It's my distinct pleasure to have the opportunity to serve multiple clients as their internet marketing expert, non profit consultant or ephilanthropy guru. My hope is that the content you find in this blog will give you the online marketing tools you need to succeed. If we can help you further don't hesitate to get in touch by calling us in Phoenix, Arizona at 623-322-3334. We are always willing to provide internet marketing ideas, and hopefully we can win your trust to hire us as your marketing or efundraising professionals. Our email fundraising expertise, premier blogging services, keyword marketing strategies, search engine optimization services, and creative church outreach ideas place us uniquely in the forefront of what the internet can do to help your ministry grow online. Whether you need help in church marketing 101 or advanced internet business marketing promotion online, we're here to assist you. We use the very same small business marketing strategies we recommend to our clients. Plus, we just surpased $1 million dollars raised for our 501c3 accounts via email fundraising. You can also see our high end website development and translation capacities by visiting the Corrie ten Boom Musuem online, which is now being distributed in high tech 3-D technology in 20 different languages. For more details on me or Pathmaker Marketing, visit my Google Profile or Company Places page.
If you’re in a similar situation, I’d like to share some of what I’ve learned while working in a search engine optimization agency.
First, remember that search engine optimization, or SEO as professional online fundraisers like to call it, is indeed both an art and a science. It isn’t enough to have a killer website design or to write witty and professional text. Search engines look for keywords for which people are searching, and you need to have those keywords in all the right places – not too many times and not too few times.
Just one example of a common mistake that a search engine optimization agency can help yo overcome is makng sure you don't put headlines into graphics. When you do, you’re giving up opportunities for your headlines to help get you into the top 10 listings for searches that apply to your content. Content trumps design when it comes to search engine optimization.
Pathmaker Marketing uses a tool for professional web developers to help clients analyze and impelment strategies that (1) identify the best keywords for your organization to target and (2) get those keywords into all the right places on your site so you show up in the top 10 results of searches in major search engines on those keywords.
But that’s only one of the ways a search engine optimization agency can help your non profit website. SEO should be part of an overall Search Engine Marketing strategy that includes optimizing the site, developing a targeted-keyword blog, building strategic links to and from your site, strategically using social media accounts and and implementing a pay-per-click (PPC) advertising campaign.
You can call Pathmaker Marketing at 623-233-3334 to schedule an appointment to discuss how a search engine optimization agency can get your non profit website consistently into the top 10 results for searches on keywords that apply to you – thus turning your site into a much more significant player in your overall fundraising efforts.
1. Identify three of our five principles of good non profit website design and communications:
a. Consider banner advertising
b. Link relevant content to search-centric promotion
c. Search engine-optimize your site
d. Develop your email communication tools
e. Build Interactivity into your website
2. What are some incentive-based offers for your email signup page? (choose all that apply)
a. Discount coupons
b. Topical e-newsletters
c. Free downloads
d. Cash rewards
e. Special premiums
f. All of the above
3. What is search-centric content?
a. Website content that is relevant to web searches
b. Website content that conveys your needs and central passions
c. Website content that shows up in search engine results
4. Which ways below will NOT help you build interactivity on your non profit website?
a. Prayer Walls
c. Your best building photographs
f. News reports and updates
g. All of the above
5. Which of the following will help you develop your email fundraising and communication tools?
a. An incentive-based email offer page
b. Implementing an electronic welcome series
c. Developing effective transactional email
d. Learning to use surveys
e. Improving landing page conversion
f. A, B, and E
g. All of the above
Integrating your online and offline communications is our strategic non profit marketing tip for today.
One important mistake that many ministries make is to consider online communication to be separate from offline communication. But these days, savvy marketers put their web addresses on all printed materials and even in their radio and television ads. Likewise, your website should contain toll-free phone numbers and mailing addresses. Cross promote as much as possible. You should also put your web address in your catalogs, on your brochures, business cards, in your radio or television program. You get the idea.
