build your base of support: list growth strategies for nonprofits
DESCRIPTION
You'll learn: * How to reach new people through social media * What you can do offline to gain supporters * How to use paid advertising effectively without breaking the bank * Some overall tips to help you build a permission-based marketing listTRANSCRIPT
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Build Your Base of Support: List Growth Strategies for Nonprofits
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• Offline Strategies• Anatomy of a Sign up Page• Social Media Strategies• Paid Acquisition• Question & Answers
Agenda
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Speaking Today
Your Account Managers
Molly Heinsler
Libby Sinback
Amanda Foster
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GROWING YOUR LIST OFFLINEBringing the real world to the virtual world
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• Events • Paper sign up forms • Business card drop-ins
• QR Codes and Texting• Offline donation forms
Offline Strategies
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Offline Strategies, cont. •Direct Mail to e-mail lists•Prizes, giveaways, contests, exclusive content for joining your list•Custom sign up pages for specific events•List sharing with similar organizations*
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• Few required fields• Organization branding • Multiple options for list
membership• Sign up box on all of your pages • Make it easy for your supporters
to join!
Great Sign Up Pages
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Excellent Sign Up Page Example
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SOCIAL MEDIA LIST GROWTH
Things we can all do!
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• Keep Your Promises• @wmata social media team
• Respond to Disasters ASAP• Susan G. Komen for the Cure
• Follow the Discussion• United Airlines
Don’t Let Soc Med Shrink Your List!
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• Let your supporters share your pages • Many people are more interested in
their friends than organizations• Salsa has this functionality
Put Links Everywhere!
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A BIT MORE ADVANCED
But Nothing You Can’t Do!
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• Attentive.ly• Talk to supporters with high Klout
scores; see who is REALLY engaged on Twitter & Facebook
• Fission Strategies• Klout Scores• Facebook Sign-up & Donation
Integration
Newer or More Sophisticated
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PAY TO GROW
Sometimes you get what you pay for
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1. Capacity
Reasons to consider paying to grow your list
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1. Capacity
2. Things usually go viral with a lot of help
Reasons to consider paying to grow your list
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1. Capacity
2. Things usually go viral with a lot of help
3. You have a big campaign and you want to make a splash
Reasons to consider paying to grow your list
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1. Capacity
2. Things usually go viral with a lot of help
3. You have a big campaign and you want to make a splash
4. Sometimes it’s good to spend money to make money
Reasons to consider paying to grow your list
$ = $$$
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Considerations to Consider
•Goals and Timelines
•Who do you want?
•Budget
•Capacity
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Paid List Growth
•Pay-per-Click/Impression
•Cost-per-acquisition
•E-Appends
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Banner Ads
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Pros• Inexpensive or free• Easy to stick to a
budget• Granular targeting• Increases overall
online presence and brand recognition
Cons• Paying for clicks or
impression – no conversion guarantees
• Managing ads, budgets, and metrics can be complicated and time-consuming
Pay-Per-Click/Impression
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Cost Per Acquisition
Hot Call to
ActionShiny New
Supporters!
Network of
Activists
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Pros• Gain already
committed activists• Low risk: only pay for
new people• Care2 and Change.org
have data bridges with Salsa
Cons• Upfront costs• Can be hard to sell
internally
Cost per Acquisition
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E-Appends
Your Direct Mail List
E-Mail Matching Opt-In E-Mail
Addresses!
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Pros
• A good starting place if you have a big direct mail list and a small e-mail list
• Save money on direct mail by switching to e-mail
• More donations• Inexpensive• Engaging your supporters
more online
Cons
• Need a big list• Match rates and opt-in rates
not always high
E-Appends
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• Visit www.www.salsalabs.com/build-your-base
• Contact Amanda, Libby, or Molly at [email protected]
• Request a Salsa trial: www.salsalabs.com/trial
For More Information:
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