Building Your Nonprofit List · Have your first 6 speaker invites sent Have your calendar marked 5 business days from the day you sent your speaker invites out reminding yourself

Building Your Nonprofit List Week 4: Putting It All Together

presented by: Kirsten Bullock, CFRE, MBA

Table of Contents

Review ........................................................................................................................................................... 1

Partnerships .................................................................................................................................................. 2

Content Calendar .......................................................................................................................................... 6

Evaluation ................................................................................................................................................... 11

Exposure – Engagement - Conversion .............................................................................................. 11

Hootsuite Click Summary ................................................................................................................. 12

Google Analytics ............................................................................................................................... 13

Other Measurement Ideas: .............................................................................................................. 14

Next Steps if You’re Just Getting Started .................................................................................................... 15

Taking it Further .......................................................................................................................................... 15

www.GrowingYourDonors.com ● 502.708.1020 ● [email protected]

©2012 Kirsten M Bullock. All Rights Reserved. Page 1 of 15

Review

• Week One: Creating Content

– Listening – Generating Ideas – Storing Ideas – Creating Content

• Week Two: Engaging People

– Onboarding – Sending Information Out – Interacting

• Week Three: Growing Your List

– General Themes – Traditional (real world) – Online / Social Media

• Week Four: Planning / Next Steps

– Partnerships – Content Calendar – Evaluation – Next Steps


Partnerships

Informal

- Find organizations addressing the same issue or cause, but from a different perspective - Start leaving comments on their blog - Offer first to help - Suggest providing guest posts for each other’s blog - Offer to promote their events

Formal

- Community Awareness / Education - Publications - Webinars - Mailings - Fundraising Events

Joint Telesummit Planning Timeline

At the beginning of Week 1 you will need to know:

Topic and name of telesummit: The URL of the telesummit: How much commission you are willing to offer speakers as affiliates The number of days/calls in your telesummit - The date of the telesummit – If the telesummit will be a speaking event with you having the last 10 minutes of each call to "wrap up" with callers, or if you will be interviewing speakers.

By 8 weeks out:

Have your list of 10-15 potential speakers Have your first 6 speaker invites sent Have your calendar marked 5 business days from the day you sent your speaker invites out reminding yourself to follow-up with those who have not responded by that date.

By 7 weeks out:

Have heard from all 6 potential speakers Have sent out follow-ups to those who did not reply back Have sent out invites to others on your list replacing the first batch of invites that either declined or did not respond.


You will want to give the potential speaker 5 business days to respond before sending a follow-up email. If you do not hear back within that time frame then follow—up with a brief email. If you do not hear from the potential speaker by your "reply-by" date, then it is safe to assume that they are not interested. You will then move to the next person on your list. Once you hear back from six respondents, it’s time to start planning your event. Once a speaker accepts your invitation you will want to send them a speaker recording contract that will simply state that they agree to participate in the telesummit event and they know that it will be recorded and the specifications of the recording. Sample Speaker Agreement:

Thank you for being a participant in The ____________ Telesummit!

Agreement / Terms of Participation Here are the details: • Interview details:

o The call will last for 60 minutes. The interview component will be around 45 minutes,

allowing time for an introduction, question and answer session and talking about how our listeners can work with you . Our conversation will be on a prearranged topic related to nonprofit management. You and I will arrange a time during the telesummit to have a conversation about your experience in this area, take a few questions from our listeners and share some information about how our listeners can work with you.

• You will receive:

o Maximum exposure for you and your work to our audience and the audiences of the

other speakers! This natural introduction of who you are and what you do has the potential to put you in front of literally hundreds, and possible thousands, of interested prospects.

o An MP3 recording which may be shared with your community. o An affiliate link to receive a 25% commission on any sales of the recorded sessions made

with that link. o The opportunity to share a FREE bonus gift for those participants who opt to order the

recorded package. You may wish to use your free gift to promote one of your products or programs in conjunction with your recording. The free gift will be prominently featured alongside the recording of your call on The Nonprofit Academy website. We will mention this free gift toward the end of our call together, and any URL for the special offer will be highlighted on the website.


• Your commitment: o You agree to promote the telesummit by:

Sending a minimum of one e-mail to your list (we will provide suggested e-mail text and social media updates prior to the event).

Promoting the telesummit and your call through your e-zine, social media channels and on your website as time allows.

o You agree to have the call recorded and offered for sale via www.urlhere.com. You also

allow your name and materials you provide to be used in promotional materials related to the telesummit.

o You agree to send the following information to <<enter email address here>> no later

than Janury 30, 2012. Some of these items may be answered in a pre-meeting call.

