Using Email, Internet Cell Phone and Apps - Presented by: Ted Hart, ACFRE, CAP Twitter = @tedhart - PSI Philanthropy ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Presented by: Ted Hart, ACFRE, CAP®
Twitter = @tedhart
Using Email, Internet
Cell Phone and Apps
Ted Hart, ACFRE, CAP®
• President and CEO at Charities Aid
Foundation of America and Canada
• tedhart.com
• Founder and CEO at
GreenNonProfits.org
• Radio Host- Nonprofit Coach
• Author:
• Internet Management
• People to People Fundraising
• Nonprofit Guide to Going Green
• Nonprofit Internet Strategies
• Major Donors
• Fundraising on the Internet
• Cross-Border Giving (May 2018)
2
©2018 Ted Hart @tedhart
The first “Donate
Now” button was
released in 1999
by Groundspring
©2013 Ted Hart @tedhart
©2018
Fundraising ©2018 Ted Hart @tedhart
Start
Inspiring
Action
©2018 Ted Hart @tedhart
Just Two Years From Now
30 years later, in 2020 fully 40% of current
industrialized populations will have
come of age not
knowing a time without
social networks or
mobile/text
communications/ giving.
Intuit 2020 Report
©2018 Ted Hart @tedhart
More than 3 Hours per Day!
In 2018, American adults are
expected to spend on average 3
hours and 23 minutes on non-voice
mobile media per day.
That's up more than 1 hour from 2013. It has
increased steadily every year since.
eMarketer
©2018 Ted Hart @tedhart
It’s All About Relationships
…not technology
Concentrating on the
needs, wants, and
satisfaction of your
donors.
©2018 Ted Hart @tedhart
Your greater universe of
potential lies in the vast
number of supporters who
can be inspired and
referred by current
donors.
Ted Hart
©2018 Ted Hart @tedhart
1. Review Analytics, Understand How
People Find You (Google Analytics)
2. Design Mobile Responsive Website
3. Email Deliverability Strategy and
Tracking
4. Maintain Good List Hygiene (stop
emailing after 6 months of no
interaction)
5. Big Data/ Big Picture, know where the
relationship started. Build on what is
working.
©2018 Ted Hart @tedhart1. Review Analytics,
How Did People Find You?
Traffic Channels/ Free:
1. Direct: User typed your web URL directly into their browser.
2. Organic Search: The user searched a term related to your
website on a search engine and found your website in the
search results.
3. Social: The user found a gateway to your website on a
social media platform (e.g.. Twitter, Facebook, etc.).
4. Email: User clicked on a link to your website from an email.
5. Referral: User clicked on a link to your website that showed
up on a different website.
©2018 Ted Hart @tedhart1. Review Analytics,
How Did People Find You?
Traffic Channels/ Paid:
1. Paid Search: User searched a term related to your website
on Google, and clicked on one of the search advertisements
you placed related to that keyword (e.g.. Google ads).
2. Display: User clicked on a display advertisement you
placed on a Google partner website (think of the giant banner
ads you see when you visit a small blog site).
3. Other Advertising: User found your website though a
different form of online advertising such as “cost per point” or
“cost per view”.
©2018 Ted Hart @tedhart1. Review Analytics,
How Did People Find You?
Data Is Provided in Three Categories:
Acquisition Behavior Conversions
©2018 Ted Hart @tedhart1. Review Analytics,
How Did People Find You?
Strategy:
Pick two or three core channels that are performing the best
and focus on them in order to maximize your audience
engagement.
1. Frequency (High total sessions): This group visits your page most frequently
2. New Visitors (High percentage of new users): This group is your emerging
channel, where many of your new visitors are coming from
3. Engagement (Low bounce rates, high pages/session, high avg. session
duration): This channel is most engaged with your website
4. Conversion (High conversion rate): This is the channel that most frequently
accomplishes your business objectives
©2018 Ted Hart @tedhart2. Design Mobile Responsive
Website (vs An App)
A responsive website automatically changes to fit
the device you're reading it on. Including: the
widescreen desktop monitor, the smaller laptop, the
tablet and a mobile/smart phone.
Fast – Integrated – Reliable - Engaging
©2018 Ted Hart @tedhart2. Design Mobile Responsive
Website (vs An App)
Mobile Friendly Test Your Site: Your Mobile
https://search.google.com/test/mobile-friendly Site Should
Load in 3
Seconds or
How Fast Is Your Mobile Site?: Less
https://testmysite.withgoogle.com
Fast – Integrated – Reliable - Engaging
©2018 Ted Hart @tedhart2. Design Mobile Responsive
Website (vs An App)
Why
Mobile
Matters
now.