Another good strategy is to cross-pollinate your monthly direct mail appeals with an online fund raising effort. Our typical email fundraising approach, when synergized to snail mail, is to start Split Testing 10 days AFTER the snail mail arrives in homes, then go to full blasting 3 days after that. The email will stand on its own results, plus give LIFT to your snail mail this way. After reblasting and remarketing for another week, you can have your email efundraising efforts done in 10-13 days total, and be out about 1 week before the next fundraising snail maill effort arrives.
The combination of the two channels – direct mail and email fundraising -- working in tandem with each other to promote the same initiative will raise the water table overall on your results. Combine telemarketing in this mix and you have a powerful one-two-three punch for your fundraising efforts.
This topic — maximizing your nonprofit fundraising efforts by combining traditional channels with online marketing tools — is quite detailed and I plan to expand on it in future blog entries. For now, I’ll wrap up this series by again leaving you with these words:
A strategic online communication plan will use integration to strengthen existing donor relationships while building new ones to enhance your ministry and expand its outreach.
Build interactivity into your website to improve your non profit marketing.
To keep people coming back to your site, you’ll need more than just good design. You need a hard-working site, and you must update it regularly. Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way. The best example is Wikipedia, where up to 7,000 volunteer contributors update and monitor the encyclopedia daily to ensure accuracy and prevent abuse.
Many other sites develop interactivity by providing games people can play. An extreme example of this is Second Life, where you participate in a virtual world online:
Many other sites develop interactivity by providing games people can play. An extreme example of this is Second Life, where you participate in a virtual world online:
An example more relevant to not for profit organizations might be a Prayer Wall, such as the Prayer Walls at Presidential Prayer Team that we’ve discussed, or the Prayer Walls at Gregory Dickow Ministries. This online initiative provides effective internet marketing, a way to interact with your members, while also retaining relevance with your ministry site objectives. At GDM, each Prayer Wall is sent an email thanking them for their participation and welcoming them to the broader GDM ministry through their electronic Welcome Series.
Other interactivity vehicles such as chat rooms, forums, contests, blogs, libraries, photo sharing, and wikis can get people coming back to your site – building a community of people interested in your topics and endeavors.
If you'd like some help to establish a ministry Prayer Wall on your website, or improve your non profit marketing, contact Pathmaker Marketing today for assistance in getting started.
What you really want out of a premier blogging service is to see it deliver results, right?
Well, consider this. With four posts to this compended, Keyword Blog system, I've already gotten to a Top 10 position on Google for this Keyword phrase: Premier Blogging Service. And I intend to stay there by talking about all the merits of this keyword marketing, compended, premier blogging tool.
For one, it flows my blog posts automatically onto the appropriate keyword blog categories. That saves me a ton of time and effort that I get to spend in other areas of my life. This unique feature is called compending. Said in another way, it auotmatically "populates" each appropriate keyword blog every time I post to my main blog.
Secondly, it search engine optimizes all my blog posts, guiding me to create content that makes the search engines, like Google, Yahoo and Bing, very happy. Plus the content is targeting keywords on the internet.
Thirdly, I can have unlimited users on my system so other friends, staffers or colleagues can help me in the blogging process. That doesn't cost me anything extra. And I like the extra help. It gives my blog the edge in developing ongoing, relevant content.
Fourthly, it allows me to generate content that gets flowed all across the internet. In doing so, it finds me new friends, who like what I have to say, and want to consider further the services I have to offer.
Fifthly (is that a word?), I can autoflow all my blog posts from this system onto my other "free" blog accounts.
Finally, it's so easy to use, I just love it. And it comes with complete tech support so that if anything ever goes wrong (which it never does), I'm covered.
If you'd like a Free Demo on this exceptional internet marketing tool, (which can easily become your church blog, ministry blog, church outreach, christian blogging tool, christian marketing tool, non profit marketing tool, or small business blog service), please call me today at 1-623-322-3334. Ask for Randall Mains, and I'll be glad to share my enthusiasm with you about this fine product that you can take advantage of too.
I wanted to present you with a GENERAL analysis of one client's current email fundraising results to assess the effectiveness of remarketing splits and reblasting to non-openers.
I'll present a fuller analysis later after I analyze every single motive code.
In this case a three-way Split Test was developed (three different creatives) and run out to three 7% random samplings of the master file (no overlapping names). The strategy was short cause email to long cause landing page (A), long cause email to short cause landing page (B), and short premium offer to short premium landing page - no cause (C). The blasting process then unfolded as shown below:
June 18 Split Test (A,B,C) = 36 gifts for $2897 from June 18-21.
A had 11.6% Opens, 22% Clicks, 6% gift conversions fo 14 for $1,150 total
B had 11.2% Opens, 10.5% Clicks, 12.6% gift conversions of 13 for $1,555 total
C had 9.9% Opens, 19% Clicks, 7.7% gift conversions of 12 for $680 total
Based of these numbers we executed the following schedule of blasts:
June 22 Full Blast to B = 114 gifts for $8905 from June 22-23
June 24 Re-blast of B to Non-opens = 68 gifts for $4615 from June 24-28
June 29 Full Blast to A = 86 gifts for $6444
July 1 Re-blast of A to Non-opens = 75 gifts for $5503
Total Campaign (gifts still coming in) = 379 gifts for $28,364
Many of the details and nuances I have excluded from this post in order to display these general results that convey various blasting points re: fundraising for non profits.
Ranked by dollars given
$8905 from "winning" B Full Blast (114 gifts)
$6444 from "losing" A Full Blast (86 gifts)
$5503 from "losing" A Re-blast to Non-opens (75 gifts)
$4615 from "winning" B Re-blast to Non-opens (68 gifts)
Analysis of "Winning" version vs "Losing" version blasting
"Winning" B version of the eappeal: $13,520 from 182 gifts
"Losing" A version of the eappeal: $11,947 from 161 gifts
Remember, this is a first blush analysis, but it illustrates the point in general WHY it's often meritorious to send both split test versions of your email fundraising efforts. If we had NOT sent the "LOSING" version, we would have FORGONE $12,000 in income from 161 givers.
Analysis of First Blast vs Re-blasts to Non-opens
First Blasts = $15,349 from 200 gifts
Re-blasts to Non-opens = $10,118 from 143 gifts
Same disclaimer here, but it illustrates the point WHY it's often meritorious to send to non-openers. If we had NOT sent to Non-opens we would have FORGONE $10,000 in income from 143 givers.
If we HAD NOT SENT the "LOSING" version NOR SENT to Non-opens, we would have RAISED $11,802 from 150 givers and FORGONE $16,562 from 229 givers.
These are real time online fund raising results that have occurred during June 2009, also showing that despite the rotten economy, the right offer at the right time with the right executional effort can yield some very substantial results.
If you'd like some help to implement a plan like this, contact Pathmaker Marketing today at 623-322-3334 and we'll do our best to help your not for profit organizations.
I still find non profit organizations that are apprehensive about email fundraising.
It seems like their concerns sometimes hover around issues like: "Will email cannibalize their snail mail results?" or maybe even more fundamentally, "Will people react negatively to solicitations?" from their non profit through email.
To address this issue I want to share a recent client Case Study from Pathmaker Marketing. Before April 2008, this client had not been doing any email fundraising. They agreed to let Pathmaker start a monthly email fundraising effort on their behalf that was tied to their monthly snail mail fundraising efforts.
After doing an initial Verify My Email campaign, their email list netted out to 20,000 deliverable names.
Here are the results from our last 13 eAppeals for them:
1,816 gifts = $190,887 gross income generated
(Averages: 140 gifts for $14,683)
Month-by-month eAppeal Income Summary:
13. April eAppeal: 118 gifts = $10,305
12. March eAppeal: 91 gifts = $11,813
11. February eAppeal: 69 gifts = $13,184
10. January 09 eAppeal; 88 gifts = $9,521
9. December eAppeal: 122 gifts = $23,833
8. November eAppeal: 161 gifts = $16,950
7. October eAppeal: 106 gifts = $6,853
6. September eAppeal: 231 gifts = $17,828
5. August eAppeal: 199 gifts = $28,550
4. July eAppeal: 112 gifts = $18,500
3. June eAppeal: 139 gifts = $10,450
2. May eAppeal: 138 gifts = $12,528
1. April 08 eAppeal: 242 gifts = $10,572
During this period we saw no dilution in their snail mail results. In fact the opposite could be aid: email was giving LIFT to their snail mail efforts while also standing strong on its own two feet in the metrics analysis.
Said differently for this client, staying on the sidelines prior to April 2008, meant they were effectively foregoing almost $15,000 in additional revenue PER MONTH.
I would say that's a significant amount of income for any not profit organization to overlook.
If you are looking for a professional fundraiser or non profit consultant for your charity, non profit organizaton, or church, please give me a call at 623-322-3334 to consider whether Pathmaker Marketing can assist your enterprise in generating significant sources of email fundraising income.
Don't be shy if your email lists are small to begin with. Pathmaker can help you implement a Traffic Conversion Plan and list growth strategies that will build your email file into a company asset that can deliver significant results for you. We're confident that we are one of the fundraising companies that can move your non profit marketing to the next level.
Installing an effective ministry blog or church blog can be a simple decision. Do you want to go the free route, using a service like Wordpress or Blogger, or do you want to go with a premium service like Compendium which costs something but is a real marketing tool for your ministry?
I would argue to go with the premier blogging service first. Then add your free blog services later. Let me explain why I feel that way.
The compended blog tool that I use is a superior outreach and promotional vehicle for my company and could be for your ministry, church or small business as well. It gives me the following advantages in effective internet marketing:
1. It allows me to establish multiple Keyword blogs. (See my Category list down the right sidebar of this column). Each of these Keyword blog terms has been carefully researched, then run through 2-3 serious evaluation layers, giving me a high degree of confidence that my Keyword Blogs can bust into a Top 10 listing on Google, Yahoo or Bing. As long as I stay committed to developing relevant content for my keywords, this tool assures me a fighting chance for a Top 10 listing on my terms. It could do the same for you.
2. It populates all my Keyword blogs automatically as I create my primary blog posts. This saves me a hige amount of time and energy. It effectively leverages my writing effort dozens of times over. For example, once I finish writing this blog post, the system will automatically "compend" it to these other relevant Keyword Blogs (Blog Services, Ministry Blogs, Church Blog, Premier Blogging Service, Ministry Blog, Christian Blogging, etc). Do you get that incredible advantage?
3. Each Keyword Blog is also fully Search Engine Optimized on that term for Google, Yahoo and Bing. That begins with each blog having a unique URL. It also includes a nifty color bar tool that enables me to create each post in a way that my copy is fully optimized for my terms. I would have to do these steps manually otherwise, a time-draining process at best, even for a marketing firm like ours. For those who don't understand the SEO process at all, this advantage would be out of reach. If you paid someone to Search Engine Optimize your blog, it would cost you hundreds, maybe even thousands of dollars of income. It might even be money well spent, if it gets you a top listing for your blog, but the point is, I don't have to spend any money on SEO with this tool, because my blogs are already optimized for every keyword in our system. Yours would be too.
4. It allows me to have unlimited blogger accounts. I can open up the blogging process to as many staffers or writers as I 'd like, at no additional cost to me. This gives me the advantage of getting content from multiple sources rather than just relying on myself or a few dedicated writers. If you're a church, for example, you could have your Senior Pastor, Associate Pastor, Youth Pastor, Worship Leader, C.E. Director, even Deacons and Elders all blogging ont eh same system, under one account.
5. It notifies the search engines each time we update our blog. This process, called pinging, keeps Google informed that there is new content available for evaluation. It does this step so you don't have to.
6. It is actively fighting to get me visibilty on my keywords -- it's a true marketing tool. The compending and optimization process, by intent and design, is looking to establish a presence for each keyword in my blog in the Top 10 results of a Google search. This primary goal recognizes that if I get presence on my terms, I will get qualified traffic from those terms to my blog. Qualified traffic to my blog means qualified names added to my email lists, new leads to my church, new sales for my business and/or gifts to my ministry. This system is prospecting for new customers for me even as it establishes me as an authority in my areas of expertise. It would accomplish the same strategic objective for your company.
7. It allows me to autoflow my content to the free blog services. Once my premier blogging service is installed, then I also have the option to begin flowing my blog content automatically into numerous other free blog services like Wordpress, Blogger, Xanga, LiveJournal, Vox, etc. This way I get all the advantages of my superior marketing tool and maintain a presence in the other blog services, without any additional effort on my part.
You would establish a substantial presence across the internet with this tool in your marketing lineup.
8. It allows me to control the posting process. Each post that gets submitted from my bloggers goes into a qeueu waiting for my approval. This allows me to oversee the posts, perform quality control if necessary, and approve them before they go live. You would ahve the same measure of content control.
9. It comes with a superior team of tech support professionals. Although it's really a turn-key process, if you need help in getting to success using this superior tool, the Pathmaker Marketing team and Compendium are both available to help you.
For a Free Demo of these online marketing tools, call me today at 623-322-3334, and I'd be more than happy to discuss in more detail how this resource could be implemented for your church ministry, non profit organization or small business.
Social networking has grown up very quickly. It was just a couple of years ago that Facebook, YouTube, and MySpace were mainly used by high school and college kids. But as more and more people discover the ease and convenience of the Internet—whether it’s to connect with family and friends, stay up to date on news and information, or donate to their favorite nonprofit organization—social network sites are now firmly in the mainstream. So if you haven’t already incorporated this area of Internet marketing into your nonprofit outreach ideas or small business marketing strategies, you should give it serious consideration.
You might be thinking, “Well, most of our organization’s supporters are older. They prefer traditional direct mail, and probably don’t know what a tweet or blog post are.” Think again: According to the Inside Facebook website, the fastest-growing population of Facebook users is women over age 55. Over a six-month period, from fall 2008 to spring 2009, the number of users in this category rose by 550%, to 1.5 million.
Many older people are joining social network sites to keep up with their children and grandchildren. Others are finding fellowship and community that they might not otherwise have. In a recent New York Times article, a housebound 73-year-old named Paula Rice, who spends up to 14 hours a day chatting online at Eons.com, says that the site for older baby boomers “gave me a reason to keep on going.”
Furthermore, if your supporters are older, what better way to introduce your organization to young people—whole new generations of potential supporters—than by utilizing these sites?
“Okay,” you’re saying. “But we already have a web site. Why do we need to create pages on another site?” One big reason is for the new marketing channel. If people—whether older or younger—are already spending hours a day interacting on Facebook or receiving Twitter updates, you can easily reach out to them right there. No need for them to make a special visit over to your site to see what’s going on. Non profit organizations are creating pages on Facebook and Twitter that allow followers to instantly see their latest news, ask questions, and interact with each other. Twitter is a site that’s quickly gaining popularity as a new channel for posting brief updates for your followers and supporters and allow them to respond.
Still not convinced that social networking sites are a must-have online marketing tool? There’s a Web site and an e-book (available for $5) titled The Reason Your Church Must Twitter. Perhaps its author, “technology evangelist” Anthony Coppedge, can convince you. (Disclaimer: I haven’t read the book myself yet, just came across it while Web surfing.) Aside from that, here are a few immediate examples of how not for profit organizations and ministries are harnessing the power of Facebook, YouTube, and other social networking sites:
Compassion International has a Facebook and a Twitter page. The Facebook page features profiles of staff workers, sponsored children, and children still in need of sponsors. The Twitter page includes updates, prayer requests, and posts that link to longer articles.
World Vision posted a short video that graphically illustrates what it would be like to only have dirty water available—the situation facing millions around the world. The video went viral and helped increase traffic to World Vision’s main site by 11%.
World Vision Facebook
Here’s the Facebook page of the Forefront Church in New York City:
Forefront Church Facebook
If you have any questions about how to get started using social networking sites to spread your message, contact Pathmaker Marketing at 623-322-3334. As specialists in effective Internet marketing, Pathmaker can get you going in the right direction in no time.
Or for further information visit our Twitter accounts:
PathmakerServes Twitter account on church outreach ideas
_pathmaker Twitter account on general business marketing promotion online
RandallMains Twitter account on internet marketing ideas
There are some basic tips I want to share that will help you evaluate the effectiveness of your non profit email fundraising and newsletters.
Good ePhilanthropy Emails
- Speak to the reader rather than yourself. You know you’re speaking to readers when you identify the benefits of your offer to them and use the word “you” more often than the words “we” or “our.”
- Can be skimmed. Your direct mail letters may be many pages long, but your emails need to be just a few paragraphs. Your reader needs to be able to scan the email in a few seconds and see in headlines, subheads, bold text, link text and graphics what you want them to do and why they should do it.
- Are focused. Don’t send the reader off in too many directions. You want readers to take a specific action, so keep your email to that one ask. And give them several opportunities to click to take that action. Words like “go here” and “learn more” are better than “click here,” since “click here” could get your email sent directly to spam jail. You can use "click here" in images though.
Non-So-Good ePhilanthropy Emails
- Are too formal. People buy from people they know, trust and like. Your readers may not know you, but you want your emails to sound like they do. You want to write your fundraising emails as if you were speaking to the reader in person. Use informal language, short sentences, and—I can’t emphasize it enough—the word YOU.
- Bury the action step. If your readers have to read the whole email—and scroll and scroll and scroll—to know what you want from them, you’ve missed the mark and need to consider a rewrite.
- Are confusing. And that means you’ve covered too many topics, written too long of paragraphs, or offered too many action steps. You need to stick to one topic and one action step.
- Aren't well designed. Don’t use the same generic templates your reader could find in their own word processing software. Invest a few bucks into a design that compliments your non profit branding materials.
Don’t abuse your donors by sending too many emails, but also don’t sell yourself short by being too cautious. Your email list needs to hear from you at least once a month, preferably twice. You can ask for lots of small donations, especially recurring donations. You can also offer premiums, especially if you offer premiums in your direct mail.
In fact, Pathmaker Marketing LLC can help you convert your regular direct mail into a cost-effective ePhilanthropy email fundraising effort. Call us at 623-322-3334 to schedule an appoint to find out how.
Practical Tip #3: Develop effective transactional email.
Some typcial objectives of transactional email is to thank people for doing business with you, confirm a purchase or donation, etc. This kind of message is the most highly read email type for all organizations – they typically get opened at a rate of 60% or more—much higher than e-appeal offers or even weekly e-newsletters. Unfortunately, most not for profit organizations don’t put a lot of strategic thought into developing their transactional emails, and that’s a big oversight. Because they’re often auto-generated by your CMS or CRM system, it’s easy to forget them, and they’re often very outdated.
Often, typical transactional email is just text, but you can make them a stronger branding tool for your not for proift organization by converting them into nicely designed HTML. Make sure to think of your transactional email as one or your heavy duty online marketing tools.
Choosing a Premier Blogging Service makes all the difference in the world.
The blog post that you are reading right now is part of a 50 Keyword, Compended Blogging system. It's a high -powered outreach tool and ministry marketing machine rolled into one. It could easily be adapted as your church blog, ministry blog or christian blogging system. To see how this superior blogging tool works, review the posts on my page, notice the categories that are targeting keywords in the right sidebar, click on my calls to action, and enjoy the overall professionalism of this incredible ministry tool.
Consider this as an upgrade to your church outreach online. See it as a major player in your non profit marketing lineup. Consider it thoroughly as one of your key outreach ideas. Add it to your core set of small business marketing strategies. Use it as an outlet for preaching or teaching from your pastors, elders, deacons or lay leaders.
Here's how the blog services work:
1. I do strategic keyword research to find those golden search terms that I want my blog to appear in the top 10 results on Google, Yahoo or MSN.
2. I faithfully and thoughtfully blog about internet marketing ideas three times a week or more on my keyword categories (I add other users as I want at to help push up my weekly postings).
3. The compending system takes my posts and appropriately distributes them (compends and re-allocates) onto my 50 keyword blogs in a search engine optimized fashion, notifying Google about my new content, and saving me tons of time and effort.
