Archives for June 2012

5 Proven Search Engine Marketing Ways to Bring Qualified Traffic to Your Website

search engine marketingGone are the days when all you need to do to run an online business is to build a website, send it to the major Search Engines and wait for visitors to come. Today, you need to proactively drive highly qualified traffic to it and convert visitors into clients.

Search Engine Marketing is not just presenting flashy website, people are no longer buying that. What you need today is to find a hungry niche and sell them your product or services. The question then is how to drive a great deal of hungry visitors into your website. Here is a five-tiered approach to accomplish that:

  1. Search Engine Optimization – It is a fact in online marketing that people will mostly see your website through the Search Engines. It is therefore imperative that the major ones at least (Google, Yahoo and Bing), will find it so that they can feed it to those who are searching. This means that your website should be Search Engine Optimized so their robots can crawl and index your pages. This will greatly influence your ranking in the search results.
  2. PPC advertising – Instead of waiting for months to see results from organic SEO strategies, pay-per-click or PPC will give you results within weeks. Through paid advertising, you can then identify which keywords are often search and thus, will be viable in your organic SEO. Although this means you have to spend a little bit of money, the returns are great and that is why you should not neglect this strategy as well.
  3. Social networking – The success of websites like Facebook, Twitter and Youtube has taken Internet marketing to new territories. No longer do we bring clients to our websites, we bring our websites to where they are gathered and from there, hope that things will take off. It is therefore the job of the online marketer to seize the opportunities presented by captured and possibly hungry niche because these websites have the power to bring huge awareness to your brand.
  4. Link building – No website is an island and that is why you have to build bridges to yours. If you can build links to authority websites, this will make your more credible and authoritative. If a visitor finds a link to your site from Wikipedia for example, he will think that you are indeed genuine in your desire to help and will remove the stigma of selling in his mind.
  5. Blogging with targeted keywords – The purpose of blogging with targeted keywords is two-fold; to drive traffic and to pre-sell visitors to the helpfulness of your product or service. If you don’t target keywords with your blog, visitors will not find it even if they want to. On the other hand, even if you can drive traffic to your website, but you are not able to convince them of the usability of your product or service, they will also not buy from you. Blogging with targeted keywords then requires the mixture of naturally incorporating keywords into your blog and be as convincing as possible without being too pushy with your prospects.

This five-tiered approach to Search Engine Marketing will ensure that you are able to drive a highly qualified traffic to your website, convert visitors into clients and increase your revenue. Often times they overlap, nevertheless, they work hand in hand to drive that much needed traffic so that your online marketing success is guaranteed.

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Best Advice I can give You for E-mail Fundraising

emal fundraisingIt probably is pretty safe to assume that E-Mail Fundraising is not a flash in the pan, but, rather, will be a major weapon in the arsenal of every email marketing firm in the nation for ad infinitum.  Scattered across the world wide web is tidbits of information and suggestions posted by various e-mail marketing experts meant to help give a better understanding of email marketing.  While each and everyone may be valuable, it could be painstakingly difficult to fetter them out and paint a picture with a broad enough scope to actually let you know how to attain success in this realm.  That’s why, as successful email marketing professional, I thought it would be prudent to take time to share a plethora of suggestions that have helped Pathmaker Marketing LLC in their quest of becoming a successful professional e-mail marketing firm in the realm of e-fundraising.  So, below is a comprehensive “what to do” guide for enjoying E-mail Fundraising success.

1.  TEST – TEST – TEST – Constantly.  In email fundraising there are some variables that you can control and some that you can’t.  What you can control is when you send and how you design your emails and how you design your Landing Pages.  What you can’t control is what’s happening in the news and how people feel about the economy.  As a result, you want to make sure that you are using your very best efforts in the areas you do control in your quest for funds.

One thing you will want to do is run “split tests” – double, triple, or quadruple splits.  You should run these on your creatives, as different versions can have different texts and/or graphics.  You test to see what is working this month or week, and by testing you mitigate against ineffective efforts.  Multiple versions of your email will enhance your chance for success, and serves as a bit of insurance.

