build your base of support: list growth strategies for nonprofits

Build Your Base of Support: List Growth Strategies for Nonprofits

• Offline Strategies• Anatomy of a Sign up Page• Social Media Strategies• Paid Acquisition• Question & Answers

Agenda

Speaking Today

Your Account Managers

Molly Heinsler

Libby Sinback

Amanda Foster

GROWING YOUR LIST OFFLINEBringing the real world to the virtual world

• Events • Paper sign up forms • Business card drop-ins

• QR Codes and Texting• Offline donation forms

Offline Strategies

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*

• 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

Excellent Sign Up Page Example

SOCIAL MEDIA LIST GROWTH

Things we can all do!

• 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!

• Let your supporters share your pages • Many people are more interested in

their friends than organizations• Salsa has this functionality

Put Links Everywhere!

A BIT MORE ADVANCED

But Nothing You Can’t Do!

• 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

PAY TO GROW

Sometimes you get what you pay for

1. Capacity

Reasons to consider paying to grow your list

1. Capacity

2. Things usually go viral with a lot of help

Reasons to consider paying to grow your list

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

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

$ = $$$

Considerations to Consider

•Goals and Timelines

•Who do you want?

•Budget

•Capacity

Paid List Growth

•Pay-per-Click/Impression

•Cost-per-acquisition

•E-Appends

Banner Ads

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

Cost Per Acquisition

Hot Call to

ActionShiny New

Supporters!

Network of

Activists

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

E-Appends

Your Direct Mail List

E-Mail Matching Opt-In E-Mail

Addresses!

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

• Visit www.www.salsalabs.com/build-your-base

• Contact Amanda, Libby, or Molly at accountmanagers@salsalabs.com

• Request a Salsa trial: www.salsalabs.com/trial

For More Information: