Get Heard: Using Online Tools to inspire Volunteers and Donors

Get Heard: Using Online Tools to
inspire Volunteers and Donors

@ctctevent on Twitter

http://www.facebook.com/ctcteventmarketing

Erik Mintz

1

Introduction

Erik Mintz
Director, Event Marketing
Constant Contact

Blog: http://blogs.constantcontact.com/commentary/author/erik-mintz/

facebook.com/erikmintz

@erikmintz

linkedin.com/in/erikmintz

Copyright © 2011 Constant Contact, Inc. 2

Agenda

Social Media Marketing

Event Marketing
Email Marketing

Online Survey

• Why use these online tools?

• Benefits and best practices.

• Nonprofit customer examples.

• Questions after each section.


Why Use These Online Tools?

• These tools help you create a meaningful online experience about your business

• You take that experience and deliver it to an audience

• The audience might be your website, social network or an email list.

• The experience itself is in high resolution (HD), it
leaves a lasting impression. It’s valuable and relevant to
the recipient. It engages someone enough to take the
next step; maybe to refer you within their social
network, join your email list, or donate money to
the causes you care about the most!


It Takes Relationships to Build a Business


Why Do We “Market”?

More…
• Customers
•
We •
Clients
Donors
Want • Members
•
More! •
Board Members
Volunteers
• Brand Awareness
• Sales
• Website Traffic

6
Copyright © 2011 Constant Contact, Inc.

Audiences

Donors
Disinterested Suspects Prospects Members Key Influencers
Volunteers
7

Apply New Tools To The Cycle

Suspect

Start with your passionate
customers and
interesting content

Fan Prospect

Email
Social Media Marketing
Marketing

Customer Event 8
Marketing

New tools have changed the game

Traditional Marketing Engagement Marketing

Find Find
Focus
is on Nonprofit Revenue is
acquisition Convert Convert generated by
repeat donors and
high value donors

Keep Keep

9

New Tools Have Changed the Shape of
Small Business Marketing

Important Tools for Marketing My Business
n=4,459, U.S. Small Businesses
Website 92%
Email marketing 88%
In person 64%
Event Marketing 51%
Facebook 51%
Online advertising 44% Find Social Media
Direct mail 41% Tool Important
Telephone 40%
Blogs 29%
LinkedIn 27% 51% Facebook
Twitter 26% 29% Blogs
Online surveys 20%
YouTube
27% LinkedIn
16%
Other 10%
26% Twitter
Meetup 5% 16% YouTube
MySpace 0 4%

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

Source: Constant Contact 2010 Small Business Attitudes & Outlook Survey, Feb-Apr; 29% sole proprietor; 62% 1 to 25 employees; 9% over 25 employees

10

Levels of Engagement

Events
(Face-to-Face)

Email
(Opt-in)

Social Media
(Like / Follow / Connection)

Quotes
Quality of Relationship

Forms of Permission: Attend an event | Opt-in with email address | Facebook Like | Twitter Follow | LinkedIn Connection
11

The Importance of Permission

Permission Marketing is centered around obtaining customer
consent to receive information from a company or organization
Why is this valuable?
 Permission = Consent
 Permission = Intent
 Permission = Anticipation

• Forms of Permission
 Attendance at an Event
 Opt-in with email address
 Facebook Like
 Twitter Follow
 LinkedIn Connection
12

Event Marketing Prospect Study

Nonprofit Engagement
vs.
Non-Profit Engagement
• More active with events (43%) than B2B or B2C
B2B and B2C
• Events are more important to their success
• Have more events and more attendees per event • More active with events
• Charge fees for more of their events
• Spend more time planning events, wider range of event types
• Use more promotional tools
• More interested in event tools • More events with larger turnout
• More methods used to manage registration
Reasons for Events
• More likely to use an Event Marketing tool
• Non-Profits rely most heavily on educational events and Fundraising

Event Frequency
• Non-Profits: 31% 5 or less / year | 30% 6 – 10 / year | 25% 11 – 50 / year
Promoting Events
• Event promotions: 7 methods for Non-Profits, 4 and 5 for B2B and B2C
• Email is the most cited promotion, other methods include WOM (65%), mailed invitations (47%), and phone calls (46%)

Managing Event Details
• Nonprofits use 3.25 methods while B2B and B2C use an average of 2.5 methods

Social Media and Events
• B2C’s are more likely to predict reliance on social media (45%) vs. Non-Profits (20%) and B2B’s (19%)

Event Pain Points
• Non-Profits have slightly more difficulty with event notification responses

Source: Constant Contact 2010 Small Business & Nonprofit Prospects Survey | July-Sept | n=3,663, U.S | 71% 0 - 10 employees | 29% 11 - 25 employees

13

Why events?

59% of marketing professionals worldwide consider live events to
be the single most powerful tool in their arsenal
The International Experiential Marketing Association (www.ixma.org) / 2008


Event Marketing Is…

• Promoting your events to look
professional

• While capturing online
registrations and payments
with ease

• To working smarter by
tracking event progress


Benefits of an Event Marketing Service

• Promote
• Reinforce Brand identity
• Brings awareness to your events
• Encourage attendance
• Fill seats
• Social Proof
• Capture
• Know whose attending
• Collect fees in advance
• Track
• Reporting and results
• Keeps you organized


Social Proof

The basic premise is that people will do things they see other people doing.
• In the case of events, showing a list of attendees during the registration process
can help drive attendance and fill seats at your events. People may recognize
attendees they know or want to know!
• In the case of surveys, it's your opportunity to reach out and get information, then
feed it back into the community or population. Each time you ask for someone to
take a survey, give back some of the survey information about what you're finding
out even while the survey is live.

• Social Proof gets people interested, involved, and excited.


Customer Quote

"I used your Event Marketing tool to promote a wine festival to
benefit charity. We ended up attracting 7800 attendees and
raising $150,000 for cancer research. With Constant
Contact, this cost me $30. If I’d done online registration with the
Quotes
other guys, I (or my attendees) would have paid thousands of
dollars in fees - instead, that money is going to fight cancer. It
was a no-brainer to choose you."

– Roland David, Chesapeake Virginia Wine Festival


Chesapeake Virginia Wine Festival: Event Email

"Message to registrants that talks about the weather forecast, provides links to documents that allow
them to see who else will be attending, and gives a glimpse into the kinds of food that will be served."


Chesapeake Virginia Wine Festival: Event Email

"Message to registrants that highlights the merchandise that is available
for sale online at the event. All of the proceeds went to charity."


Chesapeake Virginia Wine Festival: Registration

Online registration form


Poi Dogs & Popoki: Event Marketing Campaign

Invitation
Homepage

Registration


6 Great Ways to Maximize Attendance at Your Event

Face-to-face meetings are an effective way to build relationships and trust with your
customers. Yourthe many intangibles you experience when interacting with people in the
1. Consider
It’s Audience
same room that make hosting optimal date,such and location. effort.
* To maximize attendance, find the an event time, a worthwhile

2. Set Goals
There are three key questions to ask yourself:
a. What do you want to achieve by hosting this event?
b. What topics do your attendees want to see?
c. What will your attendees achieve by attending?

3. Send Personalized Emails
Personalized email invitations makes your event feel more special.

4. Include Social Media
Include social media should as part of the before, during, and after your event.

5. Make Registration Simple
Keep the registration form short and to the point. Ask only relevant questions and avoid asking for information you don’t
need. Collect fees during registration. There is plenty of evidence to show that the word "Free" may communicate a lack of
value!

NOTE: Data based on ~57K RSVPs
6. Get Feedback with a Post-Event Survey
At the end of your event, seek feedback in the form of a post-event survey. This will surely help make your next event
even better. • ~60% of declines were due to date / time / location!

The solution to this problem is to send a pre-event survey in advance of your event.

Event Marketing Questions?


What is Social Media?

Social Media refers to a collection of technologies. It enables
people to connect to one another via the internet in order to
discover and share useful information and… sometimes
mindless banter.

• Social media isn't a fad, it's a fundamental shift in the way we communicate!


What is Social Networking?

Social Networks are groups of people or communities that
share a common interest. Social networking sites like Facebook
and LinkedIn are the places where these social interactions and
conversations take place.


What is Social Media Marketing?

Social Media Marketing lets you purposefully tap into the conversations
happening online to promote your business, to engage with your
customers, and to drive word of mouth. Don’t forget, social media is just
technology, social media marketing is the process of using that technology
to connect with people and build meaningful relationships.


Social Media is Today’s WoM

Ultimate goal of the Social Media Marketing is to get the people that matter to
your business or organization to connect, to engage, and to share your message
with their network of friends.

Before the days of the internet, we simply called this word of mouth marketing

• Social Media Marketing is a business development activity

• If done thoughtfully, your fans take on this responsibility!

75% of people are somewhat or highly likely to share content
they like online with friends, co-workers or family.

*CMB Consumer Pulse 2010 (n= 1504)


Social Media Landscape

We’re going to focus on the three most likely to impact
your business: Facebook, Twitter, and LinkedIn.


Set Your Goals

Before you begin using social media, you need to know what you are
trying to accomplish. Here are some of the goals that social media
marketing can help you achieve.

• Increasing Brand Awareness by informing customers and prospects about
who you are and what you can do for them

• Providing Great Customer Service by listening and responding to what your
customers are saying to you and about you

• Driving Sales by providing compelling offers that will inspire people to
participate and share with their friends to generate new customers

• Improving customer retention by developing relationships so that people
will know, like, and trust you.


