Marketing Automation for Nonprofits

Presentation given on 11/10/15 for the NP2.0 Meetup by Seth Giammanco, MOD-Lab and Joe Moran, True Colors Fund

Transcript

1. Marketing Automation for Nonprofits Simple & Accessible Automation For Nonprofits Seth Giammanco Principal, MOD-Lab @sethgiammanco Joe Moran Director of Public Engagement True Colors Fund @joesaidso
2. Overview What is automation? Definition: 1. the technique of making an apparatus, a process, or a system operate automatically. Marketing Automation for Nonprofits
3. Overview Why Automation Gets a Bad Name Marketing Automation for Nonprofits “Bots are Dumb” “It’s Inauthentic” “It’s Spammy”
4. Bad Examples When Automation Doesn’t Work Marketing Automation for Nonprofits
5. Bad Examples When Automation Doesn’t Work Marketing Automation for Nonprofits (I Know Her)
6. Bad Examples When Automation Doesn’t Work Marketing Automation for Nonprofits “Best Pizza Ever! Pan Pizza :) Keep up the good work guys!” “So sorry about that!...”
7. Bad Examples It Doesn’t Have to Be this Way Marketing Automation for Nonprofits
8. Good Examples Engaging Automation Marketing Automation for Nonprofits How many of you have donated blood? Do you know if your blood has been used? Source
9. Let’s Get To It Our Goals Ideas for automation • Internal automation => engagement • External automation => engagement Free or low cost tools • IFTTT • Zapier • Mailchimp Marketing Automation for Nonprofits
10. Internal Automation to Better Engage Externally The Fundamentals Marketing Automation for Nonprofits www.IFTTT.com

11. Internal Automation to Better Engage Externally Let’s Start With An Example Marketing Automation for Nonprofits Wamp wahhh.
12. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
13. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
14. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
15. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
16. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
17. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
18. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
19. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
20. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits
21. Internal Automation to Better Engage Externally IFTTT In Action Marketing Automation for Nonprofits Then Now
22. Internal Automation to Better Engage Externally Aggregate Community Members Marketing Automation for Nonprofits
23. Internal Automation to Better Engage Externally Keep Your Team Engaged Marketing Automation for Nonprofits
24. Internal Automation to Better Engage Externally Keep Your Team Engaged Marketing Automation for Nonprofits
25. Internal Automation to Better Engage Externally Enhance Events Marketing Automation for Nonprofits
26. Internal Automation to Better Engage Externally Integrate the Physical World Marketing Automation for Nonprofits
27. Internal Automation to Better Engage Externally Browse for Inspiration Marketing Automation for Nonprofits
28. Internal Automation to Better Engage Externally IFTTT’s Limitations • Triggers don’t happen in real-time • Some channels are missing • Some have more features than others • One account per channel • Channels sometimes break (or disappear) Marketing Automation for Nonprofits
29. Internal Automation to Better Engage Externally But… Marketing Automation for Nonprofits It’s free!
30. Internal Automation to Better Engage Externally Kick It Up a Notch With Zapier Marketing Automation for Nonprofits www.zapier.com
31. Internal Automation to Better Engage Externally Premium Apps Marketing Automation for Nonprofits
32. Internal Automation to Better Engage Externally Twitter is More Useful Marketing Automation for Nonprofits
33. Internal Automation to Better Engage Externally Advanced Filtering Marketing Automation for Nonprofits
34. Internal Automation to Better Engage Externally Zapper’s Primary Limitation Marketing Automation for Nonprofits
35. Internal Automation to Better Engage Externally So Many Possibilities Right? Marketing Automation for Nonprofits
36. Internal Automation to Better Engage Externally Remember Just Because You Can Doesn’t Mean You Should Marketing Automation for Nonprofits
37. Internal Automation to Better Engage Externally Use Responsibly • Use as supplement, not replacement • Enable notifications • Log in and interact with people • Don’t set it and forget it; 
 set it and check in on it. Marketing Automation for Nonprofits
38. Internal Automation to Better Engage Externally Don’t Test on Live Accounts Marketing Automation for Nonprofits
39. Internal Automation to Better Engage Externally Setup Test Accounts Marketing Automation for Nonprofits
40. External Automation to Engage Engage! Creating opportunities to engage your people with automation. Marketing Automation for Nonprofits
41. External Automation to Engage It’s all about the email. You have got to get the email. Marketing Automation for Nonprofits http://gph.is/1hii5l5
42. External Automation to Engage Challenge If you Choose to Accept It Give your people a good reason for them to share their email! Marketing Automation for Nonprofits
43. External Automation to Engage Some Good Reasons • Volunteer • Donation • Advocacy/Champion • Membership • Subscription • Downloadable Resource • Email Course Marketing Automation for Nonprofits
44. External Automation to Engage You’ve got an email! But Now What? Marketing Automation for Nonprofits Blast ‘em! http://gph.is/1hCyzFl
45. External Automation to Engage Hold On, You Learned Something Awesome! • Download a resource? Wow, someone is interested in that topic! • Volunteer form completed? Wow, someone is interested in that type of opportunity! Just blast? … No, Let’s Email Drip! Marketing Automation for Nonprofits
46. Email Drips What is an Email Drip? A series of automated emails that are triggered by a specific action a person takes and that are generally sent according to a defined schedule. Marketing Automation for Nonprofits
47. Email Drips Drip Case: Evergreen Content Evergreen content is content that has legs. It offers value from the date of first publication to a six months or more later. • Infographic • Tip/Cheat sheet • How-to guide • eBook • Research • Templates or Worksheets Marketing Automation for Nonprofits
48. Email Drips The Content is The Trigger Deliver it from a landing page, call to action, content upgrade …. Marketing Automation for Nonprofits Source
49. Email Drips A Drip for a Resource … I Love Resources A formula for a downloadable resource dripping with potential: • Email 1: Here is the resource you requested • Email 2: Here is another tip, idea, and/or link • Email 3: Here is something else you might like to do … THE ASK Marketing Automation for Nonprofits
50. Email Drips Why Drip Drip Drip? • Nurturing • Conversation • Value Add Marketing Automation for Nonprofits
51. Email Drips Ideas are Dripping • P2P Fundraiser - Help advocates run a great peer campaign • Volunteering - Help volunteers get ready to maximize their experience • Course - Take long form content and share in smaller chunks over time • Infographic - Share one metric/visualization at a time • Event - Getting ready, what to expect, how was it • Subscriber to Mailing List - Welcome, here’s some great stuff from our archive, here’s something unique about us Marketing Automation for Nonprofits
52. Email Drips We Have the Technology! • Mailchimp • Campaign Monitor • Aweber There’s new Tech, Too! • ActiveCampaign • Drip • Hatchbuck Marketing Automation for Nonprofits
53. Email Drips The Way of the Drip • Be Human • Keep Focus • Practice Awareness • Relax Completely Marketing Automation for Nonprofits
54. Marketing Automation for Nonprofits Thank You Marketing Automation for Nonprofits …. Joe’s GIF
55. Marketing Automation for Nonprofits Questions? Marketing Automation for Nonprofits