by Danny Gewirtz; CEO of The J Media Group
Email lists, Email lists, Email lists. It's all about email lists. Avid readers of this column already know how I feel about email lists. What you may not know is that it is a two sided coin. In a previous JMG newsletter I wrote about the rising popularity of email lists as the element of choice in the arsenal available to the Jewish marketing professional. However, Jewish online marketers should quickly realize that while procuring appropriate lists that work for them is an important marketing component, building up an internal email list is just as crucial if not more.
It is no secret that of all promotions, messages, and offers that organizations and businesses send out, the highest response rate is always achieved through that internal mailing no matter how large or small the list is. I get this feedback from a growing number of my clients. They all say that the emailing they did to their own list elicited the best results. Armed with this information, Jewish marketing professionals should make this their number one priority when formulating an online strategy. How best to go about this is the big question.
The infrastructure of the email collection process includes many aspects including everything from collecting the names to creating a database up to sending out the actual email messages to your list. Exactly how to go about doing this is way beyond the scope of this column but feel free to contact me (danny@thejmg.com) and I would be more than happy to discuss it with you.
Tuesday, March 31, 2009
Friday, March 27, 2009
Raising funds for charities online
by Shoshana Yossef
Traditionally, charities and non-profits have raised funds from private donors, personal solicitations, telemarketing and door-to-door leafleting. All of these have been successful methods, but return on investment has been hard to quantify.
With the advent of Internet, larger organizations quickly realized they needed a website in order to have a virtual calling card and a place to keep the public up to date with their activities. But what about fund-raising?
National disasters and tragic events were the trigger for a few brave non-profits to try out some Internet marketing activities. Soon they came to realize that within a few minutes of promoting themselves online, hundreds of thousands of dollars were coming in via online credit card donations.
So what works online and how?
- Banner ads and Text ads on newsites: good for branding and keeping an organization's name top-of-mind
- Email lists and Advertorials: good for explaining activities, promotional devices (eg. raffles and auctions), and straight forward appeals
- Pay-Per-Click: good for seasonal promotions (eg. charity cards), and tactical advertising (eg. national disasters)
- Social Media Marketing: good for personal contacts and communicating news to PRs and the public
But don't take my word for it. The J Media Group works with all the major Jewish and Israeli non-profits and every single one could give you a success story. Here is one example:
Traditionally, charities and non-profits have raised funds from private donors, personal solicitations, telemarketing and door-to-door leafleting. All of these have been successful methods, but return on investment has been hard to quantify.
With the advent of Internet, larger organizations quickly realized they needed a website in order to have a virtual calling card and a place to keep the public up to date with their activities. But what about fund-raising?
National disasters and tragic events were the trigger for a few brave non-profits to try out some Internet marketing activities. Soon they came to realize that within a few minutes of promoting themselves online, hundreds of thousands of dollars were coming in via online credit card donations.
So what works online and how?
- Banner ads and Text ads on newsites: good for branding and keeping an organization's name top-of-mind
- Email lists and Advertorials: good for explaining activities, promotional devices (eg. raffles and auctions), and straight forward appeals
- Pay-Per-Click: good for seasonal promotions (eg. charity cards), and tactical advertising (eg. national disasters)
- Social Media Marketing: good for personal contacts and communicating news to PRs and the public
But don't take my word for it. The J Media Group works with all the major Jewish and Israeli non-profits and every single one could give you a success story. Here is one example:
"I just wanted to let you know that we at curebreastcancer.org as well as all the people involved in the Breast cancer Stamp how much we appreciate all that you have done for us.
The campaign is not even over and as far as bringing people to the site has far surpassed our expectations. You definitely delivered tens of thousands of the on-line Jewish audience."
Ernie Bodai,M.D., F.A.C.S
Director Of Breast Health Center
Kaiser Permanente Hospital, Sacramento California
Call up anyone from these organizations for their opinion: Magen David Adom, Meir Panim, Yad Sarah, Yad Eliezer, Zaka, Chai Lifeline, Sharei Tsedek Hospital and many more.
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