4. After about 50 posts Google starts to notice me and display by blogs in my keyword results.
5. After 200 posts I'm getting seen as an authority on my subject(s) so I begin to get significant traffic on my target search terms. This goes on forever if I keep on blogging.
6. I work to convert the qualified traffic that visits my blog into lists, leads or sales through calls to action like Whitepaper Downloads, Case Studies, Webinars, Email Signups, etc.
7. I watch my business grow because my blog establishes me as an authority in my field and brings me qualified search traffic every single day.
8. I buy groceries and clothes and other stuff for the wife and kids.
9. I go to sleep happy as my business grows and I become more successful online.
Call me at 1-623-322-3334. Ask for Randall Mains at Pathmaker Marketing. Ask about my Premier Blogging Service that is keyword marketing my business all across the internet. If I can do it, so can you. Call today.
Practical Tip #2: Implement an electronic welcome series.
The primary goal of your electronic welcome series is to accelerate the process of getting acquainted with your new friends. Don’t make email fundraising part of your welcome series – that would be like asking someone to marry you on the first date. Instead, after you’ve convinced them to opt-in initially on our website, say “thanks” on a landing page and/or autoresponder email, then offer them ministry freebies or some other incentive-based opportunity in exchange for their snail mail address. Pathmaker Marketing has established metrics that indicate that for every 100 emails you collect by asking for First Name and Email Address, you will be able to convert 63-65% into full name, phone and mailing address in exchange for a Welcome Kit.
For example, let’s look a this example to see how this process works. Here’s the incentive-based landing page that we've helped various not for profit organizations establish:
The Presidential Prayer Team
Jewish Voice Ministries
Gregory Dickow Ministries
Click through the process in each case to notice all the incentives for signing up. The email sign up page asks the visitor to exchange their name and email address for the goodies offered. You don’t need to ask for more than two pieces of information: First Name and Email address. With these two things you can correspond with someone in a personalized way by email. Anything more can cause anxiety and lead to reductions in signups.
If you walk through the process online, you come next to the “Thank You” page that appears after the sign-up process occurs, with links to the promised benefits pages. Usually the Welcome Kit offered will convert 63-65% of your email signups into snail mail addresses, when properly strategized.
Notice how it includes another incentive-based offer – a Free Welcome Kit in exchange for mailing address? Once this transaction occurs, you now have a full range of marketing data: Full Name, Email, Snail Mail, and Phone to begin a dialoge with your newfound friend.
The eWelcome series is completed through a series of automated emails that go out over a period of weeks to the new signups. Typically, your first email goes out the same day and is followed by one email each week thereafter, for up to 6-8 weeks total.
Your website eWelcome series is a strategically critical component in your lineup of small business marketing strategies for the internet.
I want to share with you a specific strategy that we are using to help our Pathmaker clients in the area of Keyword Marketing. This is a five-part plan for effective internet marketing and prospecting by targeting keywords used in Google searches.
The goal of the plan is to isolate priority keywords that relate to the ministry niches of non profit organizations. This approach can also be used in any commercial business.
Step One is targeting keywords that will give you qualified website traffic that you can convert into marketing assets...namely lists, leads, gifts or sales. I'll talk more about Keyword Research in future posts.
Step Two is identifying strategies you can use to gain dominant real estate positions on your priority keywords. Often this second step is begun by targeting searches around your company name, executive's name, or ministry brands. These are your priority keywords and you should be looking to establish complete domination of the real estate around these keywords.
I usually break down the keyword results into the following catagories:
1. Your Websites
2. Positive Reviews (but not your sites)
3. Neutral Results
4. Competitor Results
5. Negative Results
If your ministry, top executive or ministry brands have any search results showing up in category #5, you need to go immediately into reputation management mode, whereby your top objective is to subordinate any negative or adverse search results onto page two, three or four, which most people never read. These negative results are tarnishing your brand. Why would someone consider making a gift to your ministry (or buy from your business) after reading a compelling piece of adverse publicity about you in the top 10 listings?
If you don't have any #5 results about your company, (celebrate over lunch first) then you can proceed into targeting keywords using the five-part strategy below. Your goal is to move competitor listings, and potentially even neutral listings, off of page one top 10 results by replacing them with search results that you control.
