Data can be Gathered Marketing is Highly Automated You have Rapid Send and Response Time will help you Build a Relationship of Trust is Executed Correctly