A good friend of mine works at a non-profit. He’s in charge of their email marketing efforts, and for a long time he would send out a newsletter every month. This guy is an excellent storyteller, and the newsletter brought in so many donations it accounted for more than HALF of the overall funding for his non-profit organization.
However, this year has been busier for this particular non-profit marketer, and those monthly newsletters have become bi-monthly, and then just quarterly, just not working at the same frequency. The results have been dramatic – overall donations have dropped noticeably and are far off target. This is all due to simply not keeping up with email marketing plans.
I tell that story because it clearly paints the picture of how valuable emails can be for driving donations. But the part I left out is that it took this particular friend nearly 10 years to build up the email list that he sends newsletters to – it didn’t happen overnight. Half of the equation is having a list of people who actually want to receive your stories.
That’s what we’re going to talk about today – how to build up your non-profits’ email list using quizzes on Facebook.
So we’ve all seen the personality quizzes on Facebook – you can’t miss them, they’re everywhere. What we’ve done at Interact is taken those viral quizzes and connected them up to email marketing programs so you can use them to build up your list. Here’s how to do it. We’ll look at how to employ this strategy through the lense of our good friends at UNHCR, who have been working tirelessly to solve the tragic refugee situation and are using quizzes to help raise awareness.
Step 1: Quiz goes out on Facebook
Quizzes thrive on Facebook – the social network is a perfect medium for the interactive and downright visceral nature of quizzes. When non-profits create quiz content, they promote it through Facebook, either posting to their organic followers or using a promoted post or ad to push it out. (notice the interaction stats on the post below from UNHCR, it’s a lot!)
Step 2: Then goes back to the UNHCR site
When someone clicks on the quiz, they are taken back to the UNHCR website, where they will be able to take the quiz right on their phone or computer.
Step 3: The quiz is interactive
Most quizzes are 6-12 questions and all questions appear right on the screen, just like the one below. You can use images and GIFs to make the content more appealing.
Step 4: The quiz taker is prompted to join the cause
After answering all questions, an email capture form comes up, prompting the quiz taker to enter their information in order to see their quiz results. This information will go to the UNHCR mailchimp list (in your case, it goes to the email marketing program you use).
Step 5: Then the results are shown immediately
After someone opts in (which is usually optional), they are immediately shown a quiz result, which closes the loop and allows for social sharing.
That’s the blueprint for list building using quizzes for non-profits. We’ve generated over 1,000,000 new email subscribers for non-profits using this method, will you be next?