©2018 Ted Hart @tedhart3. Email Deliverability Strategy and Tracking Of all online customers 66% chose to make a purchase because of an email marketing message. (Direct Marketing Association) 91% of email users check their email at least once a day (Exact Target) Promotional emails impact more than 70% of mobile purchases. (Yesmail) ©2018 Ted Hart @tedhart
3. Email Deliverability Strategy and Tracking Is your email and domain Blacklisted? Check: https://mxtoolbox.com/domain 30-40% of subscribers likely use Gmail 20-30% of subscribers likely use Microsoft (Hotmail/Outlook) Only email to “known good” email addresses you have permission to use. Emailing regularly to abandoned or bouncing emails could mark your entire domain on blacklists. Unsubscribe obviously bad addresses Resource: The New Rules for Email Deliverability ©2018 Ted Hart @tedhart
4. Maintain Good List Hygiene Tip 1: Remove addresses that bounce All email addresses “atrophy” over time. There are two types of bounces: the hard bound and the soft bounce. Hard Bounce: “Hard bounces” are when there’s a permanent reason why an email fails to be delivered. This could be either a non-existent email address or domain name. More often, this is because the user has actively blocked delivery or changed email addresses. Soft Bounce: “Soft bounces” are when there’s a temporary delivery issue which results in email delivery failure. Soft bounces commonly occur because the user has a full mailbox, a temporarily offline server, or a message too large to send. ©2018 Ted Hart @tedhart
4. Maintain Good List Hygiene Tip 2: Clean up Your List Repeated attempts to mail invalid or inactive email address negatively impacts your metrics and your delivery rates. Use Third Party Vendors: can help with this process. Third party vendors will remove misspelled addresses, remove spam, and test your email addresses. Such proactive measures can have a big impact on your deliverability. Non-Responders: If people aren’t engaging with your messages, stop sending them emails after 6 months. Delete Role Accounts: For example, all email addresses that begin with abuse@, support@, and info@ will be deleted. Often these emails haven’t opted in, so it’s best to get them off your list. ©2018 Ted Hart @tedhart
4. Maintain Good List Hygiene Tip 3: “Re-Engagement Campaign” One way to re-engage inactive subscribers is through a re- engagement email campaign. Send Test Emails: If an email has been inactive for six months or more, then it may be considered “inactive.” Try to re-engage your email subscribers before you dump them from your list. Send that group of inactive subscribers a few emails. Use a different subject line for each one, see if you can pique some interest. You can check out more awesome examples of email re-engagement campaigns https://www.impactbnd.com/blog/10-examples-of-email-re- engagement-campaigns-youll-want-to-steal ©2018 Ted Hart @tedhart
4. Maintain Good List Hygiene Tip 4: Get Email Confirmation One of the best ways to maintain a healthy email list is to confirm your subscriptions. The marketing term applied to this method is the “double opt- in.” This simply means that a second email is sent to a subscriber, asking them to click a link to confirm their subscription. This ensures you’re emailing those who want to hear from you and that their email address is correct. Examples: https://emailmonks.com/emailoptin/infographic.html ©2018 Ted Hart @tedhart
4. Maintain Good List Hygiene Tip 5: Send the Right Content The right content, or more specifically, the right subject line means that when your emails land in someone’s primary email account, you have a better chance of them actually opening your emails. Use CTAs: Clear and compelling email calls-to-action are one of the best ways to keep people engaged with your email after they’ve opened it. 75 CTA examples: https://www.campaignmonitor.com/blog/email- marketing/2016/03/75-call-to-actions-to-use-in-email- marketing-campaigns/ ©2018 Ted Hart @tedhart
5. Big Data/ Big Picture, do you know where the relationship started? Build on what is working. Don’t work in a silo, bring all your data together, as best you can, to create the big picture. ©2018 Ted Hart @tedhart
+ +
+ +
= Direct Influencing
26
©2018 Ted Hart @tedhartInvesting Time and Money
On average,
nonprofits raise 7.6% •Integration
of their total revenue
online. •Balance
•Success
• Recommendation
• 10-15% of budget
• 10-15% of time
©2018 Ted Hart @tedhartMass Influencers
15-16% of online
nonprofit social
media contacts are
“mass influencers”,
they leverage 80%
of nonprofit
contacts in social
media
-cygnus donor research
Merci à Bryan Miller
©2018 Ted Hart @tedhartNonprofits Also Receive :
Monthly Google for Nonprofits newsletter
Access to Google for Nonprofits online
resources
Special offers and events
Access to online training material targeted
towards nonprofits
http://www.google.org/nonprofits
©2018 Ted Hart @tedhart1. Create Your Own Profile
2. “Claim” Your Company Page
https://nonprofit.linkedin.com/
3. Get All Your Colleagues to Link to Your Company Page
4. Make recommendations
5. Post Updates often
6. Find New Board Members and Volunteers
7. Be Active In Groups
8. Use LinkedIn to Enhance Major Gift Research
©2018 Ted Hart @tedhartNew 2018 Resources 2018 M+R Nonprofit Benchmarks Study https://mrbenchmarks.com/ 2018 Social fundraising data report for nonprofits http://fundraising.crowdrise.com/gofundme-data-white-paper- download?tls=Email 2018 Digital Outlook Report http://www.care2services.com/2018-digital-outlook-report Global Trends In Giving Report https://gallery.mailchimp.com/feb87794e3b3c6cb0d7949bdf/file s/d9fede24-402d-48b6-9ce5- 51429de9c88e/gg_report_english_9.7.17.pdf.pdf ©2018 Ted Hart @tedhart
THANK YOU!
Ted Hart, ACFRE, CAP ®
President and CEO
Charities Aid Foundation of America and Canada
Facebook: facebook.com/tedhart
LinkedIn: linkedin.com/in/tedhart
http://tedhart.com
Skype: tedhartusa
Email: tedhart@cafamerica.org
Twitter: @tedhart
32You can also read