The chart below shows how to do keyword marketing using five core methods:
1. Search Engine Optimization of your website;
2. Pay-per-click advertising via Google, Yahoo or MSN;
3. Link building in multiple ways like local listings, volume, deep, and authority links;
4. Targeting Keywords using our premier blogging service
(Not just any blog will do, but our keyword targeting, compended blog services will);
5. Entering the Social Media world strategically and effectively.
An illustration of this approach is vividly demonstrated in the image below.
More insights into how to accomplish this will come in future posts.
In the meantime, if you'd like to talk with Pathmaker about how our Keyword Marketing and Search Engine Optimization Services shown above can help your 501c3, simply call us today for a free consultation (623-322-3334).
We’re serving a client whose facility in Europe represents an important part of world history. We’re working to film their regular visitor tour. We’re using the audio from that tour along with video of the docents wearing period attire. While listening to the tour, virtual visitors will be able to interact with the room to make the history come to life. This Virtual Tour will become a part of their arsenal of incredible online marketing tools.
We’re partnering with a wonderful organization to help us put together this unique tool. If a virtual tour is a part of your non profit website design future, you might want to give Pathmaker Marketing a phone call at 623-322-3334. You can find our Virtual Tour partner online at: Regal360.
Develop your email fundraising and communication tools.
Despite negative press about spamming and phishing, email is still the most prevalent method of communicating with people online. It can become your chief method for delivering your messages, to both old friends and new. And email fundraising is one of the most proven ways to monetize your email marketing assets.
The key to building a permission-based opt-in email list is to figure out what you can provide in exchange for names and email addresses. Once you have your strategy devised, you'll begin to establish a list that nurtures your current relationships while developing new ones. Some examples of potential incentives that people might sign up for include daily devotionals, weekly sermons, topical e-newsletters, special premiums, prayer, discount coupons, downloads, welcome kits, and so on.
Usually in email fundraising, your primary e-newsletter can be the vehicle for getting this process started. The goal is to build your email list by providing a way for people to begin interacting with you while you minister to them. The e-newsletter can be your core ingredient, to be complemented by other ideas that enhance the offer. In either case, this whole process must be incentive based. People need some kind of compelling reason for reading your e-newsletter, whether it's unique content or discount coupons for your products.
Here are some examples of ministry newsletters:
Inside Scoop: If you send your e-newsletter via email, publish it online also. Many people can't read email on their systems, but if you provide a quick link they can click to reach your site, they can read your newsletter there.
(Quick aside: Instead of sharing your lists, consider taking advertisers in your e-newsletters.)
Practical Tip #1: Develop an incentive-based email offer page.
Identify what you're already doing that can become an e-newsletter opportunity. The key is a good landing page-a page that people click to from the email. The landing page should repeat the offer, go into more detail, and convince people to do whatever it is you're asking. It should answer the visitor's question: What's in it for me?
Salem provides an excellent example of getting people to sign up for newsletters:
Look at all the e-newsletters to which you could opt in -- they're currently offering 67 different newsletters! Each time someone opts in to one of them, Salem collects an email address, which they then use to provide online ministry that enhances their existing relationships while establishing new ones. In addition, they can communicate with these e-newsletter names on additional matters.
Here's other examples of good landing page with an incentive-based offer from the Presidential Prayer Team:
Villages at Country Club:
The Presidential Prayer Team wants people to join their prayer team for free. This landing page conveys all the benefits of being a member, including prayers that can be used immediately. Once people become members, then PPT emails them a newsletter every week, complete with content to help in praying. PPT also sends regular online fundraising appeals. But their first step was to figure out why people would want to become members and then making the case to convince them to join.
If you have a sales-based or online email fundraising newsletter, at the very least you need to offer discount coupons, or free gifts. Research shows that discount offers are the #1 reason why many women sign up for e-newsletters. This could be a very effective non profit marketing tool for your organization.
If you need help in this area, contact Pathmaker and we can assist you in getting your incentive-based email offer page setup.