WHEN YOU SPLIT TEST BE SURE YOU CAN TRACK RESULTS SEPERATELY. You must be able to tell how much money each email raised separately.

2.  BUILD YOUR INTERNAL FILES – Understandably, your donor file will always give you the most return on any given e-mail.  Next would be your internal prospecting file and finally any external prospecting file.  As a point of clarification, the internal prospecting file are those people who have shown an interest in your organization but have not donated and, as one would expect, are more apt to give than any external list.  In other words, the “priority order” is to solicit those who have given before, those who have shown an interest in you, and lastly strangers.

3.  GET A DECENT ESP – To conduct an E-mail Fundraising campaign you must have an Email Service Provider (ESP).  Basically, there are three types – Entry Level, Intermediate, and Advanced.  There are a variety of things that will differentiate ESPs.  One is the size of your list.  Another consideration is the “billing” process.  Typically, for Intermediate and Advanced ESPs billing is “volume based,” while for the Entry Level ESPs it is “file size” based.  Functionality is another determining factor:  The more advanced the greater the number of functions – especially in the realms of integration and reports.  As can be expected, the more advanced your ESP the more expensive it will be.

An example of an entry level ESP is iContact, and will usually be used when your mailing list is 10,000 or less. Bronto would be a middle level ESP, and is for the organization whose list is 10,000 – 100,000.  An advanced ESP is for lists of 100,000+, and a good example of this would be Exec Target.

4. NO CSS WHEN CODING E-MAIL IN HTML – What is often overlooked is the fact that that if you use CSS it will bestripped by many email clients.  For example, G-mail, Hotmail, Yahoo, and MacMail all tend to strip out CSS.  If your email is driven by your custom style sheet and it gets deleted by the email client you will have a problem.  Your email might show up looking fine, or it might look like garbage.  As a result, you would be better off using “old school” HTML 101 table formats.

5.  DESIGN AND CODE TO 600 PIXELS WIDE – At that width your e-mail will render okay in a number of environments, such as PC, iPad and mobile phones.  If you code to wider you will force people to sideward scroll, which some may consider too much work!

6. PUT MORE EFFORT INTO YOUR LANDING PAGES THAN YOUR E-MAIL ‘CAUSE YOU CAN’T’ TRANSACT ANY BUSINESS IN AN E-MAIL – Remember, no matter how good your email is you can’t take a credit card with it!  If your landing page is “broken,” the whole process is broken.  The e-mail is what “hooks” people, but the landing page is what will “seal the deal.”  Like a good salesman, your landing page is your “closer.”

7.  UTILIZE E-MAIL FUNDRAISING STRATEGIES – Any successful endeavor is the result of developing and implementing specific strategies, and e-mail fundraising is no exception.  Below is a list of strategies that you should plan on employing:

  • E-mails tied to current events
  • Monthly “themed” Email Campaigns
  • Direct Mail/E-mail Combo
  • Media/E-mail Combo
  • “Stand Alone” E-mail Fundraising Campaign

 8.  E-MAIL CAN WORK WITH DIRECT MAIL – Send your Direct Mail offer first.  Then, send an email with the sameoffer seven to ten days later.  This over-all combination will give you lift, as the email will remind people of the mailer they received.

9.  ADD “READ MORE” LINKS INTO YOUR COPY – Writing an e-mail fundraiser piece is a little different than writing a direct mailer piece.  In the former you might stop a thought in mid-paragraph and put in a “read more,” having your email serve as somewhat of a “teaser.”

10.  STUDY THIS HEURISTIC TO LEARN A SIGNIFICANT LESSON FROM E-MAIL EXPERT FLINT McGOUGHLIN

eMe = rv(o+i ) – (f+a)

The effectiveness of your Message = relevance of your offer (offer + incentive) less (friction + anxiety)

In essence, this is saying that the advantages of your offer and incentive needs to outweigh the recipient’s reluctance to reply positively to your offer, plus the anxiety he might feel in doing so.   “Friction” deals with the ease of your check out procedure.  Asking for as little information as is necessary, and keeping the checkout process as short as possible can minimize it.  Said simply, “Anxiety” is the general reluctance someone might have in doing business on the Internet.

11.  USE THIS FINAL CHECKLIST BEFORE YOU HIT “SEND”

Ask Did my test e-mail:

  • Allow me to go through checkout
  • Have a subject line with no issues
  • Have working links
  • Display Properly
  • Have contact’s name, address and telephone number
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Is Your Website Effective?

visibility reportSo you’ve got a website for your business.  How is that working out for you?  Are people finding you on the internet?  Are you gaining customers from your website?  Or is it like one of those tools you have lying on the workbench in the garage – It’s there, but nobody is using it.

More than likely you have a beautiful, colorful and well-designed web page.  If it’s like most websites, it has a counter to show how many hits your site has been getting.  A 100 on that counter is like saying, “We’ve gone a hundred miles,” but it doesn’t tell you which direction you are going or how much farther you need to go.   And it doesn’t tell you how many of those hits, if any, have become new customers.

Let’s illustrate it another way.  Say you’re going to have a garage sale.  You’re probably going to place a classified ad and put up some posters.  Simply putting an ad in a newspaper doesn’t mean that it’s going to get read.  You make sure that your ad is listed under “Garage Sales” because that is where people who are “garage sailing” will look.  You might even specify a bold border around your ad to make it stand out in the crowd.  Then there are the posters.  Where are you going to post them?  You are going to pick out highly-visible, strategic locations where they will catch people’s attention.  Now imagine that your garage sale is your website.  You not only set up your garage sale site, but common sense told you to utilize at least two powerful, but simple ways to DIRECT PEOPLE TO YOUR SITE.

The same methodology applies to having an effective website.  Except that there are many more ways to direct potential customers to your site.  These methods cost less than a newspaper ad, magic markers, and poster board.  In fact, they cost you NOTHING.

The only way to know if something is effective is to measure its potential and its results.  Having a cool website is good, but having a website that increases your business is GREAT!  And there is a way to KNOW how effective your site is.  Pathmaker Marketing LLC has developed a unique method for measuring the potential and effectiveness of your site.  It’s called a Visibility Report.  And here’s the best part:  It’s FREE – absolutely FREE.  And it’s accessible right here on the Pathmaker website.

With no obligation whatsoever on your part, Pathmaker will generate a custom, metrics-based report that will give you a precise assessment of how your website measures up against its potential to be DYNAMIC and to be a tool that drives customers to your business.

The company’s proprietary software will scour the internet to provide you with an analysis of how your website scores relative to six key elements that are absolutely necessary for a successful internet presence.  Those elements include:

  1. Your local search engine ratings
  2. Your local directory citations
  3. Your competitors’ local directory citations
  4. Your social media presence
  5. Your keyword rankings
  6. Your customer reviews

Your site will receive a score for each element, measuring the visibility of your site as a percentage of its potential.  Finally, the report will give you a composite score, revealing the overall visibility of your site.   A clear explanation of the findings accompanies each score, so you know where the gaps are and you have a general idea of how to address those areas that could use some improvement.  You’ll even know how your visibility compares to your competitors’!

We want your website to be effective and your business to be successful.  The Pathmaker Visibility Report will give you an awareness of the reality of your site’s status that will be beyond your expectations.  With the insight you gain, you will know EXACTLY the steps to take to make your site exponentially more effective.  They are all steps that anyone can take.   If you have questions, need assistance, or would simply rather have an experienced professional do the job – Pathmaker Marketing has the resources to quickly and efficiently improve your online visibility and, ultimately, grow your business.

For your FREE Visibility Report, click here.

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The Best Summer Games Preaching Series

summer games go for goalThe Summer Games is fast approaching and are you still looking for a sermon series to preach on this occasion? Every preacher knows that there is a need to be relevant in his preaching and to make the message hit home, it must be abreast with the current events. You don’t need to be an expert in Christian marketing to know this and for this reason; we have made available the Go for the Goal: Becoming a Spiritual Champion Sermon Series CD. Here are some of the advantages of preaching this sermon series:

  1. Impeccable timing with the Summer Games – The Go for the Goal: Becoming a Spiritual Champion Sermon Series CD is can be preached in tandem with the Summer Games which will start on July 27 and end on August 12. You will be preaching the most relevant and most up to date sermon series and for sure, this will have a great impact to your church outreach and congregation because they can absolutely relate to what you are talking about.
  2. Leverage the media attention with your preaching – Preachers are always on the lookout for outreach ideas. The Sumer Games is expected to have great media coverage and to be able to ride on this wave will be a great advantage to your out reaches efforts. While your hearers watch the games on TV, they will remember your preaching on the topic. And do you know what this will amount to? Impact!
  3. Solid Scriptural base – This sermon series is based on Hebrews 12:1-13, which is a very solid springboard to preach a series of messages on becoming spiritual champions. From July 27 to August 12, you will have a ready message that will encourage your congregation like a huge athletic team.

If you will order this sermon series, you will have in your repertoire a toolset that will inspire your hearer to have that champion mind-set. They will have that enthusiasm that will mobilize them to win the world for the Kingdom. So what are you waiting for? Order your copy of the Go for the Goal: Becoming a Spiritual Champion Sermon Series CD or contact Pathmaker Marketing for more information.

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Golden Nuggets from Toronto’s mesh12 Conference

social marketingToronto played host to this year’s mesh 12 conference on May 23 – 24, 2012 and, as usual, offered a plethora of seminars and networking opportunities.  While a good deal of material was covered, two areas that were of particular interest are UNDERSTANDING YOUR WHOLE SOCIAL MEDIA AUDIENCE and INBOUND: THE FUTURE OF MARKETING.

In discussing “Your WHOLE Social Media Audience” a key term that was bantered around was “lurkers.”  In essence, these individuals are your “invisible online audience,” people who may visit your site but who are not tweeting, liking or sharing your content.  Lurkers may also use Facebook but don’t post, like, or share, even though they may log on to FB several times a week.

A comprehensive survey by Andrew Reid and Alexandra Samuel explains what is different about lurkers, and what you need to now about reaching them.  And, this information is important, because their study showed that 68% of Canadian Facebook users are lurkers, and that for Twitter 61% log but are not posting.

Interestingly enough, lurkers do not behave the same way, nor want the same things, as sharers.  As a result, most of the data available on social media audiences does not apply to the majority of the audience.  Insights into this group reveal that:

  • Lurkers tend to be less influential in terms of their workplace purchasing or hiring decisions.
  • Attitudes:  Lurkers care less about being fashionable; Lurkers are more reluctant to engage in shopping.

Information alone is not enough – it is imperative that we are able to draw some marketing implications from this data.  One of the main suggestions is that you might want to change the way you structure social media initiatives.  For example, if you are an office supply store you may want to create two different feeds:  one targeting workplace influencers (made for sharing) and another for the silent majority who might be focused on deals for home use.

Another thought is that you might also change your key metrics.  Rather than shares or likes, you might want to increase your emphasis on measuring clicks and actual online transactions that are driven by social media.

In summation, the silent social media audience is value-oriented rather than being driven by trends or being ahead of the technology and/or fashion curve.  They are more likely to quietly click and buy if the deal is right.

In regard to INBOUND MARKETING, Brian Halligan, founder of Hub Spot, shared that INBOUND MARKETING is just the opposite of traditional OUTBOUND MARKETING – advertising, cold calls, etc.  Since most of us recognize that INBOUND MARKETING is the wave of the future, it is most important that we understand how to master it as soon as possible.

            According to Halligan, the key to INBOUND MARKETING is remarkable content.  The reason?  GOOGLE has gotten smart enough to weed out the lousy stuff!  To be successful, you should:

  1. Create good quality that people want to engage with, publishing frequently.
  2. Have calls to action to get your readers to become leads
  3. Do lead nurturing to get those leads to become customers
  4. A/B Test everything to increase conversion rates.  By continuously improving, you can increase conversions by 200% to 300%
  5. Remember the Power Laws of Inbound Marketing:  Top 20% of your content will generate 80% of your traffic and leads

Halligan also said that your content needs to be relevant to your business, and it needs to not to oversell your product or service.  Focus on creating value for your readers, not on selling, and use targeted calls to action to move people through your marketing funnel.

Obviously, this is a lot to digest and, if your realm of expertise is not Internet Marketing, it might even be a little overwhelming.  A solution might be to contact an Internet Marketing Firm, such as PATHMAKER MARKETING LLC.  Headed by founder and CEO Randall Mains, they stand ready to help you with not only these two issues, but the whole of Internet Marketing.

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How to Use Email and Facebook to Promote a Local Fundraising Event

Social NetworkingIf you are having a local fundraising event, why not exploit Facebook and email to get the word out? I mean let’s face it, who do you think doesn’t have Facebook or an email account? If you can get the word out through these media, you can expect more results and lesser expenses compared to having to rely mainly on flyers and tarpaulins.

How to use Facebook

Facebook is not only a good way to connect with relatives and friends, it also an excellent tool to announce a fundraising event. Think about it, what you’ve got in there is already a captured audience, compared to flyers and tarpaulins wherein people can choose not to read or even look at them. People on Facebook can choose to ignore you as well but, it is less likely because what you’ve got there are people who know and trust you. Here’s how you can use Facebook to promote a fundraising event:

  1. Create and event – Create an event in Facebook ideally on the Fundraiser’s own account. Make sure that after you filled in the necessary details, that you click “anyone can view and RSVP” so that it is made public. You should also click “show guest list on event page” so that people can see who are invited and can invite new people. Once the event goes live and you have invited your friends and they have RSVP, their friends can now see it on their wall too. This will make your invitation viral.
  2. Post the event on your wall – On your personal Facebook account, you can also post the event on your wall and invite your friends too. If this is a ticket event, make sure to post a link to where they can buy the tickets.
  3. Post regular updates – Make sure to post regular updates so that those who are coming will be informed. Soon the event will be on your friend’s, friends and friends wall too.

How to Use Email

Before there was Facebook, email is the way to send our words for fundraising and it still a very effective tool to inform. A lot of infomercials are still using emails and the trend will like to continue in the years to come. Here’s how you can use email to send the word out:

  1. Design the flow of mails – You don’t just send the mails blindly, it has to follow a design flow. For example, you can start with a request, then you follow it up with supporting quotes and related client’s story. You can then send a third mail encouraging people to donate and a fourth, thanking them.
  2. Build an subscriber list – We have put together an article detailing the importance of a quality subscriber list. If the list is not qualified, you cannot expect a good performance.
  3. Create an effective email – When writing an email for fundraising, make sure that you fill in the necessary details but don’t make it too verbose that the recipient will be tempted to delete it.
  4. Choose the best broadcast tool – This is the caveat of email; without a good broadcast tool, you will be sending it one by one or you can cc it to everybody in the list. A broadcast tool will make the job a lot easier because it can send thousands of emails at once.

When creating a charity event, your goal should be to minimize the overall expenses so that all the proceeds raised will go directly to the charity. Using Facebook and email accomplished just this so if you haven’t done it yet, you better start now.

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Email Fundraising: General

Email FundraisingOne of the most frustrating, and on-going challenges for churches, para church ministries and non-profit organizations is fundraising.  There are of course, some “tried and true” methods, but everyone is always looking for new ways to accomplish this goal. Technology is opening some new doors, and one of those is email fundraising.

Pathmaker Marketing LLC, an E-mail Marketing Firm, has been most successful in assisting their clients with e-mail fundraising. Truly E-Mail Marketing Specialists, they know that there are several things to keep in mind when you begin your email fundraising campaign.

First, you need to use your common sense.  You are, after all, raising money for a cause.  As a result, you are going to be most successful when you contact individuals who are already supporters of that cause.  Here, you do want to “preach to the choir.”  Your goal is not to solicit new supporters.  As a result, you will want to use your current database of supporters.  Again, this is not a “prospecting tool”!

You also need to consider that this program works best when it is part of an over-all communications strategy.  This includes utilizing the mail, phone, and “in person” contacts.  These all have their own individual strengths and, when combined with your e-mail campaign, will result in you being most effective.

As any Professional E-Mail Marketing Service will tell you, email has its own set of metrics.  First of all, you need to keep in mind that e-mail is always lower than direct mail.  It is, however, still profitable as there are no printing or postage charges.  Too, seldom will an email campaign yield “monster” gifts, as the largest we have seen were between $1000 – $2000 each.  Keeping this all in mind should allow you to ensure that your expectations are within the parameters of not only possibility but probability, allowing you to view the results with realistic insight.

Just as in any mode of fundraising, you must remember that “people give to people” more than organizations.  As a result, you want your e-mail to come from your chief fundraiser, such as your CEO or pastor.  Have the email look like a letter and be personalized.  “Dear Fred” goes a lot farther than “Dear Friend.”

To “enhance the chance” of filling your coffers via an email campaign, you need a substantial e-mail list.  As a result, you may need to go an E-Mail Marketing Company and spend some money to help bolster your list.  Do know that a really small list can be cost prohibitive for using HTML, and you may want to employ TEXT as a result.

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5 Steps In Getting Your Business Found In Local Internet Searches

Local Internet SearchesIn the day and age that we live one thing is as true as it ever was – – it doesn’t matter how good you are or how competitive your prices are if no one knows about you!  As a result, the age-old challenge of making sure that potential clients find you continues to rage on.  Currently, however, the secret to achieving this goal no longer revolves around the yellow pagesbillboards nor, to some extent, even radio and TV advertising.  Rather, the key, the “secret” if you would, to marketing success pretty much revolves around the Internet and Social Media!

This realm can, without a doubt, be over-whelming to the average businessman.  While volumes and volumes have been written on this topic, there are five “golden nuggets’ that will at least give you a “jump-start” in the Marketing World of the 21st Century!

1. CREATE A LOCAL PRESENCE ON THE BIG THREE SEARCH ENGINES – These are, of course, GOOGLE PLACES, YAHOO LOCAL, and BING LOCAL (BUSINESS PORTAL).

2. GET LISTED IN AS MANY LOCAL DIRECTORIES AS POSSIBLE – These can run the gamut from “Angie’s List” to “Hot Frog” and includes things like:

  • superpages.com
  • kudzu.com
  • yellowpages.com
  • local.com
  • yelp.com
  • citysearch.com
  • myhuckleberry.com
  • company.com
  • ​showmelocal.com
  • ezlocal.com

3. CREATE YOUR SOCIAL MEDIA PROFILES – Including Company Accounts (not personal) in  FOURSQUARE, FACEBOOK, TWITTER, LINKED IN and YOU TUBE.

4. ENCOURAGE CLIENTS TO WRITE AND POST POSITIVE REVIEW IN GOOGLE PLACES (and YAHOO AND BING) and LOCAL DIRECTORIES such as ANGIE’S LIST  – There are several excellent ways to accomplish this.

5. PURSUE SEARCH ENGINE RANKING ON YOUR TARGETED LOCAL KEYWORDS  – Example:  Plumber – Dallas – Texas

As you can imagine, there are numerous steps necessary to accomplish the above steps, and, to learn what they are, go to Pathmaker Marketing.

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15 Easy Internet Steps To Get More Visitors To Your Church

Church MarketingThere is, without a doubt, nary a pastor or church in the country that doesn’t want to get more visitors to come to their church.  With a pure heart and a message to share, their intent is to provide for those visitors programs and services that will enhance and improve their life style.  As the 21st Century dawns it has become obvious to email marketing specialists that the Internet is a wonderful way for churches to evangelize and make themselves known to a lost world.  Randall Mains, Founder and CEO of PATHMAKER  MARKETING LLC, one of the premier e-mail marketing professionals in the country, agrees that the following steps are an easy way to inform prospective visitors about your church and what it has to offer.

  1.  Launch Google Ad Words – – Target Geographically.
  2. Get your CHURCH found on Google by claiming your Google Place.
  3. Get your members to give your positive reviews on Google Places.
  4. Claim your Bing Listing.
  5. Claim your Yahoo Listing.
  6. Launch Facebook Ads – Target Demographically.
  7. O[pen a Facebook Page for your church.
  8. Get listed in the top 40 directories in your community.
  9. Get an account in Linkedin, the Top business directory.
  10. Get an account in the other top 9 business directories.
  11. Get a twitter account for your church.
  12. Get a flickr account.
  13. Open a channel in Youtube.
  14. Open a channel in Vimeo.
  15. Open up blog accounts in Blogspot, Typepad, Blogsome, Blogger, Etc.

AND HERE ARE THREE BONUS STEPS!!!!

  • Put out an email blast to a local email list.
  • Put out a send out card.
  • Take an AD in a local christian directory – Most have an Online Directory.

As an email marketing companyPATHMAKER MARKETING LLC knows that the above suggestions will work, if given the time to develop.  If you need a professional e-mail marketing firm to help you accomplish the above, PATHMAKER and Randall Mains stand ready to assist you.  To learn more, go to Pathmaker Marketing.

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E-mail Fundraising Strategies

E-mail Fundraising StrategiesIt is obvious that any successful endeavor is the result of someone developing and implementing a specific, successful strategy.  Email Fundraising is no exception.  Any e-mail marketing professional worth their salt knows this to be true.  And, a real e-mail marketing specialist will tell you that there are actually five strategies that you can employ to ensure that your email marketing program is, in fact, a successful one.

  1. E-MAILS TIED TO CURRENT EVENTS – This is pretty self-explanatory.  What you need to do is keep abreast with the news and develops an email campaign that revolves around what is transpiring.  This, of course, is dependent on the fact that your cause is one that is news worthy.  A good example of this might be if you are part of a Tornado Relief Fund.  During Tornado Season there are ample news stories for you to mount a most effective e-mail program around.
  2. MONTHLY “THEMED” E-MAIL CAMPAIGNS – Virtually every month has a holiday or event that you can “build” an e-mail fundraising campaign around.  For example, May lends itself to two causes:  Unwed Mothers and Veterans.  Mother’s Day allows you to touch people’s heartstrings regarding those moms who have no one to help care for them and their needs, and Memorial Day is a “natural” for seeking aid for our War Veterans.
  3. DIRECT MAIL/E-MAIL COMBO – E-Mail Marketing Firms will tell you that the advent of an email marketing campaign should not be the demise of other fundraisers that have worked for you in the past.  In this instance, you should come up with a Direct Mail offer and send it out.  Then, some seven to ten days later you follow up with an e-mail version of the same offer.  Together these allow you to really enhance the chance of success of your fundraising efforts.
  4. MEDIA/E-MAIL COMBO – Again, you are utilizing more than one method to supplement your fundraising efforts.  In this situation, you make your offer on either the Radio or TV.  Then, you follow up later that same day with an e-mail that re-enforces your initial offer.  This should not be a “Current Event” driven email but, rather, be centered on a pre-conceived offer that you present.
  5. “STAND ALONE” E-MAIL FUNDRAISING CAMPAIGN – Here, you want to make an offer that is totally exclusive to the e-mail you send.  To make these most effective, it is wise to have a time limit in which recipients must respond to benefit from your offer. Remember, all such offers should revolve around and be related to the cause you are trying to raise funds for.

If you find all of this a little overwhelming, you may want to contact a Professional E-Mail Marketing Service like PATHMAKER MARKETING LLC to assist you with your email marketing undertakings.  An e-mail marketing company of long standing, we not only knows how to implement these five strategies; we also have a track record of success that you will find most impressive!

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