Marketing Bombogenesis

E-Newsletter Help for Non-Profits and Small Businesses

I don't know about you, but I get very tired and very bored reading blog post after blog post, article after article listing the various elements of what makes up a Web 2.0 marketing program. Lately, I've been thinking "Alright already, we know it means blogs, email marketing, social networking and all the rest. Will someone please be specific about what to do and how to do it."

I came across two very useful blog posts today on the subject of email marketing. Katya Andresen's Non-Profit Marketing Blog recaps a tutorial given by Kivi Leroux Miller of Nonprofit Marketing Guide on 10 things non-profits can do to elevate their newsletter. I have seen a number of colleagues at non-profits talk their director's into launching e-newsletters, then panic about what to do next. The kinds of specific recommendations offered by Kivi provide good, solid starting points for someone new to this kind of endeavor, whether it be non-profit or the small business person.

I also loved Kivi's blog post on 15 Places To Find Articles for Your Non-Profit Newsletter. Her suggestions range from asking the receptionist for the top questions they receive, to using your web stats to provide inspiration. Web stats, you ask? Well, the stats can reveal the key words driving traffic to your site. Those key words suggest themes your audience is interested in. I think a lot of business communication could be spiffed up and freshened by using some of these suggestions.

Thanks to Katya and Kivi.

Obama Volunteers Answer Call Through Social Networking

In my last post I discussed how Barack Obama has successfully used email marketing to raise staggering campaign contributions. Today, The Boston Globe ran a story detailing how the Obama campaign continues to transform politics through its use of technology--this time through social networking. The campaign takes the use of the Internet to new levels by allowing masses of volunteers to self-organize, and communicate amongst themselves through my.barack.obama.com. Again, it's the power of conversation and interaction among supporters that is the key to inciting this level of action and support--not top-down messaging.

The Globe article highlights how Obama's social networking site not only appeals to, and works for the demographic we expect--the young, tech-savvy constituents--but has captured supporters of all ages and genders from college students, to grandmothers, to members of the pipefitters local. In fact, one of the first to sign up for an account was a 50-year-old woman from Columbus. The reach of my.barack.obama.com spreads from cities to backwaters. The network produced a rally of 15,000 in Boise, and assembled 500 volunteers in 24 hours in Ohio. There are contests for volunteers willing to work the phones. The top 10 "call makers" will meet the candidate in person. If this isn't a new-marketing-incited phenomenon, I don't know what is.

Throughout the article your read phrases like this from Barack supporters:

"I've never been involved in the political campaign before...with all these tools available to use, it allowed me to get involved."

"We would not exist if it were not for that tool."

"It's real grass roots."

What really comes across, however, is how the social networking opportunity slaked the thirst many supporters had to take part in what they see as meaningful civic engagement. Without my.barack.obama.com, much of this energy and excitement, which has nicely translated into messages of hope and change, would have remained frustrated and invisible. Says one Obama supporter, "With the organizational tools Barack's campaign is giving us, we, the people, can change history." It's sure looking that way.

Here's the link to The Globe article.

What Non-Profits Can Learn About The Staggering Amounts Raised by Candidates Online

Let's have a tutorial today on lessons non-profits can learn from the staggeringly successful fundraising strategies the presidential candidates are using--online.

The New York Times reports that Barack Obama raised $36.1 million in January, with $28 million (78%) raised over the Internet. Think about it--78% of the monies were raised online. That means no printing costs, no postage, no design fees. My non-profit friends might ask, "Why aren't my online fundraising appeals working well?" As Patron Mail's Gene Carr says in his blog post about this subject, many willing donors do use the Internet to give. And the fact that your audience may not be responding to your appeals doesn't mean your constituents are unwilling. As Gene says, "People need to be motivated to give."

What can we learn from the candidates about how to motivate donors?

First of all, it's clear that the candidates have learned that appealing through email is easy and very effective, so no need to second guess that strategy. But take a look at the messages the candidates are using. Hillary Clinton's emails are simply requests for money. On her web site, it's just a plain old form. Barack Obama, on the other hand, uses what is always most effective in Web 2.0 marketing--he enters into "conversation" with his supporters. Obama  provides comments or messages on various aspects of his campaign. The Obama campaign goes the extra mile to connect with donors through this "conversation." They further serve their supporters by doing simple things like inserting links to video clips they feel their donors will find informative and, yes, inspirational. And they do all of this several times a week.

Gene Carr also points out that by studying the the candidates' efforts, he sees a "standard template design for e-mails developing" for fundraising solicitations. The call-to-action, or the "ask," happens several times in the same email. There's always a graphic treatment on the right-hand side. Says Gene, "Apparently putting [the ask] in several times, separated by white space works."

Every non-profit has the opportunity to enter into this same kind of effective conversation with their supporters. Each institution has stories to tell that inspire, uplift, and motivate. And through email marketing, these stories can be told, the connections can be made, and the results had--all for a fraction of what fundraising solicitations used to cost. Maya Angelou has a great quote--"When you know better, you do better." I think the instruction book on how to do better has been written.

Stop the Waste!

I practically broke a sweat when I read Seth Godin's "Profligate" post about the waste in packaging materials he received with a mail-order watch. I get physically distressed every time I open the bills and pile up all the pamphlets and other promotional literature that is delivered with the monthly invoices. On a rampage one year, I sent back all the wasted paper to the president of the various utlilites, my mortgage company, etc. asking them to please stop. I am sure it had no impact whatsoever, but I felt better. I make mental notes of who is trying to market to me in this way, and I try my best not to purchase their product or use their services. The annoying advertising inserts in my weekly issue of Time Magazine are torn out and purposefully not even glanced at before they hit the recycling bucket.

Most of my bills are now delivered to me via email statements. Score one for the planet. Marketers need to learn this waste bothers many of us very much. Here's a link to Seth's post. It'll resonate, I bet.

On Day One--Have Your Say and Take a Look at Web 2.0 Used Well

It felt so good to vote yesterday. I know this might sound Pollyanna, but I get a little heady making one of the most powerful statements in our democracy. That's how voting strikes me at least. Today, however, I've felt oddly uneasy thinking, "OK, I cast my vote, now what?" The simple act of voting set off a cascade of wanting to say more, do more. Then, in my in-box arrived an email from "On Day One."

On Day One is a web site constructed by the United Nations Foundation to allow citizens to share their thoughts on what they feel our president needs to do on his/her first day in office to improve our standing in the world and the lives of our citizens. Phew, a place I can put my thoughts just at the moment I needed to.

But more than that, take a look at all the Web 2.0 aspects of On Day One. On one single page I can:

• Email any or all of the candidates with my message
• Link my friends to the site via email
• Sign a petition to tell Congress to support full funding of the UN
• AND copy HTML code for an On-Day-One badge for my blog or web site page.

I did all of those things. In other areas of the site I can blog a post. I can upload my opinion piece in a You Tube video, or riff in their "9 for '09" section on issues like "Poverty," "Climate Change," or "Nuclear Proliferation." There are plenty of videos to watch already in all these sections, and they're from people of all ages. You can post it all to Digg.

Best of all, the site is clean and easy to use. I did not get lost in a morass of how-did-I-get-here links. It's just enough to make me feel involved, informed, and connected--not confused and overwhelmed.

It feels good to have a say in what's going on in the world today. Get it off your chest at On Day One.

P.S. I'm sure I received the On Day One email because I am a donor to the UN's Nothing But Nets campaign. Malaria kills more than 1 million people each year, and a simple mosquito net is hugely effective in protecting people from the disease. For only $10 you can buy a net and save a family.

Obama A Mac? Clinton A PC?

Last week I posted about how my 18 year-old son and his friends feel Barack Obama connects with the younger generation easily and naturally through his web site, use of email, and video. This morning's New York Times has an article entitled Is Obama a Mac and Clinton a PC? The article presents an interesting take on how Mr. Obama's site has an itunes-kind-of-feeling, while Mrs. Clinton's site looks like a throw-back. Here's the piece. If you haven't looked at all the candidates' web sites, take the time to do so. There's lots to chew on by just looking and reacting. Ask your kids what they think too. Their take on the use of media is fascinating.

Web sites aside, if you're in a Super Tuesday state, be sure to get out and vote today!

Feel Like A Walk Through Aspen Without Leaving Your Desk?

I want to show you something. It's a virtual tour of sites in Lexington, MA done by EveryScape. It's one of those experiences that once you see it, you get it. You get that, eventually, this kind of 3D virtual tour will become the norm. Once you use the site, you want to have the same immersive experience of all the places you're interested in, whether it be a shoe store in your local neighborhood or a museum Bangkok.

EveryScape uses four photographs -- each spanning 180 degrees -- and merges them digitally. Computer algorithms then manipulate those images, allowing you to navigate a new virtual world. EveryScape's technology also offers indoor panoramic scenes unlike Google or Microsoft. EveryScape takes you inside shops, restaurants, museums, and through neighborhoods. The EveryScape maps also allow direct links between the site on your screen and that business' web site. It costs only a few hundred dollars a year to present your business or attraction on EveryScape.

Over time, I think this has the potential to change the way people pre-select places they want to shop, vacation, or dine. So here, tour Lexington, the birthplace of the American Revolution. When you're done stroll through Miami, Aspen, Laguna Beach...

Obama, My Son, and A Revelation Through Email

For his political thought class, my 18-year old son has had to track various facets of the presidential campaign in both parties. He has signed up for email updates from all the candidates to see how they are using the Internet to connect with voters. My son has been giving us regular updates as to who he, and his friends feel, has a prayer to connect with his generation. From his point of view, it's Obama, hands down. Here's one reason why.

Just hours after the State of the Union speech, Obama e-mailed his own rebuttal to his supporters. The simple You Tube video connected him directly to my son, in his bedroom, at midnight, in a way that seemed personal and direct. No need to wait for the paper the next morning, or the nightly news. Obama completely circumvented the traditional media, and, instead, created his own "newscast." And got it delivered directly to the desktops of the people who wanted to hear what he had to say. Also, take a look at how visitors to the page are clearly asked to "support," "volunteer," etc. It's clear, direct, and compelling.

When I asked my son if the same message from Obama would have had been as effective if he had seen it on Today the next morning. "Is that show still on?" he asked. Looks like the effectiveness of timely email marketing can even help bridge a generation gap.

Email Marketing Wisdom from the Water Aerobics Ladies

Gene Carr from Patron Mail is right. Gene is right a lot.

Gene is founder and president of Patron Mail, an online marketing software and consulting company that serves more than 1,000 arts and not-for-profit organizations with e-marketing technology and expertise. I use his service for one of my clients, and could not be happier. It's easy to use, the ongoing support from Patron Mail is outstanding. But I digress.

I've heard Gene talk about how a patron's association with an arts organization is really an extension of their lifestyle, and they treat e-mail from that organization accordingly. He's also cited the stat that 73% of patrons know that e-mail saves an organization considerable money when compared to direct mail. By opting-in for email communication, patrons feel they are helping the organization cut costs. (And they are.) Gene also talks about how patrons over 50 years of age are a fast-growing segment of ticket buyers/supporters who rely on e-mail.

Let's bear out Gene's theses with a conversation I overheard in the ladies locker room at my gym. These two gym buddies of mine were were discussing their support of the Boston Symphony Orchestra as they wriggled from their swimsuits after a water aerobics class. (It's a sight. Trust me on that.) Both were season ticket holders.

Swim Lady #1--"I've been a long time BSO supporter, but I'm afraid to give them more money."

Swim Lady #2--"Why?"

Swim Lady #1--"I'm afraid they're going to flood my mail box with more paper. They send me too much stuff as it is. It wastes money, and trees, and I just throw it away."

Swim Lady #2--"I don't mind the email though, do you?"

Swim Lady #1--"Oh not at all! That's fine. To me, that's a service. I can just sit at the computer, see what's coming up, buy extra tickets if I want, then delete it. The email is fine. I don't want that to stop."

Swim Lady #2--"I feel the same way."

As I said, these are two gym buddies of mine that I talk to all the time. Just want to point out that Swim Lady #1 is 72. Swim Lady #2 is 75. Yup, Gene's right again.

Here's a link to one of Gene's posts that presents the stats on the huge percentage of US marketers using email strategies. While you're looking it over, subscribe to his blog for a lot of good advice.

Wham-O! It Goes Viral

In today's Boston Globe (1/27/2008), Joanna Weiss wrote a fun article in the "Ideas" section about how Wham-O toys understood and used the power of viral marketing long before it was called viral marketing. The company that brought America the Hula Hoop, the Superball, and the Frisbee (originally called the Plato Platter, by the way) regularly used a process they called "seeding the market" to create the buzz that drove sales. Their techniques included the tried-and-true like demonstrations at county fairs, and getting newspapers to cover hula hoop contests. They understood that "seeding" local neighborhoods with FREE toys will get you noticed in a hurry. Every Wham-O executive who took a plane was required to carry a Hula Hoop on board. If you were on that plane you'd ask about it, wouldn't you?

Now we have  agencies making big bucks focusing solely on viral marketing. It's the subject of books and studies. I personally know two Buzz Agents. The viral strategy can even lead to big trouble with Homeland Security, if you recall the two guys who got nailed for putting those LED signs on bridges in Boston to promote Aqua Teen Hunger Force. But forward-thinking businesses and entrpreneurs have long been using viral marketing or "seeding" techniques, or whatever it was called back in the day. I can think of a lot of cliches that apply, but like the Hula Hoop, what goes around, comes around.