I want to start this post by adding to the last subject in “Digital Marketing Part One” I must admit that I am also on a steep learning curve at the moment, although I have years of experience in charity administration and fundraising, technology has moved so fast in the last few years that there are now many more ways to use the available options.
For instance with regard to web and blog sites, sites like WordPress have become so sophisticated that for many small organisations linked with other social media sites they can be used as your sole digital address. I would be interested to hear from anyone using just a blog site.
I am going to have a go and use a WordPress site for my Consultancy work. Look for the link soon!
OK I wanted to talk about the use of e-mails for charities, although it has virtually replaced “snail mail” for most people, many older people still like to use pen and paper.
Now this can be a problem for charities as communicating by e-mail is not only efficient in terms of time but also in terms of cost. When you consider the financial cost of sending mail-out appeals and the cost to the environment there are very strong reasons to try and convert as many of your communications with supporters as possible to e-mail.
Apart from day to day communication e-mails can also be an effective fundraising tool. I will go into marketing via e-mail in a later post.
You should obtain e-mail addresses at every opportunity but keep snail mail for those people who don’t want to change. The following are just some examples of ways of acquiring e-mail addresses;
- request communication vie e-mail in your newsletters
- Make sure you get the e-mail addresses of your visitors in your visitors book
- Add any existing email contacts to your mailing list
- It may be worth combining a fundraising appeal with an appeal for e-mail addresses to your “snail mail supporters”
- If you go to events/shows collect e-mail addresses, a small prize competition is a good way to do this
- In all these approaches stress the savings to the charity
- You can get very good e-mail software to manage your email communication, the following link will take you to a resource to give you some ideas
I hope you found this post useful and will write again soon, the next post will be looking at Direct Mail