The ASPCA’s Ayumi Stubbs on Viral Marketing
TM: Do you track pass-alongs; if so, how?
AS: Yes, our eCRM [vendor], Convio, allows us to track usage of our “E-mail to a Friend” links and forwarded e-mails, since not everyone uses the link we provide. They often use the forward function in their e-mail program. We also track the actions taken by the people who receive viral messages, [such as] if they register on our Web site, make a donation, buy something from our online store, etc.
TM: What have been the results of making e-mails viral?
AS: It has increased donations and store purchases, Web site registrations, traffic to our Web site … the list goes on! People trust what their friends and family think, so we really depend on our current members to help us spread the word and introduce the ASPCA to people who may not have known about us otherwise.
TM: What are your current plans to expand the viral aspects of your e-mail?
AS: We’re actually planning on expanding the viral aspects of our Web site [by] making more specific asks to our visitors to help us spread the word about everything from fighting animal cruelty to pet care. We also are exploring the possibility of giving our members the ability to create their own Web pages on the ASPCA Web site to help us raise funds. They can create anything from a memorial page dedicated to a beloved pet, to a wedding page for collecting gift donations to the ASPCA. It would be completely viral and would depend on our members to spread the word about their ASPCA pages.