The Agitator, a must-read newsletter on fundraising trends and strategy for non-profits, last week posted a series on audience building amidst the ever-shifting sands of Google and Facebook. (In two words: treacherous.) Some takeaways:
- More than half of all Google searches now end in no clicks (because Google is dominating many searches with its own information boxes — and because people on mobile don’t click as much);
- Organic reach on Facebook has dried up — clickthroughs are now all ad-driven, and those ads are getting and will get more and more expensive.
How can you engage exactly the grass-tops people you want talking about your ideas, expertise and new research?
Katy Napotnik of The Urban Institute reveals Urban’s blueprint for doing so in a Medium essay that every CEO, director and comms director at research-driven organizations should marinate in.…Read More
Yesterday I urged you to think about your email welcome series as an instrument of transformation — taking the first critical steps in transforming your drive-by audience into an actual audience, one that gives you permission to converse with it because it trusts you.…Read More
From Inbox Collective’s Dan Oshinsky (who directed the email programs for The New Yorker and Buzzfeed):
… Read More
The secret of the email world is that welcome emails open at incredibly high rates — often multiple times higher than a normal email. (77% of readers open my welcome email.) And when you get a chance like that to make a first impression, you better take it.