Email Marketing Journeys for Social Impact
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Nonprofits and universities are deepening their relationships with modern email marketing programs. This presentation will help you learn from leading practitioners in the social sector. Learn how to manage multi-channel campaigns, use data to create personalized, dynamic and predictive content, and more.
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Email Marketing Journeys for Social Impact
- 1. Email Marketing for Social Impact Marisa Vaccari Director, Business Analysis Enterprise Solutions ā Marketing Systems Teach For America @ReesieReese Carlo Dumandan Marketing Manager Pencils of Promise @CarloD Jaclene Roshan Senior Data Operations Manager Pencils of Promise @Jackie_Roshan
- 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include ā but are not limited to ā risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. Who we are. What we do. How we do it. Global Force for Good Two Organizations Salesforce FoundationSalesforce.org Product Development & Distribution Programs & Grants One Model1% Product 1% Equity 1% Time Pledge 1% 10 Free Licenses Deep Discounts Two Product Discounts Three Areas of Reinvestment Innovation Community Grants Six Nonprofit Solutions Fundraising Programs Engagement Marketing Big Data Platform Two Social Sectors Nonprofit Higher Ed $85M+ Grants 920K+ Hours 25K+ Customers $350M+ Donated Product
- 4. Celebrating 16 Years of Giving Back 1-1-1 Model Adopted $85M+ Grants 1% Equity 25K+ Nonprofits & Higher Ed 1% Product Sharethemodel.org 920K+ Service Hours 1% Time
- 5. Marketing Donors Partners Advocates Community Employees Board Community Clients Volunteers HR ERP Payroll The Connected Nonprofit Analytics System of Record System of Intelligence System of Engagement Program Management Fundraising Analytics
- 6. Email Marketing Journeys for Social Impact TEACH FOR AMERICA Marisa Vaccari Director, Business Analysis Enterprise Solutions ā Marketing Systems www.linkedin.com/in/mvaccari @ReesieReese
- 7. Teach for Americaās Email Journey: Moving Beyond First Touch About Teach For America Who TFA is and how email plays a role in delivering our mission A Snapshot of Our Email Journey Looking to Marketing Automation to create impact Evolving for the Future Developing cross- functional collaboration and data storytelling to sustain impact across the organization 1 2 3
- 8. One day, all children in this nation will have the opportunity to attain an excellent education.
- 9. ā¢ At Teach For America, our mission is to enlist, develop, and mobilize as many as possible of our nation's most promising future leaders to grow and strengthen the movement for educational equity and excellence. ā¢ Our corps members commit to two years to teaching in one of 50 regions, consisting of high-needs urban and rural school districts. ā¢ These leaders become life long advocates for social justice and education reform, so that one day, all children in this nation will have the opportunity to attain an excellent education. 18% Of those who do graduate HS will enter a four year college +16million Children are growing up in poverty in the US 1 in 3 Wonāt graduate HS
- 10. All in on Data ā¢ We went live with Salesforce.com Enterprise Edition in Summer 2012 ā¢ Our implementation is branded āTFACTā (Teach For Americaās Constituent Technology) ā¢ 1600 TFA staff and 400 student interns use Salesforce.com ā¢ 50 regional offices ā¢ TFACT supports 10 primary Teach For America user groups, which include: ā¢ Corps member recruitment ā¢ Alumni support, engagement, and relationship management ā¢ Fundraising and donor relations ā¢ Marketing and Media relations ā¢ Staff prospecting
- 11. Where Marketing Automation Fits in ā¢ Email has always been a key digital channel for communication at TFA and delivering our mission ā¢ Our focus on mobilizing a future corps each year meant bringing in the best lead nurturing tool to meet our marketing & recruitment goals/unique sales cycles ā¢ Data and integration with TFACT was of the highest priority. ā¢ Our data tells our story- it was critical to onboard a platform that demonstrated impact and aligned tightly with our system of record ā¢ Our Salesforce implementation was unique, and we required an email tool that would complement the dynamic needs our CRM served Subscribe/ Learn More Register Apply Teach
- 12. A journey of a thousand miles must begin with a single step. - Lao Tzu
- 13. Journey to Marketing Automation at TFA Email Marketing = Monthly Newsletters to anyone who started an application Testing validated automation technology could increase application rates by 11% 2010 2011 2012 2013 2014 2015 Began investigating marketing automation solutions in the market Implemented Pardot as an enterprise solution in Fall 2013 Focused on campaign and subscription management Doubling-down on data connectedness + insights and engagement
- 15. Capture & Nurture: Evolving approach year over year 2014 2015
- 16. Governance & Insights: Evolving approach year over year 2014 2015
- 17. Recap Email is key to the TFA mix (the data mix that is) Automation technology was an opportunity to enhance our efficiency and efficacy in managing potential prospects But it is the means not the end, thereās much more ahead to explore and apply to sustain impact across the organization 1 2 3
- 18. Interested in becoming a teacher? Visit www.teachforamerica.org
- 19. Email Marketing Journeys for Social Impact Pencils of Promise Carlo Dumandan, Marketing Manager Twitter: @CarloD Jaclene Roshan, Senior Data Operations Manager Twitter: @Jackie_Roshan
- 20. Presentation Overview Developing a #GivingTuesday Social Strategy Re-activating Our Existing Supporters Using Radian6 to Analyze Results 1 2 3
- 21. Pencils of Promise 250 million children lack basic reading, writing and math skills. We believe every child should have access to quality education. We create schools, programs and global communities around the common goal of education for all. ā¢ 304 schools ā¢ 30,000+ students ā¢ 28M education hours
- 22. PoP & Social Media ā¢ Early adopters to social ā¢ First 2 years, 98% of donations were$100 or less ā¢ 1M cumulative followers across social ā¢ 35,000 personal fundraisers today ā¢ Cause marketing partnerships with Microsoft, Instagram, Warby Parker, etc.
- 23. Social networks donāt get people to donate, they get people to connect to your mission.
- 24. #GivingTuesday: Conceptualizing Strategy Goal: How can we have the loudest voice on social media while differentiating PoP? Looking at the data: 80,000 of our email addresses were non donors Why? They signed up during celebrity- backed campaigns How can we reactivate them?
- 25. Millennials like to be influenced, but they prefer to do the influencing.
- 26. #GivingTuesday: The Big Idea SimplicityGratification Urgency
- 27. #GivingTuesday: Email ā¢ Segmented non donor list for eblast ā¢ Your voice is as powerful as your donation (low capacity to give is ok!) ā¢ Strategically timed for 3pm, midday boost and when these young followers are out of school ā¢ Link to Tweet
- 28. #GivingTuesday: Launch Tweet ā¢ For every Retweet, lokai donated $1 to build a school for children in Ghana ā¢ Our goal: 25,000 Retweets in 24 hours to build a school ā¢ We asked key influencers to Retweet throughout the day and mid-day email boost
- 29. #GivingTuesday: The Tweet Heard āRound the World
- 30. #GivingTuesday: The Big Surprise
- 31. Season of Promise: Twitter Statistics Follower Growth during campaign: 2,605 Brand Mentions: 139,000
- 32. Season of Promise: Twitter Statistics w/o Celebrity Filtering out all Justin-related tweets, still find 81k+ brand mentions More representative conversation cloud
- 33. Season of Promise: Peer Analysis Radian6 allows us to compare our brand against our peers Comparison to: ā¢ Brand Peer (140% larger on Twitter) ā¢ Impact Peer (88% larger on Twitter) Share of Voice: 75%
- 34. Simplicity Urgency Gratification UrgencySimplicity PoPās secret for a successful cause marketing social campaign 1. Engagement with non active donors 2. Activation of corporate sponsors 3. Acquisition of new supporters
- 35. Follow us on Twitter: @pencilsofpromis
Notas do Editor
- Key Takeaway: SFDC is a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.com. Talk Track: Before I begin, just a word from our lawyers.Ā While the Foundation is a separate entity from salesforce.com as we are a nonprofit organization, we will be talking about salesforce.comās products. Salesforce.com is a publicly held company and this is our safe harbor statement which if you cannot read, you can find on our website.Ā Ā Any purchasing decisions you make, should be made based on currently available technology.
- Key Takeaway: Salesforce has also been a pioneer with our innovative Philanthropy to go along with our technology model. Our 1-1-1 (equity, time and product) has been successful and adopted by Google, Workday, etc. ACTION: Provide personal philanthropy activity Talk Track: Salesforce has always been about a new technology model with the cloud; a new pay-as-you-go business model; but we've also created a new philanthropic model. This model is a 1-1-1 model where we give 1% of our equity, employees time, and product to non-profits. Our 1-1-1 model has been so successful that companies like Google, Dropbox, Workday and Yelp have also adopted it. Weāve given over 920,000 hours of community service, $85 million in grants have come out of the foundation, and 25,000 nonprofits use our products. Personally, I am involved inā¦ [Insert personal story here]
- Email has been a key channel in our growth but itās role evolved beyond just a pre-requisite of the marketing mix, it needed to be tightly part of our data mix 2. Automation was an opportunity to enhance our efficiency and efficacy in generating qualified leads to our corps and tightly aligning that with rich constituent data 3. But it is the means not the end, thereās much more ahead to explore and apply to sustain impact across the organization for the work we do today and the work to be done tomorrow.
- Talk about what giving Tuesday is
- Our organization was started in October 2008, when our Founder Adam Braun went to his local bank and deposited $25 in hopes of building one school in the developing world by forgoing birthday presents and asking for donations instead.Ā Our org was birthed into the worst economic conditions possible, but that challenge forced us to create an innovative approach that has since allowed us to raise millions of dollars, partner with best in class companies, and break ground on more than 300 schools around the world and bring quality education to more than 31,000 children. Pencils of Promise is known as a school building organization that provides access to education, but we are evolving into a learning organization focused on quality education outcomes. Within our schools, weāre implementing a dynamic, comprehensive approach to ensure quality education. Through our key and supplementary programs, we provide the means, methods and materials necessary to increase literacy and numeracy rates in developing nations, genuinely changing what a learning experience can be for a child anywhere in the world.
- We made one big bet early on at Pencils of Promise. That social media would become a part of the fabric of our society. We didnāt have a single major donor at the start, so we focused on building an active and engaged community over digital that became the lifeblood of our organization. When our Founder set out to build our first school, he raised money by throwing parties and asking family and friends for small donations on social media. And for the first two years, it was through this grass roots advocacy that allowed us to raise funds to do our work. While growth was a priority for us, what was more important for us was engagement. Building an intimate community of supporters ā how can we humanize our brand and foster these relationships at scale. Weāve been able to garner 1 million (+) followers on our social media channels using WORD OF MOUTH tactics. That community has now launched more than 35,000 personal fundraisers throughĀ PencilsOfPromise.org, which has also enabled us to build cause marketing campaigns with some of the top companies in the world.
- We understood this from the very beginning. When we first started our organization, we didn't try to reach millennials, but we wanted to design our digital space around the way people consume media today. We focus on creating quality microcontent and engagement. Our goal is develop a relationship with our supporters on social, have two-way conversation with them and stay top of mind. Rather than pushing advertising and asking people to donate, we aim to bring value to the daily lives of our supporters.
- They havenāt given in the past so we know the majority were low capacity givers We were already in a Holiday Campaign aka already making asks of these people; others would be making asks of them too ā how can we keep them interested in PoP on Giving Tuesday & help spread the word about our work?
- What did we do? We thought opposite. We knew we couldnāt compete with every other non-profit that day in terms of donations. So, we partnered with lokai, a bracelet company, and they agreed to donate a $1 for every tweet, so our supporters would feel even more empowered by their voice. Our goal was to spread awareness about PoP and International Education. And thatās exactly what we did. The noise is deafening now across all sorts of media. The question is how to get your audience to listen. We had to offer an incentive: this is how you feel good on GivingTuesday and this is how you can talk to your friends about it. We then activated Lokai who were already involved with us ā they wanted to give to our holiday campaign in way that was mutually beneficial (how can we help spread the word about their CSR efforts and how can they give back to us?) Gratification: Choose tangible goals & make them achievable (they want to give $25K to build a school, so letās give $1 to every person who tweets and allow our followers to give back) Simplicity: Be clear & make it very easy for followers, especially on a day where they are being asked for a lot from nonprofits. Be clear & make it very easy for followers. Think of it this way: itās easy to say ānoā to something hard and hard to say ānoā to something easy. Make your call to action clear, quick and easy and people are more likely to act now. Urgency: : As any procrastinator knows, nothing concentrates the mind like an imminent deadline. Set a goal and tie it to a date. Subject Line: Your voice is a powerful thing. Today, it can build a new school. (stressing TODAY)
- Our approach spoke to the ethos of our org. That Everyone has Promise and everyone matters, no matter the donation. Your voice is just as powerful as a donation. We know our audience on social, and we spoke directly to them.
- Today, getting people to hear your story on social media, and then act on it, requires using a platformās native language, paying attention to context, understanding the nuances and subtle differences that make each platform unique, and adapting your content to match. Every single character in this tweet was carefully selected for maximum conversion to RT. Even if the audience had no clue who PoP was, we wanted to immediately state that each RT was for a good cause and we wanted to tell them where the $ was going. A tweet has half life of 1 hrs We tapped a few of our influencers to take part in the activation Then, we crossed out fingers that it would work
- The most engagement weāve ever seen with a Tweet! Goal was 25K, we hit over 50K Lokai also saw unprecedented sales lift that day due the a simple mention of their brand
- Here is a snapshot of two graphs from the Bill & Melinda Gates Foundation report. The first details nonprofit coverage metrics. The second provides an overview of the most discussed topics on Giving Tuesday. of the social sentiment from Giving Tuesday 2014. The Bill & Melinda Gates Foundation did a full analysis of Giving Tuesday and Pencils of Promise by far had the most coverage and sentiment out of any nonprofit. This was in large part due to our social media activation on Twitter and Instagram, which Iāll dive into more on the next slide. This activation drove even higher engagement than that of some high profile users (including Ellen Degeneres, Kim Kardashian and Mariah Carey).
- Radian6 gathers the discussions happening online and gives businesses the ability to analyze, manage, track, and report on their social media monitoring and engagement efforts. 139,000 brand mentions is very good for us (preview campaign (BTS) was 12,000) First spike: Giving Tuesday (20,000 giving Tuesday); Second spike: Alfredo Flores (Justinās videographer) ā merchandise fundraising campaign (40,000)
- Radian6 has the ability to uncover influencers, track and measure engagement and determine which conversations are having an impact online. 81,000 is still 567% increase
- Itās an awesome tool for marketers; for any campaign, oneĀ can get real time results of how people are reacting to it. Youāre able to get real-time, ongoing social intelligence surrounding your brand, your industry or any area of interest. Room to Read: shared space in education (twitter following: 639K) Charity: Water: comparable branding and following (twitter following: 1.4M) PoP (twitter: 248K)
- Gratification: Choose tangible goals& make them achievable Simplicity: Be clear & make it very easy for followers. Think of it this way: itās easy to say ānoā to something hard and hard to say ānoā to something easy. Make your call to action clear, quick and easy and people are more likely to act now. Urgency: As any procrastinator knows, nothing concentrates the mind like an imminent deadline. Set a goal and tie it to a date. It led to: Engage non active donors Activate corporate sponsors Acquire new supporters Every org has to find their own formula that resonates with their own individual community. Ppl that follow pop want to be a part of our community. You find who you community is and what resonates with them and itās a lot of trial and error. Radian6 ā because of them, weāre able to