Who is on it? Over 500 million people! And most likely many of your
customers and prospects. Facebook’s user profile cuts across
ages, races, and locations making it the best known and most used
social network in the world.

What do they do there? Facebook makes it easy for people to share
news about their lives, photos, interesting articles, and mindless games
with their friends.

Why you should care? The sheer volume of Facebook usage makes it
important to know about, but more importantly, people are doing more
than connecting with friends, they are connecting with businesses and
non-profits and sharing the news, deals, and interesting content they get
from each other and from the organizations they connect with.


Chesapeake Virginia Wine Festival : Facebook Page


Who is on it? Twitter is ranked as one of the 10 most visited websites and
enables all types of people to share and consume information they find
interesting.

What do they do there? Twitter users post news, articles, promotions, and
jokes all in 140 character chunks. By “following” someone on Twitter you
can see all of their posts and easily share them with the people who “follow”
you. For many, Twitter is a great source of real-time news and insights about
the things that matter most to them.

Why you should care? Twitter gives brands a voice and is another fast and
easy way to share your messages and get feedback from your customers
and prospects in real time. And because it is so easy for messages to
spread quickly, Twitter can bring your message to new audiences that you
might not be able to find through traditional marketing.


Who is on it? LinkedIn is the most widely used social network for connecting
people professionally (e.g., based on their business profile, not their personal
life.)

What do they do there? LinkedIn users create professional connections based
on their interests and experience, often participating in group discussions
relating to their industry or areas of expertise.

Why you should care? LinkedIn is a great way to create professional
connections that can give you ideas and advice for running your business and
help spread the word about the value you are providing to your customers.


Linkedin Profile


Social Media Marketing Questions?


Email Marketing Is Not…

Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)


Why Email?

Almost everyone your business It’s Cost-effective: Direct Mail vs.
needs to reach reads email Email

91% of Internet users between the ages of For the same response, direct mail costs 20
18 and 64 send or read email 1 TIMES as much as email 2
An even higher number of users ages 65 or Email ROI is the highest when compared
older do the same 1 to other internet marketing mediums 3

147 million people across the country use
email, most use it every day. 1

1 Sources: eMarketer
2 Forrester Research, Inc.
3 Direct Marketing Association


Email Marketing Is…

• Delivering professional
email communications

• To an interested
audience

• Containing information
they find valuable


Benefits of an Email Marketing Service

Email marketing Programsautomate best practices:
Standard Email services
(e.g. Outlook, Hotmail)
• Provide easy-to-use templates
• • Reinforce#brand identity at one time
Limited of emails sent
• • Email addressed to control only
Limited formatting recipient
• • Manage lists more susceptible to filters
List break up
• • Include social share
No cohesive branding
• • Include Join My Mailing Listof results
No tracking and reporting (JMML)
• Include social media sign up icons
• Improve email delivery and tracking


Email Basics Checklist

Ask yourself before you begin email marketing…

• Do repeat and referral customers help your business?
• Do you have a plan for delivering multiple communications?
• Is your audience interested in your message?
Is it valuable to them?
• Can you make your emails look professional and reflect
your brand?
• Do you have an Email Service Provider to help
manage your strategy?


How Tracking Works

+
Email ESP Tracking Code Interaction


Chesapeake Festival: Monitor the Impact


Chesapeake Virginia Wine Festival: Email Marketing


Chicago Humanities Festival : Email Marketing


Chicago Humanities Festival: Email Marketing Results


Email Marketing Questions?


Online Survey Is…

• Collecting feedback
about your business

• To improve your product
and services

• From an interested
audience


Benefits of an Online Survey Service

Online survey services automate best practices:

• Provide easy-to-use templates
• Reinforce brand identity
• Manage lists
• Reporting and results


Best Practices of an Online Survey

• Keep you surveys short
• Response rate decreases as the length increases
• Try to keep it 10 minutes or less
• Segment your lists to avoid burnout
• This will help you achieve a better response
• Good questions help meet the objective
• Ask what you need to know, not what you want to know
• Resist the temptation of "Just one more question"
• Every question should support to your objective


Chesapeake Virginia Wine Festival: Survey


Chicago Humanities Festival: Survey


Chicago Humanities Festival: Survey Results


Resources – Local Seminars

We're in your neighborhood and we're here to help you.
http://www.constantcontact.com/local/index.jsp


More Resources

Live & Recorded Webinars
http://www.constantcontact.com/learning-center/webinars/live/index.jsp

Product Tutorials
http://www.constantcontact.com/learning-center/tutorials-guides/index.jsp

Constant Contact Blogs
http://blogs.constantcontact.com/commentary/

Hints & Tips
http://www.constantcontact.com/learning-center/hints-tips/index.jsp


Get Heard: Using Online Tools to inspire Volunteers and Donors

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