Engaging Millennials: Don't Give Up on Your Email Marketing!

By Juliet Davenport, Nonprofit Ambassador at DonationMatch

Do you remember being awed by the answering machine? (Does anyone still own one of those?) Or what about the cordless phone? Now it's all about smartphones and iPads. Millennials (those born between 1981 and 2000) are all about digital, and it can be challenging to keep them engaged with your cause or brand. As Cynthia Hamlin of B2C explains in her blog, "[d]espite Millennials' increased internet usage, when surveyed by Pew Research Center for MILLENNIALS A Portrait of Generation Next, there were no significant differences among Millennials, GenXers and Boomers when asked about the amount of email sent and received in the 24 hours prior to the survey. Millennials were more likely to have Tweeted, updated their online profile or sent a text message in that time period."  Millennials are still using email, but in conjunction with social media and text.  Here are some interesting numbers pointed out in her blog that are just as relevant now as they were then:

• 90% of Millennial use the internet or send and receive email at least occasionally
• Millennials are more likely than all other age groups to have a cell phone: 94% have one
• 88% of Millennials use their cell phones to send and/or receive text
• One-in-five Millennials (20%) have posted video of themselves online
• Three-fourths (75%) of Millennials have created a social networking profile
• Among Millennials, 65% say television and 59% cite the internet as their main source for news

As the numbers show, incorporating social media into your email marketing is a smart way to keep Millennials engaged. Ms. Hamlin's blog shares tips on how to accomplish this. How have you incorporated social media into your email marketing?

What Information Should You Collect Before Your Next Event - And Why?

Constant Contact has developed a simple strategy for asking the right questions, and in a blog post they explain why obtaining the right information is so valuable in planning your next event. The key to collecting the right guest information before your next event is to start with an online registration form. This allows you to easily learn more about your guests as part of the ticket purchase process. Anyone can use a company like Eventbrite, TicketDerby, or Ticketleap to make it easier, and the best will suggest pertinent questions that will help in planning your event. Knowing what to ask and keeping the form streamlined is crucial.

According to Constant Contact's strategy, #1 is demographic information.  "A nonprofit can use demographic data when planning entertainment or auction items for their annual silent auction fundraiser." Here is their list of what to collect:

1. Demographics: Name, age, gender, even zip codes can matter to sponsors and event partners.

2. Number of guests: Plan seating, food, and amenities better with an accurate count.

3. Contact information: Don't forget about asking for email addresses for follow-up surveys or future communications.

4. Event-specific information:  Are there meal or seating choices to make?  Need t-shirt sizes for giveaways? Can you sell raffle tickets or add-ons in advance?

5. Payment method

At DonationMatch, we do our best to collect the right information on behalf of our users, too. To help companies and brands find their target markets (and nonprofits present themselves to the right opportunities), we ask event organizers for attendee demographics, ticket prices, estimated attendance, social media links, and more. And even before events can be listed on DonationMatch to be eligible to receive goods, a nonprofit's IRS status and account contact must be verified. Because we know nonprofits need to be mindful of the products and services they accept, we now use third-party resources like Yelp to check donor companies, too. We know having better information at your fingertips creates a better experience for both the giver and the receiver.

If your intent is to create a more successful event, asking for more of the right information, and understanding how to use it, is essential. Read Constant Contact's full articles for their strategy and explanations.

What information do YOU collect for a better event?

Capitalizing on Social Media to Expand Marketing Reach and Return

In a survey of nonprofits conducted by VerticalResponse, 80% of respondents post updates to their Facebook page multiple times a week, compared to 66% for businesses.  The survey also found that for nonprofits, social media marketing has become a “preferred marketing channel because it offers free content distribution.”  And according to a Brafton blog post, because of the potential to successfully maximize their reach and return using social media, even on a tight budget, businesses will invest more in updating their websites and social media presence. Did you know that DonationMatch is another excellent way for businesses and nonprofits to maximize reach and return?  Through our free service, a business can get products in front of hundreds of potential customers through just one charitable event.  For nonprofits we deliver companies interested in doing well by doing good, increasing the fundraising potential for your events.

According to Edelman's 2012 goodpurpose study, 72% of consumers prefer to buy from brands that are charitable.  For nonprofits and businesses, using both social media and DonationMatch are ways to gain the exposure you both seek in less time.

What tips do you have for maximizing your marketing reach and results?