Email Marketing Journeys for Social Impact

Editor's Notes

• #3: 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.  While the Foundation is a separate entity from salesforce.com as we are a nonprofit organization, we will be talking about salesforce.com’s 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.  Any purchasing decisions you make, should be made based on currently available technology.
• #5: 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. We’ve 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 in… [Insert personal story here]
• #18: Email has been a key channel in our growth but it’s 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, there’s 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.
• #21: Talk about what giving Tuesday is
• #22: 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.  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, we’re 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.
• #23: 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 didn’t 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 – how can we humanize our brand and foster these relationships at scale. We’ve 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 through PencilsOfPromise.org, which has also enabled us to build cause marketing campaigns with some of the top companies in the world.
• #24: 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.
• #25: They haven’t 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 – how can we keep them interested in PoP on Giving Tuesday & help spread the word about our work?
• #27: What did we do? We thought opposite. We knew we couldn’t 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 that’s 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 – 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 let’s 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: it’s easy to say “no” to something hard and hard to say “no” 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)
• #28: 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.
• #29: Today, getting people to hear your story on social media, and then act on it, requires using a platform’s 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
• #30: The most engagement we’ve 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
• #31: 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 I’ll 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).
• #32: 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 (Justin’s videographer) – merchandise fundraising campaign (40,000)
• #33: 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
• #34: It’s an awesome tool for marketers; for any campaign, one can get real time results of how people are reacting to it. You’re 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)
• #35: Gratification: Choose tangible goals& make them achievable Simplicity: Be clear & make it very easy for followers. Think of it this way: it’s easy to say “no” to something hard and hard to say “no” 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 it’s a lot of trial and error. Radian6 – because of them, we’re able to