Your Name (how you would like to be addressed by me on the call)

Your Business or Organization Name and Website URL

Name of your E-zine or Newsletter

Your Preferred E-mail Address / Team Member E-mail

Your 50-75 word bio that <<name>> will read on the call

7-10 questions or talking points to use during the interview

Any proposed title for your brief interview

Phone # you will call from (preference for a land line; poor sound quality due to cell phone interference will result in the need to reschedule the interview)

Your signature below agreeing to terms in this document. YES! I’m delighted to participate. You may accept this signed document as my confirmation. I agree

to be a guest for the upcoming Telesummit. I agree to the Terms of Participation and will provide requested information by January 30, 2012.

Signature: ___________________________ Date: ______________ Printed Name: ________________________ PLEASE PRINT, sign, date and return agreement via e-mail to <<email address here>>. I will follow-

up to schedule a time for us to talk through what we will cover during your interview. THANK YOU!!!

You will want to keep track of each contract that is signed in your speaker spreadsheet. When you send

your contract, you can also request that the speaker provide you with a bio and headshot to use on your

sales page.

By 6 weeks out:

Know who all your speakers are and what date/time they will be speaking Sent your speakers their Recording Agreement and Bio/ Pic request Have filled out the appropriate information on your speaker spreadsheet


By 5 weeks out:

Have discussed with each speaker:

What their topic will be

• lf you are interviewing, you will want each speaker to submit several questions they

would like to be asked. You will also suggest questions to them.

lf they would like to provide a bonus to those who register for the event

Have all Recording Agreements back from speakers Have speakers pictures, bios and confirmation of bonuses

By 4 weeks out:

Your recording package product set up in your shopping cart Completed your sales page/ signup page Set up autoresponder for signup (i.e. thank you for registering) Created a thank you page (which will include an option to order the recorded package at a discount price, as well as a few bonuses).

An autoresponder set up to confirm recording orders and details of their transaction.

The Sales Page The Sales Page is the first place your interested registrants will visit to learn about the telesummit and have an opportunity to sign up for free. You should have all your telesummit information listed here, along with some great copy. The goal of the Sales Page is to get participants excited about this free opportunity to learn about from your expert speakers. The more excited your participants are to learn from you and your speakers, the more eager they will be to order your recording package. Once someone registers for the telesummit they will immediately be brought to a thank you page where they will be offered an opportunity to preorder the telesummit recordings and transcripts; as well as receive free bonuses for ordering. The Thank You Page The Thank You page is an extremely important element to your telesummit. On this page you will want to not only list the speakers and their topics, but the benefits of having this information available to them for future use. Tell them why buying the recording package is a smart investment. The Thank You page is where you will want to list the bonuses offered by your speakers. You don't want to overwhelm people with tons of bonuses but a select few that have the wow factor. Most of your speakers will offer bonuses because they know, as affiliates, they stand to make some money off the recording package sales.


By 3 weeks out:

Your affiliate program set up Your speakers signed up as affiliates (your customized welcome letter will be sent to them automatically once you sign them up as affiliates)

Telesummit promotional material created

Some for you to use

· Blog material related to your telesummit

· Fan page

· Tweets/ Facebook posts

Some for your affiliates to use

· Promo email to send to their list

· Tweets & Facebook blurbs

Informed your speakers of the launch date for telesummit promotion By 2 weeks out:

launched your telesummit promotions (end of week 6/beginning of week 7) Sent a broadcast to speakers reminding them to begin promoting Reviewed speakers marketing efforts and requested those who have not promoted to do so Completed broadcasts that will go out to participants to remind them of the telesummit and each specific call time/ info

Tested the conference software Tested the broadcasts and autoresponders

By 1 week out:

Tied up any loose ends Touched base with all speakers to make sure they are ready Made arrangements for someone to transcribe all calls for Recording orders to ensure that orders are completed within 1 week after the telesummit

Made arrangements for someone to Tweet during conference calls to drum up excitement

Content Calendar

1. What are you currently producing? 2. Can this be categorized? 3. Identify who is creating it. 4. How much can they produce? How often? 5. Be realistic about your plans.






Evaluation

• https://rowfeeder.com/

Exposure – Engagement - Conversion

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Available at: http://www.donbethune.com


Hootsuite Click Summary


Google Analytics


Other Measurement Ideas:

Facebook Page Likes

Facebook Content Likes

Facebook Shares (with message)

Facebook or Blog comments

Twitter Followers

Retweets (with message)

Email Forwards

Google +1s

RSS or email subscriptions to your blog

YouTube Views

Donations

Advocacy Actions

Event Attendance

Membership

Volunteerism


Next Steps if You’re Just Getting Started

1. Create a content calendar for the next 3 months

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2. Identify and begin tracking 3 key indicators

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3. Within the next 3 months, engage in one ‘partnership’ activity

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Taking it Further

Documents

Building Your Nonprofit List · Have your first 6 speaker invites sent Have your calendar marked 5 business days from the day you sent your speaker invites out reminding yourself