Watch It Grow: How to Cultivate Your Email List
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The document discusses eight ways to grow an email list for nonprofit organizations. It explains that acquiring email addresses is important because larger email lists can generate more donations and volunteer engagement. The eight methods described are: collecting emails on a website, leveraging offline communications, encouraging viral sharing, online advocacy, search engine marketing, asking supporters to promote the nonprofit, list swaps with partners, and using email append services. The document emphasizes staying engaged with acquired email subscribers through regular communications.
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Watch It Grow: How to Cultivate Your Email List
- 1. Watch It Grow: How to Cultivate Your Email List March 10, 2010 For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
- 2. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
- 3. You can hear us, but we can’t hear you Type questions in the Questions Log Webinar recording and slides will be available on www.mycharityconnects.org Turn up your volume For the best webinar experience, close all other applications. For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
- 4. Today’s Guest Presenter Eric Rardin • Director of Nonprofit Services • Care2 Inc. For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
- 5. Watch it grow: How to cultivate your email list. Eric Rardin, Care2.com
- 6. What is Care2? What is Care2? • An online community with 12.8 million members • The largest online community of civically active people seeking to “make a difference” by joining, supporting donating to and volunteering with nonprofits
- 7. Why is Acquisition Important? This is your email file! Lapsing records Unsubscribes Email bounces
- 8. Why Care About Acquiring Emails? Big Lists = More Money and More Actions
- 9. Why Care About Acquiring Emails? Donor Value Over 12 Months New Donor Renewal Rate Lifetime Donor Value $694 50.9% +121% +48% 34.4% $314 $187 +95% $96 Internet Internet Internet Traditional1 Traditional Traditional Enabled2 Enabled Enabled Source: Convio whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” 1 Traditional defined as offline use. 2 Internet Enabled defined as both offline and eCRM use.
- 10. What’s it worth?
- 11. What’s it worth?
- 12. Email Acquisition How-to: Eight Ways to Grow Your Email List 1. Collect email addresses on your web site 2. Leverage offline communications 3. Encourage pass along (Viral Marketing) 4. Online advocacy 5. SEM, SEO, and CPM (e.g. Care2) 6. Asking supporters to market for you (e.g. Web 2.0) 7. List swap or hosted email– with another nonprofit or corporate partner 8. E-Appends
- 13. 1. Collect email addresses on your web site
- 14. 2. Leverage offline communications • E-mail ask on a direct mail reply or insert • Separate mailing – postcard or PURL mailings • PSAs, press releases, events, telemarketing, DRTV, video, mobile campaigns, social media, bloggers
- 16. 4. Encourage pass along (Word of Mouth Marketing)
- 17. 5. Search Engine Marketing (SEM) Paid Ads Organic Results
- 18. 5. Paid Acquisition – (Cost per name)
- 19. 6. Asking supporters to market for you (e.g. Web 2.0)
- 21. 7. List swap or hosted email– with another nonprofit or corporate partner What’s a list swap?
- 22. Other Ways to Acquire Email Addresses 8. E-Appends Third-party vendors who match your offline file against their permission database • Permission messaging • Inexpensive, can acquire a lot of emails at once • Be careful – use reputable vendors • Tend to be less responsive
- 23. What to do once you have them? • Stay in touch • Tell your story • Give opportunities for engagement • Ask them to donate…
- 25. ABOUT MYCHARITYCONNECTS For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
- 26. www.mycharityconnects.org • Free online resources “The Value of Being Online and • Information about technology How to Get Your Board Onside” • Video demonstrations • More webinars March 24: 2PM – 3PM(Eastern) • Past webinar recordings “Fraud Prevention: What Your • Learning opportunities Charity Needs To Know” • Events March 25: 11AM – 12PM(Eastern) For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
- 27. Question and Answer You can hear us, but we can’t hear you Ask questions here Ask away! For audio, turn on your speakers, or Call 323-417-4600, code 495-437-606
- 28. Thank you for attending! Webinar slides and recording will be up on: www.mycharityconnects.org/pastwebinars Check out www.mycharityconnects.org for more resources! Questions, feedback, comments? Email us at: carlo@canadahelps.org Thanks to: