I wanted to share this monthly thrift email newsletter that I sent out this morning. I needed to let our subscribers know when we’ll be closed and that our sale date is changing this month. I kept it fun by updating the top banner for the holidays. Debbie looks good in a Santa hat.
Below is an email that I wrote and designed for Volunteers of America. The email was sent to those who attended our Faces of Hope fundraising breakfast a few weeks ago. This is the second thank you email that they received. We emailed them a few hours after the event to say thanks for coming. I wanted donors to have clear steps of ways they can give back if they felt inspired. I also wanted to use donor centric uplifting language. I tried to keep the tone casual and friendly.
It was sent to 89 people and 28 of those people opened it (34% open rate) and 2 people clicked on the email.
Sent: Friday, November 30, 2018 12:04 PM
To: Debbie Gillum Debbie.Gillum@voago.org
Subject: Let’s keep the momentum going!
You can keep the momentum going from the Faces of Hope breakfast.
• Because of you, Mike, a U.S. Navy Veteran, found a home to call his own and a meaningful job helping others.
• Because of you, Mike exemplified the restoration of hope, in this world that we share.
• And, because of you, countless others have found a home, a support system, and hope for a brighter future.
“You gave me shelter when I needed it. You gave me tools to help me turn my life around. And here you are today, giving more blessings.” – Mike
You are the best ambassador for our organization. Remember, there’s three easy ways you can make an impact:
Share Mike’s story with others to inspire positive change in our community.
Sign up to be a 2019 Table Captain. Contact me for information and a tool kit.
Come take a tour or host a tour for your friends and colleagues. Contact me to schedule a date and time convenient for you.
By the way, don’t forget to keep using that beautiful blue Volunteers of America Ohio & Indiana pen. But most of all, thank YOU for giving people in our community the opportunity to reach their full potential.
Debbie, because of your support our community is stronger. Thank you.
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© 2018 Volunteers of America – All Rights Reserved. 1776 E. Broad St., Columbus, Ohio 43203, 614-253-6100
We are designated tax-exempt under section 501(c)3 of the Internal Revenue Code.
Happy Giving Tuesday! aka That-Day-Every-Nonprofit-Asks-or-Begs-For-Money
TL;DR: I was disappointed that we didn’t see more engagement on Giving Tuesday but now we have a new opportunity to do better with our upcoming End of Year giving campaign.
I admit Giving Tuesday was a bit anti-climatic, what with all the hype starting, back in the summer. I subscribe to a lot of non profit marketing newsletters and I can’t count the number of emails and webinars claiming to spell out the perfect Giving Tuesday strategy. It’s like Black Friday for retailers. (Side note to retailers: Cyber Tuesday is not a thing. Let us have this one day.)
For this year, I admit we didn’t spend as much time as we could’ve strategizing about how to differentiate ourselves among the #GivingTuesday herd. We used a lot of the images that National (voa.org or Volunteers of America, versus the affiliate Volunteers of America Ohio & Indiana that I work at) provided to us. I made a couple of unique images for us in Canva. I didn’t use the copy from National exactly because I felt it wasn’t uplifting, donor centric or on-brand for us. I wrote my own variations.
I spent like half of Monday last week sitting down, and scheduling out in AgoraPulse all our Thanksgiving and Giving Tuesday social media posts. We’ve got two Twitters, two Instagrams, a Facebook page plus 9 thrift store Facebook pages- oh, and LinkedIn, so it’s a lot. By the end, I was really proud of myself. I had laid out and scheduled in advance these important posts across all our channels. And, I did some boosting of posts and events on Instagram and Facebook as well as ran some Facebook Ads. We spent about $100.
In my head, since I put so much time and effort into these posts and thought I did a great job, I naively expected to be overwhelmed with Likes, Comments, Shares and Messages saying “Wow this social media post changed my life!” (Just kidding on that last one. I’m not quite that delusional.)
Alas, it was pretty much crickets. One woman did comment how she didn’t want to donate on Facebook and that she would donate “thru her nank.” I think she meant to say bank. Yeah, not the engagement I was hoping for.
I told my boyfriend Nate about this on the phone today and saying it all out loud helped me realize that I can’t get bent out of shape over people not engaging or responding to my posts. That’s social media, ya’ll. That’s life.
Keep in mind, these were mostly posts about giving, donating, fundraising. These were not the most hilarious, shareable, viral posts.
Thinking more about it, we don’t typically do these hard-asks of “Donate Now!” of our audience. I try to share meaningful and positive posts, celebrating our amazing supporters. I try to do the Jab, Jab, Punch method of sprinkling, or jabbing, helpful content and then here in November and December we do more punching with the Give Back posts.
When one campaign ends, another begins. Giving Tuesday is out and now End of Year giving is in. Okay, in an ideal world of butterflies and rainbows, I’d already have this campaign all figured out, but we merged our affiliate with Indiana this summer, I got a new boss, our team has grown and things have been hectic across the organization. All I can do is focus on the now. Today, I used a Creative Brief template that my old boss, Stephanie, came up with and that we used before. It’s helpful for me to use to spell out the
- Look & Feel
of the campaign. I like to say that it helps me get my ducks in a row (this is my new favorite phrase. I just like picturing a bunch of scattered ducks and me herding them into a single file line.)
I was asked to do a short video by the national branch of Volunteers of America for their weekly Friday Bulletin email. They wanted me to talk about why I work at Volunteers of America, which was an easy topic for me to talk about. Below is the video I filmed in my office:
I was flattered by how many employees noticed and shared it. One person asked me for my autograph. Haha!
In addition to the email newsletter, that’s sent to all affiliates, they also shared it on their social media channels. Does this mean I’m famous now?
I didn’t think it would be too selfish if I retweeted it on our Twitter.
Sitting on the flight, about to take off, the pilot loudly announces that there’s an issue with one of the navigation instruments and that maintenance is looking into it. An hour goes by. The pilot comes back on to tell us they can’t fix it and we have to get off the plane. As we trudge off back into the terminal, a gate agent hands us pre printed postcards with a hotline to call and info about our options.
I got a text message from American saying my flight to Dallas was delayed until 12:30pm. If I took that American flight, then I’d just be stranded in Dallas. I had a choice to stick with American, try to get rebooked somehow or switch to Southwest.
The guy behind me in the non-moving line to speak with a service agent, was talking about the 12:30pm flight and I asked if he knew anything more and he said he’d gotten rebooked by calling the 800 number. So, I put away my hesitation to call the 800 number and dialed. I politely gave the woman on the other end of the phone my record locator number. I think these phone reps have such a hard job and deal with so many jerks. The least I can do, is not be a jerk to them. Especially because I need them to help me. The representative told me there was a flight got Houston leaving at 3pm, laying over in North Carolina and arriving in Houston at 7pm. That itinerary sounded terrible. She said I could always cancel my reservation and book with another airline. So that was it. I called my dad and over the phone, we booked the Southwest flight. Scribbling on the back of my ticket I wrote down my confirmation number and my immediate to do list.
- Cancel American flight. Only cancel inbound flight, not return flight.
- Call Volunteers of America.
- Call Aunt Susan.
- Call Nate.
This photo embodies what I think thrifty social media marketing is. The pic was texted to me by a thrift store manager this morning after I stopped in last week to say hello. Since I started a year and a half ago, I formed a relationship with her by coming into her store frequently. I listened, talked with her and got to know her staff. She knows she can send me pictures to post on social media. That’s easier for her than emailing the pictures to me or posting herself on her store’s Facebook page (yes, I trust her with her Facebook page.) She was telling me how they had a Justin Beiber cutout donated a while ago and the staff had some fun before the store opened taking photos of him. I can’t be in the stores 24/7 to capture moments like this. I need managers and staff to know how important social media is and that I can’t do it without them. There’s something refreshing and authentic about a Facebook post with no call to action, no link to an outside website, and no filter. It’s just a photo that’s playful, relatable, funny and shareable.
Below is the September Thrift Newsletter that we emailed out on Tuesday, Sept. 18. Formatting wise, I promise it looked better in email inboxes, than it does here.
I’m proud of the copy in the opening paragraphs and the blog posts. I wrote the first and third blog posts. I wrote the blog post about upcyling fall decorations last year and the blog post about the truths of a thrift store on Monday.
It’s Debbie, your trusty guide for all things thrift!
It’s a bummer to see the summer months leave but at the same time, who doesn’t love the early signs of fall? Falling leaves, falling temperatures and the regular falling prices you’ll find only at one of our thrift stores.
You’re sure to find autumnal fashions your whole family will love, like jeans, scarves, vests or sweaters. And because our prices are so low, you’re able to buy fall clothing and accessories with money left over. But more importantly, shopping at Volunteers of America helps uplift homeless veterans, families and individuals across Ohio.
Donate. Thrift. Give Hope. Repeat.
As the leaves begin to change color here in Ohio, the holiday decorating season looms ahead. Thrift stores are full of so many things you can use to decorate with around the house. With a little upcycling you can give all your thrifted finds a new life. Learn how to spice up your pumpkin a latte so that you’ll wow all of the trick-or-treaters.
When was the last time you cleaned out your closet? How about your whole home? As the seasons change, fall is the perfect time to finally tackle that overstuffed closet or clear out your cluttered garage. And with Christmas right around the corner, Volunteers of America of Greater Ohio thrift stores are in huge need of donations to fill their shelves.
It shouldn’t be a big secret how thrift stores operate, sort donations and how much they value the clothes and household items donated by community members like you. The proceeds of Volunteers of America thrift stores support life-saving programs for community members in need.
Save 50% on everything next week!
On Tuesday, Sept. 25, everything inside all of our thrift stores will be half-off! This includes furniture, showcase items, new products and miscellaneous items. It’s all 50 percent off!
I went to my third Women in Digital conference last Thursday and Friday. My favorite part is always meeting new women who are total bosses at what they do. They inspire me to be more confident and a better digital marketer. I also like staying up to date on trends, best practices and hearing what other companies are doing.
I wanted to take a moment to share some of my notes and photos from the conference.
These are the notes I took during the Power Hours. My strategy at the conference was to go to the Power Hours because those would not be recorded. I will watch the recorded main stage presentations later.
- When working with influencers, have an influencer agreement with dates, goals of impressions or engagement, clarification about content ownership, requirements to see proofs ahead of time and spell out a set number of edits allowed.
- Pay to boost the influencer’s post. Win-win for them and you.
- SMS is the new email
- Personally, I have hesitations about this intrusive form of communication but I recognize it has benefits when used sparingly.
- To track in-store success of online efforts, use offers and codes
- Okay, not ground-breaking advice but useful to remember
- Let your followers define your hashtag. Ask them
- “I #VoaThrift because…” or “I’m #aeriereal because I love my freckles”
- Weekly use of the hashtag
- Aerie did a campaign in the summer where when followers used #aeriereal they would donate $1 to National Eating Disorder Awareness non-profit
- Love this idea because it allows brands to give back while encouraging social engagement.
- Aerie put sticky notes in dressing rooms and encouraged folks to write down encouraging body positive messages
- I went to the Aerie store at Polaris today and yep, there were green and yellow sticky notes around the mirror. My favorite one said Yassss Queen.
- Ask questions of your followers to increase engagement
- How do…
- Which is…
- Twitter is best for sharing news, asking questions and getting feedback
- Using user-generated content leads to a higher conversion rate
- I’ve seen this personally from VOA: Regrams outperform photos that I take. I find regrams from when people tag the thrift store’s location. Be sure to give the original user credit for the photo.
- Ground yourself in data, numbers, stats and comparable salaries
- Present the raise as a win-win for your boss
- Take a snapshot of your week and show that. Show them what you do each week. If most of your time is spent doing things not in your job description then negotiate a title change.
- Write out your stated job duties and what your actual job duties are.
- Practice the conversation, rehearse the scripts
- Prepare for pushback. How will you counter?
- Build an agreement. Agree on goals and an action plan. How can I get where I need to be?
- Have an alternative
- This company will give me x amount of dollars.
- Keyword research: what are people asking? What do they say on social media?
- Mirroring: people like brands that mirror them
- Easier difficulty score means is better. Helps you rank.
- Link building is important
- SEM Rush is a valuable tool
- Google search console is a valuable tool
- Keep it conversational in your blog posts
- B2B can use Instagram and Pinterest too.
- Use language from a popular blog post in an email or email subject line.
- Pay someone on Upwork to transcribe a video
- Don’t be afraid to gate content on your website
- Use guest bloggers
- Webinars are content. They are like experimental content.
- You could offer a free webinar
- Send replay and similar resources
- Email worksheets. Keep it personal
- Remarket to them
- Blog about the questions you are already getting.
- Give your customers value for free. Let them build confidence in you. Then ask them to pay for content.
- Track customer journey thru Facebook pixels
- Visited page
- Lead generation
- Thank you page
Nicole Hallberg, Copywriter, Blogger
- Personal writing is different than job writing
- Don’t do free editing
- Don’t say “It’s that time of year again”
- Goal is to educate and inform
- Cut the commercial speak
- Don’t say “It’s the best.” Say why it’s the best for you. Answer “which is the best for you?”
- Don’t be afraid to use I or We. It’s commonly accepted.
- Write first. Then find what it’s about. That results in better writing.
- Read your copy out loud
- Assume your readers are smart yet uninformed
- Don’t use “ this may sound obvious”
- Don’t overuse adjectives. Show them.
- How will my writing make people feel?
- Google knows context. Don’t repeat keywords. Better writing is more important.
- SMS text message is a good way to have people opt in to emails
- Sending emails regularly helps with email deliverability
- Follow ReallyGoodEmails.com
- Test CTAs in your email
- Consistently send emails when you have something to say
- Test subject lines using A/B test
- At least 1,000 emails for a good test
- Give people an option to receive less emails
- Opt down not opt out
- Give them a choice to hear from you weekly, monthly, etc
I attended my first Columbus Startup Week yesterday. I’d heard others tell me how neat this event was and the price of the conference was right. It’s all free! It was an inspiring day with a diverse group of people who all shared a love for both Columbus and innovation. I just attended on Thursday which was the Marketing and Technology day. I’m grateful that I work at a company that believes in professional development and allows me to take time to attend events like this.
I love to take notes and so during the day I jotted down points that I found interesting in my notebook and typed them up. This process of reading over the notes again helps me better process what I wrote down. These are my notes:
How to Use Data and Research when Building Your Brand
This was the first session of the day and it was a panel of four guys who each own their own business and talked about their career journey and got a little side tracked by also talking about how much they like traveling. I appreciated their stories of what it took to get them where they are today.
- A lot of brands are using colors effectively in their names and identity
- Orange Barrel Media, Purple Mattress
- Creative and emotional content is best
- Netflix tracks every click someone makes so then they use that data to craft hit shows. Data is so valuable.
- One of the panelists, a photographer, met a hotel owner, stayed in touch, sent messages back and forth which led to a life-changing gig photographing a luxury hotel in Costa Rica
- Making money and helping others aren’t mutually exclusive
- A creative filmmaker took a gig out of grad school shooting commercials for Wal-Mart and while he wasn’t thrilled at the opportunity it turned out to help his career and he made the best of it.
Every now and then you meet a presenter who makes you want to bow down and say “I’m not worthy.” Barry Enderwick really understands branding and impressed me with his passion for transforming companies.
- A brand is everything a company does and how the world perceives the company
- Every company has a brand
- It’s shaped by news, employees, scandals, products, etc
- Brand Promise is the problem that a brand solves for a customer
- Netflix 2001 brand promise: Best Way to Rent DVDs
- This is too transactional. Makes them seem like just a vending machine.
- Later revised brand promise to: Movie Enjoyment Made Easy
- Brand Attributes: tone of voice, persona
- Instead of “customer service phone lines open 24/7” they phrase it “Call us anytime”
- Brand Story: how the brand came to be, what problem the founder wanted to fix
- Netflix used to require customers to call to cancel subscriptions but that was a hassle for customers and employees so they switched to an unheard of at the time, 2 clicks to cancel model online. This led to increased customer satisfaction and customers more likely to return.
- Brand Advertising: No call to action
- Nike Just Do It
- Can be expensive, requires existing brand awareness
- Create a customer survey to better learn about what your customers want
- Netflix partnered with DVD manufacturers and put a free trial sticker on DVD boxes and gave DVD manufacturers a cut of the profits.
- InstantPot sent their product to bloggers, optimized their Amazon listing, and chose to focus on grassroots influencer marketing
- Diesel’s brand is about letting people express themselves so they opened a pop up shop in New York City with a knock off Deisel brand.
- Do not talk about your competition in your marketing materials. Why would you give them free advertising or exposure?
- Netflix 2001 brand promise: Best Way to Rent DVDs
Alaina from Women in Digital spoke about her career journey, Cement Marketing and Women in Digital.
- Don’t create the same content as competitors
How to Create Marketing Partnerships That Grow Your Business
This session was after lunch but trust me when I say nobody was dozing off in the audience. The panel of local business rockstars was very knowledgeable and open to speaking about their marketing partnerships. Claire Coder of Aunt Flow struck me with how she’s only 21, is incredibly extroverted, talks up the brands she works with and is killin’ it. #Goals
- A marketing partnership could mean samples, trials, etc. It doesn’t have to be an exchange of money.
- It does have to be mutually beneficial and elevate both brands
- Approach big corporations with a shower of love and appreciation for them. They don’t need you, you need them.
- Aunt Flow partnered with Ask Pattie (a company that certified auto dealers as being female friendly) because they are similar businesses, like-minded “Give your bathroom a tuneup!”
- You can find marketing partnerships all around you, with the people you meet. Just ask them and message them.
- Big companies like working with smaller companies because they have passionate followers and trustworthiness.
- Come to the table with a specific ask. Do not say “Do you want to collaborate?” Do the work if you’re asking and propose an idea with a specific set of dates.
- Be careful of politically charged partnerships (Ex. If you work with Planned Parenthood, then Catholic churches might not work with you in the future.)
- Have a dedicated contact person at the company you’re working with. If shit hits the fan, who you gonna call? Ghostbusters?
Marketing Without A Lot of Money (My favorite session!)
This session was packed! Man, this guy is the real deal. He knows how to break through the clutter and stand out. I love presentations that tell stories rather than rattle off statistics next to stock photos. He was honest, real, and friggin’ human. My biggest takeaway from his talk: Don’t be a turd. (I loved how he looked to the audience and was like “Some of you are turds. I know it, but like don’t be. Sometimes I’m a turd, yeah, but I try really hard to not be a turd.”)
- To stand out at SXSW, his emerging marketing agency handed out scrolls, not business cards. It was an ice breaker, memorable and made follow up calls easier “We’re the guys with the scrolls.” Budget: $135 Don’t steal his idea. No seriously.
- To advertise an Homage clearance sale, they held a carnival where people could spin a wheel to win a prize. They started out knowing they wanted to do something with a carnival and spinning a wheel and decided Facebook Live would be the best medium for this idea. They told their fans in advance and then on the specified day, every hour on the hour, they did Facebook Live, spinning a giant wheel, giving out prizes to commenters and having inside jokes. They just used just an iPhone on a tripod. Budget: $400
- Message before the medium. Who’s the audience? What’s their language?
- What freebies can you offer?
- How can you lighten up?
- What can I do to listen to my customers?
- How can I gamify my services?
- People want to win something and they like free stuff.
- To move Hot Chicken Takeover from a takeout window in Old Towne East to the North Market they needed to keep it authentic and please their loyal fans. They chose to hand make everything, like hand painting the menus, using pallets on the walls, chalk board signs etc. Budget: $610
- Listen to your customers, store managers, people on the ground floor. They know best.
- Show your personality in Instagram Stories
- Barter for your services. You can do marketing for a lawyer to pay for your legal fees
- Send handwritten thank you notes (amen!)
- Join the chamber of commerce
What the top CMO’s have to say about Marketing
I learn best when I hear from people who are on the ground doing marketing. This was a panel of CMOs from big local companies. They didn’t say a whole lot that I found to be earth shattering. Yeah, I know that data is important and voice is an upcoming trend.
- You can’t fix what you can’t measure
Vlog like a Boss: How to Create Video that Gets Attention
Man, this was not her first rodeo. Amy Landino was an experienced presenter who knew how to keep the crowd awake and listening. I’d heard her speak before at a Columbus Young Professionals event and again was struck by how much of a boss she is. She’s good at what she does.
- Make videos of frequently asked questions. People like customer-service style videos that will help them.
- Your video will last on Instagram, Facebook, and Twitter for about 24 hours but will be on YouTube for years.
- Video making process
- Idea, research, outline
- Upload and optimize
- Make a custom thumbnail
- When doing a tutorial or vlogging, show the end result first. This adds trust and keeps the viewer watching.
- At 8 sec, people decide to keep watching or leave
- Keep their eyes moving, use B Roll, text on screen, different angles
- End your video with one CTA that you say out loud
- Don’t link to YouTube videos on Facebook. The platforms don’t like each other and don’t want traffic leaving their site. If you need to share your YouTube video also on Facebook, natively upload a different and shorter video to Facebook.
- Talking head videos don’t work on Facebook. Not engaging to people scrolling thru news feed
I’m so excited to be joining the board of advisors for the Columbus Women in Digital chapter! Ever since hearing about the group 2+ years ago, I’ve wanted to get more involved and I can’t wait to help this amazing group grow and thrive even more. This powerful supportive network of women has changed my life and the lives of countless other women. Learn more about Women in Digital: https://lnkd.in/gxnKtdX