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
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 [email protected]
• Request a Salsa trial: www.salsalabs.com/trial
For More Information:
